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IPLUSO 8300

Consumer Behaviour

Marketing Management
  • ApresentaçãoPresentation
    Study and investigate consumer fundamentals to enable organizations to understand their behavior and act proactively. Analyze current consumer trends in the post-Covid context. Identify the buying decision process and the various internal and external factors that influence it.
  • ProgramaProgramme
    Introduction to consumer behavior and research, including digital tools (heatmaps, tracking, analytics, A/B testing, social media). Consumer-centered marketing strategies, UX, algorithm-based personalization, and online segmentation. Contemporary view: hyperconnected consumers, choice overload, post-Covid context, and digital consumption. Decision process: heuristics, biases, e-commerce triggers (urgency, scarcity, social proof), impulse buying, omnichannel journeys, and post-purchase experience (CX, online reputation). Individual determinants: generational profiles, digital identity, demographics, psychographics, purpose-driven motivation, social causes, and ESG. The informed “prosumer.” Beliefs and attitudes: activist consumption, greenwashing, brand canceling. Contextual influences: algorithms, global/local culture, TikTok aesthetics, family, peers, digital communities, influencers, and micro-influence.
  • ObjectivosObjectives
    Provide students with tools to understand how consumers make decisions when faced with multiple stimuli, needs, and choices, within an increasingly globalized economy transitioning to digital environments of information, decision-making, and consumption. Encourage the analysis of case studies and critical reflection on sustainable consumption practices.
  • BibliografiaBibliography
      Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2022). Consumer Behavior (12ª ed.). Pearson. Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: tecnologia para a humanidade. DVS Editora.  
  • MetodologiaMethodology
    Problem-Based Learning (PBL), Project-Based Learning (PBL), Flipped Classroom, Gamification, Design Thinking, Active Learning Methods, Collaborative Learning, Peer Instruction, Use of Digital Technologies and AI, Liberating Structures
  • LínguaLanguage
    Português
  • TipoType
    Semestral
  • ECTS
    6
  • NaturezaNature
    Mandatory
  • EstágioInternship
    Não