Кто читает:: Департамент менеджмента

Статус:: Курс обязательный

Когда читается:: 4-й курс, 1, 2 модуль

Преподаватели

Павлова Екатерина Валерьевна

Самус Евгений Вадимович

Full Syllabus

Abstract

The course explores the conceptual foundations of consumer behavior. It also gives an overview of a state-of-the-art consumer analysis and analytics and demonstrates its practical value. The course consists of lectures and tutorials (24 and 26 hours correspondently). The tutorials involve group presentation, problems solving, case study discussion and the individual assignment during seminars.

Learning Objectives

find and evaluate new market opportunities, form and evaluate business ideas, develop business plans for creating a new business
choose tools, modern technical means and information technologies for processing information in accordance with the assigned scientific task in the field of management
make management decisions and is ready to bear responsibility for them

Expected Learning Outcomes

be able to collect, analyze, store data in accordance with common scientific and ethical standards
be able to participate in russian and international research projects
be able to follow ethical norms and standards in professional field
be able to conduct research activity in an educational institutions and management of students' research activity

Course Contents

Consumer modeling
Consumer decision making process
Consumer satisfaction
Sources and collection of market information
Primary and secondary data collection
Case studies in marketing research
Quantitative analysis in marketing research

Assessment Elements

Test1
Project
Exam
The exam is conducted in a form of a test. The test is based on the topics and materials of the discipline. It is organized via LMS. The test consists of 20 questions (both multiple-choice and open-ended), the timing for the test is 20 minutes. The maximum time for 1 question is 1 minute.
Class performance

Interim Assessment

Interim assessment (2 module)
0.25 * Class performance + 0.25 * Exam + 0.25 * Project + 0.25 * Test1

Bibliography

Recommended Core Bibliography

Nair, S. R. (2009). Consumer Behaviour and Marketing Research : (text and Cases) (Vol. Rev. ed). Mumbai [India]: Himalaya Publishing House. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=332241

Recommended Additional Bibliography

Franses, P. H., & Paap, R. (2001). Quantitative Models in Marketing Research. Cambridge: Cambridge University Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=73143

Бакалаврская программа «Международный бизнес и менеджмент»

Контакты

Consumer Behaviour