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Learning Objectives

Learning objectives
During the course the students will:
- Learn the fundamental principles and theories in consumer behaviour as well as the connections to other sciences;
- Develop their abilities to apply consumer behaviour concepts to marketing problems that are likely to involve consumer consumption;
- Understand the basic analytical tools that can be used to investigate customer journey.

Learning outcomes:
By the end of this course the students will be able to:
- Conduct small scale independent research and draw customer journey mapping;
- Critically apply their knowledge for various consumer behaviour situations.


Principles of Marketing


- Understanding Consumer Choices
- Perception
- Learning and memory
- Motivation and affect
- The Self: Mind, Gender, and Body
- Personality, Emotions, lifestyle and values
- Attitudes and persuasive interactive communications
- Decision making
- User Persona and Customer Journey
- Buying using and disposing as factors for consumer choice
- Group influence and social media
- Income and demographics influence
- Culture and subculture
- Family influence
- Trends in Consumer Choices


Solomon, M.R. (2020) Consumer behaviour: Buying, having and being. (13th edition) New Jersey: Prentice Hall. or previous edition
Consumer Behavior: Buying, Having, and Being, Global Edition 13th Edition, by Michael R. Solomon, © 2020, ISBN-13 9781292153117, ISBN-10 1292153113


Students are strongly advised to extend their reading to further articles and books:
• Mothersbaugh & Hawkins (2017) Consumer Behavior: Building Marketing strategy. 13th edition. McGraw Hill
• Molenaar, Cor (2015) Why customers would rather have a smartphone than a car: relationship retailing as an opportunity. Farnham, Surrey, England; Gower
• Sorensen H. (2017) Inside the Mind of the Shopper: The Science of Retailing. Pearson FT Press
• Neumeier M. (2016) Brand Flip, The: Why customers now run companies and how to profit from it
• Schiffman, L.G., Kanuk, L.L & Hansen, H. (2008) Consumer behavior: A European Outlook. New Jersey: Prentice Hall.

Teaching methods

The course is organized with 2 (academic) hours classes. MS teams materials represent the main teaching tools used by the teacher. Students are encouraged in deeper self-learning for all the topics. The course is hosted as one module in one semester.

Exam Rules

For attending students:
1. Group presentation on Consumer trends - 30% - every class according to the topic defined on the 1st class
2. The final project consists of Market research using different tools from the classes and developing report useful for Marketing managers. he goal is to work on a real case from the market, for a luxury brand of your choice. This project is assessed through:
• Final project presentation - 30%
• Final project written report - 40%

For Non-attending students:
1. Written essay and presentation for Consumer trends - 20% - maximum 1.500 words, using minimum 5 sources, and using APA referencing.
2. The Final project consists of Market research using different tools from the classes and developing a report useful for Marketing managers. The goal is to work on a real case from the market, ask the professor for the instrument and research instrument approval. This should result in Final project presentation - 20% and The Final project individual written report - 30%
3. FINAL EXAM - Final case analysis individual written- 30%

All the assignments should be uploaded on MS Teams, and a virtual presentation of all assignments should be scheduled before the exam is due.