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ISLA Santarém 8300

Consumer Behaviour

Commercial and Sales Management
  • ApresentaçãoPresentation
    The syllabus of the Consumer Behavior course is perfectly aligned with the defined learning objectives. Each topic, from the introduction to consumer behavior to the decision-making process and social and cultural influence, contributes directly to developing students' skills. This coherence ensures a solid and comprehensive education, enabling students to understand the factors that influence consumer behavior, analyze real situations and apply theories and techniques in practical marketing and sales contexts. Thus, students will be better prepared to face the challenges of the market and to propose specific strategies based on an in-depth analysis of consumer behavior.  
  • ProgramaProgramme
    1. Consumer behavior: its origins and strategic applications 2. Consumer research 3. Consumer motivation 4. Consumer personality and behavior 5. Consumer perception 6. Consumer learning 7. Consumer attitude formation and change 8. Communication and consumer behavior 9. Reference groups and family influences 10. Social class and consumer behavior 11. Influence of culture on consumer behavior 12. Opinion leadership 13. Consumer decision-making process
  • ObjectivosObjectives
    The objectives of the course are - To present the foundations and tools for a greater understanding of the principles of consumer behavior. - Basic psychological concepts that influence individual behavior and that influence individual behavior in relation to consumption. - Identify the social and cultural dimensions of consumer behavior. - Highlight the importance of personal influence, opinion leadership and the diffusion of innovations and the consumer decision-making process.
  • BibliografiaBibliography
    Cardoso, A. (2009). O Comportamento do Consumidor, porque é que os consumidores compram. Manual Prático Lidel. Graham, Judy (2009). Critical Thinking In Consumer Behavior, Pearson Education. Rajagopal  (2010). Consumer Behavior Global Shifts & Local, Nova Science Publishers Inc. Solomon, Michael (2012). O comportamento do consumidor, Comprando, consumindo e sendo. Bookman.
  • MetodologiaMethodology
    The innovative methodologies used to support the teaching-learning process are as follows: -Problem-Based Learning; -Gamification; -Inverted Classroom; -Design thinking; -Case studies
  • LínguaLanguage
    Português
  • TipoType
    Semestral
  • ECTS
    5
  • NaturezaNature
    Mandatory
  • EstágioInternship
    Não