Business summer course - Consumer Behavior
Consumer behavior (45 h)
This is an introductory course designed for students who want to gain a comprehensive understanding of Consumer Behavior. No prior knowledge of the subject or marketing is required.
The syllabus is divided into three distinct units, each focused on specific topics. The first unit covers the basics; the foundations and applications of Consumer Behavior as an interdisciplinary field. The second unit explores the internal, cognitive, and emotional motivations that drive individual consumers. Finally, the third unit delves into how external and exogenous factors impact buyers within a complex societal structure, taking into account various socioeconomic, generational, gender, and cultural idiosyncrasies.
METHODOLOGY
During the lecture sessions, the professor will provide all the essential theoretical tools and primary and secondary sources. Students are strongly encouraged to participate actively in classroom debates. As a final requirement, students will need to perform their own individual case study, for which they will receive close guidance from the professor during visiting hours. The professor will also provide all the relevant bibliographic materials needed for the case study.
Attendance and participation ─20%
*Case study ─ 80%
*For the case study, students will be able to choose from two options: a written analysis of how Consumer Behavior applies to a company already in existence or to a potential new product of their choosing. In any case, for this task the student is obliged to do 6 hours of compulsory follow-up visiting hours with the professor.
SYLLABUS
• Introduction to Consumer Behavior
• Internal motivations of Consumer Behavior
• External influences on Consumer Behavior
BIBLIOGRAPHY
Consumer behavior: a European perspective, Salomon,Bamossy 2017
International business & International Marketing, Willimans, L. Ebook Amazon 2017
English
Business
45 hours
6 ECTS credits
Face-to-face