One of the educational blocks of Jean Monet's module "Healthy Economy and Policy: European Values for Ukraine" (101047530- ERASMUS-JMO-2021-HEI-TCH-RSCH) is the course "Healthy Behavior and Motivation of Consumers: EU and Ukraine", which is taught by lecturers of the Department of Marketing and project implementers Anna Rosokhata, Ludmila Sager, Nataliya Letunovskaya. The aim of teaching this course is to help students achieve modern, constructive, fundamental thinking and a system of special knowledge regarding healthy consumer behavior and motivation, based on the experience of the EU and its approval in Ukraine, aimed at the formation of healthy satisfaction of consumer needs and requests, the formation of a consumption culture oriented for a healthy lifestyle, rational use of resources and careful attitude to the environment.
In general, the course is designed to reveal such aspects of consumer behavior as:
- The basics of environmental marketing and healthy consumer motivation to form and implement EU healthy consumer behavior.
- The modern EU tools for implementing the marketing complex for territories and regions based on health consumption at different levels.
- The acquisition of EU practice in applying marketing methods and techniques in the Ukrainian market to increase consumer motivation for a healthy lifestyle.
This course covers the following topics:
1. Basic concepts and categorical apparatus of motivation and healthy consumer behavior.
2. Subjects and objects formation of healthy consumer behavior and motivation.
3. Trends and tendencies study of healthy behavior: Ukraine – EU. Cultural values and consumer behavior in Ukraine and the EU.
4. Protection of consumer rights: experience of Ukraine and EU.
5. Basics of ecological marketing, healthy consumer motivation regarding forming and implementing healthy EU consumer behavior.
6. Modern EU tools for implementing a marketing complex for territories and regions based on healthy consumption at different levels.
7. Acquiring EU practice regarding applying marketing methods and techniques on the Ukrainian market to increase consumer motivation for a healthy lifestyle and consumption.
8. Health and safety in professional activity. Standards formation and observance of healthy consumer behavior in Ukraine.