Educational guide
IDENTIFYING DATA 2018_19
Subject CONSUMER BEHAVIOUR Code 00512034
Study programme
GRADO EN COMERCIO INTERNACIONAL
Descriptors Credit. Type Year Period
6 Optional First
Language
Ingles
Prerequisites
Department DIREC.Y ECONOMIA DE LA EMPRESA
Coordinador
RODRÍGUEZ SANTOS , MARÍA CARMEN
E-mail mcrodsa@unileon.es
Lecturers
RODRÍGUEZ SANTOS , MARÍA CARMEN
Web http://
General description In this course the consumer as decision maker is analysed. A deep view is provided on the internal variables and external variables influencing such process.
Tribunales de Revisión
Tribunal titular
Cargo Departamento Profesor
Presidente DIREC.Y ECONOMIA DE LA EMPRESA PLACER GALAN , JOSE LUIS
Secretario DIREC.Y ECONOMIA DE LA EMPRESA CERVANTES BLANCO , MIGUEL FRANCISCO
Vocal DIREC.Y ECONOMIA DE LA EMPRESA GUTIERREZ RODRIGUEZ , PABLO
Tribunal suplente
Cargo Departamento Profesor
Presidente DIREC.Y ECONOMIA DE LA EMPRESA VAZQUEZ BURGUETE , JOSE LUIS
Secretario DIREC.Y ECONOMIA DE LA EMPRESA GONZALEZ FERNANDEZ , ANA MARIA
Vocal DIREC.Y ECONOMIA DE LA EMPRESA MUÑIZ MARTINEZ , NORBERTO

Competencias
Code  
A6656
A6667
A6675
A6685
A6690
B787
B788
B791
B796
B797
B798
B799
C4
C5

Learning aims
Competences
To understand the consumer decision process A6656
A6685
B787
B788
B791
B796
B797
B798
B799
C4
C5
To identify and analyse the internal and external variables influencing consumer behaviour A6667
A6675
B787
B788
B791
B796
B797
B798
B799
C4
C5
Being able to describe consumer behaviour and the appropriate marketing estrategies A6656
A6690
B787
B788
B791
B796
B797
B798
B799
C4
C5

Contents
Topic Sub-topic
I. INTRODUCTION TO CONSUMER BEHAVIOUR Chapter 1- Consumer Behaviour:Challenges and Research

1.1. Introduction to Consumer Behaviour
1.2. Consumer Research
1.3. Market Segmentation Process

Chapter 2- Consumer Decision-Making
II. INTERNAL VARIABLES Chapter 3- Perception of the Consumer

3.1. Concept and Characteristics
3.2. Process of Perception
3.3. Marketing & Perception

Chapter 4- Attitude of the Consumer

4.1. Concept and Characteristics
4.2. Attitude Formation
4.3. Strategies of Attitude Change

Chapter 5- Learning and Memory of the Consumer

5.1. Behavioural Learing Theories
5.2. Marketing Applications of Learning Principles
5.3. Memory & Learning


Chapter 6- Consumer motivation and values

6.1. The motivation process
6.2. Types of needs
6.3. The selection of goals
6.4. Classifying human needs
6.5. Consumer involvement
6.6. Values

Chapter 7- Personality of the consumer

7.1. The nature of personality
7.2. Theories of personality
7.3. Understanding consumer diversity
7.4. Brand personality
7.5. Self and self image
III. EXTERNAL VARIABLES Chapter 8- Social Class and Lifestyles

8.1. Social Class
8.2. Social Class Measurement
8.3. Social Class Mobility
8.4. How Social Class Affects Purchase Decisions
8.5. Lifestyles

Chapter 9- Group Influence, Opinion leadership and Social Media

9.1. Group influence
9.2. Reference Groups
9.3. Conformity
9.4. Opinion Leader in Consumer Decisions
9.5. Word-of-mouth Communication
9.6. Social Media

Chapter 10- Culture and Subcultures

10.1. What is Culture?
10.2. A Theorical Model of Culture´s Influence on Behavior
10.3. Culture Is Learned
10.4. Culture is Dynamic
10.5. The Measurement of Culture
10.6. The Fashion System
10.7. Subcultures, Microcultues and Consumer Identity


Planning
Methodologies  ::  Tests
  Class hours Hours outside the classroom Total hours
Assignments 20 30 50
 
Presentations / expositions 10 10 20
Personal tuition 10 0 10
Problem solving, classroom exercises 10 0 10
 
Lecture 17 17 34
 
Extended-answer tests 15 0 15
11 0 11
 
(*)The information in the planning table is for guidance only and does not take into account the heterogeneity of the students.

Methodologies
Methodologies   ::  
  Description
Assignments In the course specific actual cases will be delivered to help the understanding of the subject.
Presentations / expositions The students should present the different practices developed along the course.
Personal tuition During the tutorials the students will work with the help of the professor on the practical cases delivered for each chapter.
Problem solving, classroom exercises In each chapter several questions will be raised to check the comprenhension of the topics.
Lecture The professor will teach the topic, providing examples for a better understanding.

Personalized attention
 
Personal tuition
Description
During the tutorials the students will work with the help of the professor on the practical cases delivered for each chapter.

Assessment
  Description Qualification
Extended-answer tests Two exams will be developed along the course 60%
Continuos evaluation based on practical cases related to each chapter 40%
 
Other comments and second call
The students will be evaluated through an exam (theoretical part) (60%) and through different practical approaches (40%) along the course. To add the two marks, both evaluations should be passed. The student can retake in the second call the failed part.

Sources of information
Access to Recommended Bibliography in the Catalog ULE

Basic Schiffman, Leon C., Kanuk, Leslie Lazar, Hansen, Harvard, Consumer Behaviour. A European Outlook, Pearson Education, Second Edition, 2012
Solomon, Michael R., Bamossy, Gary J., Askegaard, Soren T., Hogg, Margaret K., Consumer Behaviour. A European Perspective, Pearson Education, Fifth Edition, 2013
Solomon, Michael R., Consumer Behaviour. Buying, Having and Being, Pearson Education, Tenth Edition, 2012

Complementary Peter, J. Paul, Olson, Jerry C., Grunert, Klaus G., Consumer Behaviour and Marketing Strategy, McGraw-Hill, 1999
Hwkins, Del I., Mothersbaugh, David L., Consumer Behaviour. Builidng Marketing Strategies, McGraw-Hill, 2013


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