Persuasion, Choice and Consumer Behaviour

The development of an effective marketing strategy and marketing plans requires an in-depth understanding of consumer behavior and the decision-making process. The course is designed to introduce the participants to what happens before, during, and after the point of purchase. Accordingly, it illustrates the influences on how people gather information, form attitudes, make choices, behave, and evaluate their experiences. This course marries a theoretical foundation with practical applications to the everyday practice of marketing.

Course leader

Prof. Ana Brochado:
- Assistant Professor at Iscte Business School and researcher at DINAMIA’CET
- Her main research interests are marketing and hospitality marketing and management.

Target group

Bachelor and Master students

Course aim

At the end of this course, students should:
• Be aware of the foundations of consumer behavior
• Understand the internal influences of decision-making
• Predict how consumers buy and use products
• Understand consumers in their social and cultural setting
• Understand the role of social media in shaping how marketers respond to consumers

Credits info

6 EC
Usually the evaluation is based on class participation, individual / group work and a final test but this may vary from programme to programme. Therefore, we recommend you to check each programme syllabus to see the grading system that is applied.

For those who successfully complete the course (get approval on their programme and do not miss more than 20% of the classes)

Fee info

EUR 1150: (Students from Iscte partner universities - 1 000€)

The programme on campus fee includes:
• Tuition;
• Course materials;
• Team Building event;
• Use of the library, PC labs and Iscte facilities;
• Public transportation card in Lisbon;
• Airport pick-up service (to be confirmed);
• Welcome lunch and farewell session,
• Transcript of Records or Certificate of attendance (in case the student does not complete the course with success).

Some leisure activities, such as visits to museums and trips outside Lisbon, are not included in this fee and are paid upon arrival in Lisbon.

Scholarships

Unfortunately, there is no scholarship available for our summer school.