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Consumer Behaviour in the Global Environment
Study Course Description
Course Description Statuss:Approved
Course Description Version:1.00
Study Course Accepted:02.04.2024 15:15:17
| Study Course Information | |||||||||
| Course Code: | SZF_081 | LQF level: | Level 7 | ||||||
| Credit Points: | 2.67 | ECTS: | 4.00 | ||||||
| Branch of Science: | Management | Target Audience: | Business Management; Management Science; Marketing and Advertising | ||||||
| Study Course Supervisor | |||||||||
| Course Supervisor: | Jūlija Šipicina-Buhgolca | ||||||||
| Study Course Implementer | |||||||||
| Structural Unit: | Faculty of Social Sciences | ||||||||
| The Head of Structural Unit: | |||||||||
| Contacts: | Dzirciema street 16, Rīga, szf rsu[pnkts]lv | ||||||||
| Study Course Planning | |||||||||
| Full-Time - Semester No.1 | |||||||||
| Lectures (count) | 10 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 20 | ||||
| Classes (count) | 5 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 10 | ||||
| Total Contact Hours | 30 | ||||||||
| Part-Time - Semester No.1 | |||||||||
| Lectures (count) | 5 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 10 | ||||
| Classes (count) | 4 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 8 | ||||
| Total Contact Hours | 18 | ||||||||
| Study course description | |||||||||
| Preliminary Knowledge: | International Marketing, Human Resource Management, Project Management in International Business, Brand Management in International Business. | ||||||||
| Objective: | To enrich students’ professional marketing and management toolkit with consumer behaviour understanding tools. | ||||||||
| Topic Layout (Full-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Consumer behaviour in a global environment: the consumer research process in the face of change and challenge. | Lectures | 2.00 | auditorium | |||||
| 2 | Market segmentation and strategic target audience. | Lectures | 1.00 | auditorium | |||||
| Classes | 1.00 | auditorium | |||||||
| 3 | Consumer motivation, personality and consumer behaviour. | Lectures | 1.00 | auditorium | |||||
| 4 | Consumer perception. Consumer education acquisition in a global environment. | Lectures | 1.00 | auditorium | |||||
| Classes | 1.00 | auditorium | |||||||
| 5 | Forming and changing consumer attitudes. Communication and consumer behaviour in a global environment. | Lectures | 1.00 | auditorium | |||||
| 6 | Subcultures and consumer behaviour. Cross-cultural consumer attitudes: an international perspective. | Lectures | 2.00 | auditorium | |||||
| 7 | Consumers and innovation in a global environment. | Lectures | 1.00 | auditorium | |||||
| Classes | 1.00 | auditorium | |||||||
| 8 | Consumer decision taking and its formation. Ethics and social responsibility of the marketing. | Lectures | 1.00 | auditorium | |||||
| Classes | 2.00 | auditorium | |||||||
| Topic Layout (Part-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Consumer behaviour in a global environment: the consumer research process in the face of change and challenge. | Lectures | 1.00 | auditorium | |||||
| 2 | Market segmentation and strategic target audience. | Lectures | 1.00 | auditorium | |||||
| Classes | 1.00 | auditorium | |||||||
| 3 | Consumer motivation, personality and consumer behaviour. | Lectures | 1.00 | auditorium | |||||
| 4 | Consumer perception. Consumer education acquisition in a global environment. | Classes | 1.00 | auditorium | |||||
| 5 | Forming and changing consumer attitudes. Communication and consumer behaviour in a global environment. | Lectures | 1.00 | auditorium | |||||
| 6 | Subcultures and consumer behaviour. Cross-cultural consumer attitudes: an international perspective. | Lectures | 1.00 | auditorium | |||||
| 7 | Consumers and innovation in a global environment. | Classes | 1.00 | auditorium | |||||
| 8 | Consumer decision taking and its formation. Ethics and social responsibility of the marketing. | Classes | 1.00 | auditorium | |||||
| Assessment | |||||||||
| Unaided Work: | Analysis of literature on lecture topics, preparation of a mini-project. In order to evaluate the quality of the study course as a whole, the student must fill out the study course evaluation questionnaire on the Student Portal. | ||||||||
| Assessment Criteria: | Learning outcomes will be assessed (on a 10-point scale) based on: Attendance of lectures and seminars: 10%, 3 individual works: 15% each, Exam: 45%. | ||||||||
| Final Examination (Full-Time): | Exam (Written) | ||||||||
| Final Examination (Part-Time): | Exam (Written) | ||||||||
| Learning Outcomes | |||||||||
| Knowledge: | On completion of the study course students will have gained knowledge of how to understand and interpret consumer behaviour in a global environment, understand the behaviour and decision-making processes of various consumer segments, be able to evaluate available organizational resources to achieve specific marketing objectives. | ||||||||
| Skills: | Students will be able to independently collect and analyze data on marketing effectiveness in the organization, perform resource efficiency analysis, calculate process losses, match organization marketing goals to consumer segmentation, interpret the relationship of various consumer behaviour changes to the organization's marketing activities in a global environment. | ||||||||
| Competencies: | Students will be able to scientifically justify their chosen marketing plan for different consumer segments within their competence. Students will be able to interpret different consumer behaviours in a global environment, develop a specific communication model and choose appropriate methods and tools. Students will be able to analyze the existing communication system, develop changes to a more effective marketing strategy, and logically substantiate their proposals based on the latest scientific findings and research. | ||||||||
| Bibliography | |||||||||
| No. | Reference | ||||||||
| Required Reading | |||||||||
| 1 | Hahn R.D., Bus R.J. Understanding Collaborative Consumption: An Extension of the Theory of Planned Behavior with Value-Based Personal Norms, Journal of Business Ethics, Volume 158, Issue 3, 2019, pp 679-697 | ||||||||
| 2 | Barreau L. Advertising: Types of Methods, Perceptions and Impact on Consumer Behavior, Nova Science Publishers, Incorporated, 2014 | ||||||||
| 3 | Clemons E.K. Resonance Marketing in the Age of the Truly Informed Consumer: Creating Profits Through Differentiation and Delight, New Patterns of Power and Profit, Palgrave Macmillan, Cham, 2019, pp 59-80 | ||||||||
| 4 | Theodoridou G., Tsakiridou E., Kalogeras N., Mattas K. The Impact of the Economic Crisis on Greek Consumer Behaviour towards Food Consumption, International Journal on Food System Dynamics 10 (3), 2019, pp 298‐314 | ||||||||
| 5 | Garg R., Chikara R. Power of the Scent: Exploring the Role of Sensory Appeals on Consumer Product Attitude, Journal of Business & Management, Vol. 25 Issue 2, 2019, pp 25-41 | ||||||||
| 6 | Consuegraa D., Díaza E., Gomez M., Molina A. Examining Consumer Luxury Brand-Related Behavior Intentions in a Social Media Context: The Moderating Role of Hedonic and Utilitarian Motivations, Physiology & Behavior, Volume 200, 2019, pp 104-110 | ||||||||
| 7 | Hantula D.A., Wells V.K., Consumer Behavior Analysis: (A) Rational Approach to Consumer Choice, Routledge, Jan 21, 2014 - Business & Economics | ||||||||
| 8 | Pllana M., Qosa A. Global Versus Local Consumer Culture: Theory, Measurement, and Future Research Directions, Jan-Benedict E.M. Steenkamp, Sage Journals, 2019 | ||||||||
| 9 | Data-ism: The Revolution Transforming Decision Making, Consumer Behavior, and Almost Everything Else (Google eBook), Steve Lohr, Harper Collins, Mar 10, 2015 - Business & Economics | ||||||||
| 10 | The Bottled Water Market and Consumer Behavior, Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, 2019 | ||||||||
| 11 | Ferrer G.G. Consumer Behaviors and Contemporary Attitudes in Luxury Markets, Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, 2019 | ||||||||
| 12 | Okazaki S., Taylor C.R., Vargas P., Henseler J. Disasters, Hope and Globalization: Exploring Self-identification with Global Consumer Culture in Japan, International Marketing Review, Volume 25, Issue 4, 2019 | ||||||||
| 13 | Heo J., Muralidharan S. What Triggers Young Millennials to Purchase Eco-friendly Products: the Interrelationships Among Knowledge, Perceived Consumer Effectiveness, and Environmental Concern, Journal Of Marketing Communications, 2018, pp 421-437 | ||||||||
| 14 | Jain S. Factors Affecting Sustainable Luxury Purchase Behavior: A Conceptual Framework, Journal of International Consumer Marketing Volume 31, Issue 2, 2019, pp 130-146 | ||||||||
| 15 | Wang S., Lehto X., Cai L. Creature of Habit or Embracer of Change? Contrasting Consumer Daily Food Behavior with the Tourism Scenario, Journal of Hospitality and Tourism Research, 2018 | ||||||||
| 16 | Bettels J., Wiedmann K., Brand logo symmetry and product design: The spillover effects on consumer inferences Journal of Business Research, Volume 97, 2019, pp 1-9 | ||||||||
| 17 | Xiaolin Lin X., Featherman M., Brooks S.L. Exploring Gender Differences in Online Consumer Purchase Decision Making: An Online Product Presentation Perspective, Information Systems Frontiers, 2019, Volume 21, Issue 5, pp 1187-1201 | ||||||||
| 18 | Nahavandi A., Denhardt R.B., Denhardt J.V., Aristigueta M.P. Organizational Behavior, SAGE Publications, Jan 15, 2014 - Business & Economics | ||||||||
| Additional Reading | |||||||||
| 1 | Rethinking the Relationship Between Social/Nonprofit Marketing and Commercial Marketing, Alan R. Andreasen, Journal of Public Policy & Marketing: Spring 2012, Vol. 31, No. 1, pp 36-41, 2012 | ||||||||
| 2 | Karmarkar U.R., Plassmann H. Consumer Neuroscience: Past, Present, and Future, Organizational Research Models, 2018 | ||||||||
| 3 | Technology and Consumption: Understanding Consumer Choices and Behaviors, Ruby Roy Dholakia, Springer New York, Jun 11, 2014 - Social Science | ||||||||
| 4 | Malkoc S.A., Zauberman G. Psychological analysis of consumer intertemporal decisions, Consumer Psychology Review, Volume 2, Issue 1, 2018 | ||||||||
| 5 | Lee H., Ham S. Consumers’ prestige-seeking behavior in premium food markets: Application of the theory of the leisure class, International Journal of Hospitality Management, Volume 77, 2019, pp 260-269 | ||||||||
| 6 | Chen C.Y., Pham M.T. Affect regulation and consumer behavior, Consumer Psychology Review, Volume 2, Issue 1, 2018 | ||||||||
| 7 | Stillerman J. The Sociology of Consumption: A Global Approach, Polity Press, May 8, 2015 - Consumer behavior | ||||||||
| 8 | Maison D. Spending Money: Pleasure or Pain? Why Some People Spend Money Easily While Others Have a Problem with It? The Psychology of Financial Consumer Behavior pp 73-103, 2018 | ||||||||
