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Presentation
Presentation
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.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Master Degree | Semestral | 6
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Year | Nature | Language
Year | Nature | Language
1 | Mandatory | Português
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Code
Code
ULHT6354-8300
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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 Behaviour in the Communication, Marketing and Digital Media Ecosystem 1.1. Concepts, evolution, and fields of study of consumer behaviour 1.2. Consumer value and value creation for brands and organisations 1.3. Challenges and opportunities arising from the digital transformation of markets and consumer behaviour 2. Influencing Factors and the Consumer Decision-Making Process 2.1. Psychological, personal, sociocultural, and sustainability-related factors influencing consumer behaviour 2.2. Consumer purchase decision-making process and consumer experience 3. Consumers, Digital Communities and Digital Influence 3.1. Characteristics of the digital consumer 3.2. Virtual communities, social media, and digital influencers 4. Emerging Trends in Consumer Behaviour 4.1. Personalisation, artificial intelligence, and automation of the consumer experience 4.2. Emerging trends and the evolution of consumer behaviour
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Objectives
Objectives
This curricular unit is designed to provide students with knowledge of the main models and concepts of consumer behaviour, developing an understanding of the individual, sociocultural, technological, and sustainability-related factors that influence purchasing and consumption decisions. The curricular unit also seeks to develop students' ability to analyse, interpret, and apply scientific knowledge to solve problems in marketing, communication, and digital media contexts. Through active learning methodologies, namely case studies, problem-based learning, and project-based activities, students develop skills in critical thinking, data analysis, decision-making, communication, and teamwork. The use of real-world situations and digital tools promotes the practical application of knowledge, learner autonomy, and the ability to formulate evidence-based solutions to challenges related to consumer behaviour in both physical and digital environments.
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Teaching methodologies
Teaching methodologies
The curricular unit adopts a student-centred pedagogical model based on active, collaborative, and reflective learning, integrating scientific knowledge with practical application in the field of consumer behaviour. The teaching and learning process combines conceptual foundations with active learning methodologies, namely Problem-Based Learning, Project-Based Learning, and Case Studies, fostering problem analysis, information interpretation, and evidence-based decision-making. Learning activities include case analysis, discussions, critical analysis of scientific literature, individual and group assignments, oral presentations, and practical exercises. The applied component makes use of digital resources and data analysis tools relevant to understanding the contemporary consumer. Continuous assessment, supported by regular feedback, promotes active participation, autonomy, collaboration, and self-regulated learning.
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References
References
Akenji, L, Vergragt, P. J., Brown, H. S., Smith, T. S. J., & Wallnöfer, L. M. (Eds.) (2026). Vocabulary for sustainable consumptionand lifestyles: A language for our common future. Routledge. Bowden-Green, T. & Wise, L. (2026). Marketing and psychology: Understanding customer behaviour with the ABC approach. Routledge. Gabay, J. J. (2025). Practical digital marketing and AI psychology: How to gain online consumer trust and sales using technologies and psychology. Routledge. Hoffmann, O. (2026). . Rethink consumption: How to take back control of your consumer behavior. Springer. Ismaliyanto, J., Sudjaniah, D., Albiansyah, D. D. A., Justin, R., Hastuti, W., Tugiantoro, Rahayu, S., & Andayani, R. (2026). Consumer behavior in the digital era. Mawadra Lestari Enterprise. Phillips, D. M. (2026). Consumer behavior & insights (2nd ed.). Routledge. Sheth, J. N., & Jain, V. (2026). Digital consumer behavior. Routledge.
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Assessment
Assessment
Avaliação contínua
Data
Ponderação
Exposições orais individuais curtas
(debates de temas breves)
sem. 12 out
sem. 26 out
sem. 16 nov
sem. 07 dez
30%
Exposição oral individual de artigo científico
(análise de artigo científico c/ entrega de resumo)
sem. 2 nov
10%
Exposição oral grupal de recensão crítica
(construção de paper científico c/ entrega)
sem. 23 nov
15%
Exposição oral grupal de estudo de caso
(análise de caso prático c/ entrega de resumo)
sem. 14 dez
15%
Frequência individual escrita
(avaliação de conhecimentos teóricos, capacidade de análise e aplicação dos conteúdos da UC)
sem. 04 jan
30%
Avaliação em exame Data Ponderação Exame de Época de Recurso ou de Época Especial
( avaliação de conhecimentos teóricos, capacidade de análise e aplicação dos conteúdos da UC)
tbd
100%
Informações adicionais:
a) Não sendo recomendável, o uso ocasional de lAGen para a elaboração dos elementos de avaliação contínua sugere-se que não exceda o limite de 10% em cada um. Sempre que utilizada, deve a mesma ser explicitamente mencionada nas respetivas apresentações (orais e escritas) ao abrigo das normas de referenciação e bibliografia adotadas.
b) A percentagem de plágio final apurada pelo Turnitin em cada elemento escrito de avaliação contínua não deverá ultrapassar o limite máximo de 15% (citações e bibliografia incluídas).
c) Sempre que necessário, a Docente poderá solicitar provas individuais orais extraordinárias, para confirmação dos resultados dos estudantes nos elementos de avaliação contínua planeados.
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Mobility
Mobility
No
