Publication in the Diário da República: Despacho n.º 4719/2022 de 21/04/2022
3 ECTS; 2º Ano, 1º Semestre, 21,0 PL + 21,0 TP + 14,0 OT , Cód. 60598.
Lecturer
- Maria Alexandra Falcão Bento Baptista Vilhena de Carvalho (1)(2)
- Ana Filipa Vieira Lopes Joaquim (2)
- Pedro Manuel Nobre Freire (2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
n.a.
Objectives
At the end of the course, students should know the consumption process, its evolution and the variables that influence it, as well as the influence of marketing on understanding consumer behavior.
Program
1 - Consumption as an object of sociological study
1.1 - Consumption and its meanings
1.2 - Consumption and consumerism
2 - Theoretical Approaches to the phenomenon of Consumption
2.1 - Mary Douglas and Barry Isherwood
2.2 - Jean Baudrillard
2.3 - Thomas Vebler
2.4 - Pierre Bourdieu
3 - Genesis of Needs and Consumption
3.1 - From necessary to superfluous
3.2 - From pleasure to savings (and vice versa)
4 - Group Influences and Consumption
4.1 - The family
4.2 - Other reference and belonging groups
5 - Study of Consumer Behaviors and Attitudes
5.1 - The external characteristics of consumers
5.2 - Consumer purchasing and media usage behaviors
5.3 - Attitudes
5.4 - Purchasing decision processes
6 - The Sociological and Psychosociological Explanatory Variables
6.1 - Needs, motivations and attitudes
6.2 - The influence of the group on the behavior of its members
6.3 - Social classes
6.4 - Cultural variables
6.5 - Family and consumption
7 - Product Policy and Advertising in the Media
7.1 - Nature and importance of product policy
7.2 - Importance and components of product policy
7.3 - Establishment of the intrinsic characteristics of the product
7.4 - Definition of the intrinsic characteristics of the product
7.5 - Product quality and product advantage
7.6 - Product life cycles
Evaluation Methodology
In continuous assessment: class questions (50%) and presentation of practical work (50%).
Exemption from the exam for students who have a classification greater or equal than 10 points.
Exam: final written assessment.
Bibliography
- Dubois, B. (2006). Compreender o Consumidor. Lisboa: Dom Quixote
- Lendrevie, J. e Lindon, D. e Dionísio, P. e Rodrigues, V. (2000). Mercator: Teoria e Prática do Marketing. (Vol. 1). Lisboa: Dom Quixote
- Santos, B. (1994). O Livro dos Consumidores. Lisboa: Bertrand
- Slater, D. (1997). Consumer, Culture and Modernity. Cambridge: Polity Press, UK
Teaching Method
theoretical-practical classes where the program's topics are covered, complemented by practical classes where these topics are debated and where students also present work.
Software used in class
n.a.
