| Code |
14371
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| Year |
1
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| Semester |
S2
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| ECTS Credits |
6
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| Workload |
TP(60H)
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| Scientific area |
Marketing
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Entry requirements |
n.a.
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Mode of delivery |
Face to face theoretical and practical
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Work placements |
Not Applicable
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Learning outcomes |
- Recognize the relevance of consumer behavior for marketing professionals;
- Provide a conceptual and theoretical framework for consumer behavior;
- Know and explain the internal and external elements that motivate consumers;
- Understand the purchasing decision process;
- Discuss real cases with a focus on analyzing consumer behavior.
At the end of the course, the student should be able to:
Identify the influence of individual, social, economic, and cultural dimensions on consumer attitudes and behavior;
Discuss and critique real cases of consumer behavior;
Propose marketing actions that incorporate knowledge of consumer behavior.
The objectives are compatible with the teaching method, as they allow concepts to be presented and explained and, through discussion, to understand how they apply to the everyday reality of consumers.
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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) Needs and Motivations
2) Perception and Attitudes
3) Learning and Memory
4) Personality
Part III - External Factors Explaining Consumer Behaviour
Part IV - Purchasing Decision-Making Process
1) Stages of the Purchasing Decision Process
2) Factors Impacting the Various Stages of the Decision Process
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Main Bibliography |
Blackwell, R, Miniard & P, Engel, J. (2008). Comportamento do Consumidor. THOMSON PIONEIRA S. Paulo ( ISBN: 8522104123/ ISBN-13: 9788522104123)
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.
Dubois, B. (1993). Compreender o consumidor. Lisboa: Publicações Dom Quixote.
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
Solomon, Michael R. (2008) O Comportamento do Consumidor, Bookman S. Paulo. (ISBN: 9788577802548)
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Teaching Methodologies and Assessment Criteria |
The evaluation is continuous, resulting in a final assessment:
- Global exam (100%).
- If the pandemic conditions allow it, it may be proposed the implementation of practical activities/group assignments, a situation in which they will have a maximum weighting of 30% and the exam 70%.
Grades:
Students who do not obtain a final classification higher than 9.5 values will fail.
Students who do not complete any of the activities within the established deadlines will be assigned the classification of "Not Admitted".
The presence in class is compulsory, and 75% is required to pass by frequency (continuous assessment). Students with an attendance record of less than 50% of the classes will not be admitted to the assessment process.
To approve the course the student has to complete all activities with a score of 6 (out of 20) in each one, and the average score has to be 9.5 or higher.
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Language |
Portuguese. Tutorial support is available in English.
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