Consumer Behaviour
Presentation
Dominate the fundamentals of consumer behavior to build successful marketing strategies. Identify areas of diagnosis and intervention, and scenarios and global trends in consumer behavior. Understand the responsible consumer as an individual and as an element of society. Discuss the challenges of cyberconsumption.
Part of this Programme
Applied Communications: Marketing, Advertising and Public Relations
Level of Qualification|Semesters|ECTS
| Semestral | 4
Year | Type of course unit | Language
3 |Mandatory |Português
Code
ULHT168-8300
Recommended complementary curricular units
Strategic Marketing. Market Research.
Prerequisites and co-requisites
n/a
Professional Internship
Não
Syllabus
1. Introduction to consumer behavior: 1.1. Consumer market, 1.2. Fundamentals of consumer behavior, 1.3. Current scenario
2. Consumer characteristics: 2.1. Individual characteristics, 2.2. Sociocultural characteristics
3. Purchase decision: 3.1. Purchase decision process, 3.2. Purchase parameters
4. Digital consumption: 4.1. Fundamentals of the online context, 4.2. Characteristics of the cyberconsumer, 4.3. Challenges of digital transformation.
Objectives
Raise awareness of the essential concepts of consumer behavior. Consolidate Marketing knowledge applied to the study of consumer behavior. Understand the influence of consumer characteristics on consumer behavior. Characterize the purchase decision process and purchase parameters. Mastering the characteristics of digital consumption. Articulate responsible consumption framed in the dimensions of sustainability. Analyze practical cases.
Teaching methodologies and assessment
Teaching: Synthetic and critical exposition of the syllabus, by the teacher. Participation in class sessions and carrying out teamworks and individual written frequencies, by students. Continuous assessment: 2 teamworks, oral and written (20% + 20%); 2 individual written frequencies (30% + 30%). Mandatory attendance in 70% of the class sessions. Exam: 1 written exam (100%).
References
Attrill-Smith, A., Fullwood, C., Keep, M. & Kuss, D.J. (Eds.) (2019). The Oxford handbook of cyberpsychology (1st ed.). Oxford University Press. Boardman, R., Blazquez, M., Henninger, C.E. & Ryding, D. (Eds.) (2019). Social commerce: Consumer behaviour in online environments. Palgrave Macmillan. Charlesworth, A. (2018). Digital marketing: A practical approach (3rd ed.). Routledge. Kotler, P., Kartajaya, H. & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley. Lee, N.R. & Kotler, P. (2019). Social marketing: Changing behaviors for good (6th ed.). SAGE. Middlemiss, L. (2018). Sustainable consumption: Key issues. Routledge. Pereira, F. (2019). Ciencias do consumo. In J. Jardim & J.E. Franco (Coords.), Dicionario de Educacao para o Empreendedorismo (pp. 122-125). Gradiva. Solomon, M.R., Hogg, M.K., Askegaard. S. & Bamossy, G. (2019). Consumer behaviour: A european perspective (7th ed.). Pearson.
Office Hours
Nome do docente Horário de atendimento Sala Fernanda Pereira Sexta-feira, 19h00-21h00 Sala de aula ou online