116-0320/04 – Consumer Behaviour (SCH)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantordoc. Ing. Vojtěch Spáčil, CSc.Subject version guarantordoc. Ing. Vojtěch Spáčil, CSc.
Study levelundergraduate or graduateRequirementCompulsory
Year3Semesterwinter
Study languageCzech
Year of introduction2019/2020Year of cancellation
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
SVA213 Ing. Bc. Lenka Švajdová, Ph.D.
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

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

Full-time form (validity from: 2019/2020 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)		Min. number of pointsMax. počet pokusů
Credit and Examination Credit and Examination 100 (100) 51
        Credit Credit 35  20
        Examination Examination 65  30 3
Mandatory attendence participation: The minimum participation in the exercises should be 50%.

Show history

Conditions for subject completion and attendance at the exercises within ISP: A student with an individual study plan is required to contact the practitioner at least by second week of semester. In order to meet the credit requirements, the student must: - make a presentation of the assigned assignment (specific dates within the given exercises can be arranged), - prepare and submit an individual written work, - submit an individual term paper. The minimum participation in the exercises is 50%.

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Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2024/2025 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Šumperk 3 Compulsory study plan
2024/2025 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Ostrava 3 Compulsory study plan
2024/2025 (B0414A050001) Marketing (S01) Marketing Communication MK P Czech Ostrava 3 Compulsory study plan
2023/2024 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Šumperk 3 Compulsory study plan
2023/2024 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Ostrava 3 Compulsory study plan
2023/2024 (B0414A050001) Marketing (S01) Marketing Communication MK P Czech Ostrava 3 Compulsory study plan
2022/2023 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Ostrava 3 Compulsory study plan
2022/2023 (B0414A050001) Marketing (S01) Marketing Communication MK P Czech Ostrava 3 Compulsory study plan
2022/2023 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Šumperk 3 Compulsory study plan
2021/2022 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Ostrava 3 Compulsory study plan
2021/2022 (B0414A050001) Marketing (S01) Marketing Communication MK P Czech Ostrava 3 Compulsory study plan
2020/2021 (B0414A050001) Marketing (S01) Marketing Communication MK P Czech Ostrava 3 Compulsory study plan
2020/2021 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Ostrava 3 Compulsory study plan
2019/2020 (B0414A050001) Marketing (S01) Marketing Communication MK P Czech Ostrava 3 Compulsory study plan
2019/2020 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Ostrava 3 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction



2023/2024 Winter
2022/2023 Winter
2021/2022 Winter