Consumer Theories and Realities

Teaching results

The aim of the course is based on theories of consumer behavior to create effective economic and marketing strategies applicable in today's highly competitive environment.

Knowledge:
Understanding of basic aspects consumers´ behavior development from important age and regional point of view. The implementation of obtained knowledge to increase the consumer satisfaction, with market success of organizations.

Competence:
After completing the course, students will be able to work with information about consumers´ behavior in order to create conditions for sustainable consumption and sustainable marketing, too.

Skill:
Students will acquire the skills of looking at the phenomena, things, events, examples of good practice in the field of the consumer rights and consumer protection, whether at the level of the Slovak Republic, the EU, respectively. in a broader context. These reflect the growing awareness of the consumer public, but also of the understanding of the place of consumer theories and realities in business. Students will also gain experience in applying these principles in practice at the macro, meso and micro levels, as well as the possibility of integration between the three levels and the penetration of consumer protection and the economy in the new globalized environment.