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Consumer behaviour (G.)

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

People

 

Gibbert M.

Course director

Mendini M.

Assistant

Additional information

Semester
Spring
Academic year
2017-2018
ECTS
6