2024
Consumer Behavior
Name: Consumer Behavior
Code: GES10964M
6 ECTS
Duration: 15 weeks/156 hours
Scientific Area:
Management
Teaching languages: Portuguese
Languages of tutoring support: Portuguese, English
Regime de Frequência: Presencial
Sustainable Development Goals
Learning Goals
Objective and competencies:
*To understand the consumption and buying behavior of individuals and organizations in different product and service's markets;
*To know the different theories and models of consumer behavior;
*To understand the main factors influencing the consumer decision-making process;
*To understand the interrelationship between the studied topics.
*To understand the consumption and buying behavior of individuals and organizations in different product and service's markets;
*To know the different theories and models of consumer behavior;
*To understand the main factors influencing the consumer decision-making process;
*To understand the interrelationship between the studied topics.
Contents
1 - Studying consumer behavior
1.1 - Evolution and future tendencies
1.2 - Consumer studies methods
1.3 - Ethics in consumer behavior
2 - The consumption decision-making process
2.1 - Problem recognition and information search
2.2 - Alternative evaluation
2.3 - Purchase and consumption
2.4 - Post-purchase behaviour
3 - Influences to the decision making process
3.1 - Individual factors
3.2 - External factors
4 - Changing consumer behaviour
4.1 - Attitudes change
4.2 - Information processing
4.2.1 Pereception
4.2.2 Learning and memory
1.1 - Evolution and future tendencies
1.2 - Consumer studies methods
1.3 - Ethics in consumer behavior
2 - The consumption decision-making process
2.1 - Problem recognition and information search
2.2 - Alternative evaluation
2.3 - Purchase and consumption
2.4 - Post-purchase behaviour
3 - Influences to the decision making process
3.1 - Individual factors
3.2 - External factors
4 - Changing consumer behaviour
4.1 - Attitudes change
4.2 - Information processing
4.2.1 Pereception
4.2.2 Learning and memory
Teaching Methods
The teaching sessions combine, interconnect and deepen theoretical and practical knowledge, research results and methodologies to study the consumer and their application to specific cases. The face-to-face sessions adopt an active participatory teaching methodology by encouraging dialogue, exposition of ideas and opinions, which stimulate reasoning, abstraction and oral exposition. include discussion of cases and research results, analysis of ideas and videos, seminars, individual and group essays and presentation/discussion of articles. Additionally, they encourage monitoring and research outside the classroom, with support for remote study through the Moodle platform.
Assessment
The assessment is made based on the following elements:
1. Under continuous assessment:
I- Group work, with a weight of 40% in the final grade, consists of a 20m presentation/discussion in about a topic in consumer behavior.
II- Individual case study (30% weight for the final grade)
III- Individual analysis of a scientific article (30%).
2. Under final assessment:
I- Critical review of 2-3 scientific articles, on a topic from the syllabus chosen by the students. The weight for the final grade of this work, which must not exceed 1500 words, will be 50%
II - Written test covering the entire subject, weighing 50%
The minimum grade for each assessment element is 7/20.
1. Under continuous assessment:
I- Group work, with a weight of 40% in the final grade, consists of a 20m presentation/discussion in about a topic in consumer behavior.
II- Individual case study (30% weight for the final grade)
III- Individual analysis of a scientific article (30%).
2. Under final assessment:
I- Critical review of 2-3 scientific articles, on a topic from the syllabus chosen by the students. The weight for the final grade of this work, which must not exceed 1500 words, will be 50%
II - Written test covering the entire subject, weighing 50%
The minimum grade for each assessment element is 7/20.
Teaching Staff
Certificações
