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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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Discussed topics: - Segmentation, Targeting, and Positioning; - Technology-Driven Consumer Behavior; - Internal Influences on Consumer Behavior: Motivation, Personality, Perception, Learning; - Communication and Consumer Behavior: Persuading consumers; - Consumer Decision-Making. Buying, Using, and Disposing of Products; - Consumers in Their Social Settings; - Culture's Influence on Consumer Behavior; - Cross-Cultural Consumer Behavior; - Marketing Ethics and Social Responsibility; - Consumer Research.
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Learning activities and teaching methods
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unspecified
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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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| Individual work of students |
| Individual work of students |
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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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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, L. G. and WISENBLIT, J. L. Consumer Behavior. Global Edition.. 2018. ISBN 9781292269245.
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SOLOMON, M. R. Consumer Behavior. Buying, Having, and Being. Global Edition.. 2019. ISBN 9781292318103.
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SOLOMON, Michael R., Soren ASKEGAARD, Margaret K. HOGG a Gary J. BAMOSSY. Consumer behaviour: a European perspective. 2019. ISBN 978-1-292-24542-3.
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SZMIGIN, Isabelle & Maria PIACENTINI. Consumer behaviour. 2015. ISBN 9780199646449.
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