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 (1^st 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 (3^rd 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 (6^th 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 (7^th ed.). Pearson.

Office Hours