Ukončeno v akademickém roce 2012/2013

Consumer Behaviour

Type of study	Follow-up MasterBachelor
Language of instruction	Czech
Code	116-0320/03
Abbreviation	SCH
Course title	Consumer Behaviour
Credits	4
Coordinating department	Department of Marketing and Business
Course coordinator	doc. Ing. Vojtěch Spáčil, CSc.

Osnova předmětu

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.

Povinná literatura

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.

Doporučená literatura

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. .

zpět na vyhledávání