Delivered at:: Department of Management

Course type:: Compulsory course

When:: 4 year, 1 module

Instructors

Бурко Екатерина Дмитриевна

Гурова Екатерина Александровна

Савина Дарья Олеговна

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Abstract

The Consumer Behavior course is designed for students who want to understand how and why people shop. The course covers key concepts and models of consumer behavior, the role of emotions, culture, and especially technology in the development and evolution of decision making. It also introduces traditional consumer research methods as well as modern methods of analyzing consumer behavior using technology. The course covers a wide range of topics - from the evolution of marketing concepts themselves to the latest approaches in neuromarketing, from classic models of consumer decision making to the study of digital behavior and forecasting future trends. This is a practical and applied course that will help you better understand consumer motivation and apply this knowledge in marketing, business, and research.

Learning Objectives

As a result of mastering the course, students gain theoretical knowledge in the field of studying consumer behavior, have an understanding of modern concepts and approaches to analyzing consumer behavior and studying consumer preferences, and also gain practical knowledge and skills in identifying and predicting trends and the evolution of consumer behavior.

Expected Learning Outcomes

Understanding the Evolution of Marketing: Students will be able to explain how and why marketing has evolved from a product focus to a consumer focus, and how this influences modern approaches to studying consumer behaviour.
Mastering Key Models and Concepts: Students will master key concepts and models of consumer behaviour, including traditional and modern approaches, enabling them to better understand the factors that influence purchasing decisions.
Analysing Psychological Aspects: Students will be able to analyse the psychological aspects of consumer behaviour, including the influence of emotion, perception and neuromarketing on decision making.
Applying Decision Making Approaches: Students will be able to use various consumer decision making models, such as decision trees, to analyse and predict purchasing behaviour.
Marketing Research Skills: Students will gain practical skills in marketing research and data analysis, enabling them to effectively study consumer preferences and interpret research results.
Assessing the Impact of Technology: Students will be able to assess the impact of technological advances and digital technologies on consumer behaviour and use this knowledge to develop marketing strategies.
Forecasting Future Trends: Students will be able to analyze and predict future megatrends influencing consumer behavior and adapt their marketing approaches in line with these changes.

Course Contents

Section 1 Evolution of Marketing and Prerequisites for Studying Consumer Behavior
Section 2 Introduction to Consumer Behavior
Section 3 Psychology of Consumer Behavior
Section 4 Consumer Decision Making
Section 5 Marketing Research as a Tool for Understanding the Consumer
Section 6 Phenomenon of Digital Behavior
Section 7 Future of Consumer Behavior

Assessment Elements

Classroom activity
Practical assignments
Final test
The final test includes 40 main questions (5 questions per section).

Interim Assessment

2024/2025 1st module
0.2 * Classroom activity + 0.5 * Final test + 0.3 * Practical assignments

Bibliography

Recommended Core Bibliography

9780273758785 - Goworek, Helen - Retail Marketing Management : Principles and Practice - 2015 - Pearson - https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=1419601 - nlebk - 1419601
Malhotra, N. K. (2017). Marketing Research. [N.p.]: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1531280

Recommended Additional Bibliography

Kotler, P., & Keller, K. L. (2016). Marketing Management, Global Edition (Vol. Fifteenth edition, Global edition). Boston: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419603

Authors

BUDKO VIKTORIYA ALEKSANDROVNA
GUROVA EKATERINA ALEKSANDROVNA
SAVINA DARYA OLEGOVNA

Bachelor’s Programme 'International Business and Management Studies'

Consumer Behaviour