• A
  • A
  • A
  • АБB
  • АБB
  • АБB
  • А
  • А
  • А
  • А
  • А
Обычная версия сайта
Бакалавриат 2020/2021

Поведение потребителей

Направление: 38.03.02. Менеджмент
Когда читается: 4-й курс, 1, 2 модуль
Формат изучения: без онлайн-курса
Охват аудитории: для своего кампуса
Преподаватели: Павлова Екатерина Валерьевна, Самус Евгений Вадимович
Язык: английский
Кредиты: 5

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 (24 and 26 hours correspondently). The tutorials involve group presentation, problems solving, case study discussion and the individual assignment during seminars.
Learning Objectives

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

Expected Learning Outcomes

  • be able to collect, analyze, store data in accordance with common scientific and ethical standards
  • be able to participate in russian and international research projects
  • be able to follow ethical norms and standards in professional field
  • be able to conduct research activity in an educational institutions and management of students' research activity
Course Contents

Course Contents

  • Consumer modeling
  • Consumer decision making process
  • Consumer satisfaction
  • Sources and collection of market information
  • Primary and secondary data collection
  • Case studies in marketing research
  • Quantitative analysis in marketing research
Assessment Elements

Assessment Elements

  • non-blocking Test1
  • non-blocking Project
  • non-blocking Exam
    The exam is conducted in a form of a test. The test is based on the topics and materials of the discipline. It is organized via LMS. The test consists of 20 questions (both multiple-choice and open-ended), the timing for the test is 20 minutes. The maximum time for 1 question is 1 minute.
  • non-blocking Class performance
Interim Assessment

Interim Assessment

  • Interim assessment (2 module)
    0.25 * Class performance + 0.25 * Exam + 0.25 * Project + 0.25 * Test1
Bibliography

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