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Tantárgy adatlap

Theory of consumption and consumer behavior

Tantárgy adatlap letöltése: Letöltés

A tantárgy kódja: 293NMARK601M
A tantárgy megnevezése (magyarul): Theory of consumption and consumer behavior
A tantárgy neve (angolul): Theory of consumption and consumer behavior
A tanóra száma (Előadás + szeminárium + gyakorlat + egyéb): 43.5 hours per semester; 1 lecture +1 seminar per week.
Kreditérték: 6
A tantárgy meghirdetésének gyakorisága: Fall
Az oktatás nyelve: ISC
Előtanulmányi kötelezettségek: Marketing Principles
A tantárgy típusa: elective
Tantárgyfelelős tanszék: Angol Nyelvű Oktatási Központ (ISP) Tanszék
A tantárgyfelelős neve: Neulinger Ágnes

A tantárgy szakmai tartalma: The course is a combination of lectures and seminars. In some cases the two will be combined.
The students will learn to assess consumer decision making, the determinants of individual consumer behavior, and the use of these theoretical approaches in practice. Many of our sessions will involve the professor presenting materials and you contributing to the exposition through questions and observations. I will seldom touch on every topic covered in the assigned readings, but you are responsible for being familiar with textbook and lecture materials. Classes are held through exercises that require creative solutions, seminars will tend to expand upon the written material presenting new perspectives and real world illustrations, through case studies, and group discussions. Seminars will often require prescribed individual or group tasks that need to be prepared in advance (i.e.”homework”).

Évközi tanulmányi követelmények: There are several case studies to be read. Many companies consider case analyses skills valuable. Participation: You are expected to participate in class. Your contributions are expected to help the class learn and understand the topics under consideration. Negative participation (talking, unnecessary interruptions, etc.) will result in deductions from the participation component of your grade.
Students will have to choose 1 exercise and prepare it in groups and present shortly (10 min) on the seminars.The point is to provide real life examples to demonstrate the theories learned in class. The main group project covers topics that have to be elaborated by literature review and empirical research and presented (max. 20 min.) towards the end of the semester. Both presentations have to be uploaded to Moodle

Vizsgakövetelmény: The course is a combination of lectures and seminars. Lectures may highlight and discuss some important concepts from the text, however will not cover all the parts of the chapter you are expected to know.
Consumer behaviour is an area with everyday relevance. Some of the concepts can best be understood through interactive discussions and practical exercises. Seminars will often cover practical subjects or discuss findings provided by participants.

Az értékelés módszere: 10% case discussion participation
10 % seminar exercise
20% project work
30% midterm exam
30% final exam

Final grades will be calculated according to the Information Bulletin by the ISC.

Tananyag leírása: We are all consumers affected by our perceptions, attitudes, motivations, goals, personality, culture, and peer groups. As marketers we want to understand why people buy, and why consumers behave in certain ways to be able to predict how they will react to the different marketing activities. This class studies the different psychological characteristics and processes that affect how people act when they buy, use, or experience products and/or services.

Órarendi beosztás: 

Kompetencia leírása: Upon completion of the course students should be able to:
 Gain a well grounded understanding of key concepts in marketing and consumer psychology
 Be able to apply these concepts to real-life situations
 Understand what data is necessary to make sound marketing decisions and how to collect this information
 Be able to design marketing programs based on what we know about consumer behavior
 develop skills on how to work effectively as part of a team, and build a cooperative atmosphere among team members while analyzing and presenting group projects.

Félévközi ellenőrzések: 

A hallgató egyéni munkával megoldandó feladatai: The midterm and the final exam will be based on the book and on class handouts, where applications of theoretical knowledge to practice will be assessed.

There is the date for the final exam and there will be one make up exam date offered for those who have failed it. The instructor has the right to give an N grade (no grade received) for those whose absences exceed 25% of the total number of classes (lectures and seminars) held in the semester (including excused absence). Excessive absences (more than 3) will result in a participation grade of zero. Both exams have to be passed (60%) to pass the course!

Szak neve: 

Kötelező irodalom:

  • M. R. Solomon: Consumer Behavior:Buying, Having, and Being, 9th global ed., Person ed.,2011, ISBN 10: 0-13-703496-2

Ajánlott irodalom:

  • R.D.Blackwell, P.W. Miniard and J.F. Engel: Consumer Behavior, 10th Edition, Harcourt College Publishers
Ajánlott irodalmak:
R.D.Blackwell, P.W. Miniard and J.F. Engel: Consumer Behavior, 10th Edition, Harcourt College Publishers
Kötelező irodalmak:
M. R. Solomon: Consumer Behavior:Buying, Having, and Being, 9th global ed., Person ed.,2011, ISBN 10: 0-13-703496-2

A tantárgy oktatói:

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