Consumer Behaviour and Marketing

Pre-requisites: No prerequisites.

Course objectives: A thorough introduction to the concepts, professional terminology, theories and procedures related to practical work in the field of consumer psychology and marketing. Developing the skills necessary for starting practical work in the fields of marketing, communications and research.

Course description: Introduction to marketing - the basic concepts of marketing management, the essence of the concept of marketing, the role of marketing in organizations and society, strategic marketing and management, planning the marketing strategy, marketing as a multidisciplinary field, integrity and ethics of psychologists in marketing, special topics. Social marketing and marketing of non-profit organizations. Consumer behaviour - defining the field of consumer behaviour, development and problems, the marketing view of consumer behaviour, consumer organizations and marketing. Consumer behaviour variables. Consumer research. Psychology of marketing communication. Projects in the field of marketing – project planning, presentation, implementation, monitoring and evaluation.

Learning Outcomes: Ability to perform a large number of initial jobs in marketing, particularly in the field of market research and marketing communication planning in profit and non-profit sectors, cooperation with clients and partners in accordance with ethical standards.

Consumer Behaviour and Marketing

Pre-requisites: No prerequisites.

Course objectives: A thorough introduction to the concepts, professional terminology, theories and procedures related to practical work in the field of consumer psychology and marketing. Developing the skills necessary for starting practical work in the fields of marketing, communications and research.

Course description: Introduction to marketing - the basic concepts of marketing management, the essence of the concept of marketing, the role of marketing in organizations and society, strategic marketing and management, planning the marketing strategy, marketing as a multidisciplinary field, integrity and ethics of psychologists in marketing, special topics. Social marketing and marketing of non-profit organizations. Consumer behaviour - defining the field of consumer behaviour, development and problems, the marketing view of consumer behaviour, consumer organizations and marketing. Consumer behaviour variables. Consumer research. Psychology of marketing communication. Projects in the field of marketing – project planning, presentation, implementation, monitoring and evaluation.

Learning Outcomes: Ability to perform a large number of initial jobs in marketing, particularly in the field of market research and marketing communication planning in profit and non-profit sectors, cooperation with clients and partners in accordance with ethical standards.

Literature/Reading:

• Kotler, F., Vong, V., Sonders, Dž., Armstrong, G. (2007). Principi marketinga, Beograd: Mate.
• Petrović, I. (2003). Kreiranje sajamskog nastupa i drugih promotivnih aktivnosti, S.Čizmić, V.Kondić,ur. Psihologija rada u formuli uspeha organizacije, Beograd: Centar za primenjenu
• Petz Boris: Psihologija u ekonomskoj propagandi, DEPH, Zagreb, 1980.
• Tak Meri: Kako biramo, Nolit, Beograd, 1979.
• Hanry Harry: Šta potrošač želi, Privredni pregled, Beograd, 1966.
• Petković Goran: Pozicioniranje trgovinskih preduzeća, Beograd: Čigoja štampa, 1995.
• Petrović I. (2000) Promotivne aktivnosti u prodavnici, in Lovreta S. i G. Petković, redaktori, Savremeni trgovac: Pekabetina škola trgovine, Beograd: Pekabeta, str. 268-283.
• Petrović I. (2000) Posebni događaji i usluge u prodavnici, in Lovreta S. i G. Petković, redaktori, Savremeni trgovac: Pekabetina škola trgovine, Beograd: Pekabeta, str. 283-291.
• Štajnberger, I, Petrović, I. (1991) Interni marketing - klima i kultura organizacije, Direktor, decembar.
• Petrović Ivana: Materijal za analizu komunikacionih aktivnosti na Internetu (Moodle)
• Kotler, F., Keller, K. L. (2006). Marketing menadžment, Beograd: Data Status. Odabrana poglavlja.
• Schiffman, L. G. & Kanuk, L. L. (2001). Ponašanje potrošača, Zagreb: Mate. Odabrana poglavlja.
• Petrović, I. (1997). Uključenost kao faktor odlučivanja potrošača, Psihološka istraživanja, 9: 53-80.