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Program

Updated A.Y. 2020-2021

Consumer Choices

Customer Journey - Digital and creative

 

Semester : Fall 2020 - Spring 2021

Instructor : Professor Ilijana Petrovska

Duration of Course: 45 hours

Period : 25 February - 12 April 2021

Contact hours : 36

Home assignments and home hours: 14 hours

Credit Hours: 6 ECTS

Prerequisite: Principles of Marketing

Instructor's contact details:

email: petrovska@uacs.edu.mk

 

Required text :

Solomon, MR (2020) Consumer behavior: Buying, having and being . (13 th edition) New Jersey: Prentice Hall. Or previous edition

Consumer Behavior: Buying, Having, and Being, Global Edition 13th Edition, by Michael R. Solomon, © 2020, ISBN-13 9781292153117, ISBN-10 1292153113

 

Supplementary reading:

Students are strongly advised to extend their reading to further articles and books:

  • Mothersbaugh & Hawkins (2017) Consumer Behavior: Building Marketing strategy. 13th McGraw Hill
  • Molenaar, Cor (2015) Why customers would rather have a smartphone than a car:  relationship retailing as an opportunity. Farnham, Surrey, England ;Gower
  • Sorensen H. (2017) Inside the Mind of the Shopper: The Science of Retailing. Pearson FT Press
  • Neumeier M. (2016) Brand Flip, The: Why customers now run companies and how to profit from it
  • Schiffman, L.G., Kanuk, L.L & Hansen, H. (2008) Consumer behavior: A European Outlook. New Jersey: Prentice Hall.

 

Journals and Magazines

Journal of Consumer Behavior

Journal of Consumer Research

Advances in Consumer Research

International Journal of Consumer Studies

Journals of Relationship Marketing

Journal of Marketing

 

Course description:

The most complex aspect of the marketing is understanding the consumer, especially taking into consideration the new trends as digitalization and globalization, which affects the daily outcome of the customer journey. Therefore, this course aims to provide the basic tools to better comprehend consumer behavior and developing customer journey mapping. By working on a number of topics and finding answers related to different aspects of the human behavior in relation to consuming, the students gain a deeper understanding of the psychological processes and their importance to the behavior of the consumers. The students also engage with their own consuming habits and apply their growing knowledge to real-life situations of consumer behavior.

 

Learning objectives

During the course the students will:

  • Learn the fundamental principles and theories in consumer behaviour as well as the connections to other sciences;
  • Develop their abilities to apply consumer behaviour concepts to marketing problems that are likely to involve consumer consumption;
  • Understand the basic analytical tools that can be used to investigate customer journey

 

Learning outcomes:

By the end of this course the students will be able to:

  • Conduct small scale independent research and draw customer journey mapping relevant to marketing;
  • Critically apply their knowledge in the decision connected to various consumer behaviour situations.

 

Course delivery

Class lectures will review key themes from the suggested textbooks mainly in the form of Power point slides. The notes of the lecture as well as homework and assignments will be saved on the University intranet. The students will also be actively involved in the lessons through group work, discussions and work on practical examples that will enable the students to gain first-hand experience on some of the studied phenomena.

 

Course assessment criteria

  1. Group presentation on Customer trends - 10% - every class according to the topic
  2. Group Case analysis are going to be performed during the classes and written report should be developed individually - 20% – PAPER BOAT
  3. Ethical case analysis– 10% - Rubric peer assessment

Final project is consisted of Market research using different tools from the classes and developing report useful for Marketing managers. The goal is to work on real case from the market, for a luxury brand of your choice. This is a project, assessed with the following: 

  1. Final project presentation - 10% -
  2. Final project written report - 20% - 5 April, Monday
  3. Final EXAM - 30% - Exam day - 6 April, Tuesday

 

Additional exam opportunities on:

  • 11 th of June 2021
  • 9 th of July 2021
  • 10 th of September 2021

 

 

Class participation:

Expected is at least 2/3 of the class participation.

 

Non-attending students:

Course assessment criteria

  1. Short Essay on Customer trends - 10% - up to 900 words, using APA referencing
  2. PAPER BOAT written Case analysis - 20% - up to 1.000 words
  3. Ethical case analysis– 10% - Rubric assessment

Final project is consisted of Market research using different tools from the classes, connected with few theories and developing report useful for Marketing managers. The goal is to work on real case from the market of your choice. This is a project, assessed with the following: 

  1. Final project presentation - 10% 
  2. Final project written report - 20% 
  3. Final EXAM - 30% - online latest on the day of the EXAM. All previous assignments should be presented at sheduled meeting, before the final exam.