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IPLUSO 8300

Consumer Behaviour

Digital Marketing
  • ApresentaçãoPresentation
    The curricular unit contributes with specific knowledge on consumer behavior to the technical, scientific, and applied education of students, aiming to: - Understand the relevance of consumer behavior in the construction of digital marketing strategies; - Apply consumer behavior models to the analysis of consumption practices; - Identify the challenges of the evolution trends of consumption behaviors;  - Develop and apply critical, technical, and analytical thinking for innovative solutions to approach consumers.
  • ProgramaProgramme
    1. Introduction to consumer behavior: 1.1. Consumer market definitions; 1.2. Fundamentals of consumer behavior; 1.3. Challenges of the digital environment. 2. Consumer characteristics and digital influence: 2.1 Characterization and purchasing decision factors; 2.2. Digital communities and influencers; 2.3. Digital consumers. 3. Evolutionary trends.
  • ObjectivosObjectives
    Creating awareness of fundamental concepts of consumer behavior. Understanding and articulating consumer and purchasing characteristics. Discussing the challenges of digital consumption. Fostering critical, technical, and analytical thinking, promoting the ability to interpret consumption scenarios and propose strategic solutions in the field of digital marketing.
  • BibliografiaBibliography
    Babin, B. J., Harris, E. G., Murray, K. B., & Moore, S. G. (2023). CB:  Consumer behaviour (3rd ed.). Cengage. Gabay, J. J. (2025). Practical digital marketing and AI Psychology: How to gain online consumer trust and sales using technologies and Psychology. Routledge. Gbadamosi, A. (2024). Consumer behaviour and digital transformation. Routledge. Hansen, A. & Nielsen, K.B. (Eds.) (2023). Consumption, sustainability and everyday life. Palgrave Macmillan. Kotler, P., Kartajaya, H., & Setiawan, I. (2023). Marketing 6.0: The future is immersive. Wiley. Musiolik, T. H., Rodriguez, R. V., & Kannan, H. (Eds.) (2024). Enhancing and predicting digital consumer behavior with AI. IGI Global. Sanak-Kosmowska, K. (2022). Evaluating social media marketing: Social proof and online buyer behaviour. Routledge. Yan, Z. (Ed.) (2023). The Cambridge handbook of cyber behavior. Cambridge University Press.
  • MetodologiaMethodology
    The curricular unit uses active and innovative student-centered methodologies, such as project-based learning and case studies, using digital technologies to access online teaching materials. These methodologies promote the practical application of content and collaborative work. Multimedia resources, interactive platforms, and formative assessment tools are used to stimulate students' continuous involvement in the learning process.
  • LínguaLanguage
    Português
  • TipoType
    Semestral
  • ECTS
    4
  • NaturezaNature
    Mandatory
  • EstágioInternship
    Não