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ISLA Santarém 8300

Consumer Behaviour

Digital Marketing and Electronic Commerce
  • ApresentaçãoPresentation
      
  • 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 14. Online consumer behavior, electronic market research, and Internet advertising
  • ObjectivosObjectives
    1. Present the fundamentals and tools for a greater understanding of the principles of consumer behavior. 2. Basic psychological concepts that influence individual behavior and that influence individual behavior in relation to consumption. 3. Identify the social and cultural dimensions of consumer behavior. 4. Highlight the importance of personal influence, opinion leadership, and the diffusion of innovations and consumer decision-making processes.
  • 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 comportamentodo consumidor, Comprando, consumindo e sendo. Bookman.
  • MetodologiaMethodology
      The innovative methodologies that will be used to support the teaching-learning process are as follows: -Problem-Based Learning; -Gamification; -Flipped Classroom; -Design thinking; -Case study
  • LínguaLanguage
    Português
  • TipoType
    Semestral
  • ECTS
    5
  • NaturezaNature
    Mandatory
  • EstágioInternship
    Não
  • AvaliaçãoEvaluation

    A avaliação da Unidade Curricular de Gestão Comercial será realizada através de duas frequências escritas, garantindo uma análise abrangente das competências adquiridas pelos estudantes. 

    A avaliação será contínua, com os seguintes instrumentos:

    Frequência Intermédia - 45%
    Frequência Final - 55%