| Code |
14371
|
| Year |
1
|
| Semester |
S2
|
| ECTS Credits |
6
|
| Workload |
TP(60H)
|
| Scientific area |
Marketing
|
|
Entry requirements |
n.a.
|
|
Mode of delivery |
Face to face theoretical and practical
|
|
Work placements |
Not Applicable
|
|
Learning outcomes |
Learning the principles, and theories of consumer behavior
Understand the internal and external factor that influence consumer behavior
To develop an understanding of peoples'consumption-related behaviors marketing strategies
Gaining factual knowledge about the consumption decision process
At the end of the course the student should be able to:
Identify the influence of individual dimensions, social, economic and cultural on consumers' attitudes and behavior.
Discuss and criticize real cases of consumer behavior.
Propose marketing actions that incorporate the knowledge of consumer behavior.
|
|
Syllabus |
Part I - Introduction to the study of consumer behaviour
1) Concept and scope of consumer behaviour
2) Consumer behaviour models
3) Purchase decision-making process
Part II - Internal factors explaining consumer behaviour
1) Need and motivations
2) Perception and attitudes
3) Learning and memory
4) Personality
Part III - External factors explaining consumer behaviour
|
|
Main Bibliography |
Dittmar, H. (1996). Social psychology of economics and consumer behaviour. In G. Semin & K. Fidler (Eds.). Aplied social psychology (pp. 145-172). London: Sage Publications.
Engel, James F.; Blackwell, Roger D.; Miniard, Paul W. (2001). Consumer Behavior - International Edition, Thomson
Schiffman, Leon G.; Kanuk, Leslie Lazar (1997). Consumer Behavior, Prentice Hall
|
|
Teaching Methodologies and Assessment Criteria |
The evaluation is continuous, resulting in the final evaluation of:
? Carrying out an assessment test to be carried out on a date to be scheduled by the course management - 60% of the final grade
? Carrying out group work - 30% of the final grade (All groups must prepare an oral presentation of the work and be prepared to discuss it in class)
? Carrying out mini-tests (1 to 5 mini-tests) – 10% of the final grade (the mini-tests will be given at the end of the class, will not be scheduled in advance and can only be taken by students present in the classroom at the time beginning of the same)
? The evaluation standards in force at UBI will be followed.
To pass the learning phase, the student must have a minimum grade of 8 in the assessment test and group work.
|
|
Language |
Portuguese. Tutorial support is available in English.
|