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Lecturer(s)
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Šramová Blandína, doc. PhDr. Ph.D.
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Course content
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- segmentation; - targeting, positioning; - segmentation of consumers according to the following criteria: geographic, demographic, geodemographic; - consumer segmentation by criteria: psychographic, generational, behavioural; - culture, values; - tradition, region; - social factors: groups, family; - social factors: status, role; - personality factors; - psychological factors; - attitudes; - lifestyle; - consumer purchasing decisions.
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Learning activities and teaching methods
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- Home preparation for classes
- 25 hours per semester
- Participation in classes
- 10 hours per semester
- Preparation for examination
- 40 hours per semester
- Term paper
- 25 hours per semester
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| prerequisite |
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| Knowledge |
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| To know the basics of marketing and marketing communication |
| To know the basics of marketing and marketing communication |
| Skills |
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| Critical thinking and the ability to compare, analyze and synthesize |
| Critical thinking and the ability to compare, analyze and synthesize |
| learning outcomes |
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| Knowledge |
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| Knowledge of segmentation criteria |
| Knowledge of segmentation criteria |
| Knowledge of the basic characteristics of consumer segmentation according to different criteria |
| Knowledge of the basic characteristics of consumer segmentation according to different criteria |
| Overview of consumer behaviour by culture |
| Overview of consumer behaviour by culture |
| Overview of consumer behaviour by value orientation |
| Overview of consumer behaviour by value orientation |
| Consumer behaviour by lifestyle |
| Consumer behaviour by lifestyle |
| Skills |
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| Define segmentation criteria |
| Define segmentation criteria |
| Analyse the consumer behaviour of a selected target group |
| Analyse the consumer behaviour of a selected target group |
| Design a communication campaign for the specified product and selected segment |
| Design a communication campaign for the specified product and selected segment |
| Analyse and critically evaluate communication activities aimed at the selected segment |
| Analyse and critically evaluate communication activities aimed at the selected segment |
| Design communication activities for the selected segment with respect to lifestyle, value orientation and culture |
| Design communication activities for the selected segment with respect to lifestyle, value orientation and culture |
| teaching methods |
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| Knowledge |
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| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
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| Individual work of students |
| Individual work of students |
| Analysis of a presentation |
| Analysis of a presentation |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| Knowledge |
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| Analysis of seminar paper |
| Analysis of seminar paper |
| Written examination |
| Written examination |
| Analysis of the student's performance |
| Analysis of the student's performance |
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Recommended literature
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Collin, Catherine. Kniha psychologie. Praha: Knižní klub, 2014. ISBN 978-80-242-4316-0.
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Hes, Aleš. Chování spotřebitele při nákupu potravin - Aleš Hes a kolektív Chování spotřebitele při nákupu potravin. 2010. ISBN 8594031505303.
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KOTLER, Philip, KELLER, Kevin Lane. Marketing management.. Praha, 2013. ISBN 978-80-247-4150-5.
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Koudelka, Jan. Spotřebitelé a marketing. Praha: C.H. Beck, 2018. ISBN 9788074006937.
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Pelsmacker, Patrick de; Joeri van den Bergh a Maggie Geuens. Marketingová komunikace. Praha: Grada, 2013. ISBN 80-247-0254-1.
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Schiffman, L.K., Kanuk, L.L. Nákupní chování. 2004. ISBN 8025100944.
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Vysekalová, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha : Grada, 2014. ISBN 9788024748436.
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