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Major Module IV

Sustainability in Marketing and Consumer Behavior

Lecture (14266.0106)

Instructor: Dr. Magdalena Bekk
Dates, Times and Location: see KLIPS

Examination

The examination consists of a written exam of 60 minutes. 

Due to the Covid-19 pandemic and corresponding regulations, the 2nd exam will take place on September 29th, 2020, 09:00 a.m. – 10:00 a.m. in the form of a digital exam as well. Please see the updated information on ILIAS and a corresponding email in your smail account.

Examination Dates: 
1st exam
Date: May, 19th, 2020
Time: 10:30 a.m. - 11:30 a.m.
Location: digital exam!

2nd exam
Date: September, 29th, 2020
Time: 09:00 a.m. - 10:00 a.m.
Location: digital exam!

Please keep in mind that you need to register for the examination within the corresponding registration period. It is NOT possible to register after the registration period. Note that no responsibility is taken for the correctness of the information. Please refer to the Examination Office for all examination-related questions.

(Date of information: June 19th, 2020)

Zum Bestehen der Veranstaltung muss eine 60-minütige schriftliche Prüfung abgelegt werden.

Prüfungsdaten: 
1. Termin: 19.05.2020, 08:30 - 09:30 Uhr 
2. Termin: 29.09.2020, 09:00 - 10:00 Uhr

Aufgrund der Covid-19-Pandemie und entsprechender Vorschriften findet die 2. Prüfung am 29. September 2020, 09:00 - 10:00 Uhr ebenfalls in Form einer digitalen Prüfung statt. Bitte beachten Sie die aktualisierten Informationen zu ILIAS und eine entsprechende E-Mail in Ihrem Postfach.

(Stand der Informationen 19. Juni 2020)

Bitte beachten Sie, dass Sie sich nur innerhalb der vorgegebenen Fristen für die Klausur anmelden können. Es ist NICHT möglich, sich nach Ablauf der Frist nachträglich anzumelden. Es wird keine Verantwortung für die Richtigkeit der Informationen übernommen. Bitte informieren Sie sich beim Prüfungsamt über alle klausurbedingten Fragen.

Content

Why do almost all people say sustainability (for example saving the environment) is important to them but almost no one actually acts in line with this statement? And how can brand managers make their brands (look) more sustainable? The aim of this course is to understand why consumers have difficulties to act sustainable. What consumer and corporate social responsibility means. And how brands can misuse sustainability issues in order to appear more sustainable (e.g. greenwashing). In this course, participants will learn theories and findings from consumer behavior, marketing and psychology, which help to understand sustainable behavior from a consumer and brand perspective.

Learning Objectives

At the end of this course you should be able to:

  • understand the consumption process from a sustainability perspective.
  • understand why consumers have difficulty to act sustainable.
  • explain how consumer behavior can be nudged by managers into a more sustainable direction.
  • understand what brand managers can do to make their brand look more sustainable.