| 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 |
- Recognise the relevance of consumer behaviour for marketing professionals;
- Provide a conceptual and theoretical framework for consumer behaviour;
- Know and explain the elements (internal and external) that motivate the consumer;
- Understand the purchasing decision process;
- Discuss real cases with a focus on analysing consumer behaviour.
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 behaviour;
Discuss and critique real cases of consumer behaviour;
Propose marketing actions that incorporate knowledge of consumer behaviour.
The objectives are compatible with the teaching method since they allow the 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: 65%;
Group assignment: 30%;
- Active participation in face-to-face and online sessions: 5%.
To pass the course, the student must complete all the activities and obtain a final grade average above 10 points out of 20.
In order to approve the course, students must complete all the activities with a minimum of 8 points in 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 for the examination of real consumer situations and the development of critical thinking on the part of the student. 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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