Course syllabus PHD_E060_N - Psychology of Consumer Behaviour and Purchasing Decisions (FEM - 2019/2020 - post-graduate studies)

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Slovak University of Agriculture in Nitra
Faculty of Economics and Management
Course unit code:
Course unit title:
Psychology of Consumer Behaviour and Purchasing Decisions
Planned types, learning activities and teaching methods:
3 hours weekly / 39 hours per semester of study (on-site method)

Credits: 10
Semester: Agrarian Trade and Marketing - doctoral (elective), 1. year
Agrarian Trade and Marketing - doctoral (elective), 1. year
Agrarian Trade and Marketing - doctoral (elective), 1. year
Agrarian Trade and Marketing - doctoral (elective), 1. year
Level of study:
Prerequisites for registration:
Assesment methods :
Semester project and presentation
Learning outcomes of the course unit:
After completing the course the student is able to analyze and evaluate consumer behaviour, the external and hidden reactions in decision making processes using modern monitoring and research methods (including neuromarketing research) and interdisciplinary approach. Based on the correct interpretation of the results of consumer behaviour research and knowledge of the latest theoretical and practical knowledge the student can identify success factors of marketing strategy for specific market segments.
Course contents:
Consumer behaviour and interdisciplinary relations – Psychological and technological shifts in consumer behaviour – Perception, values, motivation – The process of learning and consumer memory – Family and household as market segments – Consumer senses – Hidden emotions, neuromarketing and psychology of consumer decision making – Research methods of neuromarketing – Sensory marketing – Visual merchandising – Positive and negative emotions and external stimuli – Consumer behaviour and marketing strategy
Recommended or required reading:
HORSKÁ, E. -- NAGYOVÁ, Ľ. -- STÁVKOVÁ, J. -- TURČÍNKOVÁ, J. -- STEJSKAL, L. -- BOLAÑOS, R M. -- ARAQUE PADILLA, R A. -- MONTERO SIMÓ, M J. -- RAMÍREZ SOBRINO, J N. -- MATYSIK-PEJAS, R. -- SZAFRAŃSKA, M. Európsky spotrebiteľ a spotrebiteľské správanie. 1st ed. Nitra : Slovenská poľnohospodárska univerzita, 2009. 219 p. ISBN 978-80-552-0318-8.

GEORGES, P. R. 2013. Neuromarketing in Action: How to talk and sell to the brain. Kogan Page Limited, 2013. 280 s. ISBN 0749469277.
PETER, P. -- OLSON, J. 2009. Consumer behaviour and marketing strategy. McGraw-Hill Education, 2009. 576 s. ISBN 978-0073404769.
SOLOMON, N, R. -- BARMOSSY, G. -- ASKEGAARD, S. -- HOQQ, M. K. 2010. Consumer Behaviour: A European Perspective. 4th ed. Financial Times/ Prentice Hall, 2010. 728 s. ISBN 978-0273717263.
YARROW, K. 2014. Decoding the new consumer mind: How and why we shop and buy. Wiley, 2014. 224 s. ISBN 978-1-118-64768-4.

Language of instruction:
Slovak, English
Evaluation of course unit:
Assessed students in total: 13

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Name of lecturer(s):
Dr.h.c. prof. Dr. Ing. Elena Horská (examiner, lecturer, person responsible for course)
Mgr. et Mgr. Jana Rybanská, PhD. (instructor, tutor)
Last modification: 15. 2. 2019
Dr.h.c. prof. Dr. Ing. Elena Horská and programme supervisor

Last modification made by Iveta Kunová on 02/15/2019.

Type of output: