Магистратура
2026/2027
Поведение потребителей
ID 1174385
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 follow ethical norms and standards in professional field
- be able to participate in russian and international research projects
- Know the evolution of marketing and core marketing concepts
- Know strategic marketing planning frameworks
- Able to develop coherent marketing strategies aligned with organizational objectives
- Able to perform market segmentation, select appropriate targeting strategies, and craft effective positioning statements
- Identify consumer behavior, covering decision process stages, psychological and economic influences and use these data to design marketing tactics that enhance long-term customer value
- Integrate extended marketing mix, data analytics, and emerging trends to formulate data-driven marketing strategies
Course Contents
- Consumer modeling
- Consumer behaviour factors
- Consumer decision making process
- Consumer satisfaction
- Sources and collection of market information
- Case studies 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
- Hoffmann, S., Akbar, P. Consumer Behavior: Understanding Consumers – Designing Marketing Activities, Springer Wiesbaden, (2023)
Recommended Additional Bibliography
- Kumar, Pawan, et al. The Dark Side of Marketing. Technology, Consumer Autonomy and Recuperative Marketing. Springer Books (2025)
- Lindblom, A. Sensory Marketing in Retail: An Introduction to the Multisensory Nature of Retail Stores, Palgrave Macmillan Cham, (2023)