Educational guide

IDENTIFYING DATA

2020_21

Subject

CONSUMER BEHAVIOUR

Code

00512034

Study programme

0512 - GRADO EN COMERCIO INTERNACIONAL

Descriptors

Credit.

Type

Year

Period

Optional

First

Language

Ingles

Prerequisites

Department

DIREC.Y ECONOMIA DE LA EMPRESA

Coordinador

ABRIL PEREZ, DAVID

E-mail

dabrp@unileon.es
ergoc@unileon.es

Lecturers

ABRIL PEREZ, DAVID

GONZALEZ CASTANON , ERNESTO

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. Consumer Decision-Making Chapter 2- Segmenting Consumers 2.1. Segments of Consumer 2.2. Segmentation Process
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.

ADDENDUM

Contingency plan due to COVID-19 emergency conditions that prevents from presence based teaching

COVID-19 Teaching Guide Addendum Access Link

Sources of information

Access to Recommended Bibliography in the Catalog ULE

Basic	Solomon, Michael R., Consumer Behavior, Pearson Education, 2020 Mothersbaugh, D. L. & Hawkins, D. I. , Consumer Behavior. Building Marketing Strategy, McGrawHill Education, 2019 Schiffman, L. G. & Wisenblit, J. , Consumer Behaviour, Pearson Education, 2019 Solomon, M. R., Bamossy, G. J., Askegaard, S. T. & Hogg, M. K. , Consumer Behaviour. A European Perspective, Pearson Education, 2016

Complementary	Peter, J. Paul, Olson, Jerry C., Consumer Behaviour and Marketing Strategy, McGraw-Hill, 2010 Mothersbaugh, David L., Hawkins, Delbert, Consumer Behaviour. Building Marketing Strategies, McGraw-Hill, 2015

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