Diagrama de temas

  • 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

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    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.