Marketing Trends
Objectives
1. Understanding the factors that shape managers’ and consumers’
decision-making processes.
2. Identifying the biases, heuristics, and emotions that challenge managers’
and consumers’ judgments.
3. Illustrating consumer diversity and assessing how cultural and social issues
can affect consumer behavior.
4. Characterize fairness and ethics in consumer and managerial decision making
and identify some of the issues that arise from unethical or deviant behavior.
5. Being able to demonstrate how managers could improve their judgment and
decision-making capabilities.
General characterization
Code
14233
Credits
3
Responsible teacher
Pedro Gardete | Luis Martinez
Hours
Weekly - Available soon
Total - Available soon
Teaching language
Portuguese | English
Prerequisites
Available soon
Bibliography
Ariely, D. (2020). Previsivelmente irracional: As forças ocultas que condicionam as nossas decisões. Lisboa: Lua de Papel (versão Portuguesa).
Thaler, R.H. & Sunstein, C.R. (2018). Nudge: Como decider em questões de saúde, riqueza, e felicidade. Lisboa: Lua de Papel (versão Portuguesa).
Teaching method
The
course will follow a theoretic-practical approach. Brief expositions on
overarching models and examples will be provided. Case-studies will be
discussed.
The following learning-teaching methodologies will be used: Expositional,
Participative and Self-study.
Evaluation method
The
assessment of this curricular unit is done together with the block of
curricular units of the same area of knowledge. This assessment has 3 moments,
which together define the final grade of the curricular unit:
• Individual exam with a weighting of 50% of the total mark
• Group work with a weighting of 35% of the total grade value
• Individual reflection-action exercise carried out at the end of the
curricular unit, with a weighting of 15% of the total grade value. The set of
individual action-reflection exercises is a journaling activity, which will
constitute, at the end, a learning portfolio capable of synthesising the
contributions of the Executive Master for that student.
Subject matter
1. Consumer and managerial decision-making processes: a behavioral
approach.
2. Common biases and psychological traps in consumer decision-making.
3. Consumer diversity: cultural and social issues, and trends.
4. Regulations, incentives, and nudging: tools for effective decisions.
5. Real-life consumer and managerial examples and case-studies.