Taught In English

There is no language prerequisite for courses at this language level.

The goal of the course is to provide students with the key to understand the behavior of human beings as consumers. This goal will be achieved through the analysis of observable conducts of consumers, which include who purchases when, with whom, how much they purchase, and how purchases are made. The study of consumer behavior also comprises the analysis of variables affecting consumers which are related to the consumer as an individual (internal or psychological variables), and to their cultural and social environment (external or sociocultural variables).

Syllabus
- Part 1: Introduction to consumer behavior.
- Part 2: The consumer as an individual.
- Part 3: The consumer as a social being.
- Part 4: The process of consumers’ decision making.

Methodology
The course will be based on the instructor’s theoretical explanations, together with the active participation of students through practical exercises and activities, and in-class discussion and presentations. Students will also need to write a thirty-page-maximum group paper on some area related to the topic.

Assessment
The final grade will be calculated according to the following percentages:

Final exam and class performance: 55%
Group project (paper): 45%

Bibliography

Textbooks:
SCHIFFMAN, L. y LAZAR KANUK, L.: Consumer Behaviour. Prentice Hall, Upper Saddle River, 2004, 8ª edición.
SOLOMON, M.: Consumer Behaviour. Prentice Hall, 2004, 6ª edición.
SOLOMON, M.; BAMOSSY, G. y ASKEGAARD, S.: Consumer Behavior, An European Perspective. Prentice Hall, 2002, 2ª edición.

General bibliography:
ALONSO RIVAS, J.: Comportamiento del Consumidor. ESIC, Madrid, 2001, 4º edición.
DUBOIS, B. y ROVIRA CELMA, A.: Comportamiento del consumidor. Comprendiendo al consumidor. Prentice Hall, Madrid, 1998, 2ª edición.
KOTLER, P. y ARMSTRONG, G.: Principles of marketing. Prentice Hall, Londres, 2004, 10ª edición.
LOUDON, D.L. y DELLA, A.J.: Comportamiento del consumidor. Conceptos y aplicaciones. McGraw-Hill, México, 1995, 4ª edición.
MOWEN, J.C. y MINOR, M.S.: Consumer Behaviour. A Framework. Prentice Hall, Upper Saddle River, 2001.
PAPALIA, D.E.: Psicología del desarrollo. McGraw Hill, Madrid, 2001.
PINILLOS, J.L.: Principios de Psicología. Alianza Editorial, Madrid, 2002.
RIES, A. y TROUT, J.: Las 22 Leyes Inmutables del Marketing. McGraw Hill, Madrid, 1993.
RIES, A. y TROUT, J.: Posicionamiento. Ed. MacGraw Hill, Madrid, 1990.
RIES, A..: Las 22 leyes inmutables de la marca. Ed. MacGraw Hill, Madrid, 2000.
RIVERA CAMINO, J.; ARELLANO CUEVA, R. y MOLERO AYALA, V.: Conducta del consumidor. Estrategias y tácticas aplicadas al marketing. ESIC, Madrid, 2000.

Journals:
Harvard-Deusto Marketing y Ventas.
IPMARK. Información de Publicidad y Marketing.
Journal of Consumer Behaviour.
Journal of Consumer Marketing.
Journal of Consumer Research.
Journal of Marketing.
Journal of Marketing Research.
Journal of Retailing.
MK Marketing y Ventas.
Psychology and Marketing.