Prerequisites

Program

Books

Bibliography

Teaching methods

Exam Rules

Attendance Rules

Updated A.Y. 2022-2023

Customer Journey - Digital and creative

Semester: Spring 2023

Instructor: Professor Ilijana Petrovska

Duration of Course: 45 hours

Period: 10 April – 19 May 2023

Contact hours: 36

Home assignments and home hours: 28 hours

Credit Hours: 6 ECTS

Prerequisite: Principles of Marketing

Instructor’s contact details:

e-mail: petrovska@uacs.edu.mk

Required text:

Solomon, M.R. (2020) Consumer behaviour: 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. 13^th 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 marketing is understanding the consumer, especially taking into consideration the new trends such as digitalization and globalization, which affect the daily outcome of the customer journey. Therefore, this course aims to provide the basic tools to better comprehend consumer behavior and develop customer journey mapping. By working on a number of topics and finding answers related to different aspects of 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 consumption 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 Powerpoint 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 Consumer trends - 30% - every class according to the topic defined on the 1^st class
2. The final project consists of Market research using different tools from the classes and developing report useful for Marketing managers. The goal is to work on a real case from the market, for a luxury brand of your choice. This is a project, assessed through:
   • Final project presentation - 30%
   • Final project written report - 40%

Class participation:

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

Non attending students - Course assessment criteria

1. review paper and presentation for Consumer trends - 20% - maximum 1.500 words, using minimum 3 sources, and using APA referencing.
2. The Final project consists of Market research using different tools from the classes and developing a report useful for Marketing managers. The goal is to work on a real case from the market, ask the professor for the instrument and research instrument approval. This should result in: 
   • Final project presentation - 20%
   • The Final project individual written report - 30%
3. FINAL EXAM - Final case analysis individual - 30%

All the assignments should uploaded on MS Teams, and a virtual presentation of all assignments should be scheduled before the exam is due.

Course outline:

Prepared by Prof. Ilijana Petrovska

Date: January 2023

Updated A.Y. 2021-2022

Consumer Choices

Customer Journey - Digital and creative

Semester: Spring 2022

Instructor: Professor Ilijana Petrovska

Duration of Course: 45 hours

Period: 21 February – 1 April 2022

Contact hours: 36

Home assignments and home hours: 28 hours

Credit Hours: 6 ECTS

Prerequisite: Principles of Marketing

Instructor’s contact details:

e-mail: petrovska@uacs.edu.mk

Required text:

Solomon, M.R. (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. 13^th 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 marketing is understanding the consumer, especially taking into consideration the new trends such as digitalization and globalization, which affect the daily outcome of the customer journey. Therefore, this course aims to provide the basic tools to better comprehend consumer behavior and develop customer journey mapping. By working on a number of topics and finding answers related to different aspects of 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 consumption 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 behavior as well as the connections to other sciences;
• Develop their abilities to apply consumer behavior 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 behavior situations.

Course delivery

Class lectures will review key themes from the suggested textbooks mainly in the form of Powerpoint 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 analyses are going to be performed during the classes and a written report should be developed individually - 20%
3. Ethical case analysis– 10% - Rubric peer assessment
4. The final project consists of Market research using different tools from the classes and developing a report useful for Marketing managers. The goal is to work on a real case from the market, for a luxury brand of your choice. This is a project, assessed through:

 Final project presentation - 20% 

 Final project is a written report - 40%

Class participation:

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

Non attending students - Course assessment criteria

1. review paper for Customer trends - 10% - maximum 1.500 words, using minimum 3 sources, and using APA referencing

2. Case analysis 20% - PAPER BOAT - please consider following the structure: Introduction, Situation analysis, Diagnosis of the problem, Solution proposal and Conclusion - maximum 1500 words

3. Ethical case analysis - 10%

The final project consists of Market research using different tools from the classes and developing a report useful for Marketing managers. The goal is to work on a real case from the market, ask the professor for the instrument and research instrument approval. This should result in: 

4. Final project presentation - 10%
5. Final project - written report - 30%
6. FINAL EXAM - Final case analysis individual - 20%

For the next appeals, all the assignments should be sent by email to the professor, and a virtual presentation of all assignments should be scheduled before the exam is due.

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. 13^th 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: 

5. Final project presentation - 10% -
6. Final project written report - 20% - 5 April, Monday
7. 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: 

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

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