Consumer Theories and Realities

  • Credits: 3
  • Ending: Examination
  • Range: 0P + 2C
  • Semester: winter
  • Year: 2
  • Faculty of Business Economics with seat in Košice

Teachers

Included in study programs

Corporate Business and Marketing

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

Seminars:
1. Introduction to the course. Introduction to the philosophy of the processing a case study and the conditions for obtaining the semester evaluation.
2. Comparison of various consumer organizations and their scope. Selection of a specific subject for the presentation of positive and negative experiences.
3. Presentation of the selection of the business entity in the connection to which the case study will be carried out.
4. Continuous presentation of basic knowledge, discussion, observations
5. Continuous presentation of knowledge, discussion, observations. Comparison of EU and Slovak consumer protection in theory and in practice
6. Ongoing presentation of knowledge, discussion, observations, concept 4 C, customer care
7. Ongoing presentation of findings, discussion, plenary observations. Trends in consumption and sustainable consumption
8. Continuous presentation of knowledge, discussion, observations.
9. Field work - evaluation of acquired observations, their presentation. Continuous presentation of knowledge, discussion, observations. Consumer-citizen network
10. Continuous presentation of knowledge, discussion, observations. Contradictions of consumer theories and realities
11. Continuous presentation of knowledge, discussion, observations. Consumer education
12. Evaluation of the fulfillment of the criteria
13. Evaluation of the fulfillment of criteria and completion by evaluation of the semester assignment.

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

Seminars: 1. Introduction to the course. Introduction to the philosophy of the processing a case study and the conditions for obtaining the semester evaluation. 2. Comparison of various consumer organizations and their scope. Selection of a specific subject for the presentation of positive and negative experiences. 3. Presentation of the selection of the business entity in the connection to which the case study will be carried out. 4. Continuous presentation of basic knowledge, discussion, observations 5. Continuous presentation of knowledge, discussion, observations. Comparison of EU and Slovak consumer protection in theory and in practice 6. Ongoing presentation of knowledge, discussion, observations, concept 4 C, customer care 7. Ongoing presentation of findings, discussion, plenary observations. Trends in consumption and sustainable consumption 8. Continuous presentation of knowledge, discussion, observations. 9. Field work - evaluation of acquired observations, their presentation. Continuous presentation of knowledge, discussion, observations. Consumer-citizen network 10. Continuous presentation of knowledge, discussion, observations. Contradictions of consumer theories and realities 11. Continuous presentation of knowledge, discussion, observations. Consumer education 12. Evaluation of the fulfillment of the criteria 13. Evaluation of the fulfillment of criteria and completion by evaluation of the semester assignment.

Requirements to complete the course

Semester assignment, tests
oral exam
continuous tests - 20%
assignment presentation - 20%
oral exam: 60%.

Student workload

work and participation in exercises = 26 hours
processing of semester assignments = 13 hours
preparation for the test = 13 hours
preparation for the exam = 26 hours
Total study load: 78 hours

Language whose command is required to complete the course

Slovak

Date of approval: 13.02.2023

Date of the latest change: 02.07.2022