| Code |
14049
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| Year |
1
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| Semester |
S1
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| ECTS Credits |
6
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| Workload |
TP(30H)
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| Scientific area |
Marketing
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Entry requirements |
None
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Mode of delivery |
Blended learning, combining theoretical and practical lectures with online learning and independent study.
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Work placements |
Not available.
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Learning outcomes |
This course aims to expose the importance of understanding consumer behaviour for developing marketing strategies. It is intended to provide the student with skills that allow them to know how consumers think, feel, reason, and choose when faced with different consumption alternatives as well as develop critical thinking on how the consumer is influenced by the market environment and using market information and knowledge to adapt and improve marketing strategies and campaigns.
Thus, this course aims to:
- Understand how consumers think, feel and choose when faced with different consumption alternatives.
- Develop critical thinking about the way the consumer is influenced by the environment.
- Learn to use market information and knowledge to adapt and improve marketing strategies and campaigns.
- Make use of theories and models for understanding consumer behaviour in disparate and globalised markets.
- Deepen the knowledge of consumer behaviour in specific markets.
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Syllabus |
1. introduction
a. The consumer as a human being: Biological nature of behaviour
b. Presentation of the main theories and explanatory models of consumer behavior
2. The consumer as a decision maker: The purchase decision process
3. The consumer as an individual:
a. Needs, desires and motivation
b. Perception and attitudes
c. Learning and memory
d. Personality, values and life style
4. The social consumer
a. The influence of family and belonging groups
b. Social media
c. Culture and subcultures
5. Research in consumer behaviour
6. Current challenges to the study of consumer behavior
a. Trends in sustainable consumption
b. Big data
c. Neuroscience
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Main Bibliography |
Ariely, A. (2010). Predictably Irrational: The Hidden Forces That Shape Our Decisions. Harper.
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.
De Mooij, M. (2004). Consumer Behavior and Culture. SAGE Pubs.
Foxall, G. R.; Goldsmith, R. E., Brown, S. (2005). Consumer Psychology for Marketing. London and New York: International Thompson Business Press.
HAWKINS, D.I. & MOTHERSBAUGH, D. L. (2015) Consumer Behavior: Building Marketing Strategy, 13th Edition, McGraw-Hill Higher Education
Higham, W. (2009). The Next Big Thing: Spotting and Forecasting Consumer Trends for Profit. Kogan Page.
Kahneman, Daniel, 1934- author. (2011). Thinking, fast and slow. New York :Farrar, Straus and Giroux,
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Teaching Methodologies and Assessment Criteria |
Assessment is continuous, with the final assessment resulting from:
- An assessment test to be held on a date to be scheduled by the course director - 35% of the final grade
- Group work - 35% of the final grade (All groups must prepare an oral presentation of their work and be prepared to discuss it in class)
- Individual work - 20%
- Participation in the class activity - 10%
In order to pass the learning phase, students must complete all the activities with a minimum mark of 8 in the assessment test and group assignment.
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Language |
Portuguese. Tutorial support is available in English.
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