University of Split
Department of Professional Studies
CONSUMER BEHAVIOUR
COURSE SYLLABUS
ACADEMIC YEAR 2013/2014
Split, November 2013
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COURSE DETAILS
Type of study
programme
Professional study - 180 ECTS
Study programme
BUSINESS TRADE
Course title
Consumer Behaviour
Course code
STP024
ECTS
(Number of credits
allocated)
6
Course status
Core
Year of study
Second
Semester
Fourth (spring)
Course Web site
http://www.oss.unist.hr/
Total lesson hours per
semester
Lectures
30
Exercises
15
Seminars
15
Prerequisite(s)
None
Lecturer(s)
Danijela Perkušić Malkoč, lecturer,
Language of instruction
Croatian
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COURSE DESCRIPTION
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Course Objectives:



Learning outcomes
On successful
completion of this
course, student should
be able to:
Course content
Understanding the basic laws and principles of consumer
behaviour in order to influence their purchasing decisions,
Analyse of the reasons and motives for consumer buying
behaviour
Distinguish the influence of the conditions, the time and
manner of purchase,
Identify reasons of post purchase satisfaction/dissatisfaction
Application of acquired knowledge and skills in the market
with the aim of adapting to market changes and different
forms of consumer behaviour.
1. Describe the basic laws and principles of consumer
behaviour,
2. Identify the different consumer behaviour and their impact on
purchasing decisions,
3. Understand the influence of the conditions, the time and the
manner of purchases on consumer behaviour,
4. Suggest ways of preventing after buying dissonance
5. Choosing the optimal approach in resolving consumer
problems,
6. Identify the most appropriate ways to influence consumer
behaviour.
Introduction. The impact of social factors on consumer behaviour.
The influence of culture, socialization, society and social class on
consumer behaviour. Analysis of multicultural influence on business
and consumer behaviour. The impact of social factors on consumer
behaviour - the impact of social groups, families, and situational
factors. Personal factors - The impact of motives, motivations and
perceptions on consumer behaviour. Impact of economic crisis on the
change in consumer behaviour. Influence attitudes, personality
characteristics, values and lifestyles, and knowledge of consumer
behaviour. Impact of VALS and consumer behaviour.
Psychological Processes - The process of processing information and
learning process. The process of changing attitudes and behaviour,
communication in group and individual impact. Personal selling.
How to change the negative attitudes of consumers. Influence of
commercials. The process of making a decision to purchase - the
identification of problems and search for information. Evaluating
information and purchase. After buying behaviour. The process of
making a decision to purchase - consumer satisfaction and models of
consumer behaviour. Organizational buyer behaviour. Impact of the
Internet
on
consumer
behaviour.
Ongoing
marketing
communications. Diffusion of innovation. Consumerism. Consumer
protection.
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CONSTRUCTIVE ALIGNMENT – Learning outcomes, teaching and
assessment methods
Alignment of students activities with learning outcomes
Activity
Student workload
ECTS credits
Learning
outcomes
Lectures
30 hours / 1 ECTS
1,2,3,4,5,6
Exercises
15 hours / 0,5 ECTS
1,2,3,4,5,6
Seminars
15 hours / 0,5 ECTS
1,2,3,4,5,6
Preparations for the Colloquium
25 hours / 0,83 ECTS
1,2,3,4,5,6
Preparation and presentation of the seminar
45 hours / 1,5 ECTS
3,4,5,6
30 hours / 1 ECTS
1,2,3,4
Consultation and final exam
20 hours / 0,67 ECTS
1,2,3,4,5,6
TOTAL:
180 hours / 6 ECTS
1,2,3,4,5,6
Learning
CONTINUOUS ASSESSMENT
Performance
Grade ratio
Ai (%)
ki(%)
70 – 100
10
Seminar
50-100
20
The first colloquium
50-100
35
Second colloquium
50-100
35
Continuous testing indicators
Presence (lectures + exercises)
4
FINAL ASSESSMENT
Performance
Grade ratio
Ai (%)
ki(%)
Practical exam (written)
50 - 100
70
Previous activities
(Seminar and presence in the classroom)
50 - 100
30
Performance
Grade ratio
Ai (%)
ki(%)
Practical exam (written)
50 - 100
70
Previous activities
(Seminar and presence in the classroom)
50 - 100
30
Indicators checks - final exam
(first and second examination date)
Indicators checks - final exam
(third and fourth examination date)
PERFORMANCE AND GRADE
Percentage
Criteria
Grade
od 50% do 61%
basic criteria met
sufficient (2)
od 62% do 74%
average performance with some errors
good (3)
od 75% do 87%
above average performance with minor errors
very good (4)
od 88% do 100%
outstanding performance
outstanding (5)
ADDITIONAL INFORMATION
Teaching materials for students (scripts, exercise collections, examples of solved exercises),
teaching record, detailed course syllabus, application of e-learning, current information and
all other data are available by MOODLE system to all students.
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