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Presentation
Presentation
In this course, students explore the principles and models of consumer behavior, analyze the stages of the purchasing decision and the factors that influence it, relate this behavior to the market and new technologies, and learn to apply this knowledge in defining marketing actions.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 6
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Year | Nature | Language
Year | Nature | Language
1 | Mandatory | Português
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Code
Code
ULP6623-8300
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
1. Consumer behavior: its origins and strategic applications 2. Consumer research 3. Consumer motivation 4. Personality and consumer behavior 5. Perception of the consumer 6. Consumer Learning 7. Training and changing consumer attitudes 8. Communication and consumer behavior 9. Reference groups and family influences 10. Social class and consumer behavior 11. Influence of culture on consumer behavior 12.Leadership of opinion 13. Process of decision making of the consumer
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Objectives
Objectives
O1. To present the foundations and tools for a greater understanding of the principles of consumer behaviour. O2. Critically analyse the various explanatory models of consumer behaviour. O3. Identify and analyse the various stages of the consumer market decision-making process. O4. Identify and explain the factors (internal and external) that interfere in the consumer decision-making process. O5. Frame consumer behaviour and the market. O6. Discuss new trends and the influence of technology on consumer behaviour. O7. Discuss and critique real cases of consumer behaviour. O8. Propose marketing actions that incorporate knowledge of consumer behaviour.
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Teaching methodologies
Teaching methodologies
In person: 1. Theoretical/practical classes: exposure of concepts, discussion and application of syllabus in various contexts. 2. PBL - Problem/Project-based learning Autonomous: 3. Consolidation of the content taught in class through research for additional information on the different themes and content covered and development of complementary work.
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References
References
Chan, Eugene Y. (2024). Consumer Behaviour in Practice, Strategic Insights for the Modern Marketer. Palgrave Macmillan Cham. Hoffmann, S. & Akbar, P. (2023). Consumer Behavior, Understanding Consumers– Designing Marketing Activities. Springer Ruvio, A. & Iacobucci, D. (2023). Consumer Behaviour, 1st Edition. Wiley. Stephens, Debra (2023). Essentials of Consumer Behaviour an Applied Approach. Routledge.
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Assessment
Assessment
Avaliação curricular (contínua):
A avaliação curricular é composta pela realização de 6 trabalhos de grupo (case studies), em que são aplicados os principais conteúdos programáticos.
A avaliação final é orientada pelos mesmos objetivos e baseia-se num exame (100%) integrando a componente teórica e a componente prática da unidade curricular.
Fórmula de cálculo:
- TP (Trabalhos de Pesquisa - case studies) - 100%
Todos os estudantes que neste regime de avaliação tenham obtido média inferior a 9,50 valores são avaliados em avaliação final.
Avaliação final:
Nas épocas normal, de recurso e especial a avaliação será orientada pelos mesmos objetivos e baseia-se num exame (100%) integrando a componente teórica e a componente prática da unidade curricular.
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Mobility
Mobility
No
