116-0320/03 – Consumer Behaviour (SCH)

Gurantor department	Department of Marketing and Business	Credits	4
Subject guarantor	doc. Ing. Vojtěch Spáčil, CSc.	Subject version guarantor	doc. Ing. Vojtěch Spáčil, CSc.
Study level	undergraduate or graduate	Requirement	Choice-compulsory
Year	1	Semester	winter
		Study language	Czech
Year of introduction	2007/2008	Year of cancellation	2012/2013
Intended for the faculties	EKF	Intended for study types	Follow-up Master, Bachelor

Instruction secured by
Login	Name	Tuitor	Teacher giving lectures
STE35	Ing. Martina Steinová, Ph.D.

Extent of instruction for forms of study
Form of study	Way of compl.	Extent
Full-time	Credit and Examination	2+0

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

Students work on particular projects, which are inserted into Moodle system and are presented and evaluated in the seminars. During the semester several control test are included.

E-learning

Other requirements

Sudent by měl absolvovat jako prerekvizity předmět psychologie a Sociologie.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Characteristics of a customer and his behaviour. 2. The cultural framework of consumer behaviour 3. Social environment (ve smyslu společenské prostředí) 4. Psychology and consumer behaviour 5. Decision making process 6. Decision making process in B2B markets (industrial markets – přímo průmyslové trhy) 7. Adoption process 8. Customer segmentation 9. Customer research 10. Characteristics of Czech customers.

Conditions for subject completion

Full-time form (validity from: 1960/1961 Summer semester)

Task name	Type of task	Max. number of points (act. for subtasks)	Min. number of points	Max. počet pokusů
Exercises evaluation and Examination	Credit and Examination	100 (100)	51	3
Examination	Examination	55	26	3
Exercises evaluation	Credit	45	0	3

Mandatory attendence participation:

Show history

Conditions for subject completion and attendance at the exercises within ISP:

Show history

Occurrence in study plans

Academic year	Programme	Branch/spec.	Spec.	Zaměření	Form	Study language	Tut. centre	Year	W	S	Type of duty
2007/2008	(N6208) Economics and Management	(6208T101) Sports Management			P	Czech	Ostrava	1			Choice-compulsory	study plan

Occurrence in special blocks

Block name	Academic year	Form of study	Study language	Year	W	S	Type of block	Block owner

Assessment of instruction

Předmět neobsahuje žádné hodnocení.