Consumer Behavior Insights


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General characterization





Responsible teacher

Diego Costa Pinto


Weekly - Available soon

Total - Available soon

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English


This course aims to provide students a better understanding of consumer behaviour and provides insights for businesses. In addition, the development of a consumer insights project will be discussed and set in practice by the students. The course includes a diverse set of in-class activities and final project options (CB trends report, videography, etc) in which students can craft their own learning journey.


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

1st call (no exam):
CBI Quiz: 50%

CBI Final Project: 50%


2nd call (exam):
Exam: 60 %

CBI Final Project: 40%


* A minimum grade of 8.0 (in 20) for the Quiz/Exam 

* A minimum grade of 10.0 (in 20) for the Projects 

* Project Delivery Rules: For each day of delay, a -1 point (in 20) penalty is applied.

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 where the course is taught: