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Lecturer(s)
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Šalamoun Jan, Ing. Ph.D.
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Pícha Kamil, doc. Ing. Ph.D., MBA.
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Course content
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Lectures: 1. Consumer behaviour and marketing 2. Purchasing process 3. Rationality and irationality in consumer behaviour, consumer engagement 4. Marketing research of consumer behaviour - qualitative and quantitative 5. Geodemography 6. Social influences 7. Households and families 8. Self-perception nad lifestyle 9. Perception 10. Learning and attitudes 11. Emotion and archetypes 12. Segmentation, customer metrics, marketing mix 13. Consumers markets dynamics Seminars: 1. Introduction, semestral work assignments 2. Recent trends in consumer behaviour 3. Heuristics in purchasing behaviour 4. Irationality 5. Secondary data 6. Qualitative research, semiotics 7. Quantitative research, scaling, data mining 8. Geodemography (gender, geomarketing) 9. Culture, subcultures, reference groups 10. Family life-cycle 11. VALS segmentation 12. Case studies (brands, ethics) 13. Presentations of seminar works 14. Presentations of seminar works
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Project-based learning, Practical training
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Learning outcomes
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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.
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Prerequisites
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unspecified
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Assessment methods and criteria
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Test, Seminar work
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Recommended literature
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Ariely, D. Jak drahé je zdarma: proč chytří lidé přijímají špatná rozhodnutí: iracionální faktory v ekonomice i v životě?. Praha, 2009.
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Bárta, V. & Bártová, H. Homo Spotřebitel. Praha, 2012. ISBN 978-80-245-1822-0.
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Bártová, H., Bárta, V., Koudelka, J. Spotřebitel (chování spotřebitele a jeho výzkum). Praha, 2007.
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Cialdini, R. Zbraně vlivu: Manipulativní techniky a jak se jim bránit. 2012.
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Evans, M., Jamal, A., Foxall, G. Consumer Behaviour. Chichester: John Wiley & Sons Ltd., 2006.
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Schiffman, L.G., Kanuk, L.L. Nákupní chování. Brno: Computer Press, 2004.
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Vojtko, V., Mildeová, S. Dynamika trhu. Praha: Profess Consulting, 2007.
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Vysekalová, J. Chování zákazníka. Praha, 2011.
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