Consumer Behavior

Universidade do Sul de Santa Catarina

Course Description

  • Course Name

    Consumer Behavior

  • Host University

    Universidade do Sul de Santa Catarina

  • Location

    Florianópolis, Brazil

  • Area of Study

    Marketing, Merchandising

  • Language Level

    Taught In English

    Hours & Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    General Course Description

    The primary objective of the course is to enable students to understand the factors related to consumer behavior during buying decisions and process. The course aims to explore a balance among theoretical concepts, research findings and applied marketing examples, ultimately enabling the students to achieve a satisfactory consumer-focused, strategy-oriented approach to marketing and managerial practice.

    Course Topics

    • Consumer and consumer behavior concepts.
    • Consumer Behavior Marketing Strategies
    • Consumer Information Processing - Psychological processes in the buying decision.
    • Consumer Decision Making
    • Consumer Social Influences: cultural, individual and group
    • Biases and errors in managerial decision-making, and how to avoid them
    • Consumer influences
    • Brazilian practical cases studies.



    Professor's and students' introduction. Concepts: science, empiricism, rationalism. Emotion and reason. B2C and B2B. 2.5 hours
    Marketing Marketing basic concepts: the Five Cs, Five Ps, segmentation and positioning. 2.5 hours
    Marketing Strategy Consumer behavior and marketing  strategy. 2.5 hours
    Marketing Strategy Strategic decisions related to segmentation and positioning. 2.5 hours
    Marketing Strategy Using research-based knowledge about consumers to develop segmentation and positioning  strategies. 2.5 hours
    Information processing and marketing Consumer information processing. 2.5 hours
    Information processing and marketing Consumers interaction with the marketing world. 2.5 hours
    Consumers decision making and brands Consumers decision making: how they use their knowledge about products and services to choose the brands they buy. 2.5 hours
    Social influences Consumer social influences. 2.5 hours
    Social influences Contemporary strategies for Marketers. 2.5 hours
    B2B The Brazilian energy market. Discos and generators. 2.5 hours
    Managerial decision making Biases and errors in managerial decision making and how to avoid them - I. 2.5 hours
    Managerial decision making Biases and errors in managerial decision making and how to avoid them - II. 2.5 hours
    Practical activities Field tasks in the neighborhood of Unisul Trajano. 2.5 hours
    Final exam A final exam to check each student level of comprehension about the course. 2.5 hours

    All classes will have theoretical and practical activities. The field tasks will include observation, interviews and fulfilling of a formulary by the students, followed by the professor, in the neighborhood of Unisul Trajano.

    Required Readings

    - The Fortune at the Bottom of the Pyramid. Prahalad, C.K. & Hart, S.L.

    - Opportunity for Luxury Brands in China. Degen, R.

    - A Marketer's Guide to Behavioral Economics. Welch, Ned.

    - How the Recession has Changed U.S. Consumer Behavior. Bolen, B.,Cariotti, S. & Mihas, L.

    - The New Japanese Consumer. Salsberg, B.

    - The Case for Behavioral Strategy. Lovallo, D. & Sibony, O.


    • 35% - Oral Presentations and In-class Participation: Students' full attendance and punctuality are essential to the learning objectives of the course. Students are expected actively participate in class - ask questions, contribute comments on the texts and overall materials analyzed in the course, and partake in classroom discussions. Every student's participation will be evaluated.
    • 35% - Field Tasks
    • 30% - Final Exam: The final exam will cover theoretical and practical knowledge of course material and content up to the day of the exam.

    Attendance Policy

    • To be approved, the student must have a minimum of 70% of improvement and 75% of class attendance.
    • The student cannot be absent on up to 25% of classes. In case of injury or sickness the absence of the student will not count if he presents a medical certificate. In this context, the classroom assignments shall be sent via e-mail to him/her. When the student returns to class, the professor is instructed to pay extra attention to him/her in the process of catching up with the class.
    • Possibility of dropping or adding classes: Please note that courses are determined prior to the student's arrival on-site.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Some courses may require additional fees.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations