Strategic Consumer Insights

Universidad Pompeu Fabra

Course Description

  • Course Name

    Strategic Consumer Insights

  • Host University

    Universidad Pompeu Fabra

  • Location

    Barcelona, Spain

  • Area of Study

    Business, International Marketing, Marketing

  • Language Level

    Taught In English

    Hours & Credits

  • ECTS Credits

    6
  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    4
  • Overview

    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

Course Disclaimer

Please note that there are no beginning level Spanish courses offered in this program.

Courses and course hours of instruction are subject to change.