Checking date: 22/03/2023

Course: 2023/2024

Consumer Behaviour
Master in Marketing (Plan: 279 - Estudio: 269)

Coordinating teacher: DUQUE ZULUAGA, LOLA CRISTINA

Department assigned to the subject: Business Administration Department

Type: Compulsory
ECTS Credits: 3.0 ECTS


Requirements (Subjects that are assumed to be known)
Not required.
COMPETENCES 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 OUTCOMES The student distinguishes between all the concepts related to market behavior that are used in marketing management (strategic and operational marketing). The student identifies individual needs and motivations for purchasing various products and services. The student analyzes the purchasing processes and identifies strategies for their application in a business environment. The student applies the knowledge about the internal and external psychological variables of the consumer in the different commercial actions of the firms.
Skills and learning outcomes
Description of contents: programme
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.
Learning activities and methodology
TRAINING ACTIVITIES OF THE SUBJECT AF3 Theoretical practical classes AF6 Group work AF7 Individual student work Activity code / No. of total hours / No. of face-to-face hours /% face-to-face AF3 126 126 100 AF6 174 0 0 AF7 150 0 0 TOTAL SUBJECT 450 126 TEACHING METHODOLOGIES MD1 Lectures in the teacher's class supported by computer and audiovisual media, in which the main concepts of the subject are developed and the bibliography is provided to complement the students' learning. MD2 Critical reading of texts recommended by the professor of the subject: Sentences and resolutions, press articles, reports, manuals and / or academic articles, either for later discussion in class, or to expand and consolidate the knowledge of the subject. MD3 Resolution of practical cases, problems, etc.¿ raised by the teacher individually or in groups MD4 Presentation and discussion in class, under the moderation of the teacher, of topics related to the content of the subject, as well as practical cases MD5 Preparation of works and reports individually or in groups
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
Calendar of Continuous assessment
Basic Bibliography
  • Leon Schiffman, Leslie Kanuk. Consumer Behavior, . Pearson. 2010

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