Faculty of Economics and Business

BACHELOR IN BUSINESS ADMINISTRATION Course

Consumer Behavior

Code

802293

Module

Marketing

Area

Commercial Management

Character

Compulsory Attendance

2.7

Credits

6

Non Attendance

3.3

Year

4

Semester

7

Department

DEPARTMENT OF MARKETING Organizer: María Avello

Professor María Avello

e-mail [email protected]

SYNOPSIS BRIEF DESCRIPTION This course provides an updated vision of the consumer behaviour, its determinant variables and the study of the purchasing decision process. Almost every marketing strategy is founded on a thorough understanding of its consumers. Consequently, the study and understanding of consumer behavior will be crucial to select and implement the most appropriate strategies and action plans in order to achieve the objectives set. PRE-REQUISITES Principles of Marketing AIMS & OBJECTIVES The overall objective of this course is to acquire a deep understanding of consumer behaviour and the variables that influence the purchasing decision process. Specifically, students must: • Acquired a framework to analyze problems related to consumer behaviour. • Understand in detail the process of consumer choice in relation to the different commercial incentives. • Apply the acquired knowledge to solve practical cases. • Relate the different chapters with each other and gain the ability to critically argue their opinions and recommendations. LEARNING OUTCOMES

Faculty of Economics and Business General: CG1: Ability to solve problems. CG2: Capacity of analysis and synthesis. CG3: Organization and planning abilities. CG4: Communication and team work abilities Cross-sectional: CT3: Ability to work in pressure environments. CT4: Ability to apply knowledge to business practice. Specific: CE3: Identify the sources of economic information and content. CE6: To issue advisory reports on specific situations of companies and markets. CE7: To draft overall management or functional areas of the company.

LEARNING METHODOLOGY A mixed methodology of teaching and learning will be used in all educational activities with the aim of encouraging students to develop a collaborative and cooperative attitude in the pursuit of knowledge. CHAPTERS COVERED (Syllabus) Part 1: An Introduction to Consumer Behavior Chapter 1: Understanding Consumer Behavior. • Defining Consumer Behavior. • Marketing Implications of Consumer Behavior Part 2: The Psychological Core Chapter 2: Motivation • Consumer Motivation and its Effects • What affects Motivation? Chapter 3: Exposure, Attention and Perception • Factors influencing Exposure. Selective Exposure • Characteristics of Attention • Perception. Sensory Marketing Chapter 4: Attitude • • • •

What are Attitudes? The importance and characteristics of Attitudes Forming and Changing Attitudes The Cognitive and Affective Foundation of Attitudes Attitudes based on High and Low Effort Part 3: The Process of Making Decisions

Chapter 5. Problem Recognition and Information Search • Problem Recognition • Internal and External Search for Information Chapter 6. Judgement and Decision Making • Low-Effort Judgement and Decision Making Processes • High-Effort Judgement and Decision Making Processes Chapter 7. Post-Decision Processes • Post-Decission Disonance and Regret • Satisfaction and Learning

Faculty of Economics and Business Part 4. The Consumer´s Culture Chapter 8. Consumer Diversity • Age, Gender and other individual differences Chapter 9. Social Class and Household Influences • How does Social Class affect consumption? • How the Household influences Consumer Behavior Chapter 10. Psychographics: Values, Personality and Lifestyles • Values. How can be measured and its importance for Marketing • Personality and Lifestyles: Its importance and influence on Consumer Behavior Chapter 11. Social Influences on Consumer Behavior • Source of Influence and Reference Groups • Types of Social Influences Chapter 12. Symbolic Consumer Behaviour • Sources and Functions of Symbolic Meaning

% OF TOTAL CREDITS

ATTENDANCE

Lectures

20%

100%

Classes

20%

75%

Tutorials

6%

100%

Assessment activities

4%

100%

Homeworks and class assignments

20%

0%

Time to study

30%

0%

TEACHING ACTIVITIES

Faculty of Economics and Business

ASSESSMENT

Exam

% Share of Final Grade

55%

There will be a final exam at the end of the semester regardless of what each teacher chooses to do in the classroom sessions.

Case study preparation and individual and team projects

% Share of Final Grade

40%

Throughout the semester, different case studies will be developed for individual or team work to be presented in class at the request of the professor. Specifications will be given throughout the course.

Class participation and preparation

% Share of Final Grade

5%

Students will be often put in challenging situations to make a presentation to their class group. Class participation will be reflected in student collaboration in the development of classes, providing examples and application of theory to real-life examples ASSESSMENT CRITERIA Rating System: students will be graded according to the RD 1125/2003, of September 5, as follows (numerical scale of 0-10): - 0 to 4.9: Fail (Suspenso SS) - 5.0 to 6.9: Pass (Aprobado AP) - 7.0 to 8.9: B-Grade (Notable NT) - 9.0 to 10.0: A-Grade (Sobresaliente SB) The mention “Honours” will be awarded to students who have achieved a score equal to or greater than 9.0. Those students who do not take the final exam, and do not attend classes in a regular basis will receive a final grade of “incomplete” (no presentado). Specifically, the student who, one month after the start of the semester, continues attending and delivering activities, will be considered “presentado”. Exceptions may be made for students who are enrolled after the start of the course. Continuous assessment in the extraordinary examination: in case one student has failed the ordinary examination, having attended the final exam and participated in the continuous assessment, the mark to be considered as continuous assessment for that extraordinary examination will be the final mark obtained in the ordinary examination.

Faculty of Economics and Business

TIMETABLE WEEK

CHAPTER

CLASSROOM WORK

OTHER WORK

1

Introduction. Chapter 1: Understanding Consumer Behavior.

o Course presentation o Chapter 1 explanation. o Debate questions

Study Chapter 1 Preparation contents week 2

2

Chapter 2: Motivation

o Chapter 2 explanation. o Debate questions

Study Chapter 2 Preparation contents week 3

3

Chapter 3: Exposure, Attention and Perception

o Chapter 3 explanation. o Debate questions

Study Chapter 3 Preparation contents week 4

4

SEMINAR

Discussion of case studies o Chapter 4 explanation. o Debate questions o Chapter 5 explanation. o Debate questions o Chapter 6 explanation. o Debate questions

Study Chapter 4 Preparation contents week 6 Study Chapter 5 Preparation contents week 7 Study Chapter 6 Preparation contents week 8

Discussion of case studies

5

Chapter 4: Attitude

6

Chapter 5. Problem Recognition and Information Search

7

Chapter 6. Judgement and Decision Making

8

SEMINAR

Discussion of case studies

Discussion of case studies

9

Chapter 7. Post-Decision Processes

o Chapter 7 explanation. o Debate questions

Study Chapter 7 Preparation contents week 10

10

Chapter 8. Consumer Diversity

o Chapter 8 explanation. o Debate questions

Study Chapter 8 Preparation contents week 11

11

Chapter 9. Social Class and Household Influences

o Chapter 9 explanation. o Debate questions

Study Chapter 9 Preparation contents week 12

12

SEMINAR

Discussion of case studies

13

Chapter 10. Psychographics: Values, Personality and Lifestyles

14

Chapter 11. Social Influences on Consumer

Discussion of case studies o Chapter 10 explanation. o Debate questions o Chapter 11 explanation.

Study Chapter 10 Preparation contents week 14 Study Chapter 11

Debate questions

Preparation contents week 14

15

Chapter 12. Symbolic Consumer Behaviour

NOTE: This schedule is for guidance

o Chapter 12 explanation

Faculty of Economics and Business

RESOURCES GENERAL REFERENCE • Hoyer, Wayne D.; MacInnis, Deborah J. (2013). Consumer Behavior. Cengage Learning. • Solomon, Michael R. (2013): Consumer Behavior OTHER REFERENCES AND FURTHER READING • Aditional reading will be provided during the course. OTHER RESOURCES • Course website