Università Roma Tre

Consumers think, learn, remember and act according to a sum of internal and external influences. Being able to understand how choice, purchase and consumption processes take place is crucial, in order to remove uncertainty from marketing decisions, which otherwise should only rely on manager experience/intuition.

The course aims to provide students for knowledge and capabilities to understand and apply consumer behavior theories within a realistic context, especially with regard to:
- consumer behavior and its marketing relevance;
- tools to understand consumer behavior;
- application of consumer behavior knowledge to marketing problems;
- adaptation of the product offering to consumer needs and expectations.

The specific objectives of the course, according to Dublin descriptors, are set out below:
1. Knowledge and understanding: students will gain technical/methodological knowledge to comprehend and manage internal and external factors impacting on consumer behavior.
2. Applying knowledge and understanding: students will be able to apply the acquired technical/methodological knowledge in a real context, making use of consumer behavior principles as a basis to improve the effectiveness of marketing decisions.
Making judgements: students will develop the problem solving capacity necessary to evaluate the effectiveness of marketing decisions through the acquired technical/methodological knowledge.
4. Communication skills: an interactive and participated learning approach will be adopted, thanks to which students will benefit of a continuous confrontation among each other and with the teacher.
5. Learning skills: through the adoption of business cases, work groups and project works (even on a competitive basis), students shall have several opportunities to enhance their proficiency, either at theoretical or practical level.