Consumer behaviour (G.)
People
Course director
Assistant
Description
Prerequisite
Strategic Marketing
Core course Master in Marketing
Course description
The starting point for this
course is that consumers define themselves by what they buy, and, vice
versa, they buy based on how they define themselves. We build on
cognitive and social
psychology to understand better the processes underlying this conundrum.
We do this primarily to influence what consumers buy, so as to make
informed decisions as marketers in a business (for profit) context. The
emphasis is on linking deep theoretical insight with practical
application, and as such the course provides both the tools and the
context for exercising these tools.
Textbook
Schiffman, LG. & Kanuk, LL. (2010). Consumer Behavior GLOBAL EDITION (decima edizione, dovrebbe essere l’ultima). Pearson ISBN-13: 9780137006700
Education
- Master of Science in Communication and Economics in Corporate Communication, Elective course
- Master of Science in Communication and Economics in Marketing and Transformative Economy, Core course, 1st year
- Master of Science in Communication in Communication, Management & Health, Core course, Fundamental knowledges, 1st year
- Master of Science in Economics and Communication in Financial Communication, Elective course, 2nd year
- Master of Science in Economics in Management, Elective course, 1st year
- Master of Science in Management and Informatics, Elective course, Lecture, 1st year