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IPLUSO 8300

Consumer Behaviour

Commercial and Sales Management
  • ApresentaçãoPresentation
    Studying, investigating and understanding consumer fundamentals so that organizations can understand consumer behavior and act proactively. Understand current consumer trends in a Covid and post Covid era Identify the purchase decision process and the various external and internal factors that influence it
  • ProgramaProgramme
    1. Introduction to consumer behavior Consumer behavior research Marketing strategies for consumer-centric organizations 2. Consumer decision process The decision process Pre-purchase processes: need for recognition, demand, evaluation Purchase Post-purchase processes: consumption and post-consumer evaluations 3. Individual determinants of consumer behavior Demographics, psychographics and personality Consumer motivation Consumer knowledge Consumer beliefs, feelings, attitudes and intentions 4. Influences of context on the consumer Culture, ethnicity, social class Family influence Group and people influences
  • ObjectivosObjectives
    Provide students with tools to understand how consumers decide in the face of a multitude of stimuli, needs and availabilities in an economy in progressive globalization and in migration to environments of information, decision and digital consumption Analysis of case studies Sustainable consumer
  • BibliografiaBibliography
    Blackwell, R.D., Miniard, P.W., Engel, J. F. (2006) Cosumer Behavior. Thomson South-Western Recursos didáticos: quadro, retroprojetor Solomon, M.R., Hogg, M.K., Askegaard. S. & Bamossy, G. (2019). Consumer behaviour: A european perspective (7 ed.). Boston: Pearson.
  • MetodologiaMethodology
    The teaching methodology includes the expository method (ME1) to present the necessary content, the demonstrative method (ME2) to illustrate its application to practical cases and the active method (ME3) to solve cases in the classroom, with and without using the computer . Knowledge assessment is carried out by carrying out six case studies that focus on the material taught in each class. The student will put into practice in the 2nd part of the class the theory taught and apply it in the work and in the next class he will present the work
  • LínguaLanguage
    Português
  • TipoType
    Semestral
  • ECTS
    5
  • NaturezaNature
    Mandatory
  • EstágioInternship
    Não