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.