International Summer School for Advanced Study

Consumer Behaviour

in cooperation with Yasar University Izmir / Turkey

  • YASAR LogoIntensive course: 60 hours / one excursion included
  • Course language: English
  • Number of participants: circa 20

Course date

8 July – 2 August 2018

Registration deadline

Deadline of registration: 17th of April 2018

Course language


Language level

B2-C2 / Intermediate and advanced level


4 credit hours - US / 8 credit points-ECTS*
* Please note: These credits can be transferred to your home university/institution. It is recommended to verify with your home university/institution that the grades you earn in Bremen can be applied to your curriculum or course of study.

Syllabus and Faculty

Consumer Behaviour

Lectures, excursion and assessments 60 hours
Group work, individual preparation and reading 50 hours
Total duration 110 hours

Have you ever wondered why you usually order from the same pizza restaurant or why you buy the latest version of a smart phone when the one you already have is working properly? Or why you attend a concert you are not really that excited about – just because you already paid for the tickets? This course is designed to explore consumer behavior across a number of domains – from the cognitive biases that impact our daily decisions to the ways in which we’re influenced by our peers. My primary hope is that this course provides you with a detailed understanding of individuals and organizations and how they select and use products and services. Because we are studying human behavior, we should all have a lot to contribute, both from our own personal experiences, as well as from the content of the materials we will be reading.

Main topics are:

  • To understand consumer behavior as an interdisciplinary area.
  • To explain and analyze the major stages which consumers usually go through when making a consumption-related decision.
  • To understand the dynamics of motives, needs, and goals and how they shape consumer behavior.
  • To understand the elements of perception and their role in consumer behavior.
  • To identify the major individual and cultural factors that affect consumers’ decision-making process.
  • To demonstrate how as a marketer you can use your knowledge of consumer behavior concepts to develop better marketing programs and strategies to influence those behaviors.
  • To complete a project that demonstrates both their working knowledge and analytical skills in assessing the consumer decision-making process.
  • To analyze the trends in consumer behavior, and apply them to the marketing of an actual product or service.

Module 1
Consumer Behaviour

Module 2
Cross-cultural Management and Communication
German Language – a short introduction

Module 3
Plant tour

Timetable PDF Download application/pdf
Teaching method Lectures, workshops, project work
Assessment Continuous assessment and final test
Syllabus update/created December 2017 / PDF Download application/pdf
Faculty Dr. Gizem Kurt
Faculty of Business / Department of Business
Yasar University Izmir / Turkey
Lecturers for Cross-cultural Management and German Language /Hochschule Bremen


Certificate / transcript of records

At the end of the course a certificate of attendance and transcript of records will be issued to each participant.
Successful participants can earn 4 credit hours - US / 8 credit points-ECTS.

Course participants

Students of economics, business studies, management studies and interested persons. Minimum age 18 years.


For information concerning the accommodation please see "room and board".

Tram and bus ticket

As a participant in the International Summer School on arrival you will receive a ticket for public transport (tram + bus) for the duration of the course. With this ticket you can use all trams and buses within the city of Bremen. For travels on the night trams/buses on the weekend a surcharge of EURO 1 per ride is due.

Additional Information

  • Internet access and e-mail are available to every participant.
  • During the entire stay tutors of the Hochschule Bremen will be available and will take care of participants’ needs.

Activities program

An attractive and colourful leisure program provides participants with ample opportunities to discover Bremen and Germany (in part subject to charge).

  • guided city tour
  • welcome and farewell parties
  • leisure activities
  • excursions and trips

For more information please see "leisure activities".


For the duration of your stay in Germany we recommend taking out a health and accident insurance policy as well as a third party insurance. The Hochschule Bremen will not be liable for any costs arising in the case of either sickness or injury.
Summer school fees do not include any insurance coverage.


Course fee*

Consumer Behaviour
8 July – 2 August EURO 900 Registration

* The course fee includes:

  • information packet with city guide
  • Seminars and lectures
  • Teaching material
  • Program related excursion
  • Ticket for public transport in Bremen (bus+tram)

* The course fee excludes:

  • Travel expenses
  • Accommodation in Bremen
  • Health and liability insurance
  • Board and personal spendings
  • Participation in optional activities

The program may be subject to change.