| Course Unit Code | 116-0320/04 |
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| Number of ECTS Credits Allocated | 5 ECTS credits |
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| Type of Course Unit * | Compulsory |
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| Level of Course Unit * | First Cycle |
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| Year of Study * | Third Year |
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| Semester when the Course Unit is delivered | Winter Semester |
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| Mode of Delivery | Face-to-face |
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| Language of Instruction | Czech |
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| Prerequisites and Co-Requisites | Course succeeds to compulsory courses of previous semester |
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| Name of Lecturer(s) | Personal ID | Name |
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| SPA50 | doc. Ing. Vojtěch Spáčil, CSc. |
| SVA213 | Ing. Bc. Lenka Švajdová, Ph.D. |
| Summary |
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| 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. |
| Learning Outcomes of the Course Unit |
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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 |
| Course Contents |
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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 |
| Recommended or Required Reading |
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| Required Reading: |
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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. |
HOYER, D. W., MacINNIS, D. and R. PIETERS. Consumer Behaviour. 8th ed. Mason: South-Western Cengage Learning, 2023. 544 s. ISBN 978-0357721292.
KOUDELKA, Jan. Spotřebitelé a marketing. Praha: C. H. Beck, 2018. 384 s. ISBN 978-80-7400-693-7.
MORAVEC, Tomáš a Jan PASTORČÁK. Spotřebitel a podnikatel na dynamicky se rozvíjejícím trhu. Praha: C. H. Beck, 2019. 368 s. ISBN 978-80-7400-745-3. |
| Recommended Reading: |
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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. |
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.
REIDL, Andreas. Senior - zákazník budoucnosti: marketing orientovaný na generaci 50+. Přeložila Renáta RYKROVÁ, Alice VAŇOURKOVÁ. Brno: BizBooks, 2012. 256 s. ISBN 978-80-265-0018-6.
VYSEKALOVÁ, Jitka et al. Chování zákazníka. Praha: Grada, 2012. 360 s. ISBN 978-80-247-3528-3. |
| Planned learning activities and teaching methods |
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| Lectures, Tutorials |
| Assesment methods and criteria |
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| Task Title | Task Type | Maximum Number of Points
(Act. for Subtasks) | Minimum Number of Points for Task Passing |
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| Credit and Examination | Credit and Examination | 100 (100) | 51 |
| Credit | Credit | 35 | 20 |
| Examination | Examination | 65 | 30 |