Кто читает:: Департамент менеджмента

Статус:: Курс обязательный

Когда читается:: 2-й курс, 1 модуль

Преподаватель

Плешкова Анастасия Юрьевна

Full Syllabus Ask Question

Abstract

Consumer behavior course is to develop an understanding of human behaviour to inform strategic business decisions, allowing to innovate and respond to consumer needs by applying consumer behaviour theory to real-world contexts.

Learning Objectives

To study the theoretical and methodological approaches to consumer behavior in sociology, psychology, economics and marketing
To study methods for managing the decision-making process, actions and perceptions of individuals in assessing, acquiring, applying and getting rid of goods and services as a consumer in up-to date conditions

Expected Learning Outcomes

To identify and predict consumer preferences based on consumer typology.
To understand the history of the discipline and subfields
Be able to measure, critique and interpret consumer behavior based on the knowledge of the internal Influences on consumer behavior.
Be able to identify and structure the factors that influence consumer behavior
To understand the main conceptual approaches in the study of consumer behavior
Be able to develop recommendations for improving companies’ marketing activities based on assessment of customer satisfaction and customer loyalty
To know modern concepts, approaches and methods of managing consumer behavior in the market of goods, services, ideas
Can analyze complex factors affecting consumer behavior
Can determine objectives of the acquisition of goods and services by target segments

Course Contents

Part 1 - understanding the behavior of consumers
Part 2 - integrating with consumers

Assessment Elements

In-class activity
Activity during seminars; participation in Q&A and task completion
Group project presentation
Students are divided into groups of 3-4 people. Each group selects a specific product or service of a real company from the list provided, and offers a psychographic description of several potential segments of consumers of a given product or service. It is necessary to complete the hypothetical semantic structure of the product, which connects the functional characteristics of the product with the values of selected consumer segments, thus opening up opportunities for different product positioning. Another task is to offer ideas on positioning and promotion of a product for each group of consumers with different values. The solution is fixed in the format of a Power Point presentation.
Group project report
Students are divided into groups of 3-4 people. Each group selects a specific product or service of a real company from the list provided, and offers a psychographic description of several potential segments of consumers of a given product or service. It is necessary to complete the hypothetical semantic structure of the product, which connects the functional characteristics of the product with the values of selected consumer segments, thus opening up opportunities for different product positioning. Another task is to offer ideas on positioning and promotion of a product for each group of consumers with different values. The solution backs up the group presentation and is fixed in the format of a report for several pages in any confenient form (doc, pdf, excel, web, etc.).

Interim Assessment

2024/2025 1st module
0.25 * Group project presentation + 0.25 * Group project report + 0.5 * In-class activity

Bibliography

Recommended Core Bibliography

Balladares Fuentes, A. G. (2021). Changing consumer behavior in the digital age: perceived risk in information search process [Universitat Ramon Llull, 2021.].
Consumer behavior, Hoyer, W.D., 2001
Consumer economics: issues and behaviors, Goldsmith, E., 2005
Exenberger, E., & Bucko, J. (2020). Analysis of Online Consumer Behavior - Design of CRISP-DM Process Model. Agris On-Line Papers in Economics & Informatics, 3, 13–22. https://doi.org/10.7160/aol.2020.120302

Recommended Additional Bibliography

Baltezarević Radoslav V., & Milić Mladen V. (2021). The role of nostalgia in emotional connection of consumers with brands. Baština, 2021(54), 137–147. https://doi.org/10.5937/bastina31-32572
Consumer behavior, Blackwell, R. D., 2001
Digital marketing analytics : making sense of consumer data in a digital world, Hemann, Ch., 2013
Kateřina Matušínská, & Šárka Zapletalová. (2021). Rational and Emotional Aspects of Consumer Behaviour. Forum Scientiae Oeconomia, 9(2), 95–110. https://doi.org/10.23762/FSO_VOL9_NO2_5

Authors

PLESHKOVA Anastasiia Iurevna

Магистерская программа «Аналитика данных для бизнеса и экономики»

Контакты

Контакт-центр

Consumer Behaviour