Learning objectives
At the end of the course, the student possesses the knowledge and methodologies useful for a correct understanding of the theoretical and empirical dimensions of consumer behavior, the concepts and activities of operational marketing, as well as the fundamental theories and applications of marketing management. In particular, the student is able to
- analyze the mechanisms underlying the formation of the purchase decision
- design and implement a marketing research aimed at exploring the expected consumption behavior
- support marketing management in the interpretation and implementation of marketing research results
- support effective development of customer base segmentation and brand positioning strategies
- analyze and redesign the marketing mix of an industrial company
- use techniques to understand the effectiveness of marketing levers and the coherence between operational marketing and corporate strategy
Prerequisites
none
Course unit content
Studying consumer behavior is important because it helps marketers understand what influences consumers’ buying decisions.
By understanding how consumers decide on a product, they can fill in the gap in the market and identify the products that are needed and the products that are obsolete.
Studying consumer behavior also helps marketers decide how to present their products in a way that generates a maximum impact on consumers.
A consumer behavior analysis should reveal:
- what consumers think and how they feel about various alternatives (brands, products, etc.);
- what influences consumers to choose between various options;
- how consumers’ environment (friends, family, media, etc.) influences their behavior.
Full programme
The course "Consumer Behavior, Branding and Advertising" aims to introduce students to the use of tools and methodologies useful for understanding and analyzing consumer behavior. Studying consumer behavior is important because it helps marketers understand what influences consumer purchase decisions and decide how to present the product in a way that generates maximum impact on consumers.
A consumer behavior analysis should reveal:
- what consumers think and how they feel about various alternatives (brands, products, etc.);
- what influences consumers to choose among the various options;
- how consumers' environment (friends, family, media, etc.) influences their behavior.
Topics covered in the course are as follows:
- The traditional concept of marketing: strategic and operational marketing, the evolution of the marketing concept.
- Analyzing the marketing environment of the enterprise.
- Consumer buying behavior: factors influencing end-consumer behavior, consumer decision patterns, types of behavior, predicting and explaining behavior.
- Consumer loyalty and satisfaction
- Market analysis: segmentation choices, target market, brand positioning
- Branding: knowledge associated with the brand, brand value, brand extension
- Advertising: consumer response to advertising
- Market research
Bibliography
1) R. East, M. Wright, M. Vanuele, Comportamento del consumatore, Apogeo, 2009, chapters 1, 2, 3, 6, 8, 11, 12
2) R. Wiener, R. Dhar, F. Mosca, Marketing management, 2 ed., Apogeo, Milano, 2013, chapters 1, 2, 4, 7, 9, 10, 12
Teaching methods
Lectures, laboratory exercises, implementation of project works by groups of students.
Assessment methods and criteria
Written test + project work presentation.
Other information
Tools to support teaching
Video projector, PC, laboratories
