PMEM301 Потребителско поведение
Анотация:
With the curse Consumer behavior we intend to introduce the students in the long process of formation of the present state of the art of the consumer behavior in the advanced consumer societies. During the course will be examined the historical premises for the contemporary consumer culture, the emergence of the conspicuous consumption, the mass fashion and the e-commerce. All this will be the ground for understanding the uses of the consumer behavior studies in the marketing theory and practice and in the market research, as well as in the general frame of the understanding of the major trends in today advanced societies. During the course are planned big number of discussions and exercises, allowing the students to implement the theoretical input to their own consumer experience.
Преподавател(и):
проф. Кристиан Банков д.н.
Описание на курса:
Компетенции:
After completing successfully this course the students will:
1) know:
• The basic notions in the consumer behavior theory
• The most important phases of the evolution of the consumer behavior until the age of the consumerism
• The consumer lifestyles in the advances postindustrial societies
• The consumer behavior in the digital age
2) are capable of:
• To plan a business activities according to the consumer behavior of the target group
• To monitor the major trends in consumer behavior
• To defend a position pro or against the consumerism
Предварителни изисквания:
• There are no specific preliminary requirements
Форми на провеждане:
Редовен
Учебни форми:
Лекция
Език, на който се води курса:
Английски
Теми, които се разглеждат в курса:
1. Corse introduction, assessment, tasks, general frame
2. An introduction to consumer behavior and its importance for the business
3. Historical roots of the conspicuous consumption
4. Theory of the leisure class
5. The propensity of consumption and the Welfare state (Keynes)
6. The concept of consumer in the classical marketing theory: segmentation and positioning
7. The concept of consumer in the classical marketing theory: the debate over the needs of the consumer
8. Real VS Imposed needs
9. Consumer behavior and the notion of Lifestyle, service marketing and experience marketing
10. Creating experiences for sale
11. VALS research project
12. VALS research project
13. Contemporary theories of the consumer: perception, learning and decision making
14. Contemporary theories of the consumer: perception, learning and decision making
15. Contemporary theories of the consumer: Motivation, values and attitudes
16. Contemporary theories of the consumer: Motivation, values and attitudes
17. The self of the consumer: collective and personal characteristics
18. The self of the consumer: collective and personal characteristics
19. The self of the consumer: consumption and self-concept
20. The self of the consumer: consumption and self-concept
21. Fashion and consumer behavior
22. Culture and consumption: the consumer rituals
23. Culture and consumption: the consumer rituals
24. Consumerism and over consumption: the critical perspective
25. Debate pro VS against consumerism
26. Debate pro VS against consumerism
27. Consumer behavior in the age of access (new economy)
28. Consumer behavior in the age of access (new economy)
29. Consumer rituals in Facebook
30. Consumer rituals in Facebook
Литература по темите:
Main literature:
Gary J. Bamossy, Soren Askegaard, Michael Solomon, Margaret K. Hogg (2006). Consumer Behaviour: A European Perspective, Prentice Hall Europe.
Additional literature:
Mitchell, Arnold (1983). The Nine American Lifestyles. New York: Macmillan.
Rifkin, Jeremy (2000). The Age of Access: The New Culture of Hypercapitalism, Where all of Life is a Paid-For Experience, New York: Penguin/Putnam
Veblen, Thorstein (1899). The Theory of the Leisure Class: An Economic Study of Institutions. New York: The McMillan Company.
Средства за оценяване:
FORMS OF EVALUATION CURRENT CONTROL
TEST 50%
WRITTEN ASINGMENT 20%
PRACTICAL ASSIGNMENT 10%
PORTFOLIO
ORAL EXAM 10%
PARTICIPATION IN SEMINAR 10%
ESSAYS