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Lecturer(s)
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Weberová Dagmar, doc. PhDr. Ph.D., MBA.
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Course content
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1. Perception in consumer behaviour. 2. Sensation in consumer behaviour. 3. Illusions in marketing communication. 4. Attention in consumer behaviour. 5. Psychology of colours. 6. Memory in consumer behaviour. 7. Learning in consumer behaviour. 8. Motivation in consumer behaviour. 9. Value system in consumer behaviour. 10. Consumerism in childhood. 11. Gender stereotypes in ads. 12. Specifics of generation Z. 13. Specifics of generation Alpha.
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Learning activities and teaching methods
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- Participation in classes
- 26 hours per semester
- Term paper
- 25 hours per semester
- Preparation for examination
- 25 hours per semester
- Home preparation for classes
- 24 hours per semester
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| prerequisite |
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| Knowledge |
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| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| The student can define and explain basic terms: consumer, consumer behavior, segmentation, targeting, positioning and repositioning. |
| The student can define and explain basic terms: consumer, consumer behavior, segmentation, targeting, positioning and repositioning. |
| The student can list and explain the types of segmentation used in marketing. |
| The student can list and explain the types of segmentation used in marketing. |
| The student can explain the interdisciplinary character of consumer behavior. |
| The student can explain the interdisciplinary character of consumer behavior. |
| The student can describe personnel factors and key psychological processes (motivation, perception, learning and memory) influencing consumer behavior. |
| The student can describe personnel factors and key psychological processes (motivation, perception, learning and memory) influencing consumer behavior. |
| The student can explain the five-stage model of the buying decision process. |
| The student can explain the five-stage model of the buying decision process. |
| Skills |
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| The student can choose appropriate segmentation criteria for his/her research. |
| The student can choose appropriate segmentation criteria for his/her research. |
| The student can distinguish between marketing, sales and product concepts. |
| The student can distinguish between marketing, sales and product concepts. |
| The student can select relevant personnel factors for consumer behavior research. |
| The student can select relevant personnel factors for consumer behavior research. |
| The student can design a personification of the brand. |
| The student can design a personification of the brand. |
| The student is able to propose ways of promoting a product/service based on the evaluation of consumer behavior research. |
| The student is able to propose ways of promoting a product/service based on the evaluation of consumer behavior research. |
| teaching methods |
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| Knowledge |
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| Analysis of a presentation |
| Analysis of a presentation |
| Lecturing |
| Lecturing |
| Dealing with situational issues - learning in situations |
| Dealing with situational issues - learning in situations |
| Skills |
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| Individual work of students |
| Individual work of students |
| assessment methods |
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| Knowledge |
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| Written examination |
| Written examination |
| Analysis of a presentation given by the student |
| Analysis of a presentation given by the student |
| Preparation of a presentation |
| Preparation of a presentation |
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Recommended literature
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EAST, Robert, Malcolm WRIGHT a Marc VANHUELE. Consumer behaviour: applications in marketing. 2017. ISBN 9781473919501.
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GENTINA, Elodie a PARRY, Emma. The new generation Z in Asia: dynamics, differences, digitalization. U.K.: Emerald Publishing Limited, 2020. ISBN 9781800432208.
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MCDANIEL, Carl D. & Roger H. Gates. Marketing research. 2015. ISBN 978-1118808849.
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SETHNA, Zubin a Jim BLYTHE. Consumer behaviour. 2016. ISBN 9781473919136.
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SCHIFFMAN, Leon G. a WISENBLIT, Joseph. Consumer behavior. Harlow, England: Pearson, 2019. ISBN 978-1-292-26924-5.
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SOLOMON, Michael R.; ASKEGAARD, S?ren; HOGG, Margaret K. a BAMOSSY, Gary J. Consumer behaviour: a European perspective. Harlow: Pearson, 2019. ISBN 978-1-292-24542-3.
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SOLOMON, Michael R. Consumer behavior: buying, having and being. Harlow, England: Pearson, 2020. ISBN 978-1-292-31810-3.
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SZMIGIN, Isabelle a PIACENTINI, Maria. Consumer behaviour. Oxford: Oxford University Press, 2015. ISBN 9780199646449.
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