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Consumer Behaviour

Code 14049
Year 1
Semester S1
ECTS Credits 6
Workload TP(30H)
Scientific area Marketing
Entry requirements None
Mode of delivery Blended learning, combining theoretical and practical lectures with online learning and independent study.
Work placements Not available.
Learning outcomes It is intended to provide the students with skills that allow them to understand how consumers think, feel, reason and choose when faced with different consumption alternatives. As well as developing a critical thinking of how the consumer is influenced by the market environment and using the information and market knowledge to adapt and improve marketing strategies and campaigns.
In this course students will be stimulated to the use of theoretical and practical models for the understanding of consumer behavior in diverse and globalized markets; deepen the knowledge of consumer behavior in specific markets; and test their ability to apply knowledge in the evaluation of real cases.
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.
Apply the course content on the development of scientific research studies and on the resolution of real cases.
Syllabus 1. Contextualization and model of the study of consumer behavior
2. Psychological determinants of consumer behavior
3. External influences on consumer behavior
3. The purchasing decision process
5. Scientific research in the field of consumer behavior
6. Current and future challenges in the Study of Consumer Behavior
Main Bibliography Assael, H. (2003). Consumer Behavior: A Strategic Approach. 1st Ed. South-Western College Pub.
Blackwell, R. D., Miniard, P. W.; Engel, J. F. (2005). Consumer Behavior, 10th Ed.. South-Western College Pub.
de Mooij, M. (2003). Consumer Behavior and Culture Consequences for Global Marketing and Advertising, 2nd Ed. SAGE Publications, Inc.
Higham, W. (2009). The Next Big Thing: Spotting and Forecasting Consumer Trends for Profit. Kogan Page.
Foxall, G. R.; Goldsmith, R. E., Brown, S. (2005). Consumer Psychology for Marketing. London and New York: International Thompson Business Press.
Schiffman, L. G., Kanuk, L. L. (2009). Consumer Behaviour, 9th Ed. Pearson/Prentice Hall.
Solomon, M. R. (2009). Consumer Behavior, 8th Ed. Upper Saddle River, New Jersey.
Solomon, M. R., Barmossy, G., Askegaard, S. (2005). Consumer Behaviour: A European Perspective. Financial Times/Prentice Hall.
Underhill, P. (2000). Why We Buy: The Science of Shopping. Simon & Schuster.
Usunier, J. C., Lee, J. A. (2005). Marketing Across Cultures. FT Prentice Hall.
Journal papers provided by the instructor
Teaching Methodologies and Assessment Criteria The final classification of the course will be based on the following components:
a) Written Exam (60%);
b) Group Assignment on a consumer behavior topic (30%);
c) Class participation and presentation of the assignment (10%).
Language Portuguese. Tutorial support is available in English.
Last updated on: 2022-01-27

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