Strategic Consumer Insights
Universidad Pompeu Fabra
Area of Study
Business, International Marketing, Marketing
Taught In English
Recommended U.S. Semester Credits3
Recommended U.S. Quarter Units4
Hours & Credits
The goal of this course is to use a variety of insights from the social psychology literature in order to
understand how consumers behave and, particularly, the reasons behind such behavior. With this
knowledge, students should be better equipped to answer important marketing questions such as how
to boost product awareness or how to increase purchase intentions. Strategic Consumer Insights is
divided in two blocks: In the first block, students will learn about perception, memory, motivation and
personality. These topics have important marketing applications in the contexts of product awareness,
product recall, and product attitude formation. In the second block, students will learn about decisionmaking
models and influence techniques. These topics have important marketing applications in the
contexts of product choice and brand loyalty.
Recommended prerequisite: Introduction to Marketing
Please note that there are no beginning level Spanish courses offered in this program.
Courses and course hours of instruction are subject to change.