Digital consumer behavior 2600-DMdz1CZK
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
2.Demographic determinants – gender, age
3.Analysis of external determinants of consumer behavior:
3.Cultural determinants – norms and values, lifestyles, myths and rituals, globalization of consumer culture
4.Social and economic determinants – social class
4.Trends in consumer behavior:
5.Consumerism
6.Sustainable consumption
7.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.
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Term 2025Z:
1.Foundations of consumer behavior |
Type of course
Course coordinators
Learning outcomes
Learning outcomes
Knowledge
K_W01 – has in-depth knowledge of research methodology and terminology in the field of management and quality sciences, particularly in the area of marketing in the online environment, as well as in complementary disciplines (consumer behavior).
K_W02 – has an advanced understanding of complex processes and phenomena occurring in different types of organizations and in their environment; applies management theory, including marketing and complementary disciplines (consumer behavior), to identify, diagnose, and solve problems related to digital marketing and their integration within organizational strategies.
K_W05 – has knowledge of complex technological, social, political, legal, economic, ethical, and ecological processes and phenomena, including fundamental dilemmas of contemporary civilization, and understands their impact on the functioning of organizations and the economy as a whole.
Skills
K_U02 – is able to correctly interpret complex technological, social, political, legal, economic, and ecological processes and phenomena, and their impact on digital marketing in organizations.
K_U04 – is able to formulate and test hypotheses related to basic research problems.
K_U06 – is able to present the results of analyses in the field of digital marketing to diverse audiences in a clear and professional manner, using specialist terminology, and to engage in debate, also in English.
Social competences
K_K02 – recognizes the importance and value of scientific knowledge in solving complex problems in the field of digital marketing and seeks expert opinions in this process.
K_K04 – demonstrates entrepreneurial thinking and action in both national and global contexts.
K_K05 – adheres to, enforces, and develops professional ethical standards in business relations and upholds the ethos of the profession.
Assessment criteria
Written test (50%) quizzes, written assignments, class participation (50%)
Graded pass. The final grade is based on the total number of points earned during the course.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)
Practical placement
No internships or professional practice are required for the completion of this course.
Bibliography
Core literature:
•Rudnicki, L. (2012). Zachowania konsumentów na rynku. Warszawa: PWE.
•Solomon, M. (2006). Zachowania i zwyczaje konsumentów. Gliwice: One Press.
Supplementary literature:
•Solomon, M. (2024). Consumer Behavior. Harlow: Pearson.
•Hoyer, W., McInnis, D., & Pieters, R. (2018). Consumer Behavior. Boston: Cengage Learning.
Schiffman, L., & Wisenblit, J. (2019). Consumer Behavior. Harlow: Pearson.
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Term 2025Z:
Core literature: •Rudnicki, L. (2012). Zachowania konsumentów na rynku. Warszawa: PWE. Supplementary literature: •Solomon, M. (2024). Consumer Behavior. Harlow: Pearson. |
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: