Markets and Consumer Behaviour
Code
722011070
Academic unit
Faculdade de Ciências Sociais e Humanas
Department
Ciências da Comunicação
Credits
10
Teacher in charge
Ana Margarida Barreto
Weekly hours
3 letivas + 1 tutorial
Teaching language
Portuguese
Objectives
a) To know the main conceptual instruments need to consumer behaviour analyse;
b) To know how the Marketing strategies should be adapted to he elements which influence consumer behaviour;
Prerequisites
None
Subject matter
1. Main elements that determine and influence consumer behaviour:
a) Rational and logical elements;
b) Symbolic elements;
c) Emotional elements;
2. The consumer psychology. How the consumer selects among different alternatives the one that represents its own preference.
3. The social and cultural environment influence in the consumer behaviour choice. The information, the family, culture end media;
4. Motivation and decisions strategy among products which are different in terms of consumer interest and importance.
5. Main marketing strategies developing in order to influence consumer decision.
Bibliography
PARASURAMAN [2004] Marketing Research.
SCHIFFMAN, L. & KANUK [2006] Consumer Behavior. Prentice Hall.
SHIMP, T. A. [2003] Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications.
KOTLER, Philipe Marketing.
Teaching method
Teaching methodology is based in theoretical classes (60%) which will be taught by the professor and by the production, in the practical classes (40%), of case studies analyse presented by the students and by the professor. each student should develop two individual written works.
Evaluation method
Each student will be evaluated by a written test, which consists of all material taught in the class, and also buy two small individual homeworks (see above)
A written small homework: 30h, 20%
A written small homework: 40h, 40%
Final exam: 40h, 40%