2024/2025

Consumer Behavior (Advanced Course)

Type: Mago-Lego

Delivered by: Department of Marketing (Nizhny Novgorod)

When: 2, 3 module

Open to: students of one campus

Language: English

ECTS credits: 6

Contact hours: 24

Course Syllabus

Abstract

Course plan Part 1. Consumer Behavior and Marketing: The concept of "Consumer Behavior" and the theory of consumer behavior. Methods of researching consumer behavior. Internet Marketing. Loyalty programs as a CRM tool and a way to optimize marketing expenses. Part 2. Factors affecting consumer behavior: The impact of culture, social class and ethnicity on consumer behavior. The influence of reference groups, families and households on consumer behavior. Psychological factors of consumer behavior, the influence of personality, consumer attitudes. Part 3. Consumer Behavior Model: The decision-making process on the purchase: stage and types. Motives of consumption and decision making. Consumers on B2B market. Consumer rights, their protection and legislative framework. After the course the student will know the theoretical and methodological approaches to consumer behavior in sociology, psychology, economics and marketing, as well as 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 and will be able to apply them. Grading System 1.The grade for the work on seminars and workshops scored during the entire study period . 2.The grade for independent work of students, prepared for the class. 3. Grade for the test 4.Grade for essay. 5. Grade for the oral exam. There is no blocking control works during the course. The final resulting grade for discipline is calculated as follows: Gfinal = ((0.7 *test + 0.3 *essay)*0.6+(0.2 * Gaud. + 0.2 * Gsam.)*0.4)*0.6 + Gexam* 0.4 During the entire course the10-point grade scale is used