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The subject will be taught in Catalan by default. This criterion may be modified from time to time in response to general or specific situations that require it. La llengua d'expressió de l'alumnat en el context de l'aula, així com en el desenvolupament de les diferents activitats d'avaluació, podrà ser català o castellà indistintament. Students who prefer to take the final exam in Spanish must request it from the subject at least one week in advance.
E10. Analyze and evaluate the role of digital communities and social media in business.
E14. Apply the knowledge acquired to the management of digital communities.
E1. Recognize the environment in which the organization operates, the operation of the company and its functional areas and the instruments of analysis.
E2. Apply the basics of marketing and market research.
G1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.
T5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.
The subject of consumer behavior has the challenge of familiarizing students with the main concepts and mechanisms that guide consumer decision-making when buying products. The content of the subject therefore refers to the act of consumption as a process of acquisition, but it broadens its view on all those pre- and post-purchase structures that are relevant to the marketing manager, insofar as they enable a systematic understanding of the act of consumption.
Through the recognition of all the variables involved in its determination, the study of consumer behavior is presented as an ideal resource for the social contextualization of the degree of marketing, as well as a fundamental field for the identification of opportunities that they raise the dynamics of the markets, and the strategic adequacy that allows organizations to access and take advantage of them.
The classroom (physical or virtual) is a safe space, free of sexist, racist, homophobic, transphobic and discriminatory attitudes, either towards students or teachers. We trust that together we can create a safe space where we can make mistakes and learn without having to suffer the prejudices of others.
Topic 1: Marketing and the study of consumer behavior
Theme 2: The systematization of the study of consumer behavior
BLOCK.2 EXTERNAL STRUCTURES
Topic 3: The social production of needs
Topic 4: Social strata and consumption
Topic 5: Cultures and consumer behaviour
Topic 6: Social groups and other consumption practices
BLOCK.3 INTERNAL STRUCTURES
Item 7: SENSES AND PERCEPTION
Topic 8: CONSUMER BEHAVIOR AND COGNITIVE SCIENCES
Topic 9: CONSUMER BEHAVIOR AND NEUROSCIENCES
Item 10: INTEGRATED CONSUMER BEHAVIOR: THE DECISION PROCESS
The relationship between evaluable activities and weighted score percentage is specified under the following formula:
To make an average, it will be essential that the student has a grade equal to or higher than 5 both in the final exam, (1) and in the group work (2) and in the individual continuous assessment activities (3).
SHIFFMAN, LG and KANUK, LL (2010). Consumer Behavior. Pearson Education. Tenth Edition, Mexico
KAHNEMAN, D. Thinking fast and slow. (2016). Penguin Books. Kindle Edition (Amazon)
ZOËGA-RAMSOY, T. (2014) Introduction to Neuromarketing and Consumer Neuroscience. Kindle Edition
PRADEEP, AK (2010). The buying brain. Secrets for selling to the subconscious mind. John Wiley & Sons
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