Diagrama de temas

  • General

    Consumer Behavior

  • Consumer Behavior (2018)

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    Consumer Behavior (2018)

         

    Teaching Faculty

    José Manuel Fernández Polanco

    Patricia Martínez García de Leaniz

      

    Department of Business Administration

      

      

      

      

      

      

      

      

    This course helps students to acquire a deeper understanding of Consumer Behavior in today’s consumer societies. It explains the principles and theories that characterise consumers and how marketers devise strategies and commercial tactics according to the way they behave.

       

    Keywords

    Personality, Learning, Perception, Motivation, Attitudes, Persuasion, Reference Groups, Culture, Social Class, Lifestyle.

    • Course Details

      programa 

       

      Course Information

      • Course title: Consumer Behavior

      • Code: G921

      • Department / Unit: Department of Business Administration

      • Degree / Master’s: Degree in Business Administration

      • Faculty: Faculty of Law and Economics

      • ECTS credits: 6

      • Language of instruction: English

      • Instructors: José Manuel Fernández Polanco & Patricia Martínez Gacía de Leaniz

        

        

        

          Course structure    

        

      • Topic 1. Sources, aims and scope of consumer behavior.
      • Topic 2. The role of consumers in the economic theory.
      • Topic 3. Complex choice models.
      • Topic 4. Intelligence.
      • Topic 5. Personality.
      • Topic 6. Learning.
      • Topic 7. Perception.
      • Topic 8. Motivation.
      • Topic 9. Attitudes and persuasion.
      • Topic 10. People in groups.
      • Topic 11. Family.
      • Topic 12. Culture.
      • Topic 13 & 14. Social class and lifestyles.
    • Readings

      Readings

       

       

          Required reading list    

        

      • J.P. Peter & J. Olson (2010): «Consumer behavior». 9th Ed. Ed. McGraw-Hill.

      • L. Schiffman & L. Kanuk (2010): «Consumer behavior». 10th Ed. Ed. Prentice Hall.

      • W.D. Hoyer & D.J. Macinnis (2008): «Consumer behavior». Ed. Cengage Learning.

        

        

        

          Suggested additional reading    

       

      • R. Bagozzi, Z. Gurhan-Canli & J. Priester (2002): «The social psychology of consumer behaviour». Open University Press.

      • M. De Mooij (2004): «Consumer behavior and culture: consequences for global marketing and advertising». Ed. SAGE.

      • D. Howard, A. Kirmani & P. Rajagopal (2012): «Social influence and consumer behavior». Ed. Psychology Press.

      • C. Janson-Boyd (2010): «Consumer psychology». Ed. McGraw Hill.

    • Lecture Notes

       

      • MC-F-001Topic 1. Sources, aims and scope of consumer behavior.
      • MC-F-002Topic 2. The role of consumers in the economic theory.
      • MC-F-003Topic 3. Complex choice models.
      • MC-F-004Topic 4. Intelligence.
      • MC-F-005Topic 5. Personality.
      • MC-F-006Topic 6. Learning.
      • MC-F-007Topic 7. Perception.
      • MC-F-008Topic 8. Motivation.
      • MC-F-009Topic 9. Attitudes and persuasion.
      • MC-F-010Topic 10. People in groups.
      • MC-F-011Topic 11. Family.
      • MC-F-012Topic 12. Culture.
      • MC-F-013Topics 13 & 14. Social class and lifestyles.
    • Exercises

       

        

      • EP-F-001. Topic 0. Introductory task.
      • EP-F-002. Topic 1. Discussion questions.
      • EP-F-003. Topic 2. Discussion questions .
      • EP-F-004. Topic 4. Discussion questions.
      • EP-F-005. Topic 5. Discussion questions.
      • EP-F-006. Topic 6. Discussion questions.
      • EP-F-007. Topic 7. Discussion questions.
      • EP-F-008. Topic 8. Discussion questions.
      • EP-F-009. Topic 9. Discussion questions.
      • EP-F-010. Topic 10. Discussion questions.
      • EP-F-011. Topic 11. Discussion questions.
      • EP-F-012. Topic 12. Discussion questions.
      • EP-F-013. Topic 13 & 14. Discussion questions.
    • Assessment

      Assessment

        

        

          Sample exam    

       

        

       

       

          Assessment criteria    

       

       

      ASSESSMENT METHODS AND CRITERIA "CONSUMER BEHAVIOR"

        

      Description

      Type

      Final assessment

      Retake

      %

      Midterm exam 1

      Written exam

      No

      Yes

      30%

      • Minimum mark: 5.00.

      • Duration: 1 to 2 hours.

      • Date: During the course.

      • Retake conditions: Final Exam.

      • Comments: The student will pass the contents of this block when a mark of 5 is obtained.

      Group work

      Coursework

      No

      Yes

      30%

      • Minimum mark: 0.00.

      • Duration:

      • Date: During the course.

      • Retake conditions: Final Exam in September.

      • Comments:

      Individual work

      Coursework

      No

      No

      10%

      • Minimum mark: 0.00.

      • Duration:

      • Date: During the semester.

      • Retake conditions:

      • Comments: The student must defend the work in class.

      Midterm exam 2

      Written exam

      No

      Yes

      30%

      • Minimum mark: 5.00.

      • Duration: 1 to 2 hours.

      • Date: During the course.

      • Retake conditions: Final Exam.

      • Comments: The student will pass the contents of this block when a mark of 5 is obtained.

        TOTAL

      100%

      COMMENTS:

      • Students with Midterm Exams pending can make up for them in the Final Exam on the date scheduled by the governing board. The maximum mark that can be obtained for passing the Final Exam is 6. The marks obtained for coursework will be added to this mark for calculation, according to how they are weighted.

      • The Tests and Midterm Exams still pending during the course will be retaken in the September sitting.

      COMMENTS for part-time students:

      • Part-time students must pass the Final Exam, for which they can obtain a maximum mark of 6 points. Students can increase this mark with the mark for an assignment whose content is equivalent to Group Work and whose submission deadline is the Exam performance date.

    • Syllabus

         

        

      • PDF-icon  Here you can download the Syllabus in PDF format.
    • About the Professor

      About the Professor

        

       

      logo_UC

      José Manuel Fernández Polanco

       

      Department of Electrical and Energy Engineering

      UNIVERSIDAD DE CANTABRIA
       
      Additional information

       

      RosaPatricia-Martinez.jpg

      Patricia Martínez García de Leaniz

       

      Department of Electrical and Energy Engineering

      UNIVERSIDAD DE CANTABRIA
       
      Additional information