Markets and Consumer Behaviour - 2nd semester
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
The goals of this course are:
• acquire a conceptual framework for the analysis of consumer behavior problems.
• learn how consumer behavior can be affected by different strategies of marketing and communication.
• understand how behavioral evidence can be used to evaluate marketing and communication strategies.
• develop a deeper understanding of consumer behavior based on the most relevant psychological and sociological theories.
• gain experience in applying these theories in real problems of consumer behavior.
Prerequisites
None
Subject matter
In this seminar we examine the reasons behind consumer behavior to predict how they will respond to different marketing activities. It is thus designed to provide participants with a comprehensive coverage of theories and techniques developed in marketing, psychology and other behavioral sciences, with the primary objective to understand consumer behavior. Topics include analysis of consumer needs, learning and searching for information, analyzing the buying process, choices and evaluation, customer satisfaction management, and the influence of society on consumer behavior.
Bibliography
- Alba, J. W. (Ed.). (2011). Consumer Insights: Findings from Behavioral Research. Marketing Science Institute.
- Ariely, D. (2010). Predictably irrational: the hidden forces that shape our decisions. (Revised and Expanded Edition). HarperCollins Publishers.
- Cialdini, R. B. (2006). Influence: the psychology of persuasion (Revised Edition). Harper Business.
- Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2012). Consumer behavior (6th Edition), South-Western, 2012.
- Kardes, Frank R. (2001) Consumer Behavior and Managerial Decision Making (2nd edition), Prentice Hall.
- Parasuraman, Arun, Dhruv Grewal, and Ramu Krishnan. Marketing research. Cengage Learning, 2006.
- Schiffman, L., & Kanuk, L. (1987). Consumer Behaviour, Prentice-Hall. Englewood Cliffs NJ.
- Underhill, P. (2008). Why we buy: The science of shopping (Revised Edition). Simon & Schuster
Teaching method
The teaching is based on theoretical exposition, exercises, oral presentations of group work and discussions.
In class teaching
Evaluation method
Continuous assessment implies the realization of a frequency, which will have a 60% of the final grade, and a report and presentation of group work (40%). Participation in class, its frequency and quality, will influence the final score whenever appropriate. The final evaluation is made by an individual written exam (100%).