Кто читает:: Кафедра маркетинга (Нижний Новгород) (Факультет менеджмента (Нижний Новгород))

Статус:: Курс обязательный

Когда читается:: 2-й курс, 2 модуль

Преподаватель

Ершов Дмитрий Евгеньевич

Full Syllabus

Abstract

Course plan Part 1. Consumer Behavior and Marketing: The concept of "Consumer Behavior" and the theory of consumer behavior. Methods of researching consumer behavior. Internet Marketing. Loyalty programs as a CRM tool and a way to optimize marketing expenses. Part 2. Factors affecting consumer behavior: The impact of culture, social class and ethnicity on consumer behavior. The influence of reference groups, families and households on consumer behavior. Psychological factors of consumer behavior, the influence of personality, consumer attitudes. Part 3. Consumer Behavior Model: The decision-making process on the purchase: stage and types. Motives of consumption and decision making. Consumers on B2B market. Consumer rights, their protection and legislative framework. After the course the student will know the theoretical and methodological approaches to consumer behavior in sociology, psychology, economics and marketing, as well as methods for managing the decision-making process, actions and perceptions of individuals in assessing, acquiring, applying and getting rid of goods and services as a consumer in up-to date conditions and will be able to apply them. Grading System 1.The grade for the work on seminars and workshops scored during the entire study period . 2.The grade for independent work of students, prepared for the class. 3. Grade for the test 4.Grade for essay. 5. Grade for the oral exam. There is no blocking control works during the course. The final resulting grade for discipline is calculated as follows: Gfinal = ((0.7 *test + 0.3 *essay)*0.6+(0.2 * Gaud. + 0.2 * Gsam.)*0.4)*0.6 + Gexam* 0.4 During the entire course the10-point grade scale is used

Learning Objectives

The aim of the course is learning of methods for managing the decision-making process, actions and perceptions of individuals in assessing, acquiring, applying and getting rid of goods and services as a consumer in up-to date conditions. Also the theoretical and methodological approaches to consumer behavior in sociology, psychology, economics and marketing are learned.

Expected Learning Outcomes

Define methods of consumer behavior analysis and interpretation of the results obtained
Able to explain the impact of various marketing strategies on consumer behavior
Student is able to analyze complex factors affecting consumer behavior
Student is able to determine the objectives of the acquisition of goods and services by target segments
Able to dentify factors affecting changes in requests and preferences and consumer behavior in the market as a whole
Able to identify the needs of buyers (customers) to ensure their satisfaction
Has skills (gain experience) of studying the impact of various marketing initiatives on consumer behavior
Able to use consumer algorithm for searching, perceiving and remembering information about a product or brand
Able to use methods for identifying and evaluating motivational factors of behavior and customer satisfaction
Student has skills in modeling consumer behavior, leading the consumer to make a purchasing decision
Student knows models of consumer behavior and factors influencing it

Course Contents

Consumer Behavior and Marketing
Factors Affecting Consumer Behavior
Consumer Behavior Model

Assessment Elements

Work on seminars
The mark for the active work during the seminars and workshops scored during the entire study period
Homeworks of students, prepared for the class
Essay
Exam
Oral exam.

Interim Assessment

2023/2024 2nd module
0.2 * Essay + 0.4 * Exam + 0.2 * Homeworks of students, prepared for the class + 0.2 * Work on seminars

Bibliography

Recommended Core Bibliography

Advanced introduction to consumer behavior analysis, Foxall, G., 2017
Consumer behaviour in a changing world : food, culture and society. 2016. Ed. by Fabio Verneau and Christopher Griffith Emerald Group Publishing Limited https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=4514345.
Emerald Group Publishing Limited. (2015). A Focus on Consumer Behaviours and Experiences in an Online Shopping Environment. Emerald Group Publishing Limited.
Roberts-Lombard, M., & Parumasur, S. B. (2017). Consumer Behaviour (Vol. Fourth edition). Cape Town: Juta and Company [Pty] Ltd. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1647446

Recommended Additional Bibliography

Andrew Smith. (2020). Consumer Behaviour and Analytics : Data Driven Decision Making. Routledge.
GUSHTEROV, N. (2018). Modelling Consumer Behaviour on the Energy Market. Economics 21 / Ikonomika 21, (2), 25–43. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=130846852
Kateřina Matušínská, & Šárka Zapletalová. (2021). Rational and Emotional Aspects of Consumer Behaviour. Forum Scientiae Oeconomia, 9(2), 95–110. https://doi.org/10.23762/FSO_VOL9_NO2_5

Магистерская программа «Маркетинг»

Адрес:

Consumer Behavior (Advanced Course)