Consumer Behaviour (SZF_143)
About Study Course
Objective
To create an understanding of the process of interaction between consumer behavior and marketing strategy in the market, learning the methodology of consumer behavior research and analysis. The course introduces students to the basics of consumer behavior by in-depth learning of theoretical knowledge.
Prerequisites
Microeconomics, Macroeconomics.
Learning outcomes
1. Ability to interpret the interaction between consumer behaviour and marketing strategies in the market.
2. Ability to classify consumers into groups based on their common behavioural determinants.
1. Ability to analyse consumer behaviour trends and integrate them into the company’s marketing activities.
2. Ability to analyse the purchase decision making process and factors that influence it.
3. Ability to predict consumer response to marketing activities.
1. Ability to systematise factors influencing consumer behaviour.
2. Ability to evaluate consumer habits in different regions.
Study course planning
| Study programme | Study semester | Program level | Study course category | Lecturers | Schedule |
|---|---|---|---|---|---|
| International Marketing and Advertising, MR | 4 | Bachelor’s | Limited choice |
