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.
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.
Curriculum
teacher profile teaching materials
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.
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), together with a number of exercices (again in group), the evaluation of which will be part of the final grade. The projects will be presented and discussed in class. Given the tight connection between theory and practice, to improve learning effectiveness it is strongly recommended to attend course lessons.Type of evaluation
The final evaluation will be formed according to the following scheme: Written test and oral interview (mandatory for non attending students); evaluation of project work and exercises. Project work and exercices grades will be summed to the written test/oral interview one. Criteria for the assignment of final dissertation. Number of requests evaluated in chronological order, student merit (marketing research and related subjects scores). All the thesis assigned will include the design and implementation of a marketing research to be autonomously managed, which the student will be responsible for. teacher profile teaching materials
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.
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), together with a number of exercices (again in group), the evaluation of which will be part of the final grade. The projects will be presented and discussed in class. Given the tight connection between theory and practice, to improve learning effectiveness it is strongly recommended to attend course lessons.Type of evaluation
The final evaluation will be formed according to the following scheme: Written test and oral interview (mandatory for non attending students); evaluation of project work and exercises. Project work and exercices grades will be summed to the written test/oral interview one. Criteria for the assignment of final dissertation. Number of requests evaluated in chronological order, student merit (marketing research and related subjects scores). All the thesis assigned will include the design and implementation of a marketing research to be autonomously managed, which the student will be responsible for.