Veidlapa Nr. M-3 (8)
Study Course Description
Consumer Behaviour in the Global Environment
Course Code
SZF_323
Branch of Science
Business Management; Economics and Business
ECTS
3.00
Target Audience
Business Management; Management Science; Marketing and Advertising
LQF
Level 7
Study Type And Form
Full-Time; Part-Time
Study Course Implementer
Course Supervisor
Kristīne Blumfelde-Rutka
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
Objective
Provide students with in-depth knowledge and understanding of consumer behaviour theories and practices in a global context to enable them to analyse and apply this knowledge in the international market.
Preliminary Knowledge
International Marketing, Human Resource Management, Project Management in International Business, Brand Management in International Business.
Learning Outcomes
Knowledge
1.On completion of the study course students will have gained knowledge of how to understand and interpret consumer behaviour in a global environment, understand the behaviour and decision-making processes of various consumer segments, be able to evaluate available organizational resources to achieve specific marketing objectives.
Skills
1.Students will be able to independently collect and analyze data on marketing effectiveness in the organization, perform resource efficiency analysis, calculate process losses, match organization marketing goals to consumer segmentation, interpret the relationship of various consumer behaviour changes to the organization's marketing activities in a global environment.
Competences
1.Students will be able to scientifically justify their chosen marketing plan for different consumer segments within their competence. Students will be able to interpret different consumer behaviours in a global environment, develop a specific communication model and choose appropriate methods and tools. Students will be able to analyze the existing communication system, develop changes to a more effective marketing strategy, and logically substantiate their proposals based on the latest scientific findings and research.
Assessment
Individual work
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Individual work |
-
|
-
|
|
Analysis of literature on lecture topics, preparation of a mini-project. |
||
|
2.
Completion of the course evaluation questionnaire |
-
|
-
|
|
In order to evaluate the quality of the study course as a whole, the student must complete the study course assessment questionnaire on the student Portal. |
||
Examination
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Development of 4 seminar papers |
60.00% from total grade
|
10 points
|
|
2.
Exam |
40.00% from total grade
|
10 points
|
Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Lecturers, requirements, content plan. Consumer behaviour in a global environment: challenges and highlights. Simulated strategic meeting for the development of the company.
Description
Overview of the structure and requirements of the study course. The purpose of the course. Key themes. Assessment methods and requirements. The concept of consumer behaviour. Definition and meaning. Key factors influencing consumer behaviour. |
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Consumer characteristics through the prism of consumer psychology.
Description
Cultural, social and individual differences. Customizing marketing communications; marketing and other external consumer influencing incentives; influencing consumer behavior. Sales and loyalty-enhancing tactics; marketing strategy and consumer profile analysis for a particular product. |
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Consumer characteristics through the prism of consumer psychology.
Description
Cultural, social and individual differences. Customizing marketing communications; marketing and other external consumer influencing incentives; influencing consumer behavior. Sales and loyalty-enhancing tactics; marketing strategy and consumer profile analysis for a particular product. |
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Consumer characteristics through the prism of consumer psychology.
Description
Cultural, social and individual differences. Customizing marketing communications; marketing and other external consumer influencing incentives; influencing consumer behavior. Sales and loyalty-enhancing tactics; marketing strategy and consumer profile analysis for a particular product. |
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Consumer protection in Latvia and EU.
Description
Consumer protection in Latvia and EU; consumer protection in the digital environment: case analysis; simulation of consumer dispute resolution. |
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Consumer protection in Latvia and EU.
Description
Consumer protection in Latvia and EU; consumer protection in the digital environment: case analysis; simulation of consumer dispute resolution. |
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Consumer protection in Latvia and EU.
Description
Consumer protection in Latvia and EU; consumer protection in the digital environment: case analysis; simulation of consumer dispute resolution. |
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Consumer protection in Latvia and EU.
Description
Consumer protection in Latvia and EU; consumer protection in the digital environment: case analysis; simulation of consumer dispute resolution. |
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Consumer market research: research process, specificity of research in market research.
Description
Consumer market research: the research process, their specificity in market research; Practical examples of consumer market studies, target groups, sampling; Practical examples of consumer market research, development of research instrumentarium, data collection methods, specificities of data processing; Market research methods: case studies, design thinking, segmentation, monitoring, advertising efficiency; Market research methods: qualitative research. At the end of the section of the lecture course - a test on the issues covered. |
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Consumer market research: research process, specificity of research in market research.
Description
Consumer market research: the research process, their specificity in market research; Practical examples of consumer market studies, target groups, sampling; Practical examples of consumer market research, development of research instrumentarium, data collection methods, specificities of data processing; Market research methods: case studies, design thinking, segmentation, monitoring, advertising efficiency; Market research methods: qualitative research. At the end of the section of the lecture course - a test on the issues covered. |
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Consumer market research: research process, specificity of research in market research.
Description
Consumer market research: the research process, their specificity in market research; Practical examples of consumer market studies, target groups, sampling; Practical examples of consumer market research, development of research instrumentarium, data collection methods, specificities of data processing; Market research methods: case studies, design thinking, segmentation, monitoring, advertising efficiency; Market research methods: qualitative research. At the end of the section of the lecture course - a test on the issues covered. |
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Consumer market research: research process, specificity of research in market research.
Description
Consumer market research: the research process, their specificity in market research; Practical examples of consumer market studies, target groups, sampling; Practical examples of consumer market research, development of research instrumentarium, data collection methods, specificities of data processing; Market research methods: case studies, design thinking, segmentation, monitoring, advertising efficiency; Market research methods: qualitative research. At the end of the section of the lecture course - a test on the issues covered. |
Total ECTS (Creditpoints):
3.00
Contact hours:
24 Academic Hours
Final Examination:
Exam (Written)
PART-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Lecturers, requirements, content plan. Consumer behaviour in a global environment: challenges and highlights. Simulated strategic meeting for the development of the company.
Description
Overview of the structure and requirements of the study course. The purpose of the course. Key themes. Assessment methods and requirements. The concept of consumer behaviour. Definition and meaning. Key factors influencing consumer behaviour. |
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Lecturers, requirements, content plan. Consumer behaviour in a global environment: challenges and highlights. Simulated strategic meeting for the development of the company.
Description
Overview of the structure and requirements of the study course. The purpose of the course. Key themes. Assessment methods and requirements. The concept of consumer behaviour. Definition and meaning. Key factors influencing consumer behaviour. |
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumer behaviour in a global environment: challenges and highlights. Simulated strategic meeting for the development of the company. Group activity: analysis of global consumer trends.
Description
A review of the Global Consumer trends report from Euromonitor International. Each group analyzes one of the trends. Discussion on how the trend affects consumer behaviour, how it could be used to build, modify, direct different products/services: simulated strategic meeting for the development of the company. Groups present their analysis. Feedback and suggestions for improvement. Summary of key findings. |
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumer behaviour in a global environment: challenges and highlights. Simulated strategic meeting for the development of the company. Group activity: analysis of global consumer trends.
Description
A review of the Global Consumer trends report from Euromonitor International. Each group analyzes one of the trends. Discussion on how the trend affects consumer behaviour, how it could be used to build, modify, direct different products/services: simulated strategic meeting for the development of the company. Groups present their analysis. Feedback and suggestions for improvement. Summary of key findings. |
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumer characteristics through the prism of consumer psychology.
Description
Cultural, social and individual differences. Customizing marketing communications; marketing and other external consumer influencing incentives; influencing consumer behavior. Sales and loyalty-enhancing tactics; marketing strategy and consumer profile analysis for a particular product. |
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumer characteristics through the prism of consumer psychology.
Description
Cultural, social and individual differences. Customizing marketing communications; marketing and other external consumer influencing incentives; influencing consumer behavior. Sales and loyalty-enhancing tactics; marketing strategy and consumer profile analysis for a particular product. |
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumer protection in Latvia and EU.
Description
Consumer protection in Latvia and EU; consumer protection in the digital environment: case analysis; simulation of consumer dispute resolution. |
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumer market research: research process, specificity of research in market research.
Description
Consumer market research: the research process, their specificity in market research; Practical examples of consumer market studies, target groups, sampling; Practical examples of consumer market research, development of research instrumentarium, data collection methods, specificities of data processing; Market research methods: case studies, design thinking, segmentation, monitoring, advertising efficiency; Market research methods: qualitative research. At the end of the section of the lecture course - a test on the issues covered. |
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumer market research: research process, specificity of research in market research.
Description
Consumer market research: the research process, their specificity in market research; Practical examples of consumer market studies, target groups, sampling; Practical examples of consumer market research, development of research instrumentarium, data collection methods, specificities of data processing; Market research methods: case studies, design thinking, segmentation, monitoring, advertising efficiency; Market research methods: qualitative research. At the end of the section of the lecture course - a test on the issues covered. |
Total ECTS (Creditpoints):
3.00
Contact hours:
18 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Blumfelde-Rutka, K. "European Green Deal: The Transformation of Consumer Behaviour and Business Marketing Communication as Opportunities to Increase Consumer Involvement in the Sorting of Waste in Latvia". Studia Europejskie – Studies in European Affairs, 1-2023, 2023. pp. 163-176.Suitable for English stream
2.
The importance of communication in behavioural change for consumer involvement in the context of bio waste sorting in Latvia Cane, R. & Blumfelde-Rutka, K., 27 Aug 2023, 24th International Scientific Conference "Economic Science for Rural Development" : Proceedings . Auzina, A. (ed.). Jelgava: Latvia University of Life Sciences and Technologies, Vol. 57. p. 39-49 (Economic Science for Rural Development; vol. 57).Suitable for English stream
3.
Bormane, S., & Urbane, M. THE USE OF INFLUENCER MARKETING SERVICES FOR UNFAIR COMMERCIAL PRACTICE IN THE EU AND LATVIA. In 23rd International Scientific Conference "Economic Science for Rural Development": Proceedings . 2022. (Vol. 56, pp. 416-423). (Economic Science for Rural Development; Vol. 56). Latvia University of Life Sciences and Technologies. https://doi.org/10.22616/ESRD.2022.56.041Suitable for English stream
4.
Davola, A., Querci, I., & Romani, S. No Consumer Is an Island—Relational Disclosure as a Regulatory Strategy to Advance Consumer Protection Against Microtargeting. Journal of Consumer Policy, 2023. 46(1), 1–25. https://doi.org/10.1007/s10603-022-09530-7Suitable for English stream
5.
Hahn R.D., Bus R.J. Understanding Collaborative Consumption: An Extension of the Theory of Planned Behavior with Value-Based Personal Norms, Journal of Business Ethics, Volume 158, Issue 3, 2019, pp 679-697
6.
Clemons E.K. Resonance Marketing in the Age of the Truly Informed Consumer: Creating Profits Through Differentiation and Delight, New Patterns of Power and Profit, Palgrave Macmillan, Cham, 2019, pp 59-80
7.
Theodoridou G., Tsakiridou E., Kalogeras N., Mattas K. The Impact of the Economic Crisis on Greek Consumer Behaviour towards Food Consumption, International Journal on Food System Dynamics 10 (3), 2019, pp 298‐314
8.
Garg R., Chikara R. Power of the Scent: Exploring the Role of Sensory Appeals on Consumer Product Attitude, Journal of Business & Management, Vol. 25 Issue 2, 2019, pp 25-41
9.
Consuegraa D., Díaza E., Gomez M., Molina A. Examining Consumer Luxury Brand-Related Behavior Intentions in a Social Media Context: The Moderating Role of Hedonic and Utilitarian Motivations, Physiology & Behavior, Volume 200, 2019, pp 104-110
10.
Pllana M., Qosa A. Global Versus Local Consumer Culture: Theory, Measurement, and Future Research Directions, Jan-Benedict E.M. Steenkamp, Sage Journals, 2019Suitable for English stream
11.
The Bottled Water Market and Consumer Behavior, Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, 2019Suitable for English stream
12.
Ferrer G.G. Consumer Behaviors and Contemporary Attitudes in Luxury Markets, Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, 2019
13.
Okazaki S., Taylor C.R., Vargas P., Henseler J. Disasters, Hope and Globalization: Exploring Self-identification with Global Consumer Culture in Japan, International Marketing Review, Volume 25, Issue 4, 2019
Additional Reading
1.
Chen C.Y., Pham M.T. Affect regulation and consumer behavior, Consumer Psychology Review, Volume 2, Issue 1, 2018Suitable for English stream
2.
Maison D. Spending Money: Pleasure or Pain? Why Some People Spend Money Easily While Others Have a Problem with It? The Psychology of Financial Consumer Behavior pp 73-103, 2018Suitable for English stream
3.
Consumer Protection, Automated Shopping Platforms and EU Law / Christiana N. Markou. London ; New York : Routledge, Taylor and Francis, 2020Suitable for English stream
4.
Consumer protection in a circular economy / Bert Keirsbilck, Evelyne Terryn (eds.).Cambridge : Intersentia, [2019]
5.
Jain S. Factors Affecting Sustainable Luxury Purchase Behavior: A Conceptual Framework, Journal of International Consumer Marketing Volume 31, Issue 2, 2019, pp 130-146
6.
Bettels J., Wiedmann K., Brand logo symmetry and product design: The spillover effects on consumer inferences Journal of Business Research, Volume 97, 2019, pp 1-9Suitable for English stream
7.
Heo J., Muralidharan S. What Triggers Young Millennials to Purchase Eco-friendly Products: the Interrelationships Among Knowledge, Perceived Consumer Effectiveness, and Environmental Concern, Journal Of Marketing Communications, 2018, pp 421-437