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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 factors and purchasing decision-making      2.2. Digital communities and influencers      2.3. The digital consumer 3. Trends in the Evolution of Consumer Behavior      3.1. Data, personalization, and digital Influence      3.2. Digital ecosystems      3.3. Emerging challenges
  • 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
    Akenji, L, Vergragt, P. J., Brown, H. S., Smith, T. S. J., & Wallnöfer, L. M. (Eds.) (2026). Vocabulary for sustainable consumption and lifestyles: A language for our common future. Routledge. Gabay, J. J. (2025). Practical digital marketing and AI psychology: How to gain online consumer trust and sales using technologies and psychology. Routledge. Hoffmann, O. (2026). Rethink consumption: How to take back control of your consumer behavior. Springer. Ismaliyanto, J., Sudjaniah, D., Albiansyah, D. D. A., Justin, R., Hastuti, W., Tugiantoro, Rahayu, S., & Andayani, R. (2026). Consumer behavior in the digital era. Mawadra Lestari Enterprise. Mogaji, E. (2024). Digital consumer management: Understanding and managing consumer engagement in the digital environment. Routledge. Sheth, J. N., & Jain, V. (2026). Digital consumer behavior. Routledge. Solomon, M. R. & Russell, C. A. (2024). Consumer behavior: Buying, having, and being (14th ed.). Pearson.
  • 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