Time and Room
Lecture (Prof. Dr. Sander) (3h):
Wednesday, 10:00-11:30, room G530
Wednesday, 11:45-13:15, every 14 days, room G530
Tutorials:
Group 1: Monday, 13:30-15:00, H305, S. Fischer, every 14 days, starting on 24.04.
Group 2: Wednesday, 11:45-13:15, G530, S. Fischer, every 14 days, starting on 26.04
A tutorial schedule can be found here.
Exams:
First date: Wed, 19.07, 17:30-19:00, room: P602, P603
Second date: Wed, 18.10, 17:30-19:00, room: G227
Registration period:
First date: 27.06-04.07.2023
Second date: 12.-19.09.2023
Post exam review:
First date: wed, 09.08., 13:00 - 14:00, room: F423
Second date: t.b.a.
Registration by e-mail (to semjon.2.fischer@uni-konstanz.de) by 8 August at 4 p.m. is mandatory for the exam review.
Description
This course begins with a discussion of the various buying behaviour theories. The buying behaviour of consumers, private and public companies and that of trade are analysed. This is followed by a presentation of how, in market research, data can be collected and processed in primary and secondary ways. Here, emphasis is placed on bivariate and multivariate data analysis methods. The final part of the course shows how forecasts can be made, which have a particular relevance for marketing. Aside from development forecasts, market response forecasts are also considered. The wide spectrum of forecasting methods is presented and examined with respect to its applicability to marketing-specific questions.
Teaching materials
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Foundational literature
- M. Sander: Marketing-Management. Märkte, Marktforschung und Marktbearbeitung, 3rd edition, Konstanz, Munich 2019.
More information - C. Fantapié Altobelli: Marktforschung. Methoden, Anwendungen, Praxisbeispiele, 3rd edition., Konstanz, Munich 2017.
More information
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