116-0320/02 – Consumer Behaviour (SCH)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantordoc. Ing. Vojtěch Spáčil, CSc.Subject version guarantordoc. Ing. Vojtěch Spáčil, CSc.
Study levelundergraduate or graduate
Study languageCzech
Year of introduction2006/2007Year of cancellation
Intended for the facultiesEKFIntended for study typesFollow-up Master, Bachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
VAL401 Ing. Jana Hodulová, Ph.D.
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 2+1

Subject aims expressed by acquired skills and competences

1.To define the factors affecting consumer behaviour 2.To specify the consumer segments 3.To describe consumer decision-making proces 4.To analyze psychological aspects of consumer behaviour 5.To design marketing message affecting consumer behaviour

Teaching methods

Lectures
Tutorials

Summary

Content of this module is focused on identifying factors (both internal and external) which impact on consumer behaviour and specifying segments based on different segmentation criteria. Models of consumer behaviour (black box model,model of consumer decision-making) will be also discussed in that module.

Compulsory literature:

HOYER, W. D, D. J. MACINNIS and R. G. M. PIETERS. Consumer Behavior. 6th ed. Mason: South-Western Cengage Learning, 2013. 497 p. ISBN 978-1-133-27449-0. KARDES, F. R., M. L. CRONLEY and T. W. CLINE. Consumer Behavior. 2nd ed. Stamford: Cengage Learning, 2015. 550 p. ISBN 978-1-133-58767-5. SOLOMON, Michael R. et al. Consumer Behaviour: an European Perspective. 6th ed. Harlow: Pearson, 2016. 706 p. ISBN 978-1-292-11672-3.

Recommended literature:

BERGH, Joeri van den a Mattias BEHRER. Jak cool značky zůstávají hot: marketing zaměřený na mladou "generaci Y". Přeložila Libuše MOHELSKÁ. Brno: BizBooks, 2012. 248 s. ISBN 978-80-265-0002-5. DONELLY, H. James a Paul, J. PETER. Marketing Management. Knowledge and Skills. 11th ed. London: McGraw Hill, 2013. 816 pp. ISBN 978-0-077558598. CHARAN, Ashok. Marketing Analytics. Singapore: World Scientific, 2015. 696 pp. ISBN 978-981-4768575.

Way of continuous check of knowledge in the course of semester

zápočet – zápočtový test, semestrální práce, individuální písemná práce, prezentace na cvičení zkouška – zkouška je kombinovaná a skládá se z písemného testu a ústní části

E-learning

Další požadavky na studenta

Students should sit modules from Psychology and Sociology as prerequisities.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Introduction to theory of consumer behaviour 2. Market segmentation and positioning 3. Models of consumer behaviour 4. Role of value and culture 5. Subculture and social factors 6. Social influence and behavioural compliance 7. Perception and selective attention 8. Attitudes and beliefs 9. On line consumer behaviour 10. Contemporary strategies in reaching consumers 11. Consumer reaction

Conditions for subject completion

Full-time form (validity from: 2015/2016 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Credit and Examination Credit and Examination 100 (100) 51
        Credit Credit 35  20
        Examination Examination 65  30
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2019/2020 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2018/2019 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2017/2018 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2016/2017 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2015/2016 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2014/2015 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2013/2014 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2013/2014 (B6208) Economics and Management (6208R062) Marketing and Business (01) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2012/2013 (B6208) Economics and Management (6208R062) Marketing and Business (01) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2011/2012 (B6208) Economics and Management (6208R062) Marketing and Business (01) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2011/2012 (N6208) Economics and Management (6208T101) Sports Management P Czech Ostrava 1 Choice-compulsory study plan
2010/2011 (B6208) Economics and Management (6208R062) Marketing and Business (01) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2010/2011 (N6208) Economics and Management (6208T101) Sports Management P Czech Ostrava 1 Choice-compulsory study plan
2009/2010 (N6208) Economics and Management (6208T101) Sports Management P Czech Ostrava 1 Choice-compulsory study plan
2009/2010 (B6208) Economics and Management (6208R062) Marketing and Business (01) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2008/2009 (B6208) Economics and Management (6208R062) Marketing and Business (01) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2008/2009 (N6208) Economics and Management (6208T101) Sports Management P Czech Ostrava 1 Choice-compulsory study plan
2007/2008 (B6208) Economics and Management (6208R062) Marketing and Business (01) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2006/2007 (B6208) Economics and Management (6208R062) Marketing and Business (01) Marketing and Business P Czech Ostrava 3 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner