• A
  • A
  • A
  • АБB
  • АБB
  • АБB
  • А
  • А
  • А
  • А
  • А
Обычная версия сайта
Магистратура 2019/2020

Поведение потребителей. Продвинутый курс

Лучший по критерию «Полезность курса для Вашей будущей карьеры»
Лучший по критерию «Полезность курса для расширения кругозора и разностороннего развития»
Статус: Курс обязательный (Маркетинг)
Направление: 38.04.02. Менеджмент
Когда читается: 1-й курс, 3 модуль
Формат изучения: без онлайн-курса
Прогр. обучения: Маркетинг
Язык: английский
Кредиты: 6

Course Syllabus

Abstract

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
Learning Objectives

Learning Objectives

  • 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.
Expected Learning Outcomes

Expected Learning Outcomes

  • know methods of consumer behavior analysis and interpretation of the results obtained
  • 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
  • Know methods for identifying and evaluating motivational factors of behavior and customer satisfaction
  • Know consumer algorithm for searching, perceiving and remembering information about a product or brand
  • 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
  • Can determine the objectives of the acquisition of goods and services by target segments
  • Know models of consumer behavior and factors influencing it
  • Is able to apply sociological, economic and psychological theories of consumer behavior in marketing
  • Develop methodology for studying consumer behavior, solving specific marketing problems.
  • Can analyze complex factors affecting consumer behavior
  • 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
Course Contents

Course Contents

  • 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.
Assessment Elements

Assessment Elements

  • non-blocking Class work
  • non-blocking Independent work
  • non-blocking Test
    Экзамен проводится в письменной форме с использованием асинхронного прокторинга. Экзамен проводится в системе дистанционного обучения «Онлайн образование НИУ ВШЭ» (на базе СДО Moodle) ( https://et.hse.ru ), прокторинг на платформе Экзамус (https://hse.student.examus.net). К экзамену необходимо подключиться за 15 минут. На платформе Экзамус доступно тестирование системы. Компьютер студента должен удовлетворять следующим требованиям: https://elearning.hse.ru/data/2020/05/07/1544135594/Технические%20требования%20к%20ПК%20студента.pdf) Для участия в экзамене студент обязан: заранее зайти на платформу прокторинга, провести тест системы, включить камеру и микрофон, подтвердить личность. Во время экзамена студентам запрещено: общаться (в социальных сетях, с людьми в комнате), списывать. Кратковременным нарушением связи во время экзамена считается прерывание связи до 10 минут. Долговременным нарушением связи во время экзамена считается прерывание связи 10 минут и более. При долговременном нарушении связи студент не может продолжить участие в экзамене. Процедура пересдачи аналогична процедуре сдачи.
  • non-blocking Essay
  • non-blocking Research project
    The task, including marketing research, which is issued to a team of 3 people, is protected in the form of a presentation (15 min). Examination consists of two parts. In the first part, students are invited to develop a program to study consumer behavior. The subjects of the study are selected by students within the framework of the subjects of the course and agreed with the teacher before the study. A team of 3 students independently determines the goal, object, subject of research, puts forward hypotheses, selects research methods, determines the sample. In the second part, students are invited to complete the study in accordance with the developed program. Upon completion of the study, the team submits a report in the form of an oral presentation. To obtain a positive mark for the test, the student must demonstrate analytical skills with various literature and sources on the Internet. When performing the control work, the student must demonstrate the ability to conduct independent research, draw conclusions based on information obtained from sources and on this basis develop their own recommendations.
Interim Assessment

Interim Assessment

  • Interim assessment (3 module)
    0.09 * Class work + 0.21 * Essay + 0.09 * Independent work + 0.21 * Research project + 0.4 * Test
Bibliography

Bibliography

Recommended Core Bibliography

  • 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

Recommended Additional Bibliography

  • 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 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.
  • 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
  • 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
  • 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
  • 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