116-0320/04 – Consumer Behaviour (SCH)
Gurantor department | Department of Marketing and Business | Credits | 5 |
Subject guarantor | doc. Ing. Vojtěch Spáčil, CSc. | Subject version guarantor | doc. Ing. Vojtěch Spáčil, CSc. |
Study level | undergraduate or graduate | Requirement | Compulsory |
Year | 3 | Semester | winter |
| | Study language | Czech |
Year of introduction | 2019/2020 | Year of cancellation | |
Intended for the faculties | EKF | Intended for study types | Bachelor |
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:
Recommended literature:
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
Studijní opory TpB:
https://lms.vsb.cz/course/view.php?id=73781
Other requirements
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. Contemporary strategies in reaching consumers
10. On line consumer behaviour
11. Consumer reaction
Conditions for subject completion
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction