Business Psychology (BA) - Market and Consumer Psychology Karlshochschule International University

Program Description

In the specific profile-based study phases, students acquire a deeper understanding of human behavior in the context of markets and consumption. Beyond the general fundamentals of psychology, they study specific psychological theories and models to explain consumer behavior, decision-making, brand perception, advertising, and sales psychology. They acquire skills in the fields of strategic marketing, marketing implementation, and marketing controlling, explore psychological aspects of media use and the design of communication campaigns, and acquire knowledge of the specific characteristics of advertising in different cultural contexts. Upon successful completion of the program, students will be proficient in empirical research methods. They will be able to apply psychological insights in marketing, market research, and other fields of business psychology, and to develop, implement, and reflect on effective marketing strategies and communication measures. Profile-related subjects of the course include marketing strategy, implementation and controlling, media and communication psychology, intercultural advertising psychology, consumer psychology and ethics, development of communication campaigns, and current topics in media and consumer psychology.

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