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Lecturer(s)
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Course content
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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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Learning activities and teaching methods
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Work with text (with textbook, with book), Written action (comprehensive tests, clauses), E-learning
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Learning outcomes
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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
Credit requirements: 1) Elaboration and oral presentation of team assignments - consumer research. 2) Open book test (minimum 50% success rate to pass).
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Recommended literature
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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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