Academic Year/course:
2017/18
450 - Degree in Marketing and Market Research
27622 - Consumer Behaviour
Syllabus Information
Academic Year:
2017/18
Subject:
27622 - Consumer Behaviour
Faculty / School:
109 - Facultad de Economía y Empresa
Degree:
450 - Degree in Marketing and Market Research
ECTS:
6.0
Year:
3
Semester:
First semester
Subject Type:
Compulsory
Module:
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5.1. Methodological overview
The teaching methodology of the lectures is based on the lecture. In these classes the main theoretical concepts will be developed using current examples to improve their understanding.
The practical classes are fundamentally participatory. The student takes the lead role in the process of teaching and learning. The student must reflect and discuss the materials proposed by the teacher.
The personal work determines the achievement of learning objectives. This work should focus on the preparation of the written test, reading of supplementary materials, in solving the proposed problems and the development of work.
5.2. Learning tasks
The learning activities that are prepared in the subject can be divided into:
Theoretical clases (50% of the subject). In them the teacher presents the fundamental concepts of the subject. In ADD, students will have summaries of each chapter. Class attendance can extend the summaries of ADD. In addition, students will learn the application of theoretical concepts through examples
Practical classes (50% of the subject). In these classes problems, theoretical and practical issues, articles, news, etc. are working. It aims to encourage participation and discussion among students
5.3. Syllabus
INTRODUCTION TO CUSTOMER BEHAVIOUR
CHAPTER 1. MARKETING AND CUSTOMER BEHAVIOUR
- Introduction
- Marketing basics
- Market, demand and customer behaviour
- Market Segmentation and customer behaviour
CHAPTER 2. THEORIES AND MODELS OF CUSTOMER BEHAVIOR
- Introduction
- Main Explanatory Theories
- Behavioral models
- Consumer Models and Decisions
CHAPTER 3. PURCHASE DECISION PROCESS
- Introduction
- Types of Purchasing Behavior
- Stages Purchase Decision Process
- Purchase New Products
- Industrial Purchase
CHAPTER 4. EXTERNAL FACTORS
- Introduction
- Culture
- Social Class
- Social Groups
- Demographic Factors
- Economic Factors
CHAPTER 5.- INTERNAL FACTORS
- Introduction
- Consumer Perception
- Learning
- Attitudes
- Personality and Lifestyles