Summary of Consumer Psychology | e-Learning

Course Syllabus

Italiano ‎(it)‎
English ‎(en)‎

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Modalità di verifica dell'apprendimento

Sustainable Development Goals

SALUTE E BENESSERE | PARITÁ DI GENERE | CONSUMO E PRODUZIONE RESPONSABILI

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Learning area

Fundamentals and research methods in social and economic psychology

Learning objectives

Knowledge and understanding
Models and Theories of decision making
Models and Theories of attitudes and persuasion
Contexts and Trends of consumption
Prediction of consumer behaviour

Applying knowledge and understanding
Application of consumer psychology to marketing
Research Methods
Marketing cases

The course provides a complete overview of the main topics of Consumer Psychology and integrates theoretical contributions with case histories from main brands and companies.

The first one is about theoretical and scientific models for the understanding of the consumer as an individual, and focuses on decision making, perception, and learning.
The second part is concerned with motivation, attitudes, identity construction in relation with products consumption and brands, the role of the socio-cultural context, the social group and advertising.
The third part explores fields of application such as ‘information communication technologies for consumer research and strategy, food consumption, marketing of experience, social media strategy and analytics, UX and CX research.

Prerequisites

No one in particular

Teaching methods

The course is blended learning: 14 hours are carried out in traditional and frontal teaching methods while the remaining are managed remotely through independent study activities by the student and group work conducted by the course tutor.
Company testimonials and participation in events will be offered as optional and additional activities.

Assessment methods

Exam is a written text with open and closed questions.
Mandatory study material is the book indicated in the reading list and the power points slides uploaded on the platform

Students will be assessed on their learning of the main theories illustrated during the lessons and on their understanding of the key constructs presented in class and described in the textbook.
The evaluation will also take into account the understanding of the research methods and concrete application to the different marketing cases discussed and illustrated during the lessons.