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Università degli Studi di Parma Università degli Studi di Parma
University of Parma
Course catalogue
Università degli Studi di Parma
course catalogue

NEUROSHOPPING & MARKETING CHANNEL
cod. 1004533

Academic year 2011/12
1° year of course - First semester
Professor
Academic discipline
Economia e gestione delle imprese (SECS-P/08)
Field
Aziendale
Type of training activity
Characterising
48 hours
of face-to-face activities
6 credits
hub: PARMA
course unit
in - - -
lectures timetable unavailable
exam calls
Print

Learning objectives

The comprehension of buying behavior’s components in the areas of shopping and specialty goods, learning to integrate the cognitive, emotional and relational components.

Prerequisites

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Course unit content

Channel marketing in specialized distribution of: automobiles, fuel, medicines, glasses, perfumes and cosmetics, household goods, publishing, clothing.

How and why we buy (consciously, emotionally, with emotional awareness). The OTC case. Segmentation ex ante and neuropricing.

Full programme

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Bibliography

G. Lugli, Neuroshopping, Apogeo 2011 -
G. Lugli, Marketing Channel, UTET 2007

Teaching methods

Frontal Lessons

Assessment methods and criteria

Oral examination

Other information

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