Studijní opory TpB:
https://lms.vsb.cz/course/view.php?id=73781
Consumer Behaviour
| Type of study | Bachelor |
|---|---|
| Language of instruction | Czech |
| Code | 116-0320/04 |
| Abbreviation | SCH |
| Course title | Consumer Behaviour |
| Credits | 5 |
| 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. Contemporary strategies in reaching consumers
10. On line consumer behaviour
11. Consumer reaction
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
E-learning
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.
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. ISBN 978-0-077558598 .
CHARAN, Ashok. Marketing Analytics. Singapore: World Scientific, 2015. 696 pp. ISBN 978-981-4768575 .
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 .