| Competences |
| Type A | Code | Competences Specific |
| A7 | Scientifically analyze case studies of businesses and business problems and can draw up consultancy reports that respond to these problems. | |
| Type B | Code | Competences Transversal |
| B4 | Autonomy, responsibility and initiative | |
| B5 | Teamwork, collaboration and sharing of responsibility | |
| B6 | Clear and effective communication of information, ideas, problems and solutions in public or a specific technical field | |
| Type C | Code | Competences Nuclear |
| C4 | Be able to express themselves correctly both orally and in writing in one of the two official languages of the URV |
| Learning outcomes |
| Type A | Code | Learning outcomes |
| A7 |
Understand how consumers make purchasing decisions. Understand the theories on consumer behaviour and their implications for marketing strategies. | |
| Type B | Code | Learning outcomes |
| B4 |
Manage and organize their work and time as scheduled. Do the work planned in accordance with the quality criteria provided. Present results before the stipulated deadlines. Recognize the good and bad points of their approach to a particular task. Analyze their limitations and the chances they have of carrying out the task/job. | |
| B5 |
Identify the group’s objectives as their own. Help to define, organize and distribute the group’s tasks. Participate actively and share information, knowledge and experience. Finish the tasks assigned to them in the time allowed and with the resources available. Bear in mind the opinions of others and give constructive feedback. Accept and comply with the rules of the group. Help to draw up and apply the team’s work processes. Act constructively to deal with any conflicts in the team. Take an interest in the importance of the group’s activity. Encourage all members to take part in the management and smooth running of the team. | |
| B6 |
Control their nerves sufficiently to be able to express themselves in public. Structure their presentations and comply with any requirements should there be any. Use other media to support the message of their presentations. Reply to the questions that they are asked. Understand that non-verbal language is appropriate to verbal discourse. Make interesting and persuasive presentations. Analyze, appraise and respond to the questions they are asked during an oral presentation. Prepare their presentations and use a variety of presentation strategies (audiovisual support, eye contact, voice, gesture, time, etc.). | |
| Type C | Code | Learning outcomes |
| C4 |
Produce well structured, clear and effective oral texts. Produce oral texts that are appropriate to the communicative situation. Produce well-structured, clear and rich written texts Produce written texts that are appropriate to the communicative situation |
| Contents |
| Topic | Sub-topic |
| TOPIC 1. Introduction to consumer behavior | 1.1. Introduction 1.2. What is consumer behavior? 1.3. The study of consumer behavior 1.4. Marketing research 1.5. Who is the consumer? 1.6. What buy the consumers? 1.7. The meaning of the consumption 1.8. Factors influencing consumer behavior 1.9. The digital consumer 1.10. The global consumer 1.11. The ethic consumer 1.12. The darkside of consumer behavior |
| TOPIC 2. The perception | 2.1. Introduction 2.2. Perception process 2.3. Stage 1: Exposure 2.4. Stage 2: Attention 2.5. Stage 3: Interpretation |
| TOPIC 3: The learning and the memory | PART 1: THE LEARNING 3.1. Introducction 3.2. Conductual theories of learning 3.3. Cognitive theories of learning 3.4. How we learn at being consumers? PART 2: THE MEMORY 3.5. tThe memory |
| TOPIC 4: The motivation, the Values and the Attitudes | 4.1. Introduction 4.2. The motivation process 4.3. Affection 4.4. Consumers' involvement 4.5. The values 4.6. The attitudes |
| TOPIC 5: THE PERSONALITY | 5.1. The personality 5.2. Brand personality 5.3. Lifestyles 5.4. The "me" 5.5. Gender identity 5.6. The body |
| TOPIC 6: The influence of groups | 6.1. Grups 6.2. Word-of-mouth communication 6.3. Opinion leadership 6.4. The revolution of social media 6.5. Organizational decisions process |
| TOPIC 7: Cultures and Subcultures | 7.1. Income and social class 7.2. Ethnic, racial and religious subcultures 7.3. Familiar unit and subcultures by age 7.4. Cultural influences on the consumer behavior |
| TOPIC 8: The purchase decision process | 8.1. Introduction 8.2. Types of consumers' decisions 8.3. The purchase decision process 8.4. Situational effects of consumer behavior 8.5. The sopping experience |
| TOPIC 9: Consumer behavior applications | 9.1. The ethic consumer 9.2. Consumer in waiting situations |
| Planning |
| Methodologies :: Tests | ||||||||||
| Competences | (*) Class hours |
Hours outside the classroom |
(**) Total hours | |||||||
| Introductory activities |
|
1 | 0 | 1 | ||||||
| Lecture |
|
41 | 82 | 123 | ||||||
| Presentations / oral communications |
|
8 | 16 | 24 | ||||||
| Personal attention |
|
1 | 0 | 1 | ||||||
| Multiple-choice objective tests |
|
1 | 0 | 1 | ||||||
| (*) On e-learning, hours of virtual attendance of the teacher. (**) The information in the planning table is for guidance only and does not take into account the heterogeneity of the students. | ||||||||||
| Methodologies |
| Description | |
| Introductory activities | The subject will be presented |
| Lecture | Explanation of the theoretical concepts of the subject. Guidelines will also be given for carrying out continuous assessment work. |
| Presentations / oral communications | Oral presentation of the work (previous written presentation). |
| Personal attention | Use of student attention hours to resolve specific issues and doubts |
| Personalized attention |
| Description |
|
In the teacher's office during the established hours or before or after class. |
| Assessment |
| Methodologies | Competences | Description | Weight | ||||
| Presentations / oral communications |
|
Completion and presentation of two group assignments, each of which has a weight of 25% on the final grade of the subject. | 50% | ||||
| Multiple-choice objective tests |
|
Final exam | 50% | ||||
| Others |
| Other comments and second exam session | |||
|
First call (convocatoria) In order to apply the formula of 50% continuous assessment work (2 group works) + 50% final multiple choice objective test exam, you must get a minimum of 4 out of 10 in the final multiple choice objective test exam. Second call (convocatoria) In the second call, the final grade will be the highest grade resulting from the following two calculations:
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| Sources of information |
| Basic |
Solomon, Michael, Comportamiento del Consumidor, Pearson Educación, 2013
Solomon Michael, Comportamiento del Consumidor, Pearson Educación, 2017 |
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| Complementary |
Schiffman, L.G. , Comportamiento del Consumidor, Pearson Educación, 2005
Blackwell, R.D.; Miniard, P.W. and Engel, J.F, Comportamiento del Consumidor, Thomson, 2002 |
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| Recommendations |
| Subjects that it is recommended to have taken before | ||||
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(*)The teaching guide is the document in which the URV publishes the information about all its courses. It is a public document and cannot be modified. Only in exceptional cases can it be revised by the competent agent or duly revised so that it is in line with current legislation.