Consumer Behavior and Marketing Research

Não aplicável

1. Verbal Methodologies (telling), using the pedagogical resources of Lecture, Explanation, Dialogue, and Questioning.
2. Intuitive Methodologies (showing), using the pedagogical resources of Demonstration, Audiovisual Materials, and Written Texts.
3. Active Methodologies (doing), using the pedagogical resources of Group and Individual Work, Case Studies, and Simulation.

a) Identify the factors influencing consumer behavior
b) Understand consumer decision-making processes
c) Understand the concepts of group, culture, and subculture as influences on consumer decision-making
d) Recognize problems in the field of consumer behavior
e) Apply techniques for exploring, collecting, organizing, and presenting research information

1. Consumer Behavior
1.1. Engagement, Perception, Memory, and Cognitive Learning
1.2. Consumer Motivation
1.3. Personality and psychographic factos
1.4. Process of Attitude And Behavior
1.5. Consumer Decision Processes
1.6. Situational Influences
1.7. Groups, Culture and Subcultures
2. Marketing Research
2.1. Marketing Research problems Identification
2.2. Qualitative Studies vs Quantitative Studies
2.3. Processes for data collection
2.4. Presentation of Search Results

Evaluation by frequency

1.st individual written test - 30.0%
2.st individual written test - 30.0%
Group work - 40.0%

Note: attendance of at least 75% of the total hours of the Curricular Unit is mandatory so that the student can be evaluated.

Evaluation by exam:
Exam- 100.0%

NAO