| 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 |
Assessment is continuous, with the final assessment resulting from:
- Overall written test: 70%;
Group assignment: 25%;
- Active participation in face-to-face sessions: 5%.
To pass the course, the student must complete all activities and obtain an average final grade above 10 points out of 20.
To approve the course, students must complete all activities and earn at least 8 points on the exam and group assignment.
The teaching and assessment methodologies are consistent with the presentation of basic theoretical concepts, which will then be assessed through a written test. Classroom discussion allows the examination of real consumer situations and the development of students' critical thinking. Group work fosters interpersonal relationships and promotes the application of knowledge to specific real-life situations.
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Language |
Portuguese. Tutorial support is available in English.
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