Class Consumer Behaviour

The UC's scope matches the respective study cycle through the following areas of study, intervention and action: - Understand the relevance of consumer behavior fundamentals for building successful communication and marketing strategies in digital media. - Conduct diagnostics and define intervention plans in real scenarios and global trends in consumer behavior. - Characterize the responsible consumer, as an individual actor and a social actor, and to know the processes of the purchase decision. - Mastering the parameters of cyberconsumption and cyberconsumers. - Discuss the challenges and impacts of the digital transition.

Not applicable

1. Consumer behavior: 1.1. Concepts, study fields and applications; 1.2. Consumer value. 2. External influences: 2.1. Sociocultural processes; 2.2. Sustainability and social responsibility; 2.3. Context characteristics. 3. Psychological influences: 3.1. Cognitive processes; 3.2. Psychographic characteristics; 3.3. Skills and opportunities. 4. Decision making: 4.1. Situations; 4.2. Purchase decision; 4.3. Post-purchase. 5. Evolution trends.

In the classroom, the teacher ensures that the syllabus is summarised and critically presented, based on theoretical and empirical models, that debates are held with the students, and that knowledge is assessed - includes the use of digital technologies to access online teaching materials. In the classroom, students actively participate in the teaching sessions by acquiring knowledge, take part in debates, and perform knowledge assessments promoted by the lecturer - includes the use of digital technologies to access online teaching materials. In the dedicated working hours, students research and develop individual and group work in preparation for the teaching sessions.

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.