Tomas Bata University in Zlín
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Course: Marketing and Consumer Behavior

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Course title Marketing and Consumer Behavior
Course code MUMM/4MCHS
Organizational form of instruction Lecture
Level of course Doctoral
Year of study not specified
Semester Winter and summer
Number of ECTS credits 1
Language of instruction Czech
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Pilík Michal, doc. Ing. Ph.D.
  • Chovancová Miloslava, doc. Ing. CSc.
Course content
Concepts and theories of marketing Business models Marketing analyses Digital marketing Service marketing Marketing management. Relationship marketing Online marketing Social networking and marketing Culture and marketing Brand management. Consumer behavior Consumer behavior and branding Consumer psychology and marketing Company marketing behavior Ethics and social responsibility of marketing

Learning activities and teaching methods
Lecturing, Dialogic (Discussion, conversation, brainstorming), Individual work of students
  • Participation in classes - 15 hours per semester
prerequisite
Knowledge
Achieved level of education in a complete master's degree program. Knowledge of English at least at level B2 according to CEFR
Achieved level of education in a complete master's degree program. Knowledge of English at least at level B2 according to CEFR
learning outcomes
Students will be able to gain knowledge of scientific topics that are content in the field of marketing and consumer behavior. They will be able to reveal the scientific nature of the topics, they will be able to work with theory and analytical methods valid for research on marketing and consumer behavior, they will be able to interpret the results and suggest the possibilities of applying the results to business practice. Students will be able to use scientific methods, business models in the perspectives of marketing management, will be able to identify and analyze the influences of decision-making, both consumers and companies, with emphasis on intercultural aspects and adherence to ethical principles in all marketing and branding activities; will be able to both independent scientific research activities and work in a research team, and participate in the preparation and implementation of a research project.
Students will be able to gain knowledge of scientific topics that are content in the field of marketing and consumer behavior. They will be able to reveal the scientific nature of the topics, they will be able to work with theory and analytical methods valid for research on marketing and consumer behavior, they will be able to interpret the results and suggest the possibilities of applying the results to business practice. Students will be able to use scientific methods, business models in the perspectives of marketing management, will be able to identify and analyze the influences of decision-making, both consumers and companies, with emphasis on intercultural aspects and adherence to ethical principles in all marketing and branding activities; will be able to both independent scientific research activities and work in a research team, and participate in the preparation and implementation of a research project.
teaching methods
Dialogic (Discussion, conversation, brainstorming)
Dialogic (Discussion, conversation, brainstorming)
Individual work of students
Lecturing
Lecturing
Individual work of students
assessment methods
Oral examination
Oral examination
Recommended literature
  • BEVERLAND, M. Brand Management Co-creating Meaningful Brands.. London, 2018. ISBN 978-1473951983.
  • CARTWRIGHT, E. Behavioral Economics. 2011. ISBN 978-0-415-73764-7.
  • D'ARIENZO, W. Brand Management Strategies: Luxury and Mass Markets. Fairchild. 2016. ISBN 978-1501306679.
  • DE MOOIJ, M. Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. London, 2019. ISBN 978-1544318158.
  • FOURNIER, S., BREAZEALE, M., FETSCHERIN, M. Consumer-Brand Relationship:Theory and Practice. 2012. ISBN 978-0-415-78313-2.
  • CHAFFEY, D., SMITH, P.R. Emarketing Excellence: Planning and Optimizing your Digital Marketing. 2012. ISBN 978-0415533379.
  • KOTLER, P., KARTAJAY, H., SETIAWAN, I. I. Marketing 4.0: Moving from Traditional to Digital. Wiley,. 2016. ISBN 978-1119341208.
  • KUCHNER, M. J. Marketing for Scientists: How to Shine in Tough Times. Washington D.C., USA, 2012. ISBN 9781597269940.
  • MAUBORGNE, R., KIM, W. Ch. Blue Ocean Shift : Beyond Competing - Proven Steps to Inspire Confidence and Seize New Growth. 2017. ISBN 9781509832163.
  • OSTERWALDER, A., PIGNEUR, Y. Business Model Generation : A Handbook for Visionaries, Game Changers, and Challengers.. Chichester, UK, 2010. ISBN 9780470876411.
  • RUZZIER, M. R., RUZZIER, M., HISRICH R. D. Marketing for Entrepreneurs and SMEs: A Global Perspective. 2013. ISBN 978-1-78347-175-1.
  • SCHIFFMAN, L. G., WISENBLIT, J. L. Consumer Behavior. 2015. ISBN 9780132544450.
  • SOLOMON, M. R., BAMOSSY, G., ASKEGAARD, S., HOGG, M. K. Consumer Behaviour: A European Perspective. 2016. ISBN 978-1292116723.
  • WANKE, M. Social Psychology of Consumer Behavior. New York, USA, 2015. ISBN 978-1138882942.
  • WILCOX, D. L., CAMERON, G. T., REBER, B. H. Public Relations: Strategies and Tactics. 2014. ISBN 978-0-415-78313-2.
  • ZIMMERMAN, J., NG, D. Social Media Marketing All-in-One For Dummies. 2017. ISBN 978-1119330394.


Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester
Tomas Bata University in Zlín, date of update: 19.04.2024 23:50.