Course: Consumer Behaviour

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Course title Consumer Behaviour
Course code KOD/CB
Organizational form of instruction Lecture + Lesson
Level of course Master
Year of study not specified
Semester Winter
Number of ECTS credits 5
Language of instruction English
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Pícha Kamil, doc. Ing. Ph.D., MBA.
Course content
Study topics: 1. Consumer behaviour and marketing 2. Process of consumer decision-making and after-purchase behaviour 3. Rationality and irrationality in consumer behaviour, consumer engagement 4. Marketing research of consumer behaviour - qualitative and quantitative 5. Geodemographics 6. Social influences 7. Households and families 8. Self-perception, personality nad lifestyle 9. Perception 10. Learning and attitudes 11. Emotion and archetypes 12. Segmentation, customer metrics, marketing mix 13. Consumers markets dynamics

Learning activities and teaching methods
Dialogic (discussion, interview, brainstorming), Work with text (with textbook, with book), E-learning
Learning outcomes
The knowledge of consumer behaviour enables organizations to improve their marketing strategies and market segmentation. The students will especially understand consumer psychology, the thinking processes and choices of consumers with regard to various products and brands, the influences of environment (media, culture, family, reference groups etc.), the various decision-making processes including bounded rationality and engagement influences. The proper methods of qualitative and quantitative research in the scope of consumer behaviour are involved too.
Students understand the basic theories and aspects of consumer behaviour, trends and research methods. They are able to gather and use primary and secondary data about consumer behaviour, perform market segmentation and setup customer metrics.
Prerequisites
Basic knowledge about marketing.

Assessment methods and criteria
Test, Seminar work

Credit requirements: 1) Elaboration and oral presentation of team assignments - consumer research. 2) Open book test (minimum 50% success rate to pass).
Recommended literature
  • Ariely, D. Predictably irrational: the hidden forces that shape our decisions (Rev. and expanded ed., 1. Harper Perennial ed). New York, NY: Harper Perennial, 2010.
  • Cialdini, R. B. Influence: the psychology of persuasion (Rev. ed.). New York, NY: Collins, 2006.
  • Evans, M., Jamal, A., Foxall, G. Consumer Behaviour. Chichester: John Wiley & Sons Ltd., 2006.
  • Kotler, P., Armstrong, G., & Wong, V. Principles of marketing (5th European ed). Upper Saddle River, N.J: Pearson Prentice Hall, 2008.


Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester
Faculty: Faculty of Economics Study plan (Version): Management of Commerce (1) Category: Economy 1 Recommended year of study:1, Recommended semester: Winter