Class Consumer Behaviour

This curricular unit provides a solid background of specific knowledge on consumer behavior for the scientific and applied education of students in this cycle of studies, aiming to: Integrate knowledge of communication, marketing, and digital media to interpret the fundamentals of consumer behavior in the digital ecosystem; Apply consumer behavior models to the analysis of consumption practices in digital environments, considering factors such as sustainability, social responsibility, and digital transformation; Assess the factors that influence consumers, including their characteristics, virtual communities, and influencers; Characterize the behaviors of cyberconsumers and anticipate emerging trends in their evolution; Develop and apply critical, technical, and analytical thinking for innovative solutions to approach consumers.

Not applicable

1. Consumer behavior in the field of digital communication: 1.1. Concepts, fields of study, and applications; 1.2. Consumer value; 1.3. Challenges of the digital world 2. Consumer characteristics and digital influence: 2.1 Characterization and purchase decision factors; 2.2. Communities and digital influencers; 2.3. Digital consumer 3. Evolutionary trends

This curricular unit adopts active and innovative, student-centered methodologies such as project-based learning, case studies, and digital simulations. These approaches promote the practical application of content, development of critical thinking, and collaboration in digital environments. Multimedia resources, interactive platforms, and formative assessment tools are also used to encourage continuous student engagement in the learning process.

Atherton, J. (2023). Social media strategy: A practical guide to social media marketing and customer engagement (2nd ed.). Kogan Page. Carrizo, A. L., Bianchi, E. C., Burguete, J. L. V., & Galan-Ladero, M. M. (2023). Responsible consumption and sustainability: Case studies from corporate social responsibility, social marketing, and behavioral economics. Springer. Gabay, J. J. (2025). Practical digital marketing and AI Psychology: How to gain online consumer trust and sales using technologies and Psychology. Routledge. Kotler, P., Kartajaya, H., & Setiawan, I. (2023). Marketing 6.0: The future is immersive. Wiley. Mothersbaugh, D., Kleiser, S. B., & Hawkins, D. (2024). Consumer behavior: Building marketing strategy (15th ed.). McGraw Hill. Singh, N., Kansra, P., & Gupta, S. L. (Eds.) (2024). Navigating the digital landscape: Understand customer behaviour in the online world. Emerald. Yan, Z. (Ed.) (2023). The Cambridge handbook of cyber behavior. Cambridge University Press.