Veidlapa Nr. M-3 (8)
Study Course Description
Consumer Behaviour in the Global Environment
Course Code
SZF_081
Branch of Science
-
ECTS
4.00
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
To enrich students’ professional marketing and management toolkit with consumer behaviour understanding tools.
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
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Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Individual work |
-
|
-
|
|
Analysis of literature on lecture topics, preparation of a mini-project.
In order to evaluate the quality of the study course as a whole, the student must fill out the study course evaluation questionnaire on the Student Portal.
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Examination
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
-
|
|
Learning outcomes will be assessed (on a 10-point scale) based on:
Attendance of lectures and seminars: 10%,
3 individual works: 15% each,
Exam: 45%.
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Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumer behaviour in a global environment: the consumer research process in the face of change and challenge.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumer behaviour in a global environment: the consumer research process in the face of change and challenge.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Market segmentation and strategic target audience.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Market segmentation and strategic target audience.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumer motivation, personality and consumer behaviour.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumer perception. Consumer education acquisition in a global environment.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumer perception. Consumer education acquisition in a global environment.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Forming and changing consumer attitudes. Communication and consumer behaviour in a global environment.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Subcultures and consumer behaviour. Cross-cultural consumer attitudes: an international perspective.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Subcultures and consumer behaviour. Cross-cultural consumer attitudes: an international perspective.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumers and innovation in a global environment.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumers and innovation in a global environment.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumer decision taking and its formation. Ethics and social responsibility of the marketing.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumer decision taking and its formation. Ethics and social responsibility of the marketing.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumer decision taking and its formation. Ethics and social responsibility of the marketing.
|
Total ECTS (Creditpoints):
4.00
Contact hours:
30 Academic Hours
Final Examination:
Exam (Written)
PART-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumer behaviour in a global environment: the consumer research process in the face of change and challenge.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Market segmentation and strategic target audience.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Market segmentation and strategic target audience.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumer motivation, personality and consumer behaviour.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumer perception. Consumer education acquisition in a global environment.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Forming and changing consumer attitudes. Communication and consumer behaviour in a global environment.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Subcultures and consumer behaviour. Cross-cultural consumer attitudes: an international perspective.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumers and innovation in a global environment.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumer decision taking and its formation. Ethics and social responsibility of the marketing.
|
Total ECTS (Creditpoints):
4.00
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.
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).
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.2022.56.041
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/s10603-022-09530-7
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, 2019
11.
The Bottled Water Market and Consumer Behavior, Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, 2019
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, 2018
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, 2018
3.
Consumer Protection, Automated Shopping Platforms and EU Law / Christiana N. Markou. London ; New York : Routledge, Taylor and Francis, 2020
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 1-9
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