Teaching Methodologies
A metodologia a seguir assentará na leccionação de aulas teório-práticas. Participação e assiduidade – 25% (será passada uma folha de presenças em todas as aulas e serão tidos em conta, para além da participação, todos os trabalhos práticos efectuados no decorrer dos períodos lectivos).
Learning Results
Understand and interpret the sociological and psychological trends associated with consumption; Know and
explain all elements (internal and external) that motivate the consumer, distinguishing how these elements
operating in the market, acquire basic skills in the area of consumption behaviour. Relate knowledge of the
area of consumer behaviour (theories and principles) about the prospects of market-oriented management
Program
I. THE STUDY OF CONSUMER BEHAVIOUR
1. The scientific principle
2. Theories of consumer behaviour
II. FACTORS THAT INFLUENCE PURCHASE
1. Internal constraints that explain the consumer behaviour
2. External constraints that explain the consumer behaviour
III. THE PROCESS OF DECISION TO PURCHASE
IV. THE CONSUMER BEHAVIOR IN SERVICES
Internship(s)
NAO
Bibliography
Coney Hawkins (2009). Consumer behavior: Building marketing strategy. McGraw- Hill.
Dubois, Bernard; & Celma, Alex Rovira (2007). Comportamiento del consumidor:
Comprendiendo al consumidor. S/L: Prentice Hall International Editions.
Hawkins, Del I.; & Best, Roger J.; & Coney, Kenneth A. (2007). Comportamiento
del consumidor: Repercussiones en la estrategia de marketing. E.U.A.: Addison-
Wesley Iberoamericana.
Schiffman, L.; & Kanuk L. (2007). Consumer behavior: International edition. S/L:
Prentice Hall International Editions.
Solomon, M. Bamossy G., Askegaard, S. (2009). Consumer behavior: A european
perspective. S/L: Prentice Hall International Editions.
Solomon, M. (2009). Consumer behavior. S/L: Prentice Hall International Editions