Магистратура
2026/2027
Поведение потребителей
Статус:
Курс обязательный (Аналитика данных для бизнеса и экономики)
Кто читает:
Департамент менеджмента
Где читается:
Санкт-Петербургская школа экономики и менеджмента
Когда читается:
2-й курс, 2 модуль
Охват аудитории:
для своего кампуса
Преподаватели:
Павлова Екатерина Валерьевна
Язык:
английский
Кредиты:
3
Контактные часы:
24
Course Syllabus
Abstract
The course explores the conceptual foundations of consumer behavior. It also gives an overview of a state-of-the-art consumer analysis and analytics and demonstrates its practical value. The course consists of lectures and tutorials (18 and 18 hours correspondently). The tutorials involve group presentation, problems solving, case study discussion and the individual assignment during seminars.
Learning Objectives
- find and evaluate new market opportunities, form and evaluate business ideas, develop business plans for creating a new business
- choose tools, modern technical means and information technologies for processing information in accordance with the assigned scientific task in the field of management
- make management decisions and is ready to bear responsibility for them
Expected Learning Outcomes
- be able to collect, analyze, store data in accordance with common scientific and ethical standards
- be able to conduct research activity in an educational institutions and management of students' research activity
- be able to follow ethical norms and standards in professional field
- be able to participate in russian and international research projects
Course Contents
- Consumer modeling
- Consumer decision making process
- Consumer satisfaction
- Sources and collection of market information
- Case studies in marketing research
- Quantitative analysis in marketing research
Assessment Elements
- ExamIndividual written test with 50 multiple-choice and short-answer questions covering all. Duration: 60 minutes; closed-book.
- Final projects
- Seminars activitiesVarious group and individual assignments involve collaborative analysis of lecture topics during seminars, applying course frameworks to real cases or data sets. Results are presented during the seminars with Q&A.
Interim Assessment
- 2026/2027 2nd module0.25 * Seminars activities + 0.35 * Exam + 0.4 * Final projects
Bibliography
Recommended Core Bibliography
- Nair, S. R. (2009). Consumer Behaviour and Marketing Research : (text and Cases) (Vol. Rev. ed). Mumbai [India]: Himalaya Publishing House. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=332241
Recommended Additional Bibliography
- Franses, P. H., & Paap, R. (2001). Quantitative Models in Marketing Research. Cambridge: Cambridge University Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=73143