-
Presentation
Presentation
#
-
Class from course
Class from course
-
Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 6
-
Year | Nature | Language
Year | Nature | Language
1 | Mandatory | Português
-
Code
Code
ULP6623-8300
-
Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
-
Professional Internship
Professional Internship
Não
-
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
-
Objectives
Objectives
The objectives of the curricular unit are: O1. To present the fundamentals and the tools to a greater knowledge of the principles of consumer behavior; O2. To present the basic psychological concepts that influence individual behavior and how these concepts influence the behavior of the individual in relation to consumption; O3. To identify the social and cultural dimensions of consumer behavior; O4. To evidence the importance of personal influence, opinion leadership and diffusion of innovations and decision-making process of the consumer. At the end of the curricular unit must be able to: C1. Present the social and cultural dimensions of consumer behavior and how these factors affect attitudes and behaviors as a thorough knowledge of the social and behavioral concepts enable companies to achieve their marketing goals.
-
Teaching methodologies and assessment
Teaching methodologies and assessment
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.
-
References
References
Graham, Judy (2009). Critical Thinking In Consumer Behavior, Pearson Education. Pelsmaker P., et. al (2013). Marketing Communications; Pearson Education Limited. Rajagopal (2010). Consumer Behavior Global Shifts & Local, Nova Science Publishers Inc. Schiffman, Leon, Kanuk, Laszlo (2006). Consumer Behavior; Hillsdale: Prentice-Hall International Editions. Solomon, Michael (2017).Consumer Behavior: Buying, Having, And Being, Global Edition.
-
Office Hours
Office Hours
-
Mobility
Mobility
No
