Consumer Behavior

Docente: Andreina Mandelli
Assistente: Ana Javornik

Course type: Master +2
Value in ECTS: 6
Bibliographic references available on the University Library website

Academic year 2012/2013 - Spring semester

Prerequisite
Strategic Marketing

Elective course Master in Corporate Communication

Course description
This course provides a broad survey of the topic of consumer behavior. We will try to not only understand why and how individuals buy what they buy, but also what consumption means in their lives, their societal relationships and their culture. Special attention will be paid to the changes in the consumption patterns and philosophy made possible by the recent innovations in communication technologies and the interactive revolution in marketing. These objectives will be met through text readings, lectures, group assignments and class discussions.

Structure of the course:
1. Consumers in the marketplace;
2. Consumers as individuals;
3. Consumers as decision makers;
4. Consumers and subcultures;
5. Consumers and culture;
6. Consumer behavior in the age of network communication

Textbook

M. Solomon, G. Bamossy, S. Askegaard, M.K. Hogg, Consumer behaviour. A European Perspective, 3rd Edition, Pearson Prentice Hall, 2006.
Other material will be provided by the teacher.