Terminated in academic year 2022/2023

Consumer Behaviour

Type of study	BachelorFollow-up Master
Language of instruction	Czech
Code	116-0320/02
Abbreviation	SCH
Course title	Consumer Behaviour
Credits	4
Coordinating department	Department of Marketing and Business
Course coordinator	doc. Ing. Vojtěch Spáčil, CSc.

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

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.

Advised 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. .
CHARAN, Ashok. Marketing Analytics. Singapore: World Scientific, 2015. 696 pp. .

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