Checking date: 09/03/2024

Course: 2024/2025

Consumer Behaviour
Bachelor in Business Administration (Plan: 395 - Estudio: 204)

Coordinating teacher: RIVERA CAMINO, JAIME EDUARDO

Department assigned to the subject: Business Administration Department

Type: Electives
ECTS Credits: 6.0 ECTS


Knowledge ¿ Learn all the concepts related to market behaviors that are used in business management (strategic and operational marketing). ¿ Know and identify the needs and motivations of individual purchases of products and services ¿ Analyze institutional purchasing processes and identify its application in commercial negotiation strategies. ¿ Understand the usefulness of internal psychological and external variables in the different commercial firms Skills ¿ Will 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. Attitudes ¿ Acting with a responsible and ethical behavior to the actions of firms. ¿ 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
PROGRAM: The program is divided into six parts: 1. The nature of consumer behavior 2. External influences consumer 3. Analysis of the internal structures of the consumer 4. Models of consumer behavior 5. -Legislative and institutional framework for the defense of consumer rights in Spain 6. Application of consumer behavior to marketing strategies.
Learning activities and methodology
The skills of knowledge and attitudes will be acquired by students through lectures, individual decision by the small cases that will be developed in class. Also, videos will be used to illustrate the practical application of theory and the resolution of cases that require teamwork. The skills will be worked through individual and group work by students. The course will have the following development: Students receive three types of teaching materials for the course: 1) Material of the theory used by the teacher in the master class, 2) Cases to be performed and 3) Information of the videos to view and discuss. The small cases and cases that require group work are linked to all parties that comprise the agenda as described in the detailed program. Homework should be handed to the teacher by e-mail before the date set for correction in the schedule. From 6 ECTS credits, three credits correspond to class time, two credits of group work for solving tasks, and one credit to personal work to resolve small cases. The aim of the lectures is that students learn the theory needed to interpret the consumer behavior. The understanding and practical application of the concepts are reinforced by cases.
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60

Calendar of Continuous assessment

Extraordinary call: regulations
Basic Bibliography
  • Isabelle Szmigin, Maria Piacentini. Consumer Behaviour. Oxford University Press. 2018
Additional Bibliography
  • Frank Kardes, Maria Cronley, Thomas Cline. Consumer Behavior. Cengage Learning. 2012

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