CONSUMER BEHAVIOUR COURSE SYLLABUS

Transcription

1 University of Split Department of Professional Studies CONSUMER BEHAVIOUR COURSE SYLLABUS ACADEMIC YEAR 2013/2014 Split, November

2 COURSE DETAILS Type of study programme Study programme Course title Course code ECTS (Number of credits allocated) Course status Year of study Semester Course Web site Total lesson hours per semester Prerequisite(s) Lecturer(s) Language of instruction Professional study ECTS BUSINESS TRADE Consumer Behaviour STP024 6 Core Second Fourth (spring) Lectures 30 Exercises 15 Seminars 15 None Danijela Perkušić Malkoč, lecturer, Croatian 2

3 Course Objectives: COURSE DESCRIPTION Understanding the basic laws and principles of consumer behaviour in order to influence their purchasing decisions, Analyse of the reasons and motives for consumer buying behaviour Distinguish the influence of the conditions, the time and manner of purchase, Identify reasons of post purchase satisfaction/dissatisfaction Application of acquired knowledge and skills in the market with the aim of adapting to market changes and different forms of consumer behaviour. Learning outcomes On successful completion of this course, student should be able to: Course content 1. Describe the basic laws and principles of consumer behaviour, 2. Identify the different consumer behaviour and their impact on purchasing decisions, 3. Understand the influence of the conditions, the time and the manner of purchases on consumer behaviour, 4. Suggest ways of preventing after buying dissonance 5. Choosing the optimal approach in resolving consumer problems, 6. Identify the most appropriate ways to influence consumer behaviour. Introduction. The impact of social factors on consumer behaviour. The influence of culture, socialization, society and social class on consumer behaviour. Analysis of multicultural influence on business and consumer behaviour. The impact of social factors on consumer behaviour - the impact of social groups, families, and situational factors. Personal factors - The impact of motives, motivations and perceptions on consumer behaviour. Impact of economic crisis on the change in consumer behaviour. Influence attitudes, personality characteristics, values and lifestyles, and knowledge of consumer behaviour. Impact of VALS and consumer behaviour. Psychological Processes - The process of processing information and learning process. The process of changing attitudes and behaviour, communication in group and individual impact. Personal selling. How to change the negative attitudes of consumers. Influence of commercials. The process of making a decision to purchase - the identification of problems and search for information. Evaluating information and purchase. After buying behaviour. The process of making a decision to purchase - consumer satisfaction and models of consumer behaviour. Organizational buyer behaviour. Impact of the Internet on consumer behaviour. Ongoing marketing communications. Diffusion of innovation. Consumerism. Consumer protection. 3

4 CONSTRUCTIVE ALIGNMENT Learning outcomes, teaching and assessment methods Alignment of students activities with learning outcomes Activity Student workload ECTS credits Learning outcomes Lectures 30 hours / 1 ECTS 1,2,3,4,5,6 Exercises 15 hours / 0,5 ECTS 1,2,3,4,5,6 Seminars 15 hours / 0,5 ECTS 1,2,3,4,5,6 Preparations for the Colloquium 25 hours / 0,83 ECTS 1,2,3,4,5,6 Preparation and presentation of the seminar 45 hours / 1,5 ECTS 3,4,5,6 Learning 30 hours / 1 ECTS 1,2,3,4 Consultation and final exam 20 hours / 0,67 ECTS 1,2,3,4,5,6 TOTAL: 180 hours / 6 ECTS 1,2,3,4,5,6 CONTINUOUS ASSESSMENT Continuous testing indicators Presence (lectures + exercises) Seminar The first colloquium Second colloquium

5 FINAL ASSESSMENT Indicators checks - final exam (first and second examination date) Practical exam (written) Previous activities (Seminar and presence in the classroom) Indicators checks - final exam (third and fourth examination date) Practical exam (written) Previous activities (Seminar and presence in the classroom) PERFORMANCE AND GRADE Percentage Criteria Grade od 50% do 61% basic criteria met sufficient (2) od 62% do 74% average performance with some errors good (3) od 75% do 87% above average performance with minor errors very good (4) od 88% do 100% outstanding performance outstanding (5) ADDITIONAL INFORMATION Teaching materials for students (scripts, exercise collections, examples of solved exercises), teaching record, detailed course syllabus, application of e-learning, current information and all other data are available by MOODLE system to all students. 5