ECTS-Label - Enginyeria i Arquitectura La Salle | | |
| | Conducta del Consumidor (4 Crèdits)
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Aquesta assignatura no presenta cap prerequisit recomanable. |
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Aquesta assignatura no presenta cap corequisit. |
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Aquesta assignatura no presenta cap incompatibilitat. |
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This course is an introduction to the world of consumer behavior. The discipline borrows from several social sciences including psychology, sociology, and anthropology to explain behavior in the marketplace. In this course, the student will explore how perceptions, learning, memory, personality, and attitudes influence consumption behavior, how consumption changes during ones life cycle, and how powerful cultural and subcultural influences are on consumers
This course familiarizes students with the solid concepts, principles and theories of Consumer Behavior and how these principals are applied to current, real world situations. Consumer Behavior focuses not only on what consumers buy, but also why they buy, when they buy, where they buy and how they evaluate their purchase, and how they ultimately dispose of it
The lecture series chosen goes beyond the discussion of why people buy things and explores how products, services, and consumption activities contribute to shape peoples social experiences
This course will blend theory and practice in a format that is clear and easy to read giving the student an in-depth understanding of Consumer Behavior. The structure provides a multi-disciplinary approach, including the latest data for profiling European consumers. The lectures focus on how research and concepts in consumer behaviour can inform and be applied to broader strategic marketing issues.
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After completing this course, you should be able to:
1. Analyze the meaning and influences guiding the decisions and behaviors of culturally-driven phenomenon.
2. Question the power of individual influences on decision making and consumption.
3. Relate internal dynamics such as personality and motivation to the choices consumers make.
4. Relate group dynamics and the relative influence of various group members to the choices made by groups of people.
5. Evaluate the influence of culture and subculture on consumer consumption preferences.
6. Appraise the applicability of consumer behavior theories to interpreting why consumers behave as they do.
7. Assess the components and stages of the individual decision-making process.
8. Assess the components and stage of the group decision-making process.
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Agenda Sessions
SECTION 1: CONSUMERS IN THE MARKETPLACE
Chapter 1. Consumers Rule
SECTION 2: CONSUMERS AS INDIVIDUALS
Chapter 2. Perception
Chapter 3. Learning and Memory
Chapter 4. Motivation and Values
Chapter 5. The Self
Chapter 6. Personality and Lifestyles
Chapter 7. Attitudes and Persuasive Communications
SECTION 3: CONSUMERS AS DECISION MAKERS
Chapter 8. Individual Decision Making
Chapter 9. Buying and Disposing
Chapter 10. Groups
Chapter 11. Organizational and Household Decision Making
SECTION 4: CONSUMERS AND SUBCULTURES
Chapter 12. Income and Social Class
Chapter 13. Ethnic, Racial, and Religious Subcultures
Chapter 14.Age Subcultures
SECTION 5: CONSUMERS AND CULTURE
Chapter 15. Cultural Influences on Consumer Behavior
Chapter 16. Global Consumer Culture
Chapter 17 The Creation and Diffusion of Global Cons
*Puede que el orden y el temario cambia a lo largo del semestre.
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Methodology
The course includes some readings and some take-home exercises. The lectures will be theoretical and we will use them to introduce new concepts. To understand these concepts, it will be required to read the class lecture notes, to solve the exercises and to participate in class. These exercises will be distributed at the end of class and will be in accordance to the lecture/chapter.
Course Components that complement the methodology:
Perceptions and Product Knowledge: Consumers in the Marketplace
Power of Personality and Motivation in Buyer Behavior
Attitudes as Predictors of Behavior
Consumers as Decision Makers
Group and Family Decision Making
The Influence of Culture on Consumer Behavior
Project and Presentation: Consumption in a Cultural Context
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Continuous Assessment
Evaluation will be progressive. The student will be expected to realize a series of exercises, mini case studies, short talk/class participation, written commentaries, etc.
There are four requirements to pass this course:
(1) To pass the Final exam, this is going to take place in the last session. This exam amounts for the 40% of the final mark.
(2) To pass the mid-term exam, this amounts to 40% of the final mark
(3) Class Participation & and coursework this amounts for the 20% of the final mark.
Grading may be subject to change
This course will have four evaluation activities:
1. Examinations: Mid-Term and Final Exams
It will be not allowed to look at either class notes or book during the exams.
2. Course Work & Class Participation:
Most homework assignments will involve questions or their own problem set. The problems sets will be solved individually by each student and in some cases in group.
Aims:
1. To assimilate the main concepts introduced in the lectures.
2. To develop the students skills for practicing and reasoning the theories learned in class through practical case studies.
3. To develop presentation skills and reasoning
Deadline:
Each assignment will have to be delivered to the professor at the beginning of the next session after the last lecture of each chapter. In case that a student has some problem for carrying out the assignment, he or she should contact with the professor to discuss his or her particular situation. No assignment will be accepted if hand written or not handed in on time.
3. Case Study Work: Consumer Behavior
Each student will be expected to work with a group to solve varios real Case Studies handed out during this semester. Each Case Study should include the use of pertinent research and/or library materials. Each case study handed in should include: the date, names of group members, title of the Case study, footnotes and annotated bibliography.
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Consumer Behaviour, 4/E
Michael R. Solomon, Ph.D.,joined the Haub School of Business at Saint Josephs University in Philadelphia as Professor of Marketing in 2006, where he also serves as Director of the Center for Consumer Research. In addition to this book, he is also the co-author of the widely-used text book Marketing: Real People, Real Decisions.
Gary J. Bamossy, Ph.D.,is Professor of Marketing at the McDonough School of Business, Georgetown University, in Washington D.C.
Søren Askegaardis Professor of Marketing at the University of Southern Denmark. He has a post-graduate Diploma in Communication Studies from the Sorbonne University, Paris and Ph.D. in Business Studies from Odense University, 1993.
Margaret K. Hogg holds the Chair of Consumer Behaviour and Marketing in the Department of Marketing at Lancaster University Management School (LUMS).
The program follows the materials of this book. This book has been thoroughly revised and updated in order to reflect the latest developments in Consumer Behavior. It contains many examples and real-world applications for helping the students to better understand the concepts.
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