Practical Relevance

The module provides an in-depth understanding of consumer decision-making behavior in the context of sustainabilityand digital transformation.
Students acquire the competence to plan, implement, and evaluate effective marketing instruments in strategic and operational marketing, particularly in the fields of communication, branding, and sustainability marketing.
A special emphasis is placed on conducting empirical investigations of real-world business cases – for example, analyzing sustainable purchase decisions or digital customer journeys – enabling students to apply theoretical knowledge to practical, data-driven challenges.

Module Type: Compulsory Course

Language of Instruction: German
Teaching Format: Seminar-based teaching
Frequency of Offering: Weekly
Semester: 1st semester
Contact Hours (SWS): 4
ECTS Credits: 5
Workload (hours): 50 / 40 / 40 / 20
First Examiner: Prof. Dr. Susanne Wigger-Spintig
Second Examiner: Prof. Dr. Werner Thieme
Lecturer(s): Prof. Dr. Susanne Wigger-Spintig
Corresponding Course: M3.1
Prerequisites: None
Examination Type: Module Examination (ModA)
Permitted Aids: None

Learning Objectives and Competencies

Upon successful completion of the module, students will be able to:

• Understand and analyze consumer behavior in the context of sustainability and digitalization and assess its implications for marketing and corporate strategy.
• Explain psychological, social, and technological factors influencing purchasing decisions and critically evaluate their impact on sustainable brand management.
• Collect and interpret digital consumer data, such as insights from social media and e-commerce platforms, and use them for evidence-based marketing decision-making.
• Critically assess marketing strategies and communication activities, integrate sustainability aspects, and propose well-founded solutions.
• Recognize the interrelation between behavioral sciences (psychology, sociology) and marketing and apply interdisciplinary insights to managerial practice.
• Conduct empirical research through applied case studies, e.g., examining the influence of sustainable branding on digital purchase decisions, and present results using academic research methods.

Module Contents

• Introduction to consumer research under the lens of sustainability and digitalization
• Theoretical models of consumer behavior (e.g., S-O-R Model, attitude and motivation models)
• Determinants of sustainable purchase decisions
• Digital customer journeys and touchpoint analysis
• Empirical investigation of real-world business cases (e.g., sustainable brand communication, online purchase behavior, green branding)
• Quantitative and qualitative methods for data analysis and interpretation

Students deepen their theoretical understanding by working on empirical, practice-oriented research questions in teams.
They conduct independent research projects – such as online surveys, expert interviews, or secondary data analyses – and apply both quantitative and qualitative methods to evaluate real marketing challenges.

Applied Business Administration Methods

Analytical and Quantitative Methods

• Models of consumer and advertising behavior
• Marketing feasibility and impact analyses
• Touchpoint and digital analytics
• Buyer and panel data analyses, cluster analysis, and secondary data evaluations
• Innovation and sustainability performance indicators

Qualitative and Interpretive Methods

• Associative and projective techniques
• Depth interviews, focus groups, expert surveys
• Observational and neuromarketing techniques (e.g., eye-tracking)
• Empirical case studies with corporate partners

Teaching and Learning Methods

Interactive, seminar-based teaching combining theoretical input, case discussions, and practical exercises.
Students engage in empirical project work, group presentations, and data analysis using digital research tools.
This enables them to transfer complex consumer behavior patterns to real marketing challenges and to develop strategically sound, sustainable, and data-driven marketing solutions.

Literature (Selection / To Be Supplemented During the Course)

• Solomon, M. R. (2020). Consumer Behavior: Buying, Having, and Being.
• Belz, F. M., & Peattie, K. (2019). Sustainability Marketing: A Global Perspective.
• Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity.
• Homburg, C., Klarmann, M., & Vomberg, A. (2020). Handbuch Marktforschung: Methoden, Anwendungen, Praxisbeispiele.
• Selected journal articles and empirical case studies on digital and sustainable consumer behavior.