Currículo

Customer Buying Behavior and Social Influence CBBSI

Contextos

ECTS

3.0 (para cálculo da média)

Objectivos

• LO1: Understand the scope and importance of studying consumer behavior, and how it shapes marketing strategies. • LO2: Examine the impact of marketing on consumer behavior and the ethical considerations that come with it. • LO3: Understand the role of attitudes in consumer decisions, and how persuasive marketing tactics influence those choices. • LO4: Understand the consumer decision-making process, uncovering the key factors that drive purchasing decisions. • LO5: Develop the skills to design and implement a customer journey, proposing solutions that enhance the overall consumer experience. • LO6: Group processes and the role of social media in consumer decision-making • LO7: Build awareness of the ethical challenges in marketing, and how to make responsible, consumer-focused decisions. Competencies: Analytical thinking, strategic CX design, understanding of consumer psychology, data-driven decision-making, customer relationship management.

Programa

Part I Foundations of Consumer Behavior Introduction to Consumer Behavior • Consumer Behavior as a Process • Consumer Segmentation • Marketing’s Impact on Consumers • Motivations to Consume • The “Always-On” Consumer: Technology and Culture • Consumer Behavior as a Field of Study • Consumer Trends Consumer Well-Being • Business Ethics and Consumer Rights • Consumer Right’s and Product Satisfaction • Major Policy Issues Relevant to Consumer Behavior Part II – Choosing and Using Products Attitudes and Persuasive Communications • The Nature and Power of Attitudes • Attitudes Formation • The Role of Persuasion in Changing Attitudes Decision Making • Cognitive Decision Making • Habitual Decision Making Buying, Using and Disposing • Situational Effects on Consumer Behavior • The Shopping Experience and the Customer Journey • The Sharing Economy • Post purchase Satisfaction and Disposal Part III – Consumer in Their Social Settings Group Influences and Social Media • The Influence of Other People and Groups on Consumer Decisions • The Influence and Roles of Family Members in Family Purchase Decisions • Word-of-mouth Communication as a Driver of Product Choice • The Influence of Opinion Leaders’ Recommendations on Purchases • The Influence of Social Media Influence on Learning and Product Selection

Método de Avaliação

The classes follow a theoretical-practical format (3 hours per week). The theoretical classes consist of the presentation and explanation of theoretical concepts, illustrated with practical examples and case studies. The practical sessions involve a group project, where students apply the material to design and implement a customer journey, identifying opportunities to improve the overall consumer experience. Assessment: - Continuous evaluation (50%). - Final exam (50%).

Carga Horária

Bibliografia

Principal

• Consumer Behavior: Buying, Having, and Being, 13ª Edição, Hoboken, NJ: Pearson Education.: Solomon, M. 2020
• How to create a realistic customer journey map. Business Horizons, 60(1), 143-150.: Rosenbaum, M. S., Otalora, M. L., & Ramírez, G. C. 2017
• Understanding Customer Experience. Harvard Business Review, 85(2), 116.: Meyer, C., & Schwager, A. 2007
• Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96: Lemon, K. N., & Verhoef, P. C. 2016

Secundária

Disciplinas de Execução

2025/2026 - 2 Semestre