Consumers think, 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.
The course is aimed at providing students for knowledge and skills to understand and apply consumer behaviour theories in a realistic environment, particularly with regard to:
- relevance of consumer behaviour in the field of marketing;
- consumer behaviour fundamentals and tools;
- implementation of consumer behaviuour theory and practice to solve marketing problems;
- enhancement of product offering according to consumer needs.
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.
Professionals involved in consumer behaviour will cooperate with the teacher in coordinating and supervising work groups. 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.
Prior knowledge assumed: marketing; excel and powerpoint (or similar).