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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.
B1. That students have demonstrated knowledge and understanding in an area of study that starts from the foundation of general secondary education, and is usually found at a level that, while supported by advanced textbooks, also includes some aspects which involve knowledge from the cutting edge of their field of study.
E2. Apply the basics of marketing and market research.
E10. Analyze and evaluate the role of digital communities and social media in business.
E13. Identify the basic tools of e-Marketing.
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.
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 challenge of consumer behavior is to familiarize students with the main concepts and mechanisms that guide consumer decision-making when buying products.
Analysis of the main factors and protagonists of the market, usual scenario of the activities of the Marketing. Study of consumer behavior.
Health emergency warning note:
This subject has methodological and digital resources to make possible its continuity in non-contact mode in the case of being necessary for reasons related to the Covid-19. In this way, the achievement of the same knowledge and skills that are specified in this teaching plan will be ensured. The TecnoCampus will make available to teachers and students the digital tools needed to carry out the course, as well as guides and recommendations that facilitate adaptation to the non-contact mode.
Topic 1: INTRODUCTION
Topic 2: MODELS
Topic 3: ENVIRONMENT
Topic 4: CULTURE
Topic 5: SOCIAL LAYERS
Item 6: THE FAMILY AND OTHER REFERENCE GROUPS
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 average, it will be essential that the final exam (1) has a grade equal to or higher than 5, and both group work (2) and individual activities (3), a grade equal to or higher than 4.
ALONSO, J and GRANDE (2013) Consumer Behavior. ESIC, Seventh Edition, Madrid
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
SOLOMON, M (2008). Consumer Behavior. Pearson Education. Seventh Edition, Madrid
BARDEN, P. (2013). Decoded: The science behind why we buy. John Wiley & Sons
COFFEY, D., SIEGEL, D., LIVINGSTON, G. (2005). Marketing to the new super consumer mom & kid. Paramount Marketing Publishing
STROUD, D and WALKER, K. (2013). Marketing to the aging consumer. Palgrave MacMillan
ARIELY, D. The traps of desire .: How to control the irrational impulses that lead us to error. Ariel, 2008. ISBN: 978-84-344-5367-8
THALER, R. (2015). Misbehaving. Great Britain: Penguin Random House UK. 425 p. ISBN 978-1-846133035