Infopaket

Consumer behavior

ОК 14

Обов’язкова дисципліна для ОП

Second

2022/2023

3 Semester

6

PLO8. Choose effective methods for managing economic activity, justify the proposed solutions based on relevant data, scientific and applied research PLO11. Identify and critically assess the state and trends of socio-economic development, form and analyze models of economic systems and processes PLO12. Justify management decisions for effective business development, taking into account goals, resources, constraints and risks PLO15. Plan and perform scientific and/or applied research, make reasonable conclusions on the results of research, present the results, and reason their opinions PLO 19. Apply methods of research of international and global markets, substantiate on this basis effective strategies of market penetration and market activity

To know: basic concepts and laws of modern economic theory, principles of marketing and international marketing, methods of market research. To have the skills of analysis, synthesis, processing and presentation of primary marketing information, conduct market research, analyze the development of international commodity markets, identify factors influencing the formation of demand.

The curriculum consists of two modules: Module 1. "Theoretical foundations of consumer behavior analysis and factors influencing it", which provides acquaintance with modern theoretical approaches to the study of consumer behavior, consideration of the impact of psychology, sociology, microeconomics on science, acquaintance with models of consumer behavior, consideration of external factors, features of consumer motivation, acquaintance with research methods of consumer behavior. Module 2. "Consumer decision-making process and marketing tools for consumer behavior management", which examines the consumer buying decision making process, consumer information search process, consumers information perception and processing, methods of focusing consumer attention, cognitive learning theories, marketing-management strategies and marketing tools based on the results of consumer behavior research

Babko N.M., Mandych O.V., Sevidova I.O., Romanyuk I.A., Kvyatko T.M. Consumer behavior: education. manual. Kharkiv: KhNTUSG, 2020. 170 p. Oklander M.A., Zharska I.O. Consumer behavior: education. manual K.: "Center for Educational Literature", 2015. 208 p. Synopsis of lectures on the discipline "Consumer behavior" / incl. : O. P. Burlitska. – Ternopil: TNTU named after I. Pulyuya, 2019. 111 p. Olkhovska A. B. Consumer behavior: methodical recommendations for practical classes. Kharkiv: NFaU, 2015. 54p.

Lectures, seminars, individual assignments, individual project, group assignments

Oral report, survey, presentation, testing

Ukrainian