Checking date: 15/04/2024

Course: 2024/2025

Bachelor in Management and Technology (Plan: 486 - Estudio: 351)

Coordinating teacher: LEE , HYUN JUNG

Department assigned to the subject: Business Administration Department

Type: Electives
ECTS Credits: 6.0 ECTS


Knowledge . Learn concepts related to market behaviors that are used in business management in digital context. . Know and identify the internal & external needs and motivations of individual purchases of products and services. . Understand the usefulness of internal psychological and external variables in the different commercial firms Skills . Develop the ability to work independently and cooperatively, with special emphasis on analysis and practical application of the behavioral variables studied. . Ability to develop diagnoses and recommendations of the commercial activities of firms in digital context. Attitudes . Acting with a responsible and ethical behavior to the actions of firms in digital context. . Act with creativity and positive motivation to the actions of firms to remain competitive in their markets.
Skills and learning outcomes
Description of contents: programme
1. Introduction to digital consumer behavior 2. Communication and Perception 3. Motivation & The Self 4. Learning & Attitude formation 5. Influence 6. Culture and cross-cultural aspects of the digital world 7. Decision making process 8. Consumer in Social Media Marketing 9. Platforms and Content in Social Media Marketing, electronic Word of Mouth (eWOM) 10. Consumer Behavior research in Digital era
Learning activities and methodology
AF1. THEORETICAL-PRACTICAL CLASSES. In these classes the knowledge to be acquired by the students will be presented. They will receive the class notes and will have basic reference texts to facilitate the follow-up of the classes and the development of the subsequent work. Exercises and practical problems will be solved by the students and workshops and evaluation tests will be carried out in order to acquire the necessary skills. AF2. TUTORIALS. Individualized assistance (individual tutorials) or in group (collective tutorials) to the students by the professor. AF3. INDIVIDUAL OR GROUP WORK OF THE STUDENT. MD1. THEORY CLASS. Class lectures by the professor with computer and audiovisual media support, in which the main concepts of the subject are developed and the materials and bibliography are provided to complement the students' learning. MD2. PRACTICES. Resolution of practical cases, problems, etc. posed by the teacher individually or in groups. MD3. TUTORIALS. Individualized assistance (individual tutorials) or group (group tutorials) to students by the professor. For subjects of 6 credits, 4 hours will be dedicated with 100% attendance.
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
Calendar of Continuous assessment
Extraordinary call: regulations
Basic Bibliography
  • Cesar Amador Díaz Pelayo, Edgardo Flavio López Martínez, Roberto González Monroy, Claudia Leticia Preciado Ortiz. Mercadotecnia digital y publicidad on line. Editorial Universitaria | Libros UDG. 2014
  • Dr. VVLN Sastry. Consumer Behavior in Digital Age. Idea Publishing. 2019

The course syllabus may change due academic events or other reasons.

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