Consumer Behavior Insights
Objectives
1. Improve the understanding of consumer behavior
2. Provide practical consumer insights for business
3. Develop the analytical capacity of the consumer purchasing decision process
General characterization
Code
200170
Credits
7.5
Responsible teacher
Diego Costa Pinto
Hours
Weekly - Available soon
Total - Available soon
Teaching language
Portuguese. If there are Erasmus students, classes will be taught in English
Prerequisites
Bibliography
- Babin, B. and Harris, E. (2015). Consumer behavior (CB7). South-Western College Pub.
- Blackwell, R., Miniard, P., Engel, J. (2005). Consumer Behavior. South-Western College Pub.
- Solomon, M. (2016). Consumer Behavior: Buying, Having, and Being (12th Edition) 12th Edition, Pearson.
Teaching method
The curricular unit is based on theoretical-practical classes. Several teaching strategies are applied, including workshops, project-based learning and case studies.
Evaluation method
Evaluation:
1st call:
Exam: 30%
Consumer Insights: 20%
Consumer Report: 50%
2nd call:
Exam: 80 %
Consumer Report: 20%
Subject matter
The curricular unit is organized in Learning Units:
1. Consumer Behavior Insights
2. Understanding the Consumer
3. Psychological Principles of Motivation
4. Consumer Identities
5. Perception and Learning
6. The Science of Persuasion
7. Social and Cultural Influence
8. Consumer Decision Making Process
9. Emerging themes in consumer behavior
Programs
Programs where the course is taught:
- Specialization in Information Analysis and Management
- Specialization in Risk Analysis and Management
- Specialization in Knowledge Management and Business Intelligence
- Specialization in Information Systems and Technologies Management
- Specialization in Marketing Intelligence
- Specialization in Marketing Research and CRM
- Specialization in Knowledge Management and Business Intelligence – Working Hours Format
- Specialization in Information Systems and Technologies Management - Working Hours Format
- Specialization in Marketing Intelligence - Working Hours Format
- Post-Graduation in Information Analysis and Management
- Post-Graduation Risk Analysis and Management
- PostGraduate in Smart Cities
- PostGraduate in Data Science for Marketing
- PostGraduate in Digital Enterprise Management
- PostGraduate Digital Marketing and Analytics
- PostGraduate in Information Management and Business Intelligence in Healthcare
- Post-Graduation in Knowledge Management and Business Intelligence
- Post-Graduation Information Systems and Technologies Management
- Post-Graduation in Marketing Intelligence
- Post-Graduation Marketing Research e CRM
- PostGraduate in Enterprise Information Systems