Courses – Fakultet tehničkih nauka u Novom Sadu

Subject: Market Research and Consumer Behaviour (17.IM1051)

Native organizations units: Department of Industrial Engineering and Engineering Management, Chair of Production Systems, Organization and Management

General information:

Category	Professional-applicative
Scientific or art field	Industrijski marketing, preduzetništvo i inovacije Proizvodni i uslužni sistemi, organizacija i menadžment
ECTS	4

The objective of the course is to master the basic knowledge in the field of market research and understanding the complex world of consumer behavior, which enables students to anticipate and adapt to the dynamics and nature of demand. The objective of the course is that the graduate engineer of management acquires competences for methodological implementation of market analysis and determining the behavioral preferences of consumers.

Students will be able to apply methods and techniques of market research and identifying profitable market segments. A graduated engineer of management acquires competencies for independent analysis of market demands and understanding consumer behavior, in order to timely decision-making within the marketing function and management of the entire business system.

Introduction to market research; The analysis of market demands in terms of quantities and prices, and their comparison with the technical-technological, development and production-service capacities of the company; Application of market research methods and techniques - sampling, data collection and analysis; Application of QFD methods for analyzing customer/consumer technical requirements and their transfer to product/service characteristics; Preparation of reports and presentation of results; Significance of consumer behavior in engineering; The role of perception in consumer behavior; The role of motivation and emotions in consumer behavior; The role of cultural patterns in consumer behavior; The role of attitudes in consumer behavior.

Teaching is conducted through lectures and computer exercises that follow audio-visual presentations of examples of good practice. At lectures, students get acquainted with the theoretical foundations of market research and consumer behavior. Computer exercises stimulate individual and group work through simulation of specific business situations, with a special emphasis on mastering software tools for analyzing and processing data.

Authors	Title	Year	Publisher	Language
Walters, D.	Behavioral Marketing: Delivering Personalized Experiences at Scale	2015	Wiley, New Jersey	English
Naresh Malhotra	Essentials of Marketing Research, Global Edition	2014	Pearson	English