The aim of the course is to provide students with the analytical tools necessary to understand consumer behavior, by deepening the analysis of factors that influence purchasing decisions and consumption processes.

In particular, the course aims to:

- deepen the main perspectives and theories of consumer analysis and understand the most recent research trends (from traditional models based on rationality to today’s focus on sustainability);

- to acquire expert knowledge of the consumer which can be used to guide the formulation of marketing strategies and policies;

- develop teamwork, self-learning, critical textual and problem-solving skills.

The course introduces students to consumer behavior, taking both a micro approach, focused on the individual psychological processes underlying daily purchasing and consumption decisions, and a macro approach, which takes into account the role of the social context and the aspects of a symbolic nature linked to the consumption processes. In particular, the topics covered can be grouped into three thematic areas:

-   Theoretical models and approaches to the study of the consumer (explanatory theories of economic, psychological, sociological and semiotic matrix);

-   The consumer as an individual: nature and articulation of decision-making, conditioning factors and intervening variables. In particular, for each phase of the purchase and consumption process (motivations, perceptions, attitudes, mechanisms of choice and value evaluation) the most relevant areas of analysis in the marketing perspective are highlighted;

-   Social processes and influence on consumers: the relationship between consumption and identity; myths, customs, rituals and social influence

-   Changes in scenario, changes in values and lifestyles: effects on consumer behaviour and implications on marketing strategies.

No bridging courses.

Knowledge and understanding: The student, starting from a general and integrated knowledge of the basic concepts and methodologies of marketing management, must learn the psychological processes and various aspects of culture that affect the consumer’s attitude, its decision-making process and subsequent behaviour. It must also acquire the evolutionary processes taking place in society and in consumers and understand their implications for marketing strategies and policies. Knowledge and understanding will be encouraged both with lectures and examples and through moments of discussion and debate in the classroom.

Applied knowledge and understanding: The student must be able to critically evaluate the effectiveness and applicability of the different models proposed by the literature. It must be able to identify the most important variables, depending on the reference context, for the setting of value creation processes. It must be able to understand the opportunities that the current economic and social scenario offers for effective competitive strategies. It must be able to apply the concepts studied to specific consumption situations.  The development of the analytical capacity and the resulting skills will be facilitated by business case discussions, group work and in-depth seminars.

Autonomy of judgment: The student must be able to integrate knowledge about consumer behavior and manage the complexity of the different theoretical approaches involved in this field. These skills are extremely relevant to the decision-making process within organizations. It must also be able to discuss and evaluate controversial issues in consumer behaviour, including reflections on the social and ethical dimension of such issues. The skills in question will be developed through: lectures, testimonies, analysis and discussions of business cases, group work and seminars in depth, production of elaborates.

Communication skills: The student must acquire the ability to communicate their ideas, proposals, analysis and critical reasoning in the field of consumer behavior in the most effective and appropriate way possible, with appropriate language and following rigorous schemes.  The methods of teaching with which these results will be achieved will consist of: lectures, testimonies, analysis and discussions of company cases, presentation of group work in the classroom.

Learning abilities: The student must acquire the ability to understand specialized texts and articles in the field of consumer behavior. It will have to be able to understand why consumers adopt certain behaviours and evaluate the explanatory power of different theoretical models with respect to such behaviours. These skills will be developed through lectures and company testimonials, but especially through the analysis and discussion of business cases and the conduct of group work.

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Seminar lessons - held by scholars, entrepreneurs and managers - on various topics will integrate the teaching activities of the course.

Teaching

The teaching activities will involve an active role of students, who must analyze, evaluate and discuss concrete marketing and consumer behaviour issues, applying their knowledge and techniques acquired. Besides lectures, seminars with marketing experts, discussions in the classroom and any project works to be developed in groups are also provided.

Innovative teaching methods

Debate and discussionon current marketing and consumer behaviour issues, applied to concrete situations, and interactive problem-solving exercises.

Attendance

No mandatory attendance.

Course books

Slides and teaching material made available by the teacher in the blended platform.

Olivero N., Russo V. (2022). Psicologia dei consumi (III ed.). McGrawHill, Milano. Book chapters: 1-2-3-4-5-7-8-10-13

Assessment

The assessment is based on a written test, based on four open questions regarding the topics covered during the course. The student must answer these questions in a detailed and detailed way, demonstrating:

- to have acquired full mastery of the concepts covered during the course;
- to have learned the terminology of the specialized language of marketing;
- to be able to link in an integrated framework the various themes addressed in the course;
- to be able to apply the concepts and methodologies studied to practical cases.
Each of the criteria is evaluated with equal weight.  The overall evaluation will be carried out taking into account both the answer to each individual examination question and the structuring of the written word as a whole.  The test is passed only if the score obtained is equal to or greater than 18.

The time available is 1 hour and 30 minutes.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Course books

Slides and teaching material made available by the teacher in the blended platform.

Olivero N., Russo V. (2022). Consumer psychology (III ed.). McGrawHill, Milano. The following chapters: 1-2-3-4-5-7-8-10-13.

Assessment

La valutazione avviene sulla base di una prova scritta, basata su quattro domande aperte riguardanti i temi trattati durante il corso. Lo studente deve rispondere a queste domande in modo articolato e approfondito, dimostrando:

• di aver acquisito la piena padronanza dei concetti trattati durante il corso;
• di avere appreso la terminologia del linguaggio specialistico del marketing;
• di saper collegare in un quadro integrato i vari temi affrontati nel corso;
• di essere in grado di applicare i concetti e le metodologie studiate a casi pratici.

Ciascuno dei criteri è valutato con eguale peso. La valutazione complessiva verrà effettuata tenendo conto sia della risposta ad ogni singola domanda d’esame che della strutturazione dell'elaborato nel suo complesso. La prova è superata solo se il punteggio conseguito è pari o superiore a 18.

Il tempo a disposizione per rispondere alle domande è di 1 ora e 30 minuti.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.