Consumer Behavior

Consumer Behaviour
Bachelor in Business Administration
Departamento de Economía de la Empresa
Electives
ECTS Credits : 6.0

COMPETENCES AND SKILLS THAT WILL BE ACQUIRED AND LEARNING RESULTS.
Knowledge
- Learn all the concepts related to market behaviors that are used in business management (strategic and operational marketing).
- Know and identify the needs and motivations of individual purchases of products and services
- Analyze institutional purchasing processes and identify its application in commercial negotiation strategies.
- Understand the usefulness of internal psychological and external variables in the different commercial firms

Skills
- Will develop the ability to work independently and cooperatively, with special emphasis on
analysis and practical application of the behavioral variables studied.
- Ability to develop diagnoses and recommendations of the commercial activities of firms.

Attitudes
- Acting with a responsible and ethical behavior to the actions of firms.
- Act with creativity and positive motivation to the actions of firms to remain competitive in their markets.

DESCRIPTION OF CONTENTS: PROGRAMME

PROGRAM:
The program is divided into six parts:
1. The nature of consumer behavior
2. External influences consumer
3. Analysis of the internal structures of the consumer
4. Models of consumer behavior
5. -Legislative and institutional framework for the defense of consumer rights in Spain
6. Application of consumer behavior to marketing strategies.

LEARNING ACTIVITIES AND METHODOLOGY
The skills of knowledge and attitudes will be acquired by students through lectures, individual decision by the small cases that will be developed in class. Also, videos will be used to illustrate the practical application of theory and the resolution of cases that require teamwork. The skills will be worked through individual and group work by students.

The course will have the following development:

Students receive three types of teaching materials for the course:

1) Material of the theory used by the teacher in the master class,
2) Cases to be performed and
3) Information of the videos to view and discuss. The small cases and cases that require group work are linked to all parties that comprise the agenda as described in the detailed program. Homework should be handed to the teacher by e-mail before the date set for correction in the schedule. From 6 ECTS credits, three credits correspond to class time, two credits of group work for solving tasks, and one
credit to personal work to resolve small cases. The aim of the lectures is that students learn the theory needed to interpret the consumer behavior. The understanding and practical application of the concepts are reinforced by cases.

ASSESSMENT SYSTEM
The evaluation system is divided into two types: continuous and final. Continuous assessment is based on the outcome of cases in class and written delivery of the cases group (40% of grade). The final evaluation consists of a final exam (which will involve 50% of the grade) and written presentation of a project (10% of grade). Both evaluation systems will aim to verify the extent to which knowledge and skills to adapt to new situations have been acquired by the student. Since business management functions involve, in addition to individual skills and knowledge, coordination with other areas, the ability to work both independently and in groups is essential. Hence, the students always are valued on an individual and their contribution to the outcome of the group.