Class Consumer Behaviour

This curricular unit provides a solid base of specific knowledge on consumer behaviour for the comprehensive training of students in this study cycle. To this end, it focuses the domain of its approach and its scope on the following objectives: - Mastering the fundamentals of consumer behaviour in order to build successful marketing strategies; - Carrying out appropriate diagnoses and interventions, as well as identifying global scenarios and trends in consumer behaviour; - Understand the responsible consumer as an individual and social actor; - Discuss the challenges of cyber-consumption;  - Improve the consumer experience by fully understanding consumer behaviour.

Not applicable

1. Introduction to consumer behavior: 1.1. Context of the consumer market; 1.2. Fundamentals of consumer behavior; 1.3. Current scenario. 2. Consumer characteristics: 2.1. Internal characteristics; 2.2. External characteristics 3. Purchase decision: 3.1. Purchase decision process; 3.2. Purchase parameters. 4. Digital consumption: 4.1. Fundamentals of online context; 4.2. Characteristics of the cyberconsumer; 4.3. Challenges of digital transformation.

In the classroom, the teacher ensures that the syllabus is summarised and critically presented, based on theoretical and empirical models, that debates are held with the students, and that knowledge is assessed - includes the use of digital technologies to access online teaching materials. In the classroom, students actively participate in the teaching sessions by acquiring knowledge, take part in debates, and perform knowledge assessments promoted by the lecturer - includes the use of digital technologies to access online teaching materials. In the dedicated working hours, students research and develop individual and group work in preparation for the teaching sessions.

Babin, B. J., Harris, E. G., Murray, K. B., & Moore, S. G. (2023). CB:  Consumer behaviour (3rd ed.). Cengage. Gbadamosi, A. (2024). Consumer behaviour and digital transformation. Routledge. Hansen, A. & Nielsen, K. B. (Eds.) (2023). Consumption, sustainability and everyday life. Palgrave Macmillan. Huang, H. (2023). Consumer Psychology: Theories & applications. SAGE. Kotler, P., Kartajaya, H., & Setiawan, I. (2023). Marketing 6.0: The future is immersive. Wiley. Musiolik, T. H., Rodriguez, R. V., & Kannan, H. (Eds.) (2024). Enhancing and predicting digital consumer behavior with AI. IGI Global.  Pereira, F. (2019). Ciências do consumo. In J. Jardim & J. E. Franco (Coords.), Dicionário de Educação para o Empreendedorismo (pp. 122-125). Gradiva. Rechner, G. (2023). Why customers should buy. GRACE RECHNER.  Shaikh, S. (2023). Decoding consumer behavior: The science behind successful marketing. BFC Publications.