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Lecturer(s)
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Dědková Jaroslava, doc. PhDr. Ing. Ph.D.
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Ungerman Otakar, Ing. Ph.D.
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Course content
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Syllabus: 1. Terms "consumer", "customer" 2. Cultural framework of consumer behaviour 3. Social environment - reference groups 4. Social behaviour, family as a source of consumer behaviour 5. Consumer decision making process 6. Psyche and consumer behaviour 8. Consumer and retail outlet 9. Consumer segmentation 10. Consumer research 11. CRM basis, CRM and consumer function 12. Influence of internet on consumer behaviour.
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Learning activities and teaching methods
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Monological explanation (lecture, presentation,briefing)
- Class attendance
- 42 hours per semester
- Preparation for credit
- 10 hours per semester
- Preparation for exam
- 30 hours per semester
- Undergraduate study programme term essay
- 20 hours per semester
- Home preparation for classes
- 10 hours per semester
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Learning outcomes
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Subject Consumer Behaviour characterizes basic model of consumer´s behaviour. It is specialized in knowledge consumers, identification of cultural, social and psychology factors.
Students obtain knowledge in given course in accordance with requirements and course programme.
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Prerequisites
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marketing knowledge
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Assessment methods and criteria
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Written exam
Participation on seminars exam:written
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Recommended literature
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Dědková,J. Spotřebitelské chování pro kombinované studium. Liberec, 2011. ISBN 978-80-7372-713-0.
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Solomon,M.R. Consumer Behavior:Buying,Having and Being. Exxex, 2014. ISBN 978-0133450897.
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Vysekalová,J. Emoce v marketingu- jak oslovit zákazníka. Praha, 2014. ISBN 978-80-247-4843-6.
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Vysekalová,J.et al. Chování zákazníka.Jak odkrýt tajemství černé skříňky. Praha, 2011. ISBN 978-80-147-3528-3.
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