Consumer Theories and Realities

Teachers

Included in study programs

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.

Indicative content

Consultations:
Consumer and consumer theory - meaning, principles, goals, parameters, models and tools.
Consumer organizations - legal aid for consumers, European Consumer Center
EU consumer protection
Consumer marketing, concept 4 C, customer care
Consumption and sustainable consumption trends
Measuring customer satisfaction.
Expert lecture
Field-work
Consumer-civic network
Conflicts between consumer theories of premises
Consumer education
Summary of knowledge, summary of essential recommendations for business practice

Self-study:
Comparison of consumer organizations, their scope.
Selection of a specific subject for the presentation of positive anegative experiences.
Preparation for continuous presentation of basic knowledge.
Comparison of EU and US consumer protection in seconds and practice.
Concept 4 C, customer care.
Consumption and sustainable consumption trends
Work in the future - evaluation of the obtained observations. Consumer-civic network
Conflicts between consumer theories of premises.
Consumer education.

Support literature

Elementary literature:
SOLOMON, M. R. et. al. (2019). Consumer Behaviour. A European Perspective. London: Pearson Education Limited, 2019. ISBN 978-1292245423.
DZUROVÁ, M. a kol. (2007). Spotrebiteľské teórie a reálie. Bratislava: Vydavateľstvo EKONÓM, 2007. 293 s. ISBN 978-80-225-2327-1
LANTOS, G. P. (2010). Consumer Behavior in Action. Real-life Applications for Marketing Managers. New York: Routledge, 2010. 648 p. ISBN 9781317473848.

Supplementary literature:
REYNOLDS, T. J. – OLSON, J. C. (2001). Understanding Consumer Decision Making: A Means End Approach to Marketing and Advertising Strategy. Routledge, 2001. 466 p. ISBN 978-0805817317.
SRBOVÁ, A. - VOJTKO, V. (2011). Spotřebitelské teorie a reálie. Jihočeská univerzita v Českých Budějovicích, Ekonomická fakulta, 2011. 146 s. ISBN 978-80-7394-266-3

Syllabus

Consultations: Consumer and consumer theory - meaning, principles, goals, parameters, models and tools. Consumer organizations - legal aid for consumers, European Consumer Center EU consumer protection Consumer marketing, concept 4 C, customer care Consumption and sustainable consumption trends Measuring customer satisfaction. Expert lecture Field-work Consumer-civic network Conflicts between consumer theories of premises Consumer education Summary of knowledge, summary of essential recommendations for business practice Self-study: Comparison of consumer organizations, their scope. Selection of a specific subject for the presentation of positive anegative experiences. Preparation for continuous presentation of basic knowledge. Comparison of EU and US consumer protection in seconds and practice. Concept 4 C, customer care. Consumption and sustainable consumption trends Work in the future - evaluation of the obtained observations. Consumer-civic network Conflicts between consumer theories of premises. Consumer education.

Requirements to complete the course

assignment, continuous test oral examination continuous tests - 20 % assignment presentation - 20 % oral exam - 60 %

Student workload

work and participation in consultation = 10 hours
self-study = 16 hours
processing of semester assignments = 13 hours
preparation for the test = 13 hours
preparation for the exam = 26 hours
Total: 78 hours

Language whose command is required to complete the course

Slovak

Date of approval: 28.02.2022

Date of the latest change: 02.07.2022