Advanced Consumer Behaviour 2600-ACB
Comprehending consumer behavior constitutes a paramount phase in the planning of marketing strategies. By properly identifying the needs of its clients, the company is able to choose the target segments for its product and services and construct a market offer suitable for them. In today's fast-changing world, we are dealing with constantly evolving trends that affect the behavior of modern consumers. This course aims to systematically guide students from the foundational concepts to the most advanced theories of consumer behavior, while critically examining the emerging socio-cultural trends that reshape modern consumer decision-making. The course outline is as follows:
1. Foundations of consumer behavior
2. Analysis of internal determinants of consumer behavior:
• Psychological determinants:
– Decision-making, motivation, personality
– Perception: exposure – attention – interpretation
– Memory and knowledge
– Attitudes and persuasion
• Demographic determinants – gender, age
3. Analysis of external determinants of consumer behavior:
– Cultural determinants – norms and values, lifestyles, myths and rituals, globalization of consumer culture
– Social and economic determinants – social class
4. Trends in consumer behavior:
– Consumerism
– Sustainable consumption
– Virtualization of consumption: mobile Internet (AR), online shopping virtualization, artificial intelligence and consumer behavior
– Social media: word-of-mouth (eWOM), influencer marketing, metaverses and VR
Course coordinators
Type of course
Learning outcomes
Upon the completion of the course a student:
• K_W05: knows and understands complex technological, social, political, legal, economic, and ecological processes and phenomena—including the fundamental dilemmas of modern civilization—and their impact on the functioning of organizations, the wider economy, and global consumer behavior, with a particular emphasis on the global perspective.
• K_W06: knows and understands the principles of industrial property and copyright protection.
• K_U02: Correctly interpret complex technological, social, political, legal, economic, and ecological processes and phenomena, evaluating their specific impact on international market operations and shifting consumer behavior.
• K_U03: Adapt existing methods and tools, including advanced information and communication technologies (ICT), and employ appropriate source selection to identify, diagnose, and solve problems in both the internal and external environments of an organization, particularly regarding international markets and consumer behavior dynamics.
• K_U07: Use a foreign language at the C1 level of the Common European Framework of Reference for Languages (CEFR) and apply specialized terminology within the discipline of management and quality studies.
• K_K01: Critically assess and approach situations and phenomena related to the international activities of organizations, including their ethical and cultural implications for consumer behavior.
• K_K05: Adhere to, enforce, and develop professional ethical standards in business relations, while maintaining and cultivating the ethos of the profession.
Assessment criteria
• Attendance – 10% (Participation in a minimum of 50% of the classes is required to pass the course)
• Group Assignments / Kampus quizzes– 40%
• Final Test – 50%
Graded pass. The final grade is based on the total number of points earned during the course.Final grades
• 0-50% pts– 2 (unsatisfactory)
• 51%-59% pts– 3 (sufficient)
• 60%-67% pts– 3,5 (satisfactory)
• 68%-76% pts– 4,0 (good)
• 77%-84% pts– 4,5 (fairly good)
• 85%-94% pts– 5,0 (very good)
• 95% -100% pts– 5! (excellent)