Consumer Behavior (2018)

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• Consumer Behavior (2018)

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  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

   

   

  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

  

   

   

      Required reading list    

    

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

  • L. Schiffman & L. Kanuk (2010): «Consumer behavior». 10^th 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-001. Topic 1. Sources, aims and scope of consumer behavior.
    
  • MC-F-002. Topic 2. The role of consumers in the economic theory.
  • MC-F-003. Topic 3. Complex choice models.
  • MC-F-004. Topic 4. Intelligence.
  • MC-F-005. Topic 5. Personality.
  • MC-F-006. Topic 6. Learning.
  • MC-F-007. Topic 7. Perception.
  • MC-F-008. Topic 8. Motivation.
  • MC-F-009. Topic 9. Attitudes and persuasion.
  • MC-F-010. Topic 10. People in groups.
  • MC-F-011. Topic 11. Family.
  • MC-F-012. Topic 12. Culture.
  • MC-F-013. Topics 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

  

    

    

      Sample exam    
  

   
  

  • PE-F-001. Final 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

  

     

    

  •   Here you can download the Syllabus in PDF format.

• About the Professor

  

    

   
  

  José Manuel Fernández Polanco   Department of Electrical and Energy Engineering UNIVERSIDAD DE CANTABRIA   Additional information

   
  

  Patricia Martínez García de Leaniz   Department of Electrical and Energy Engineering UNIVERSIDAD DE CANTABRIA   Additional information