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Vyučující
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Pícha Kamil, doc. Ing. Ph.D., MBA.
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Obsah předmětu
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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
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Studijní aktivity a metody výuky
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Dialogická (diskuze, rozhovor, brainstorming), Práce s textem (učebnicí, knihou), E-learning
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Výstupy z učení
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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.
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Předpoklady
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nespecifikováno
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Hodnoticí metody a kritéria
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Test, Seminární práce
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Doporučená literatura
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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.
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Cialdini, R. B. Influence: the psychology of persuasion (Rev. ed.). New York, NY: Collins, 2006.
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Evans, M., Jamal, A., Foxall, G. Consumer Behaviour. Chichester: John Wiley & Sons Ltd., 2006.
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Kotler, P., Armstrong, G., & Wong, V. Principles of marketing (5th European ed). Upper Saddle River, N.J: Pearson Prentice Hall, 2008.
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