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Program

Updated A.Y. 2019-2020

Consumer Choices -  Customer Journey - Digital and creative

Semester: Spring 2020
Instructor: Ilijana Petrovska, Phd
Duration of Course: 45 hours
Period: 17 - 29 February 2020
Credit Hours: 6 ECTS
Prerequisite: Principles of Marketing
Instructor's contact details:
e-mail: ilijanata@gmail.com

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

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


• Mothersbaugh & Hawkins (2017) Consumer Behavior: Building Marketing strategy. 13th edition. 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, LG, Kanuk, LL & 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 marketing is understanding the consumer, especially taking into consideration the new trends of digitalization and globalization, which affects the daily outcome of the customer journey. Therefore, this course aims to provide the basic tools to better understand consumer behavior and customer journey mapping. The main focus of the study on the development of the psychological processes and the importance of the behavior of the students. 

Learning objectives
During the course the students will:
- Learn the basic principles and theories of consumer choices and consumer behavior;
- Develop their abilities to apply consumer behavior;
- Understand the basic analytical tools that can be used to investigate consumer choices.
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 to different consumer situations.

Course delivery
Class lectures will review key themes from the suggested textbooks mainly in the form of interactive discussion. The students will be actively involved in the lessons through group work, discussions and work on practical examples.

Course outline:

  • Introduction
  • Understanding Customer Choices
  • Analyze: Desk research of articles for Trends in Consumer Choices
  • Group presentation of desk research
  • Perception
  • A: develop a Perceptual / Association map
  • Learning and memory
  • Motivation, The Self 
  • Personality and lifestyle and values
  • Attitudes and persuasive interactive communications Income
  • Decision making & Customer Journey
  • Case analysis - Paper Boat
  • Buying using and disposing as factors for consumer choice
  • Group influence and social media
  • How it affects the Customer Journey - group work
  • Income
  • Ethical CASE analysis
  • Cultures
  • Wrap up and Conclusions
  • Group work, finalizing the results and preparation of final presentation
  • Final project presentation - 10% 

Course assessment criteria

1. Group presentation on Customer trends - 10% - Wednesday 19th of Feb and followng days
2. Case analysis are going to be performed during the classes and written report should be developed individually - 20% - Friday 21st of Feb - PAPER BOAT
3. Ethical case analysis 2nd week - 10% - using the 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 product. This is a group project, resulting in 
5. Final project presentation - 10% - Thursday 27th Feb
6. Final project written report - 30% - in 2 weeks after classes - 12 March
7. Final case analysis individual - 20% - in one week - 8 March

 

Nonattending students - Course assessment criteria

1. review paper for Customer trends - 10% - maximum 1.500 words, using minimum 3 sources, and using APA referencing, upload on vdue 15th of March - https://drive.google.com/drive/folders/1KRh7R32-_1mUfZwK6MUDxLkTT6fZ58bq?usp=sharing
2. Case analysis 20% - PAPER BOAT - please consider to follow the structure: Introduction, Situation analysis, Diagnosis of the problem, Solution proposal and Conclusion - maximum 1500 words, due 8th of March - https://drive.google.com/drive/folders/1mzlI35FVD6lRyOPs6tZQjwCHb3jwh5yW?usp=sharing
3. Ethical case analysis 2nd week - 10% - using the Rubric peer assessment - send it by email - due 8th of March

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 product. This is a group project, resulting in 
5. Final project presentation - 10% - upload a video presentation in the folder 
https://drive.google.com/drive/folders/1vFXwGfB2LTG_imRX-u80cLybEOrjfQ0C?usp=sharing - maximum 15 minutes

6. Final project written report - 30% - in 2 weeks after classes -  due 12 March upload at  https://drive.google.com/drive/folders/1OfRPqERfy37cnQ4-yAJNApKTe4Zf7Dmc?usp=sharing
7. Final case analysis individual - 20% - due 8 March - 
https://drive.google.com/drive/folders/1OfRPqERfy37cnQ4-yAJNApKTe4Zf7Dmc?usp=sharing