TOM HS23 Semester 1

Psychology as a soft-skill promotes social competence by providing students with an insight into human psychological functioning and behaviour within the areas of social psychology, personality, motivation, memory, learning, the brain as well as strategies to support mental wellbeing. Conventional and contemporary psychological theories are explored via lectures, group discussion and video snippets. Course work includes obligatory reading assignments and personal reflection journals as well as in class critical discussion.

Aims and Study Concept
The objective is for the students to apply this knowledge so as to deepen self-awareness and increase tolerance for a better understanding of their and others' behaviour. Students need to be willing to actively participate and embrace personal development. Lessons are opportunities to develop critical thinking within a dynamic environment and hence discussion is compulsory and integral to the course. Reflection Journals help build critical thinking skills such as examining assumptions, uncovering hidden values and evaluating data. This process involves the ability to question and to cope with uncertainty. Personal development is further supported with the aim of building competencies; such as resilience (adaptability) and growth mindset, in order to meet challenges. Students are required to complete weekly reading assignments and practical exercises for homework. Exams are graded reflection exercises.

Dive into the multifaceted realm of consumer behavior, understanding the intricacies of customer decisions and the influential role of marketing strategies. This bachelor-level course unfolds the basics of consumer behavior and delves deep into key areas, including heuristics and biases, quantitative and qualitative data measures, consumer trends, and the ethical considerations in marketing. The curriculum spans seven sessions, beginning with foundational concepts and culminating in a presentation of group research projects.
As a learner, you'll sharpen your professional competence by mastering the customer decision-making process, spotting potential market opportunities, and discerning credible marketing offers. On a self-competence level, you'll gain insights into the irrationalities in market decisions, understand the manipulation tactics, and synergize interdisciplinary research findings to scrutinize human behavior. From a methodological standpoint, this course equips you with skills in creating accurate customer surveys, conducting behavioral experiments, interpreting behavior models, and distinguishing the quality of market research in the context of consumer behavior.