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Магистратура 2019/2020

Поведение потребителей. Продвинутый курс

Статус: Курс обязательный (Маркетинг)
Направление: 38.04.02. Менеджмент
Когда читается: 1-й курс, 3 модуль
Формат изучения: Full time
Преподаватели: Ким Наталья Викторовна
Прогр. обучения: Маркетинг
Язык: английский
Кредиты: 6

Программа дисциплины

Аннотация

Course plan Part 1. Consumer Behavior and Marketing: The concept of "Consumer Behavior" and the theory of consumer behavior. Methods of researching consumer behavior. Internet Marketing. Loyalty programs as a CRM tool and a way to optimize marketing expenses. Part 2. Factors affecting consumer behavior: The impact of culture, social class and ethnicity on consumer behavior. The influence of reference groups, families and households on consumer behavior. Psychological factors of consumer behavior, the influence of personality, consumer attitudes. Part 3. Consumer Behavior Model: The decision-making process on the purchase: stage and types. Motives of consumption and decision making. Consumers on B2B market. Consumer rights, their protection and legislative framework. After the course the student will know the theoretical and methodological approaches to consumer behavior in sociology, psychology, economics and marketing, as well as methods for managing the decision-making process, actions and perceptions of individuals in assessing, acquiring, applying and getting rid of goods and services as a consumer in up-to date conditions and will be able to apply them. Grading System 1.The grade for the work on seminars and workshops scored during the entire study period . 2.The grade for independent work of students, prepared for the class. 3. Grade for the test 4.Grade for essay. 5. Grade for the oral exam. There is no blocking control works during the course. The final resulting grade for discipline is calculated as follows: Gfinal = ((0.7 *test + 0.3 *essay)*0.6+(0.2 * Gaud. + 0.2 * Gsam.)*0.4)*0.6 + Gexam* 0.4 During the entire course the10-point grade scale is used
Цель освоения дисциплины

Цель освоения дисциплины

  • A study of the theoretical and methodological approaches to consumer behavior in sociology, psychology, economics and marketing
  • A study of methods for managing the decision-making process, actions and perceptions of individuals in assessing, acquiring, applying and getting rid of goods and services as a consumer in up-to date conditions.
Результаты освоения дисциплины

Результаты освоения дисциплины

  • Can analyze complex factors affecting consumer behavior
  • Can determine the objectives of the acquisition of goods and services by target segments
  • Can identify factors affecting changes in requests and preferences and consumer behavior in the market as a whole
  • Can identify the needs of buyers (customers) to ensure their satisfaction
  • Develop methodology for studying consumer behavior, solving specific marketing problems.
  • Have skills (gain experience) of studying the impact of various marketing initiatives on consumer behavior
  • Have skills in modeling consumer behavior, leading the consumer to make a purchasing decision
  • Is able to apply sociological, economic and psychological theories of consumer behavior in marketing
  • Know consumer algorithm for searching, perceiving and remembering information about a product or brand
  • Know methods for identifying and evaluating motivational factors of behavior and customer satisfaction
  • know methods of consumer behavior analysis and interpretation of the results obtained
  • Know models of consumer behavior and factors influencing it
  • Know modern concepts, approaches and methods of managing consumer behavior in the market of goods, services, ideas;
  • Know the impact of various marketing strategies on consumer behavior
Содержание учебной дисциплины

Содержание учебной дисциплины

  • Consumer Behavior and Marketing
    The first part gives the concept of consumers, examines the ratio of consumers and the market. It also describes the features of research methods for consumer behavior, analyzes general principles and models of segmentation and positioning, provides a typology of consumers, and also reveals the concept of a client-centered organization. Much attention is paid to the influence of Internet marketing technologies on consumer.Part 1 topics: The concept of "Consumer Behavior" and the theory of consumer behavior. Methods of researching consumer behavior. Internet Marketing. Loyalty programs as a CRM tool and a way to optimize marketing expenses.
  • Factors Affecting Consumer Behavior
    The second part successively characterizes the influence of the external environment on consumer behavior, considers factors of the cultural level, as well as factors of a social, personal and psychological types. Part 2 topics: The impact of culture, social class and ethnicity on consumer behavior. The influence of reference groups, families and households on consumer behavior. Psychological factors of consumer behavior, the influence of personality, consumer attitudes.
  • Consumer Behavior Model
    The third module describes in detail the process of making a purchasing decision by a consumer, discusses various options for making a decision on the purchase of new products, and also contains information about consumer organizations. Part 3 topics: The decision-making process on the purchase: stage and types. Motives of consumption and decision making. Consumers on B2B market. Consumer rights, their protection and legislative framework.
Элементы контроля

Элементы контроля

  • Oral exam (неблокирующий)
  • Class work (неблокирующий)
  • Independent work (неблокирующий)
  • Test (неблокирующий)
  • Essay (неблокирующий)
Промежуточная аттестация

Промежуточная аттестация

  • Промежуточная аттестация (3 модуль)
    0.17 * Class work + 0.11 * Essay + 0.17 * Independent work + 0.3 * Oral exam + 0.25 * Test
Список литературы

Список литературы

Рекомендуемая основная литература

  • Online Consumer Behavior : Theory and Research in Social Media, Advertising and E-Tail, edited by Scheinbaum, Angeline Close, Routledge, 2012. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=957949&query=social+media+theory#
  • Saito F. Consumer Behavior. NY, Nova Science Publishers, Incorporated, 2009. – URL: https://ebookcentral.proquest.com/lib/hselibrary-ebooks/reader.action?docID=3020825&ppg=1&query=consumer%20behavior

Рекомендуемая дополнительная литература

  • "оведение потребителей , пер. с англ. Д. Раевской ; под общ. ред. к.э.н. Л. Волковой, 9-е изд., 624 с.", Блэкуэлл, Р. Д., Энджел, Д. Ф., ISBN: 5-94723-267-7, 2002
  • Asian cultural flows cultural policies, creative industries, and media consumers Nobuko Kawashima, Hyun-Kyung Lee, editors. (2018). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edswao&AN=edswao.512423881
  • Cadogan, John, et al. Cross-cultural and cross-national consumer research, Emerald Publishing Limited, 2015. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=2070198.
  • Chan, S., & Zakkour, M. (2014). China’s Super Consumers : What 1 Billion Customers Want and How to Sell It to Them. Hoboken, NJ: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=842625
  • Chéron, E., Kohlbacher, F., & Tan Shen Hui. (2018). Cause-related marketing in Asia: The effect of consumer involvement and gender. Social Business, 8(3), 227–252. https://doi.org/10.1362/204440818X15434305418597
  • Cochoy, F., Hagberg, J., McIntyre, M. P., & Sörum, N. (2017). Digitalizing Consumption : How Devices Shape Consumer Culture. London: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1526915
  • Consumer behavior and marketing strategy, 4th ed., 739 p., Peter, J., Olson, J., ISBN: 0-256-13904-0, 1996
  • Consumer behaviour in a changing world : food, culture and society. 2016. Ed. by Fabio Verneau and Christopher Griffith Emerald Group Publishing Limited https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=4514345.
  • Consumer Economics : Issues and Behaviour, 461 p., Goldsmith, E. B., ISBN: 0-13-098974-6, 2005
  • Consumerism in World History : the global transformation of desire, 2nd ed., 164 p., Stearns, P. N., ISBN: 978-0-415-39587-8, 2006
  • Does promotion and islamic business ethics increase consumer loyalty? empirical evidence Resto Kampoeng Banyumili Salatiga. (2019). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.A8AB570B
  • Environment, Information and Consumer Behaviour, edited by Singe Krarup, Clifford S. Russell, 299 p., , ISBN: 1-84542-011-X, 2005
  • Erevelles, S., Fukawa, N., & Swayne, L. (2016). Big Data consumer analytics and the transformation of marketing. Journal of Business Research, (2), 897. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.a.eee.jbrese.v69y2016i2p897.904
  • Fernando Dias Simões. (2016). Consumer Behavior and Sustainable Development in China: The Role of Behavioral Sciences in Environmental Policymaking. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.E2A15807
  • Hackett, P. (2019). Quantitative Research Methods in Consumer Psychology : Contemporary and Data Driven Approaches. New York, NY: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1853813
  • Helble, M. (2018). Toward a Consumer-Centered Economy and Its Implications for International Trade and Asia’s Development*. Asian Economic Papers, 17(3), 56–74. https://doi.org/10.1162/asep_a_00632
  • Hester van Herk, Carlos J. Torelli. Cross cultural issues in consumer science and consumer psychology. Springer, 2017. Доступ через электронную библиотеку НИУ ВШЭ, для перехода по ссылке нужна авторизация в системе удаленного доступа ресурса. http://link.springer.com
  • Kumra, R. Consumer Behaviour. Mumbai, Global Media, 2006. – URL: https://ebookcentral.proquest.com/lib/hselibrary-ebooks/reader.action?docID=3011355&ppg=1&query=consumer%20behaviour
  • Lihua Ma, Hong Chen, Huizhe Yan, Lifeng Wu, & Wenbin Zhang. (2019). Food safety knowledge, attitudes, and behavior of street food vendors and consumers in Handan, a third tier city in China. BMC Public Health, (1), 1. https://doi.org/10.1186/s12889-019-7475-9
  • Lu, P. X. (2011). Elite China : Luxury Consumer Behavior in China. Hoboken: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=420758
  • Martin E. P. Seligman. (1995). The effectiveness of psychotherapy: The Consumer Reports Study. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.43FF19E0
  • Online Consumer Behavior : Theory and Research in Social Media, Advertising and E-Tail Close Scheinbaum, Angeline Routledge 2012 SERIES: Marketing and Consumer Psychology Ser.
  • Philip Kotler, Hermawan Kartajaya, & Den Huan Hooi. (2017). Marketing for Competitiveness: Asia to The World:In the Age of Digital Consumers. World Scientific Publishing Co. Pte. Ltd. https://doi.org/10.1142/10313
  • Potepkin Maxim, & Firsanova Olga. (2017). Customer Perception of CSR Activities: A Comparative Study of Finnish and Russian Consumers. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.C57871DB
  • Scrapping a Durable Consumption Good, 224 p., Antonides, G., ISBN: , 1988
  • Stock, R. M., von Hippel, E., & Gillert, N. L. (2016). Impacts of personality traits on consumer innovation success. Research Policy, (4), 757. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.a.eee.respol.v45y2016i4p757.769
  • Struhl, S. M. (2017). Artificial Intelligence Marketing and Predicting Consumer Choice : An Overview of Tools and Techniques. London: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1494508
  • Sun Yide. (2019). Proposed Model for Consumers’ Buying Behavior on Cross-Border E-Commerce Platforms in Zhejaing Province, China. Asia Pacific Journal of Multidisciplinary Research, (2.2), 115. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsdoj&AN=edsdoj.003df52e7c140e89d7a859dc02ed716
  • Szmigin, I. (2003). Understanding the Consumer. London: SAGE Publications Ltd. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=251793
  • The Management of Consumer Credit : Theory and Practice, 2nd ed., 259 p., Finlay, S., ISBN: 978-0-230-23830-5, 2010
  • von Hippel, E. A. (2017). Free Innovation by Consumers-How Producers Can Benefit Consumers’ free innovations represent a potentially valuable resource for industrial innovators. https://doi.org/10.1080/08956308.2017.1255055
  • Yazıcıoğlu, E. T. (1996). A historical analysis of consumer culture in Japan: Momoyama-Genroku (1573-1703). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.94D0045B
  • Поведение потребителя, практикум, авт.-сост. Т. Н. Байбардина, Л. М. Титкова, Г. Н. Кожухова, 123 с., , ISBN: 985-475-012-4, 2002