Digital Consumer Behavior

Recommended Prerequisites

Not applicable.

Teaching Methods

The sessions will consist on a combination of an expositive/interrogative and active method on the disclosure of the subjects, always appealing to the discussion and application of the referred subjects to the everyday life of the intervenients. The course also relies on case studies, which are discussed on the class.

Learning Outcomes

The curse aims to analyze consumer behavior and its motivations, learning principles, perceptions and group influences. The course unit will have as its goal to summarize the contributions of behavioral and social sciences to consumer behavior, as well as a summary approach to the market research procedures used to obtain consumer behavior data. Considering the current world we live in, consumer behavior will be analyzed in the context of the digital world.

Work Placement(s)

No

Syllabus

1- Introduction: basic concepts

1.1. Purchase process

1.2. The decision-making unit

1.3. Purchase situations

2- Internal influences

2.1. Individual explanatory variables

2.2. Permanent characteristics of individuals

3- External influences

3.1. Cultural factors

3.2. Social factors

4- Brands and consumer behavior

5- The digital consumer.

Head Lecturer(s)

Cristela Maia Bairrada

Assessment Methods

Assessment
Periodic or by final exam as given in the course information: 100.0%

Bibliography

- Solomon, M. R. (2018). Consumer behavior: Buying, having and being. Pearson Education.12th Edition

- Solomon, M.R., Bamossy, Gary, Askegaard, Søren & Hogg, Margaret K. (2016). Consumer Behaviour: An European Perspective. Pearson Education. 6th Edition

- Hawkins, D., Roger, B., Coney, K. (2015) Consumer Behaviour: Building Marketing Strategy (13.ed.). London: McGraw-Hill Education.

- Kotler, P., Armstrong, G., Wong, V., Saunders, J. (2018) Principles of Marketing (17.ed.). London: Pearson Education.