6 ECTS; 1º Ano, 2º Semestre, 30,0 T + 15,0 TP , Cód. 301111.
Lecturer
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable.
Objectives
On completion of this unit the students should be able to use economic, psychological, sociological and anthropological theories to explain consumer behaviour; be familiar with the decision-making processes related with consumption and how post-purchase processes affect future behaviour.
Program
Consumer behaviour analysis: consumer behaviour theories, motivation and involvement, perception, memory and learning, beliefs, attitudes and behaviour, Consumer behaviour in services.
Purchase decision-making process: the process of change, consumer decision-making models; problem recognition; information search; option evaluation and selection. Consumer satisfaction and loyalty - models.
Evaluation Methodology
Assessment methods (OPTIONAL):
1. Continuous assessment:a)Active participation in at least 75% of classes (4/20) b)Active participation in team work and in the organisation of a seminar (8/20) c)Written test (8/20) d)self-assessment.
2. Written exam:
Bibliography
Teaching Method
Interactive sessions focused on the transition from theory to practice.
Delivery includes traditional lectures, case study analysis,group assignments, oral presentations in seminars,self-study, tutorial sessions and seminars with guest experts.
Software used in class
