Consumer behaviour (G.)
Persone
Docente titolare del corso
Assistente
Descrizione
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
Offerta formativa
- Master of Science in Communication and Economics in Corporate Communication, Corso a scelta
- Master of Science in Communication and Economics in Marketing and Transformative Economy, Corso di base, 1° anno
- Master of Science in Communication in Communication, Management & Health, Corso di base, Conoscenze di base, 1° anno
- Master of Science in Economics and Communication in Financial Communication, Corso a scelta, 2° anno
- Master of Science in Economics in Management, Corso a scelta, 1° anno
- Master of Science in Management and Informatics, Corso a scelta, Lecture, 1° anno