Consumer Behavior
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Course informations
| Study program level |
Undergraduate |
| Study program |
Entrepreneurship |
| Study program direction |
Entrepreneurship |
| Course year |
3. |
| Course semester |
V |
| Course status |
Elective |
| ECTS |
5 |
| Lectures (h) |
30 |
| Excercises (h) |
- |
| Seminars (h) |
30 |
Course objectives
- Understand and assess the importance of consumer behavioral analysis
- Acquire knowledge about managing consumer relations
- Understand the importance of IT technology in the process of customer relationship management
Course outcomes
The name of the learning outcome set: Analysis of consumer behavior
Level: 6
- Analyze and critically evaluate consumer needs and behaviors
- Review purchasing decisions and analyze the decision making process of the purchase
- Analyze social and personal factors that affect consumer behavior
- Argumentatively think about mass adaptation and personalization
- Critically justify the purpose and necessity of developing consumer relations
The name of the learning outcome set: Introduction to public relations with consumers
Level: 6
- Comment on the importance of managing customer relations
- Explain the importance of a marketing-oriented consumer relationship management system
- Critically justify the purpose and necessity of developing consumer relations
The name of the learning outcome set: The role of IT technology in the process of managing relations with consumers
Level: 6
- Analyze the process of implementing customer relationship management and the role of IT technology in the process
Course content
Consumer behavior as a scientific discipline. Consumer survey. Foundations for market segmentation. Consumer motivation. Consumer perception. Consumer learning. Creating and changing consumer attitudes. Communication and consumer behavior. Reference groups and family influences. Social class and consumer behavior. Influence of culture on consumer behavior. Subculture and consumer behavior. Intercultural behavior of consumers. Influence of consumers and dissemination of innovation. Making consumer decisions. Developing relationships with consumers. Customer relationship management implementation process.
