Course syllabus PHD_E061_N - Consumer Economics (FEM - 2019/2020 - post-graduate studies)

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

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 :
Project presentation
Learning outcomes of the course unit:
After completing the course student will be able to practically analyze consumer behavior as a key phenomenon of the market area. Students will acquire knowledge of the most important factors influencing consumer behavior and decision making and the application research methods on consumer behavior. After attending the course students will be able, on the basis of consumer behavior theories create economic and marketing strategies based on the application of research methods. Course focuses on advanced market analysis with focus on consumers and subsequently to develop managerial decision-making skills.
Course contents:
The definition of consumer behavior, development of consumer behavior - Consumer Personality, theories and its applications in consumer behavior - Social predisposition consumer behavior. Social groups. - Market research and consumer behavior.- Methods of consumer behavior analysis - Analysis and influencing consumer behavior, determinants of purchasing behavior - Consumer behavior and decision-making at the macro and micro level. Consumption trends - Market segmentation, consumer segmentation, typology, target groups - Attitudes, their characteristics and components - Lifestyle and examining its place in consumer behavior - Consumer Behavior and Product Strategy - Consumer behavior and Pricing strategies - Dependence of the consumer decision-making on the products price, pricing differentiation tactics
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.
Delbert I. Hawkins - Roger J. Best -Kenneth A. Coney (2003), Consumer Behavior: Building Marketing Strategy, 9th. ed., McGraw-Hill/Irwin, ISBN 0072865490
Frank R. Kardes (2002), Consumer Behavior and Managerial Decision Making, 2nd ed., Prentice Hall, ISBN-13: 978-0130916020
Schiffman, G.Leon – Kanuk, L. Leslie -Wisenblit, Joseph (2010) Consumer behavior, 10th. ed., Pearson Prentice Hall, ISBN 978-0-13-700670-0

Language of instruction: Slovak, English
Evaluation of course unit:
Assessed students in total: 0

Name of lecturer(s):
doc. Ing. Daniela Hupková, PhD. (examiner, instructor, lecturer, person responsible for course)
Last modification: 15. 2. 2019
doc. Ing. Daniela Hupková, PhD. and programme supervisor

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

Type of output: