SHEM217 Проект: Онлайн поведение на потребителите
Анотация:
The course aims to practice marketing work in online environment concerning research and tasting models on consumer behavior. Students will receive tasks to research models in particular categories and/or digital channels to make consumer profiles and to make segmentations as well as to create campaigns according to the profiles and to follow the results.
Преподавател(и):
доц. Димитър Трендафилов д-р
Описание на курса:
Компетенции:
Basic knowledge in marketing and management
Предварителни изисквания:
Students who complete this course:
1) will know:
- what are the specificities of the consumer behavior in online environment
- how consumer construct their online identity
2) will be able to:
- to research consumer behaviour
- to set a strategy for online commerce
Форми на провеждане:
Редовен
Учебни форми:
Проект
Език, на който се води курса:
Английски
Теми, които се разглеждат в курса:
- Online consumer behavior models, current state, trends
- Working on assignment
Литература по темите:
• Tuten, T and Solomon, M (2014) Social Media Marketing 2nd ed. USA, SAGE
• Close, A (ed)(2012) Online Consumer Behaviour: Theory and Research in Social Media, Adverting and E-tail. USA, Routledge
• Solomon M.R., Bamossy G., Askegaard S., and Hogg, M.K. (2013) Consumer Behaviour: A European
• Perspective. 5th Edition. London, Prentice Hall Financial Times
• Sorman-Nilsson, A. (2013) Digilogue: How to win the Digital Minds and Analogue hearts of tomorrow’s customer. Singapore, Wiley
• Odden, L. (2012) Optimize: How to Attract and Engage more Customers by Integrating SEO, Social
• Media and Content Marketing. Canada, Wiley
• Kozinets, R., Patterson, A., Ashman, R. (2017) Networks of Desire: How Technology Increases Our Passion to Consume. Journal of Consumer Research, 43 (1) p. 659-682
• Bamossy G., Askegaard S., and Hogg, M.K. (2013) Consumer Behaviour: A European Perspective. 5th Edition, London, Prentice Hall (Chapter 1-3) Kapoulas, A, Ellis, N., Murphy, W., (2004) The voice of the customer in e-banking relationships. Journal of Customer Behaviour, 3 (1), p.27-51.
• Girionda, J., and Korgaonka, P., (2014) Understanding Consumers’ social networking site usage. Journal of Marketing Management, 30 (4/6), p. 571-605
• Mitic, M., and Kapoulas, A., (2012) Understanding the role of social media in bank marketing. Marketing Intelligence and Planning. 30 (7) p. 668-686
• Rossignoli, C., and Zardini, A., (2013) When Customer Behaviours Change, Should Banks’ Approaches to Online Trading Stay the Same? Journal of Internet Banking and Commerce,18 (2), p.1-18
• Orzan, G., Burghelea, I., Stupu, L., Boboc, A. (2016) The impact of conversation on the brand image of Cloud computing providers. Annals of the University of OradeaEconomic Science Series, 25 (1), p1002-1010.
• Hardey, M., (2011) Generation C. International Journal of Market Research, 53 (6), p749-770.
• Lee, M., and Youn, S., (2009) Electronic word of mouth (e WOM): How eWOM platforms influence consumer product judgement. International Journal of Advertising, 28 (3) p.473-499
• Jianwei L. et al (2013) Impact of national culture on online consumer review behavior. Global Journal of Business Research, 7 (1), p109-115.
• Harris, K. et al (2013) Justice for Consumers complaining online or offline: Exploring procedural, distributive and interactional justice and the issue of Anonymity. Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, 26 (1), p. 19-39
• Tan et al (2012) Impact of privacy concern in social networking websites. Internet Research, 22 (2), p211-213