Persuasion, Choice and Consumer Behaviour

About

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

Fee info