Not required.

Skills to be acquired General skills *CG1: Solid theoretical knowledge of Marketing and Market Research. *CG13: Tolerance and respect for diversity (gender, ethnic groups, culture). Specific skills: *CE2: To comprehend the basic principles that guide consumer behavior, and its relationship with psychology, sociology and economics. Learning objectives ¿ To understand the drivers of costumers decisions, their rules and biases. ¿ To incorporate consumer insights in marketing strategic and operational planning.

The nature of consumer behavior. Cognitive Psychology. External and internal factor that influences on consumer behavior. Needs and motivations of consumers. Models of consumer behavior, and purchase decision process Introduction to behavioral economics. Applications of consumer behavior analysis to marketing planning.

Classes may involve lectures, small group exercises, case analyses and discussions. The lectures will serve to establish the conceptual foundations. Practical classes are designed so that students can develop skills and abilities required properly established. Student contributions are an important part of the course. Students are expected to read assigned materials for each class; attend class, participate and contribute to discussions.