(in Polish) Major Elective - Consumer Behaviour 2600-BM-MJE-CB
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 at familiarizing students with basic theories of consumer behavior as well as new socio-cultural trends influencing consumer behavior. The course outline is as follows:
1. Foundations of consumer behavior
2. Internal factors influencing consumer behavior:
• Consumers psychology (motivation, personality, perception, memory and attitudes)
• Consumers demography (gender, age)
3. External factors influencing consumer behavior:
• Reference groups and social class
• Culture and globalization
4. New trends in consumer behavior:
• Consumerism
• Green consumption
• Internet and social media
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Term 2025Z:
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 at familiarizing students with basic theories of consumer behavior as well as new socio-cultural trends influencing consumer behavior. The course outline is as follows: |
Type of course
Course coordinators
Learning outcomes
After completing the course students:
- know and understand the general methodology of consumer research as well as concepts and models related to the consumer decision-making process
- understand the importance of consumer behaviour modelling for marketing activities designing
- know and understand the fundamental dilemmas of the contemporary consumer
- know and understand the determinants of consumer decision-making processes
- can and are able to use knowledge in the field of social sciences and theoretical models to recognise, diagnose attitudes and consumer behaviour and to suggest general marketing solutions.
- can and are able to identify factors and interpret their impact on consumer attitudes and behaviour
- can and are able to analyse and diagnose the impact of marketing activities on consumer behaviour and communicatively present the effect of their work and debate in English
- can and are able to plan and organise own work and team work
- can and are able to broaden knowledge about consumer attitudes and behaviours
- are ready to express critical opinions and discuss the impact on the attitudes and behaviours of consumers, as well as to consult experts
- are ready to take responsibility for the impact of marketing activities on the attitudes and behaviours of consumers, giving priority to ethics and the good of the consumer over sales targets
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%
Final grades:
0-49% pts– 2 (unsatisfactory)
50%-59% pts– 3 (sufficient)
60%-69% pts– 3,5 (satisfactory)
70%-79% pts– 4,0 (good)
80%-89% pts– 4,5 (fairly good)
90%-99% pts– 5,0 (very good)
100% pts– 5! (excellent)
Bibliography
COURSE BOOK:
- Solomon M. (2024) Consumer behavior. Global edition, Boston: Pearson
COMPLEMENTARY READING:
- Hoyer W., MacInnis, D., Pieters R.(2018). Consumer Behavior (7th ed., Cenagage Learning
- Evans, M., Jamal, A., Foxall, G. (2011). Consumer Behaviour (2nd ed.). New York: Wiley.
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Term 2025Z:
COURSE BOOK: |
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: