International Consumer Behaviour

Department
  • International Program
Course unit code
  • IFLV6624
Number of ECTS credits allocated
  • 3.0
Name of lecturer(s)
  • Mag. psych. Nakic Matej, MBA
Recommended optional program components
  • none
Recommended or required reading
  • Mandatory literature:
    Solomon, M., Bamossy, G., Askegaard S. & Hogg M. (2019) Consumer Behaviour. A European Perspective, 7th revised edition, London: Prentice-Hall.Optional literature:
    Underhill, P. (2006). Why we buy. Texere
    Walker, R. (2009). Buying in: The Secret Dialogue Between What We Buy and Who We Are. Random House
    Thaler, R. I Sunstein, C. (2009). Nudge. Yale University Press

    Internet sources:
    www.adage.com
    https://antiadvertisingagency.com
    www.psychologytoday.com
    https://hbr.org/topic/customers
    https://www.mckinsey.com
Level of course unit
  • Bachelor
Year of study
  • Fall 2025
Semester when the course unit is delivered
  • 1
Language of instruction
  • English
Learning outcomes of the course unit
  • Course objective is to provide knowledge about facts and processes which influence consumer behaviour, to understand processes during consumer decision making process and to develop useful base for marketing strategy creation. Course Consumer Behaviour is organized in a manner to ensure relevant knowledge in theories and methods in a field of consumer behaviour – interdisciplinary field which studies who consumers are, how do they spend their resources and how do they make decisions connected with acquisition, use and postponement of products.

    General course objective & Learning outcomes

    1. Students will get relevant knowledge from the field of Consumer Behaviour.

    Students will learn during class activities how to discover and evaluate main influences on consumer behaviour and how to conduct research on customers. While conducting primary consumer research, students will measure attitudes and consumer habits. After data analysis, students will suggest pros and cons of research methodology they have used.

    2. Students will be effective communicators, they will have communication and presentation skills (oral and written).

    Students prepare group seminar work. They will present their group seminar work orally during class. They will be evaluated based on seminar work content and presentation content. Students will be given feedback information after every presentation. Through group presentation, students will develop presentation and public speaking skills.

    3. Students will be introduced to the most important elements of the macroeconomic marketing environment which have crucial influence on consumer behaviour.

    Students will have adaptation skills necessary for business in global environment in a way that they will be able to identify during lectures and within preliminary exams following questions like what are the key cultural differences connected with consumer behaviour. This will help students re-examine effects of diversity of consumer behaviour on successful managing in global environment. After finishing this course, students will determine and evaluate economic and technological factors that define consumer behaviour as well as influence of Internet development on consumer behaviour and companies’ behaviour. Finally, students will suggest how to adjust marketing activities with respect to all element of macroeconomic environment.
Course contents
  • This course is designed to provide students with the essential knowledge needed to understand the opinions, emotions, and behaviours of modern consumers, which play a vital role in shaping marketing strategies and overall market dynamics. Students will learn about various aspects of consumer cognition, including the reasons, timings, and methods of international consumer purchase, usage, and product retention. While predictable consumer behaviour can be advantageous for effective product selling and advertising, it is also important to recognize that consumers are often influenced by irrational and emotional factors. Therefore, International Consumer Behaviour is a critical tool for understanding the modern consumer. Throughout this course, students will delve into case studies and practical examples that demonstrate how consumer behaviour insights can be applied in different industries and international contexts. By the end of this course, students will have gained a comprehensive understanding of consumer behaviour, along with the practical toolkit (e.g. perceptual maps, sociograms) that goes with it.

    Schedule:
    DAY 1 Modern Consumers as Decision Makers
    A basic introduction to the consumer decision-making process
    S: Decision-making in the International Arena


    DAY 2 The Physical & the Digital Environment - The Game of Perception
    Perceptual maps
    S: Mapping the International Markets

    DAY 3 Why Do I Even Like This? - Attitudes and International Consumer Behaviour
    Theory of planned behaviour;
    Compiling research questionnaires
    S: Quantifying the Culture

    DAY 4 The Ubiquitous Influencers - Leadership in Opinion
    Sociogram;
    Measuring leadership in opinion
    S: New Ways of Targeting – Influencing Beyond Boarders

    DAY 5 Consumer Society as the New Culture
    S: The International Consumer – The Creation of the Global Identity
Planned learning activities and teaching methods
  • The course comprises an interactive mix of lectures, discussions and individual and group work.
Work placement(s)
  • none

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