cod. 1006739

Academic year 2022/23
2° year of course - First semester
Cristina ZERBINI
Academic discipline
Economia e gestione delle imprese (SECS-P/08)
Type of training activity
35 hours
of face-to-face activities
5 credits
hub: PARMA
course unit

Integrated course unit module: CONSUMER BEHAVIOUR ANALYSIS

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 monographic lectures, seminars held by
business operators and team works.
b. Applying knowledge and understanding
The students will be able to understand the behaviour of the consumer
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, the study of specific
case studies and team works.
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. Specifically, they will be asked to prepare brief
papers, or provide an oral summary on specific topics, also with the aid of
information technology tools and media.
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.


Course unit content

The course aims to provide students the conceptual tools to understand
the consumer behaviour and illustrate the research techniques available
to analyze it in support of 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 played by
emotions in influencing the consumer behaviour. The third section focuses on neuromarketing discipline, with particular
focus on research techniques employed in marketing.

Full programme


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

Frontal lecture, Case study analysis and exercises.
The lesson calendar will be visible in the “Lesson Plan” file published on the Elly page of the course.

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, will be carried out, through written exam, by two questions with a score from 0 to 7.5 each (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