CONSUMER CHOICES
Syllabus
EN
IT
Prerequisites
Principles of Marketing / Introduction to Marketing
Program
- Understanding Consumer Choices
- Trends in Consumer Choices
- Perception
- Learning and memory
- AI & Data-Driven Consumer Behavior
- Predictive modeling and recommendation systems
- Motivation and affect
- Sustainability & Ethical Consumption
- The Self: Mind, Gender, and Body
- Personality and Emotions,
- Lifestyle and values
- Attitudes and persuasive interactive communications
- Decision making & digital nudging
- 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
- Equity, Diversity & Inclusion (EDI) in Marketing
- Family influence
- Trends in Consumer Choices
- Perception
- Learning and memory
- AI & Data-Driven Consumer Behavior
- Predictive modeling and recommendation systems
- Motivation and affect
- Sustainability & Ethical Consumption
- The Self: Mind, Gender, and Body
- Personality and Emotions,
- Lifestyle and values
- Attitudes and persuasive interactive communications
- Decision making & digital nudging
- 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
- Equity, Diversity & Inclusion (EDI) in Marketing
- Family influence
Books
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
Consumer Behavior: Buying, Having, and Being, Global Edition 13th Edition, by Michael R. Solomon, © 2020, ISBN-13 9781292153117, ISBN-10 1292153113
Bibliography
• Hooked: How to Build Habit-Forming Products by Nir Eyal
• 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.
• 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.
Students co-creation is encouraged and awarded, with their presentation, company case analysis presentations, games, team work, and quizzes.
At least one guest speaker – expert is invited to join the classes and share their experience.
Students co-creation is encouraged and awarded, with their presentation, company case analysis presentations, games, team work, and quizzes.
At least one guest speaker – expert is invited to join the classes and share their experience.
Exam Rules
1. Group presentation on Consumer trends - 30%
2. Final project presentation & written report (10% + 20%) - 30%
3. Final Exam – 40%
2. Final project presentation & written report (10% + 20%) - 30%
3. Final Exam – 40%