TecnoCampus Foundation
eCampus
University Business
eCampus

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General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: First term

Credits: 4

Teaching staff: 

Pau Carratalà Pérez

Teaching languages

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. 

Skills

Basic skills

  • CB1. That students have demonstrated knowledge and understanding in a field of study that is based on general secondary education, and is usually found at a level that, while supported by advanced textbooks, also includes some aspects. involving knowledge from the forefront of their field of study.

Specific skills

  • CE1. Recognize the environment in which the organization operates, the operation of the company and its functional areas and the instruments of analysis.

  • CE2. Apply the principles of marketing and market research

  • CE10. Analyze and evaluate the role of digital communities and social media in business.

  • CE13. Identify the basic tools of e-Marketing.

  • CE14. Apply the knowledge acquired to the management of digital communities.

General competencies

  • CG1. 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.

Transversal competences

  • CT5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.

Description

The challenge of consumer behavior is to familiarize students with the main concepts and mechanisms that guide consumer decision-making when buying products.

 

 

 

Learning outcomes

Analysis of the main factors and protagonists of the market, usual scenario of the activities of the Marketing. Study of consumer behavior.

Working methodology

  • MD1. Master class
  • MD5. Seminars
  • MD6. Debates and forums
  • MD7. Case studies
  • MD10 Research and reading of articles

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.

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.

Contents

Topic 1: INTRODUCTION

  • Introduction to the study of consumer behavior: objectives and benefits derived from it
  • Approach to behavioral sciences
  • Needs, desires and demand

Topic 2: MODELS

  • Models of consumer behavior
  • Consumer decisions

Topic 3: ENVIRONMENT

  • Description of the environment
  • Socio-demographic environment
  • Political environment
  • Economic environment

Topic 4: CULTURE

  • Anthropological dimensions
  • Cultural dimensions

Topic 5: SOCIAL LAYERS

  • Inequality and social classes
  • Measurement procedure
  • Marketing applied to the ends

Item 6: THE FAMILY AND OTHER REFERENCE GROUPS

  • The family and its function
  • The child, marketing center
  • The groups and the behavior of the individual within them
  • Singles, dinkies, generation X, seniors ...
  • Lifestyles, personality and typologies

Item 7: SENSES AND PERCEPTION

  • Acquisition of information
  • Information processing
  • Strategies to capture attention
  • Selective perception
  • Approach to sensory marketing

Topic 8: CONSUMER BEHAVIOR AND COGNITIVE SCIENCES

  • Learning and memory
  • Congruence and cognitive dissonance
  • Cognitive Biases

Topic 9: CONSUMER BEHAVIOR AND NEUROSCIENCES

  • Neurosciences and neuromarketing
  • Consciousness, unconsciousness and consumption
  • Emotions, feelings and advertising communication

Item 10: INTEGRATED CONSUMER BEHAVIOR: THE DECISION PROCESS

  • Decision neural structures
  • Recognition of the problem
  • Information search
  • Decision
  • Post-purchase evaluation
  • Loyalty and repetition
  • Pathological habits of consumption

Learning activities

  • AF1. Theoretical sessions
  • AF2. Seminars
  • AF3. Work in group
  • AF4. Individual work
  • AF5. Personal study
  • AF10. Search, read and prepare reviews / text comments on bibliography / information using ICT or the virtual platform.

Evaluation system

The relationship between evaluable activities and weighted score percentage is specified under the following formula:

  • SE4. Final Exam: 40%
  • SE2. Group continuous assessment work: 30%
  • SE1 + SE2 Individual continuous assessment activities: 30%

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.

 

REFERENCES

Basic

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

ALONSO, J and GRANDE (2013) Consumer Behavior. ESIC, Seventh Edition, Madrid

Complementary

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