General
Consumer Behavior
Consumer Behavior
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Consumer Behavior (2018)
Teaching Faculty José Manuel Fernández Polanco Patricia Martínez García de Leaniz Department of Business Administration
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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 Information
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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.
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.
PE-F-001. Final exam.
ASSESSMENT METHODS AND CRITERIA "CONSUMER BEHAVIOR"
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Description |
Type |
Final assessment |
Retake |
% |
Midterm exam 1 |
Written exam |
No |
Yes |
30% |
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Group work |
Coursework |
No |
Yes |
30% |
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Individual work |
Coursework |
No |
No |
10% |
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Midterm exam 2 |
Written exam |
No |
Yes |
30% |
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TOTAL |
100% |
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COMMENTS:
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COMMENTS for part-time students:
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José Manuel Fernández Polanco
Department of Electrical and Energy Engineering UNIVERSIDAD DE CANTABRIA |
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Patricia Martínez García de Leaniz
Department of Electrical and Energy Engineering UNIVERSIDAD DE CANTABRIA |
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