Consumer Behavior (курсовий проєкт)

Major: Marketing
Code of subject: 6.075.00.O.071
Credits: 3.00
Department: Marketing and Logistics
Lecturer: Igor P. Taranskiy, PhD, Associate Professor of Economics Iryna Rykovanova, PhD, senior lecturer
Semester: 6 семестр
Mode of study: денна
Learning outcomes: Apply the acquired theoretical knowledge to solve practical problems in the field of marketing. Explain information, ideas, problems and alternative options for making managerial decisions to specialists and non-specialists in the field of marketing, representatives of various structural divisions of a market entity. Demonstrate the skills of independent work, flexible thinking, openness to new knowledge, being critical and self-critical. Perform functional duties in the group, offer sound marketing solutions. Demonstrate the skills of written and oral professional communication in the state and foreign languages, as well as the proper use of professional terminology. Collect and analyze the necessary information, calculate economic and marketing indicators, assess the risks of making managerial decisions in order to improve the management of the sales process. Communicating information, ideas, problems, solutions and personal experience in the field of professional activity to specialists and non-specialists. Responsibility for the professional development of individuals and groups of individuals. Ability for further learning with a high level of autonomy.
Required prior and related subjects: Prerequisites: Consumer Behavior Co-requisites: –
Summary of the subject: Introduction. Features of behavior of consumers and consumer organizations in the market of goods and services. Study of consumer motivations to purchase goods. Analysis of the specifics of consumer purchasing decisions. Research on the behavior of consumer organizations. Behavior of buyers in a certain market (services, goods). Characteristics of the selected market (services, goods). Modeling customer behavior (consumers, customers). Motivation of customers in the selected market. Conclusions.
Assessment methods and criteria: Estimation of content filling and correctness or course project, writing/oral examination and pass the project (100%)
Recommended books: 1. Таранський І.П., Рикованова І.С. Електронний навчально-методичний комплекс «Поведінка споживача», 2020.URL: https://vns.lpnu.ua/course/view.php?id=4276. 2. Поведінка споживача: навч. Посібник / Бабко Н.М., Мандич О.В., Сєвідова І.О., Романюк І.А., Квятко Т.М. Харків: ХНТУСГ, 2020. 170 с. 3. Іваненко Л.М., Боєнко О.Ю. Поведінка споживачів : навч.посібник. ДонНУ імені Василя Стуса. – Вінниця : ТОВ «Нілан-ЛТД», 2016. 256 с. 4. Замкова Н.Л., Поліщук І.І., Буга Н.Ю., Соколюк К.Ю. Поведінка споживачів : навчальний посібник. Вінниця: Редакційно-видавничий відділ ВТЕІ КНТЕУ, 2018. 200 с.

Consumer Behavior

Major: Marketing
Code of subject: 6.075.00.O.070
Credits: 5.00
Department: Marketing and Logistics
Lecturer: Igor P. Taranskiy, PhD, Associate Professor of Economics Iryna Rykovanova, PhD, senior lecturer
Semester: 6 семестр
Mode of study: денна
Learning outcomes: Apply theoretical knowledge to solve practical problems in the field of marketing. Explain information, ideas, problems and alternative options for making managerial decisions to specialists and non-specialists in the field of marketing, representatives of various structural divisions of a market entity. Demonstrate the skills of independent work, flexible thinking, openness to new knowledge, being critical and self-critical. Perform functional duties in the group, offer sound marketing solutions. Demonstrate the skills of written and oral professional communication in the state and foreign languages, as well as the proper use of professional terminology. Analyze consumer needs and capabilities, identify and apply relevant concepts of consumer behavior, collect information and transform behavior patterns into appropriate public relations marketing strategies. Communicating information, ideas, problems, solutions and personal experience in the field of professional activity to specialists and non-specialists. Responsibility for the professional development of individuals or groups of individuals. Ability for further learning with a high level of autonomy.
Required prior and related subjects: Prerequisites: Marketing Product Policy; Marketing Price Policy. Co-requisites: Consumer Behavior (term paper), Courses for student choice.
Summary of the subject: The concept, structure and nature of consumer behavior. The concept, structure and nature of consumer behavior. Factors of external influence on consumer behavior. Internal factors influence consumer behavior. Evaluation of options before buying. Decision-making organizing consumer. Behavioral reaction of customers. Marketing tools of influence on consumer behavior. Quantitative study of consumer behavior. Qualitative research conduct.
Assessment methods and criteria: Current control (30%): work at practical lessons Final control (70%, exam - Written component of the examination (55%), Oral component of the examination (15%))
Recommended books: 1. Таранський І.П., Рикованова І.С. Електронний навчально-методичний комплекс «Поведінка споживача», 2020.URL: https://vns.lpnu.ua/course/view.php?id=4276. 2. Поведінка споживача: навч. Посібник / Бабко Н.М., Мандич О.В., Сєвідова І.О., Романюк І.А., Квятко Т.М. Харків: ХНТУСГ, 2020. 170 с. 3. Іваненко Л.М., Боєнко О.Ю. Поведінка споживачів : навч.посібник. ДонНУ імені Василя Стуса. – Вінниця : ТОВ «Нілан-ЛТД», 2016. 256 с. 4. Замкова Н.Л., Поліщук І.І., Буга Н.Ю., Соколюк К.Ю. Поведінка споживачів : навчальний посібник. Вінниця: Редакційно-видавничий відділ ВТЕІ КНТЕУ, 2018. 200 с.