ISLA Santarém 8300

Consumer Behaviour

• ApresentaçãoPresentation

    In this course, students explore the principles and models of consumer behavior, analyze the stages of the purchasing decision and the factors that influence it, relate this behavior to the market and new technologies, and learn to apply this knowledge in defining marketing actions.
• ProgramaProgramme

  1 Introduction to consumer behaviour: origins and applications. Explanatory models of consumer behaviour. 2. The consumer decision-making process: the purchasing decision. 3. Internal factors explaining consumer behaviour: Needs and motivations. Perception and attitudes. Learning and memory. Personality. 4. External factors (social influences) explaining consumer behaviour: Family. Social groups and opinion leaders. Culture. Social classes. Lifestyle and Fashion. Social Networks and Other Media. 5. Consumer behaviour and the market: The role of brands. Consumer experience and storytelling in marketing. 6. New Trends and Technologies in Consumer Behaviour: Social networks and digital marketing. E-commerce and online behaviour. Sustainability and conscious consumption.
• ObjectivosObjectives

  O1. To present the foundations and tools for a greater understanding of the principles of consumer behaviour. O2. Critically analyse the various explanatory models of consumer behaviour. O3. Identify and analyse the various stages of the consumer market decision-making process. O4. Identify and explain the factors (internal and external) that interfere in the consumer decision-making process. O5. Frame consumer behaviour and the market. O6. Discuss new trends and the influence of technology on consumer behaviour. O7. Discuss and critique real cases of consumer behaviour. O8. Propose marketing actions that incorporate knowledge of consumer behaviour.
• BibliografiaBibliography

  Chan, Eugene Y. (2024). Consumer Behaviour in Practice, Strategic Insights for the Modern Marketer. Palgrave Macmillan Cham. Hoffmann, S. & Akbar, P. (2023). Consumer Behavior, Understanding Consumers– Designing Marketing Activities. Springer Ruvio, A. & Iacobucci, D. (2023). Consumer Behaviour, 1st Edition. Wiley. Stephens, Debra (2023). Essentials of Consumer Behaviour an Applied Approach. Routledge.
• MetodologiaMethodology

  In person: 1. Theoretical/practical classes: exposure of concepts, discussion and application of syllabus in various contexts. 2. PBL - Problem/Project-based learning Autonomous: 3. Consolidation of the content taught in class through research for additional information on the different themes and content covered and development of complementary work.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

  Avaliação curricular (contínua):
  A avaliação curricular é composta pela realização de 6 trabalhos de grupo (case studies), em que são aplicados os principais conteúdos programáticos.
  A avaliação final é orientada pelos mesmos objetivos e baseia-se num exame (100%) integrando a componente teórica e a componente prática da unidade curricular.
  Fórmula de cálculo:
  - TP (Trabalhos de Pesquisa - case studies) - 100%
  Todos os estudantes que neste regime de avaliação tenham obtido média inferior a 9,50 valores são avaliados em avaliação final.
  Avaliação final:
  Nas épocas normal, de recurso e especial a avaliação será orientada pelos mesmos objetivos e baseia-se num exame (100%) integrando a componente teórica e a componente prática da unidade curricular.