21210165 - MARKETING: CONSUMER BEHAVIOUR

Consumers think, learn, remember and act according to a sum of internal and external influences. Being able to understand how choice, purchase and consumption processes take place is crucial, in order to remove uncertainty from marketing decisions, which otherwise should only rely on manager experience/intuition.

The course aims to provide students for knowledge and capabilities to understand and apply consumer behavior theories within a realistic context, especially with regard to:
- consumer behavior and its marketing relevance;
- tools to understand consumer behavior;
- application of consumer behavior knowledge to marketing problems;
- adaptation of the product offering to consumer needs and expectations.

The specific objectives of the course, according to Dublin descriptors, are set out below:
1. Knowledge and understanding: students will gain technical/methodological knowledge to comprehend and manage internal and external factors impacting on consumer behavior.
2. Applying knowledge and understanding: students will be able to apply the acquired technical/methodological knowledge in a real context, making use of consumer behavior principles as a basis to improve the effectiveness of marketing decisions.
Making judgements: students will develop the problem solving capacity necessary to evaluate the effectiveness of marketing decisions through the acquired technical/methodological knowledge.
4. Communication skills: an interactive and participated learning approach will be adopted, thanks to which students will benefit of a continuous confrontation among each other and with the teacher.
5. Learning skills: through the adoption of business cases, work groups and project works (even on a competitive basis), students shall have several opportunities to enhance their proficiency, either at theoretical or practical level.

MATTIA GIOVANNI

teacher profile | teaching materials

Programme

Consumers learn, remember and act according to a sum of internal and external influence factors. Being able to understand how choice, purchase and consumption processes take place is crucial, in order to remove uncertainty from marketing decisions, which otherwise should only rely on manager experience/intuition.
Main course topics are structured as follows:
• Purchase and consumptions: introduction to consumer behaviour analysis.
• Consumer as individual:
• Need, motivation and involvement
• Exposure, attention and comprehension
• Product knowledge, self-knowledge and memory
• Learning
• Attitude
• Decision process
• Social dimension of consumption
• Macro-environment: culture, sub-culture and social class
• Micro-environment: reference groups, consumption communities and family.


Core Documentation

Dalli, D., Romani, M., 2011. Il comportamento del consumatore. Franco Angeli, Milano.

Type of delivery of the course

Teaching approach is based on frontal lectures supported by slides, videos, case studies, practices and expert testimonies to encourage interactivity. The course includes a specific project work to be carried out in team (maximum four members each) consisting in solving an assigned marketing problem related to consumer behaviour’s comprehension. The projects will be presented and discussed in class and the relevant score will part of the overall evaluation. Given the tight connection between theory and practice, to improve learning effectiveness it is strongly recommended to attend course lessons. Please note: should the emergency due to COVID-19 pandemic be extended, all the provisions concerning teaching activities and students evaluation will be applied. More specifically, lectures (synchronous) will be administered through Microsoft Teams platform.

Type of evaluation

The exam is aimed at establishing the comprehension of the theoretical/practical concepts of the subject. The final evaluation will be formed according to the following scheme: Attending students: Written test with closed and open-ended questions. Optional oral exam integrating the written one. Only students with a test score of 18/30 at least will be admitted. Team works evaluation ranging from 1 to 8 points, which will be summed up to the above result. Non-attending students: Written test with closed and open-ended questions (the same as attending students). Mandatory oral exam integrating the written one. Only students with a test score of 18/30 at least will be admitted. Please note: should the emergency due to COVID-19 pandemic be extended, all the provisions concerning students evaluation will be applied. Whenever the exam session foresees three dates, should the first attempt be negative, student are allowed to take part to the following ones. Criteria for the assignment of final dissertation All the assigned thesis will include the design and implementation of a marketing research to be autonomously managed, which the student will be responsible for.

MATTIA GIOVANNI

teacher profile | teaching materials

Mutuazione: 21210165 MARKETING: COMPORTAMENTO DEL CONSUMATORE in Economia e Management LM-77 MATTIA GIOVANNI

Programme

Consumers learn, remember and act according to a sum of internal and external influence factors. Being able to understand how choice, purchase and consumption processes take place is crucial, in order to remove uncertainty from marketing decisions, which otherwise should only rely on manager experience/intuition.
Main course topics are structured as follows:
• Purchase and consumptions: introduction to consumer behaviour analysis.
• Consumer as individual:
• Need, motivation and involvement
• Exposure, attention and comprehension
• Product knowledge, self-knowledge and memory
• Learning
• Attitude
• Decision process
• Social dimension of consumption
• Macro-environment: culture, sub-culture and social class
• Micro-environment: reference groups, consumption communities and family.


Core Documentation

Dalli, D., Romani, M., 2011. Il comportamento del consumatore. Franco Angeli, Milano.

Type of delivery of the course

Teaching approach is based on frontal lectures supported by slides, videos, case studies, practices and expert testimonies to encourage interactivity. The course includes a specific project work to be carried out in team (maximum four members each) consisting in solving an assigned marketing problem related to consumer behaviour’s comprehension. The projects will be presented and discussed in class and the relevant score will part of the overall evaluation. Given the tight connection between theory and practice, to improve learning effectiveness it is strongly recommended to attend course lessons. Please note: should the emergency due to COVID-19 pandemic be extended, all the provisions concerning teaching activities and students evaluation will be applied. More specifically, lectures (synchronous) will be administered through Microsoft Teams platform.

Type of evaluation

The exam is aimed at establishing the comprehension of the theoretical/practical concepts of the subject. The final evaluation will be formed according to the following scheme: Attending students: Written test with closed and open-ended questions. Optional oral exam integrating the written one. Only students with a test score of 18/30 at least will be admitted. Team works evaluation ranging from 1 to 8 points, which will be summed up to the above result. Non-attending students: Written test with closed and open-ended questions (the same as attending students). Mandatory oral exam integrating the written one. Only students with a test score of 18/30 at least will be admitted. Please note: should the emergency due to COVID-19 pandemic be extended, all the provisions concerning students evaluation will be applied. Whenever the exam session foresees three dates, should the first attempt be negative, student are allowed to take part to the following ones. Criteria for the assignment of final dissertation All the assigned thesis will include the design and implementation of a marketing research to be autonomously managed, which the student will be responsible for.