Магистратура
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Поведение потребителей
Статус:
Курс обязательный (Аналитика данных для бизнеса и экономики)
Направление:
38.04.01. Экономика
Кто читает:
Департамент менеджмента
Где читается:
Санкт-Петербургская школа экономики и менеджмента
Когда читается:
2-й курс, 1 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для всех кампусов НИУ ВШЭ
Преподаватели:
Плешкова Анастасия Юрьевна
Прогр. обучения:
Аналитика данных для бизнеса и экономики
Язык:
английский
Кредиты:
3
Course Syllabus
Abstract
Consumer behavior course is to develop an understanding of human behaviour to inform strategic business decisions, allowing to innovate and respond to consumer needs by applying consumer behaviour theory to real-world contexts.
Learning Objectives
- To study the theoretical and methodological approaches to consumer behavior in sociology, psychology, economics and marketing
- To study methods for managing the decision-making process, actions and perceptions of individuals in assessing, acquiring, applying and getting rid of goods and services as a consumer in up-to date conditions
Expected Learning Outcomes
- To identify and predict consumer preferences based on consumer typology.
- To understand the history of the discipline and subfields
- Be able to measure, critique and interpret consumer behavior based on the knowledge of the internal Influences on consumer behavior.
- Be able to identify and structure the factors that influence consumer behavior
- To understand the main conceptual approaches in the study of consumer behavior
- Be able to develop recommendations for improving companies’ marketing activities based on assessment of customer satisfaction and customer loyalty
- To know modern concepts, approaches and methods of managing consumer behavior in the market of goods, services, ideas
- Can analyze complex factors affecting consumer behavior
- Can determine objectives of the acquisition of goods and services by target segments
Assessment Elements
- In-class activityActivity during seminars; participation in Q&A and task completion
- Group project presentationStudents are divided into groups of 3-4 people. Each group selects a specific product or service of a real company from the list provided, and offers a psychographic description of several potential segments of consumers of a given product or service. It is necessary to complete the hypothetical semantic structure of the product, which connects the functional characteristics of the product with the values of selected consumer segments, thus opening up opportunities for different product positioning. Another task is to offer ideas on positioning and promotion of a product for each group of consumers with different values. The solution is fixed in the format of a Power Point presentation.
- Group project reportStudents are divided into groups of 3-4 people. Each group selects a specific product or service of a real company from the list provided, and offers a psychographic description of several potential segments of consumers of a given product or service. It is necessary to complete the hypothetical semantic structure of the product, which connects the functional characteristics of the product with the values of selected consumer segments, thus opening up opportunities for different product positioning. Another task is to offer ideas on positioning and promotion of a product for each group of consumers with different values. The solution backs up the group presentation and is fixed in the format of a report for several pages in any confenient form (doc, pdf, excel, web, etc.).
Interim Assessment
- 2024/2025 1st module0.25 * Group project presentation + 0.25 * Group project report + 0.5 * In-class activity
Bibliography
Recommended Core Bibliography
- Balladares Fuentes, A. G. (2021). Changing consumer behavior in the digital age: perceived risk in information search process [Universitat Ramon Llull, 2021.].
- Consumer behavior, Hoyer, W.D., 2001
- Consumer economics: issues and behaviors, Goldsmith, E., 2005
- Exenberger, E., & Bucko, J. (2020). Analysis of Online Consumer Behavior - Design of CRISP-DM Process Model. Agris On-Line Papers in Economics & Informatics, 3, 13–22. https://doi.org/10.7160/aol.2020.120302
Recommended Additional Bibliography
- Baltezarević Radoslav V., & Milić Mladen V. (2021). The role of nostalgia in emotional connection of consumers with brands. Baština, 2021(54), 137–147. https://doi.org/10.5937/bastina31-32572
- Consumer behavior, Blackwell, R. D., 2001
- Digital marketing analytics : making sense of consumer data in a digital world, Hemann, Ch., 2013
- Kateřina Matušínská, & Šárka Zapletalová. (2021). Rational and Emotional Aspects of Consumer Behaviour. Forum Scientiae Oeconomia, 9(2), 95–110. https://doi.org/10.23762/FSO_VOL9_NO2_5