Learning objectives
a. Knowledge and understanding
The purpose of the course is to transfer the knowledge necessary to understand the consumer behaviour in support of company decisions
making, and to identify optimal type of marketing research tecnique with respect to the cognitive needs.
In particular, the students will develop advanced knowledge of:
• theoretical evolution of consumer research;
• needs, motivation and involvement;
• attitudes and behavioural theories;
• perception and learning;
• memory systems;
• emotions;
• the development of neuromarketing;
• neuromarketing techniques.
These results, in terms of knowledge and understanding, will be achieved through the combined use of lectures and seminars held by
experts and class works.
b. Applying knowledge and understanding
The students will be able to understand the consumer behaviour and to identify the research techniques most appropriate for the analysis.
The ability to apply the knowledge gained will be done through critical reflection on the themes proposed for self-study and the discussion of specific
case studies.
c. Making judgements
At the end of the course, the students will be able to apply the acquired analytical tools to analyze the consumer behaviour. The ability of making
judgments will be stimulated promoting the ability to develop an individual process of reflection and management of a research project.
d. Communication skills
During the course the students will be encouraged to acquire adequate communication skills. They will be asked to transfer in a clear and
effective way information and concepts related to specific issues of marketing research.
e. Learning skills
At the end of the course the students will have gained the ability to expand, update and deepen the knowledge acquired from lessons and
course textbooks. The presentation of case studies and guided discussion of hot topics will aim to stimulate intellectual curiosity, willingness to
update and to strength the acquired application skills.
Prerequisites
Course unit content
The course aims to provide students the conceptual tools to understand the consumer behaviour and illustrate the research techniques available to support the business decisions making.
The course is divided into three main sections. The first section focuses on the factors that influence consumer behaviour and the decision-making
process. The second part is devoted to understanding the role of emotions in influencing the consumer behaviour. The third section focuses on neuromarketing discipline, with particular focus on research techniques employed in marketing.
Full programme
Bibliography
Luceri B. e Zerbini C. (2019) Teste tempestose. Capire il consumatore: dal comportamentismo al neuromarketing. Giappichelli.
Slides used in class during lessons and uploaded weekly on the Elly platform.
Teaching methods
The Course will combine different teaching tools:
- Acquisition of knowledge: lectures and testimonials by experts in the subject.
- Acquisition of the ability to apply the analysis methodologies and of the autonomy of judgment: analysis and discussion of case studies.
- Acquisition of learning skills: Lessons will favor students' participation and critical evaluation of the main topics discussed.
Assessment methods and criteria
To test the knowledge and understanding skills, the ability to apply knowledge, the autonomy of judgment and the ability to learn, the ability to communicate with an appropriate technical language, a write exam with two questions will be carried out. Scores will range from 0 to 7.5 for each answer (the score will be added to the one obtained in the CBA module of Prof.ssa Luceri).
The written exam will allow to ascertain both the understanding of the subject from a theoretical point of view, and the ability to reason and apply the theory to practical and real cases.
The overall grade of the exam (given by the sum of the scores obtained in the two modules it consists of) will be published on the ESSE3 portal. The results of the individual modules will be published on the Elly portal.
Other information
2030 agenda goals for sustainable development
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