Objectives and competences
This course is designed to familiarize the students with internal and external factors of customer behavior.
This course is not designated for customer research topics which are planned for postgraduate students.
Content (Syllabus outline)
1. Introduction
2. Macro factors
2.1 Demographic changes
2.2 Cultural development
2.3 Digitalization
2.3 Consumerism and consumer protection
3. Internal processes
3.1 Perception
3.2 Values
3.3 Motivation
3.4 Attitudes and emotions
3.5 Learning processes
3.6 Situation
3.7 Decision processes
4. Eksternal factors
4.1 Family and household
4.2 Reference groups
4.3 Lifestyle
5. Shopping and after-sales processes
Learning and teaching methods
- Interactive lectures;
- case studies;
- tutorial;
- aktive team work.
Intended learning outcomes - knowledge and understanding
Development of knowledge and understanding:
The student will be able to understand the basic factors of customer behaviour, to understand, the determination of customer behaviour by the internal and external factors, and to understand fundamental processes within customer behaviour.
Intended learning outcomes - transferable/key skills and other attributes
Cognitive/Intellectual skills:
Students understand and apply fundamental theories of customer behaviour and their usability in solving real professional problems, with minimum guidance.
Key/Transferable skills
The student will obtain the following skills to use this knowledge in planning the marketing mix. The student will during the course develop skills for team work and professional ethics in the field of customer behaviour.
Readings
Temeljna literatura
1. Gradivo, ki ga študenti dobijo na predavanjih
2. Mumel D. (2001). Vedenje porabnikov. EPF, Maribor
3. Mumel D., Gaber B., Milfelner B. (2004). Vedenje porabnikov. EPF, Maribor
4. Vida I., Kos Koklič M., Bajde D., Kolar T., Čater B., Damjan J. (2010). Vedenje porabnikov. Ekonomska fakulteta, Ljubljana
Dodatna literatura
5. Solomon M.R. (2011). Consumer Behavior. Pearson Educatuon, New Jersey
6. Solomon M.R., Hogg M.K., Askegaaard S., Bamosy G., ,. (2019). Consumer behaviour: A European percpective. Pearson Education limited.
Additional information on implementation and assessment - seminar work;
- written examination
