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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_081LQF level:Level 7
Credit Points:2.67ECTS:4.00
Branch of Science:ManagementTarget 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, szfatrsu[pnkts]lv
Study Course Planning
Full-Time - Semester No.1
Lectures (count)10Lecture Length (academic hours)2Total Contact Hours of Lectures20
Classes (count)5Class Length (academic hours)2Total Contact Hours of Classes10
Total Contact Hours30
Part-Time - Semester No.1
Lectures (count)5Lecture Length (academic hours)2Total Contact Hours of Lectures10
Classes (count)4Class Length (academic hours)2Total Contact Hours of Classes8
Total Contact Hours18
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.TopicType of ImplementationNumberVenue
1Consumer behaviour in a global environment: the consumer research process in the face of change and challenge.Lectures2.00auditorium
2Market segmentation and strategic target audience.Lectures1.00auditorium
Classes1.00auditorium
3Consumer motivation, personality and consumer behaviour.Lectures1.00auditorium
4Consumer perception. Consumer education acquisition in a global environment.Lectures1.00auditorium
Classes1.00auditorium
5Forming and changing consumer attitudes. Communication and consumer behaviour in a global environment.Lectures1.00auditorium
6Subcultures and consumer behaviour. Cross-cultural consumer attitudes: an international perspective.Lectures2.00auditorium
7Consumers and innovation in a global environment.Lectures1.00auditorium
Classes1.00auditorium
8Consumer decision taking and its formation. Ethics and social responsibility of the marketing.Lectures1.00auditorium
Classes2.00auditorium
Topic Layout (Part-Time)
No.TopicType of ImplementationNumberVenue
1Consumer behaviour in a global environment: the consumer research process in the face of change and challenge.Lectures1.00auditorium
2Market segmentation and strategic target audience.Lectures1.00auditorium
Classes1.00auditorium
3Consumer motivation, personality and consumer behaviour.Lectures1.00auditorium
4Consumer perception. Consumer education acquisition in a global environment.Classes1.00auditorium
5Forming and changing consumer attitudes. Communication and consumer behaviour in a global environment.Lectures1.00auditorium
6Subcultures and consumer behaviour. Cross-cultural consumer attitudes: an international perspective.Lectures1.00auditorium
7Consumers and innovation in a global environment.Classes1.00auditorium
8Consumer decision taking and its formation. Ethics and social responsibility of the marketing.Classes1.00auditorium
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
1Hahn 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
2Barreau L. Advertising: Types of Methods, Perceptions and Impact on Consumer Behavior, Nova Science Publishers, Incorporated, 2014
3Clemons 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
4Theodoridou 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
5Garg 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
6Consuegraa 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
7Hantula D.A., Wells V.K., Consumer Behavior Analysis: (A) Rational Approach to Consumer Choice, Routledge, Jan 21, 2014 - Business & Economics
8Pllana M., Qosa A. Global Versus Local Consumer Culture: Theory, Measurement, and Future Research Directions, Jan-Benedict E.M. Steenkamp, Sage Journals, 2019
9Data-ism: The Revolution Transforming Decision Making, Consumer Behavior, and Almost Everything Else (Google eBook), Steve Lohr, Harper Collins, Mar 10, 2015 - Business & Economics
10The Bottled Water Market and Consumer Behavior, Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, 2019
11Ferrer G.G. Consumer Behaviors and Contemporary Attitudes in Luxury Markets, Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, 2019
12Okazaki 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
13Heo 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
14Jain S. Factors Affecting Sustainable Luxury Purchase Behavior: A Conceptual Framework, Journal of International Consumer Marketing Volume 31, Issue 2, 2019, pp 130-146
15Wang 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
16Bettels 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
17Xiaolin 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
18Nahavandi A., Denhardt R.B., Denhardt J.V., Aristigueta M.P. Organizational Behavior, SAGE Publications, Jan 15, 2014 - Business & Economics
Additional Reading
1Rethinking 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
2Karmarkar U.R., Plassmann H. Consumer Neuroscience: Past, Present, and Future, Organizational Research Models, 2018
3Technology and Consumption: Understanding Consumer Choices and Behaviors, Ruby Roy Dholakia, Springer New York, Jun 11, 2014 - Social Science
4Malkoc S.A., Zauberman G. Psychological analysis of consumer intertemporal decisions, Consumer Psychology Review, Volume 2, Issue 1, 2018
5Lee 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
6Chen C.Y., Pham M.T. Affect regulation and consumer behavior, Consumer Psychology Review, Volume 2, Issue 1, 2018
7Stillerman J. The Sociology of Consumption: A Global Approach, Polity Press, May 8, 2015 - Consumer behavior
8Maison 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