CONSUMER BEHAVIOUR
2025 2026
CONTENT
01
04
TIMETABLE
TEACHING METHODOLOGY
02
05
TUTORING SCHEDULE
EVALUATION
03
06
SYLLABUS
BIBLIOGRAPHY
TIMETABLE
MONDAY 15.00H - 17.00H
TUTORING SCHEDULE
EVERY DAY
Office 1.11b
LESSONS
Internal conditions
Introduction
External conditions
CUSTOMER EXPERIENCE AND JOURNEY
Decision process
Neuromarketing
Unit 1: THE STUDY OF CONSUMER BEHAVIOUR
- Introduction: The Field of Study
- Consumer Behaviour: Concepts and Characteristics
- Key Considerations
- Historical Background
- Consumer Behaviour as an Interdisciplinary Science
- Marketing Applications
- Ethics and Consumerism
Unit 2: EXTERNAL INFLUENCES
- Demographic and Economic Environment
- Culture
- Social Class
- Social Groups
SYLLABUS
Unit 3: INTERNAL INFLUENCES
- Motivation
- Perception
- Learning
- Personality and Lifestyles
- Attitudes and Attitude Change
Unit 4: THE DECISION-MAKING PROCESS
- General Approach and Shopping Habits
- Store Selection
- Brand Choice
- Types of Purchases
- Influencing Factors and Purchasing Patterns
- Evaluation, Outcomes, and Post-Purchase Behaviors
SYLLABUS
Unit 5: RELATIONAL MARKETING AND NEW TRENDS IN CONSUMER ANALYSIS
- From Transactional Marketing to Relational Marketing
- Buyer Persona
- CX and UX
- Corporate Image
- Customer Journey
Unit 6: NEW TRENDS IN PREDICTING CONSUMER BEHAVIOR: NEUROMARKETING
- Origin and Concept
- Objectives
- Tools and Parameters
- Application and Outcomes
SYLLABUS
HOW WE WILL BE DOING IT?
QUIZZESGAMESCASESARTICLESVIDEOS GUEST SPEAKERS
7y5z9qzv
TEACHING METHODOLOGY
SYLLABUS: Through PowerPoint presentations covering the topics and main concepts, student contributions on topics for debate, case studies, and bibliography. INDIVIDUAL/GROUP CLASS ASSIGNMENTS (EVALUABLE): TEST EXAM, development and resolution of business case studies to debate and create solutions from the perspective of consumer behavior. INDIVIDUAL AND TEAM CASES (EVALUABLE): Resolution of theoretical-practical cases. GROUP WORK (EVALUABLE): Completion of group projects with presentations.
GOLDEN NEIGHBORHOOD
EVALUATION
Continuous assessment system: maximum 6 points. No exceptions. Compulsory class attendance: 75% (for application of continuous assessment). Final exam: Minimum 5/10 in OC and EC. The control-test does not eliminate material for the final exam. Extraordinary call: Examination out of 10 points. Academic behaviour: attention and consideration in class. and OPTIONAL READINGS ARE AVAILABLE
EVALUATION
Group case: Oral presentation 20% Written work 20% Test: 20% Final exam: 40%
EXPECTATIONS
OPTIONAL READINGS IN ACTIVITIES (BB) OR MAIL
7y5z9qzv
Be constructiveBe generous Elevate others Be respectful and divergent to enhance debate
BE PRESENT!
cronogram
1,2
2,3
September
October
4,5
Test
individual
NOVEMBER
5,6
Teamwork deliver
DECEMBER
Doubts?
Exam
Recap
PresentaTion
LET´S START WITH LESSON 1
Name three brands
65%
Pregunta Contestamos en MENIMETER 42 88 70 6
les gusta....
+info
What is consumer behavior?
Consumer behavior is the study of the processes used by individuals, groups and organizations in making
individuals, groups and organizations in making decisions about goods and services to satisfy their needs.
about goods and services to satisfy their needs. It seeks to understand the decision-making processes of buyers, both at the individual and group level.
of buyers, both at the individual and group level. It studies the characteristics of consumers from a wide range of research fields brought together in one
fields of research brought together in a multidisciplinary approach to understand how the different
to understand how different variables interact and affect the buying decisions of
affect consumers' purchasing decisions.
VIDEO
Ekemplo: printer Coment...
SubtitleFuente: https://youtu.be/24CM4g8V6w8
+info
1.- BASIC BIBLIOGRAPHY. RUIZ DE MAYA, S. and GRANDE ESTEBAN, I. (2013): Cases of consumer behaviour. Reflections for marketing management. ESIC. Madrid. ALONSO RIVAS, J. et al (2013): Consumer Behaviour, ESIC Editorial, Madrid.7th Edition. SCHIFFMAN, LG et al (2010): Consumer Behaviour, Prentice Hall, 10th edition, Madrid. SOLOMON, M. R. (2013): Consumer Behaviour. Pearson. 10th edition. RIVERA CAMINO, J. et al. (2009): Conducta del consumidor: estrategias y políticas aplicadas al marketing. ESIC Editorial, Madrid. SOLÉ MORO, M.L. (2003): Los consumidores del siglo XXI, ESIC Editorial, Madrid. RUIZ DE MAYA, S et al. (2006): Experiencias y casos de comportamiento del consumidor, ESIC Editorial, Madrid.
BIBLIOGRAPHY
1.- COMPLEMENTARY BIBLIOGRAPHY. TUROW, J. (2017): The Aisles Have Eyes: How Retailers Track Your Shopping, Strip Your Privacy, and Define Your Power. BERGER, J. (): Contagious: Why Things Catch On and Invisible Influence: The Hidden Forces that Shape Behavior. Wharton School, University of Pennsylvania, US. ÁLVAREZ DEL BLANCO, R. (2011): Neuromarketing, Pearson Educación, Madrid. ESTEBAN, A. et al 2008): Principios de Marketing, ESIC, 3rd edition, Madrid. PETER, J.P. (2006): Consumer behaviour and marketing strategy, McGraw - Hill, Mexico.
BIBLIOGRAPHY
3.- USEFUL WEB RESOURCES. For the analysis and preparation of the topics. http://es.nielsen.com/site/index.html https://scholar.google.com/ www.ocu.org www.msc.es www.ine.es www.aedemo.es www.meh.es www.adigital.org Journal of Consumer Behaviour www.uspceu.es Economic press for the analysis of news related to the subject
BIBLIOGRAPHY
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Transcript
CONSUMER BEHAVIOUR
2025 2026
CONTENT
01
04
TIMETABLE
TEACHING METHODOLOGY
02
05
TUTORING SCHEDULE
EVALUATION
03
06
SYLLABUS
BIBLIOGRAPHY
TIMETABLE
MONDAY 15.00H - 17.00H
TUTORING SCHEDULE
EVERY DAY
Office 1.11b
LESSONS
Internal conditions
Introduction
External conditions
CUSTOMER EXPERIENCE AND JOURNEY
Decision process
Neuromarketing
Unit 1: THE STUDY OF CONSUMER BEHAVIOUR
- Introduction: The Field of Study
- Consumer Behaviour: Concepts and Characteristics
- Key Considerations
- Historical Background
- Consumer Behaviour as an Interdisciplinary Science
- Marketing Applications
- Ethics and Consumerism
Unit 2: EXTERNAL INFLUENCESSYLLABUS
Unit 3: INTERNAL INFLUENCES
- Motivation
- Perception
- Learning
- Personality and Lifestyles
- Attitudes and Attitude Change
Unit 4: THE DECISION-MAKING PROCESSSYLLABUS
Unit 5: RELATIONAL MARKETING AND NEW TRENDS IN CONSUMER ANALYSIS
- From Transactional Marketing to Relational Marketing
- Buyer Persona
- CX and UX
- Corporate Image
- Customer Journey
Unit 6: NEW TRENDS IN PREDICTING CONSUMER BEHAVIOR: NEUROMARKETINGSYLLABUS
HOW WE WILL BE DOING IT?
QUIZZESGAMESCASESARTICLESVIDEOS GUEST SPEAKERS
7y5z9qzv
TEACHING METHODOLOGY
SYLLABUS: Through PowerPoint presentations covering the topics and main concepts, student contributions on topics for debate, case studies, and bibliography. INDIVIDUAL/GROUP CLASS ASSIGNMENTS (EVALUABLE): TEST EXAM, development and resolution of business case studies to debate and create solutions from the perspective of consumer behavior. INDIVIDUAL AND TEAM CASES (EVALUABLE): Resolution of theoretical-practical cases. GROUP WORK (EVALUABLE): Completion of group projects with presentations.
GOLDEN NEIGHBORHOOD
EVALUATION
Continuous assessment system: maximum 6 points. No exceptions. Compulsory class attendance: 75% (for application of continuous assessment). Final exam: Minimum 5/10 in OC and EC. The control-test does not eliminate material for the final exam. Extraordinary call: Examination out of 10 points. Academic behaviour: attention and consideration in class. and OPTIONAL READINGS ARE AVAILABLE
EVALUATION
Group case: Oral presentation 20% Written work 20% Test: 20% Final exam: 40%
EXPECTATIONS
OPTIONAL READINGS IN ACTIVITIES (BB) OR MAIL
7y5z9qzv
Be constructiveBe generous Elevate others Be respectful and divergent to enhance debate
BE PRESENT!
cronogram
1,2
2,3
September
October
4,5
Test
individual
NOVEMBER
5,6
Teamwork deliver
DECEMBER
Doubts?
Exam
Recap
PresentaTion
LET´S START WITH LESSON 1
Name three brands
65%
Pregunta Contestamos en MENIMETER 42 88 70 6
les gusta....
+info
What is consumer behavior?
Consumer behavior is the study of the processes used by individuals, groups and organizations in making individuals, groups and organizations in making decisions about goods and services to satisfy their needs. about goods and services to satisfy their needs. It seeks to understand the decision-making processes of buyers, both at the individual and group level. of buyers, both at the individual and group level. It studies the characteristics of consumers from a wide range of research fields brought together in one fields of research brought together in a multidisciplinary approach to understand how the different to understand how different variables interact and affect the buying decisions of affect consumers' purchasing decisions.
VIDEO
Ekemplo: printer Coment...
SubtitleFuente: https://youtu.be/24CM4g8V6w8
+info
1.- BASIC BIBLIOGRAPHY. RUIZ DE MAYA, S. and GRANDE ESTEBAN, I. (2013): Cases of consumer behaviour. Reflections for marketing management. ESIC. Madrid. ALONSO RIVAS, J. et al (2013): Consumer Behaviour, ESIC Editorial, Madrid.7th Edition. SCHIFFMAN, LG et al (2010): Consumer Behaviour, Prentice Hall, 10th edition, Madrid. SOLOMON, M. R. (2013): Consumer Behaviour. Pearson. 10th edition. RIVERA CAMINO, J. et al. (2009): Conducta del consumidor: estrategias y políticas aplicadas al marketing. ESIC Editorial, Madrid. SOLÉ MORO, M.L. (2003): Los consumidores del siglo XXI, ESIC Editorial, Madrid. RUIZ DE MAYA, S et al. (2006): Experiencias y casos de comportamiento del consumidor, ESIC Editorial, Madrid.
BIBLIOGRAPHY
1.- COMPLEMENTARY BIBLIOGRAPHY. TUROW, J. (2017): The Aisles Have Eyes: How Retailers Track Your Shopping, Strip Your Privacy, and Define Your Power. BERGER, J. (): Contagious: Why Things Catch On and Invisible Influence: The Hidden Forces that Shape Behavior. Wharton School, University of Pennsylvania, US. ÁLVAREZ DEL BLANCO, R. (2011): Neuromarketing, Pearson Educación, Madrid. ESTEBAN, A. et al 2008): Principios de Marketing, ESIC, 3rd edition, Madrid. PETER, J.P. (2006): Consumer behaviour and marketing strategy, McGraw - Hill, Mexico.
BIBLIOGRAPHY
3.- USEFUL WEB RESOURCES. For the analysis and preparation of the topics. http://es.nielsen.com/site/index.html https://scholar.google.com/ www.ocu.org www.msc.es www.ine.es www.aedemo.es www.meh.es www.adigital.org Journal of Consumer Behaviour www.uspceu.es Economic press for the analysis of news related to the subject
BIBLIOGRAPHY