Bachelor
2024/2025
Consumer Behaviour
Type:
Compulsory course (International Business and Management Studies)
Area of studies:
Management
Delivered by:
Department of Management
When:
4 year, 1 module
Mode of studies:
offline
Open to:
students of one campus
Language:
English
ECTS credits:
4
Course Syllabus
Abstract
The Consumer Behavior course is designed for students who want to understand how and why people shop. The course covers key concepts and models of consumer behavior, the role of emotions, culture, and especially technology in the development and evolution of decision making. It also introduces traditional consumer research methods as well as modern methods of analyzing consumer behavior using technology. The course covers a wide range of topics - from the evolution of marketing concepts themselves to the latest approaches in neuromarketing, from classic models of consumer decision making to the study of digital behavior and forecasting future trends. This is a practical and applied course that will help you better understand consumer motivation and apply this knowledge in marketing, business, and research.
Learning Objectives
- As a result of mastering the course, students gain theoretical knowledge in the field of studying consumer behavior, have an understanding of modern concepts and approaches to analyzing consumer behavior and studying consumer preferences, and also gain practical knowledge and skills in identifying and predicting trends and the evolution of consumer behavior.
Expected Learning Outcomes
- Understanding the Evolution of Marketing: Students will be able to explain how and why marketing has evolved from a product focus to a consumer focus, and how this influences modern approaches to studying consumer behaviour.
- Mastering Key Models and Concepts: Students will master key concepts and models of consumer behaviour, including traditional and modern approaches, enabling them to better understand the factors that influence purchasing decisions.
- Analysing Psychological Aspects: Students will be able to analyse the psychological aspects of consumer behaviour, including the influence of emotion, perception and neuromarketing on decision making.
- Applying Decision Making Approaches: Students will be able to use various consumer decision making models, such as decision trees, to analyse and predict purchasing behaviour.
- Marketing Research Skills: Students will gain practical skills in marketing research and data analysis, enabling them to effectively study consumer preferences and interpret research results.
- Assessing the Impact of Technology: Students will be able to assess the impact of technological advances and digital technologies on consumer behaviour and use this knowledge to develop marketing strategies.
- Forecasting Future Trends: Students will be able to analyze and predict future megatrends influencing consumer behavior and adapt their marketing approaches in line with these changes.
Course Contents
- Section 1 Evolution of Marketing and Prerequisites for Studying Consumer Behavior
- Section 2 Introduction to Consumer Behavior
- Section 3 Psychology of Consumer Behavior
- Section 4 Consumer Decision Making
- Section 5 Marketing Research as a Tool for Understanding the Consumer
- Section 6 Phenomenon of Digital Behavior
- Section 7 Future of Consumer Behavior
Assessment Elements
- Classroom activity
- Practical assignments
- Final testThe final test includes 40 main questions (5 questions per section).
Interim Assessment
- 2024/2025 1st module0.2 * Classroom activity + 0.5 * Final test + 0.3 * Practical assignments
Bibliography
Recommended Core Bibliography
- 9780273758785 - Goworek, Helen - Retail Marketing Management : Principles and Practice - 2015 - Pearson - https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=1419601 - nlebk - 1419601
- Malhotra, N. K. (2017). Marketing Research. [N.p.]: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1531280
Recommended Additional Bibliography
- Kotler, P., & Keller, K. L. (2016). Marketing Management, Global Edition (Vol. Fifteenth edition, Global edition). Boston: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419603