Wirtschaftspsychologie & Digital Consumer Behavior

Semester plan

1. Semester 130 ECTS requiredGeneral Psychology · Empirical Research Methods · Leadership: Basics & Concepts · Social Psychology / Psychology of Personality · Business Psychology

   • General PsychologySummary by OWWZ: Perception, memory, learning, emotion and motivation are related to performance and health in organisations. Topics also include self-efficacy, stress and the limits of individual behavioural change.Exam (in German): Studienarbeit6 ECTS
   • Empirical Research MethodsSummary by OWWZ: Students plan empirical studies and justify research questions, operationalisation and quality criteria. They develop questionnaires, interview guides and observation systems and distinguish qualitative and quantitative data collection methods.Exam (in German): Studienarbeit6 ECTS
   • Leadership: Basics & ConceptsSummary by OWWZ: Traditional and contemporary leadership approaches are assessed for effectiveness. Organisational models, management tools, positive leadership and evidence-based leadership are applied and reflected upon through practical cases.Exam (in German): Referat / Präsentation6 ECTS
   • Social Psychology / Psychology of PersonalitySummary by OWWZ: The module connects personality theories with social influences on behaviour and performance. Students examine individual differences, attitudes, norms and group processes in organisational situations.Exam (in German): Schriftliche/zeichnerische Arbeit6 ECTS
   • Business PsychologySummary by OWWZ: Recruitment, assessment, staff development and retention are linked to work motivation and organisational design. Further topics include performance appraisal, counterproductive behaviour, strain and healthy working conditions.Exam (in German): Schriftliche/zeichnerische Arbeit6 ECTS
2. Semester 230 ECTS requiredDigital Experiences & Media Realities · Digital Consumers · Empirical Analysis Methods · Project- and Process-Management · Advertising Psychology & Consumer Behavior

   • Digital Experiences & Media RealitiesSummary by OWWZ: Digital media use is examined through generational, cultural and social influences. Students explore media effects, computer-mediated communication and subtle influence through influencers, product placement and interactive advertising formats.Exam (in German): Studienarbeit und mündliche Prüfung 15 Min.6 ECTS
   • Digital ConsumersSummary by OWWZ: Digital purchasing journeys, impulse buying and new experience formats are examined for their implications for marketing and market research. The module also considers digital self-extension, media ethics and consumer protection.Exam (in German): Referat / Präsentation6 ECTS
   • Empirical Analysis MethodsSummary by OWWZ: Quantitative data are analysed using software-supported descriptive and inferential statistics. Qualitative interviews and group discussions are examined through categorisation and content analysis, with critical assessment of methodological suitability.Exam (in German): Studienarbeit6 ECTS
   • Project- and Process-ManagementSummary by OWWZ: Students plan and control projects and analyse business processes. Topics include project organisation, risks, quality, agile approaches, process documentation, improvement and indicators, with practical cases supporting application.Exam (in German): Referat / Präsentation6 ECTS
   • Advertising Psychology & Consumer BehaviorSummary by OWWZ: Perception, memory, emotion, motivation and attitudes explain advertising effects and consumer decisions. Students analyse psychological models and adverse effects and apply findings to storytelling and their own advertising designs.Exam (in German): Studienarbeit6 ECTS
3. Semester 330 ECTS requiredConflict Management and Negotiation · Master Thesis · Future Trends in Business Psychology

   • Conflict Management and NegotiationSummary by OWWZ: Conflict types, causes and escalation are linked with methods of analysis and resolution. Students examine negotiation phases, styles and strategies and apply them to negotiations in conflict situations.Exam (in German): Referat / Präsentation6 ECTS
   • Master ThesisSummary by OWWZ: A focused business psychology question is investigated independently using scientific methods. The thesis includes theoretical foundations, research design, data collection where applicable, analysis, interpretation and written documentation.ThesisExam (in German): Masterarbeit, Bearbeitungszeit 4 Monate18 ECTS
   • Future Trends in Business PsychologySummary by OWWZ: Current approaches such as self-organisation, agile organisations, neuroleadership and Spiral Dynamics are related to change and adaptability. Personal and organisational limits of change, values, mindfulness and self-leadership are reflected upon.Exam (in German): Studienarbeit6 ECTS

Topic profile

ECTS by topic from the curriculum’s modules; together at most the programme’s ECTS.RequiredElective

• Business and consumer psychology12 ECTS: 12 required12 ECTS
• Work and organisational psychology9 ECTS: 9 required9 ECTS
• Empirical social research9 ECTS: 9 required9 ECTS
• Leadership6 ECTS: 6 required6 ECTS
• Media and communication psychology6 ECTS: 6 required6 ECTS
• Business process management6 ECTS: 6 required6 ECTS
• Psychology6 ECTS: 6 required6 ECTS
• Personality and individual differences3 ECTS: 3 required3 ECTS

Curriculum sources

• Externenprüfungsordnung Wirtschaftspsychologie & Leadership (M.Sc.), 09.05.2025 Studienbeginn ab SoSe 2020, gültig ab 1. März 2025Examination regulations · Version 17.06.2020, Fassung der 5. Änderungssatzung vom 09.05.2025 · checked 18 October 2026
• Modulhandbuch: Wirtschaftspsychologie – fünf FachrichtungenModule handbook · Version Stand 18.07.2025; gültig ab Wintersemester 2025/26 · checked 18 October 2026