Consumer behaviour (Gibbert)

UNIVERSITÀ DELLA SVIZZERA ITALIANA
A Mendrisio (Svizzera)

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  • Corso
  • Mendrisio (Svizzera)
Descrizione

Prerequisite: Strategic Marketing

The starting point for this course is that consumers define themselves by what they buy, and, vice versa, they buy based on how they define themselves. We build on cognitive and social psychology to understand better the processes underlying this conundrum. We do this primarily to influence what consumers buy, so as to make informed decisions as marketers in a business (for profit) context. The emphasis is on linking deep theoretical insight with practical application, and as such the course provides both the tools and the context for exercising these tools.

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Dove e quando

Inizio Luogo
Consultare
Mendrisio
Tessin, Svizzera
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Cosa impari in questo corso?

Marketing
Psicologia
Sociologia

Programma

Prerequisite
Strategic Marketing

Core course Master in Marketing

Course description

The starting point for this course is that consumers define themselves by what they buy, and, vice versa, they buy based on how they define themselves. We build on cognitive and social psychology to understand better the processes underlying this conundrum. We do this primarily to influence what consumers buy, so as to make informed decisions as marketers in a business (for profit) context. The emphasis is on linking deep theoretical insight with practical application, and as such the course provides both the tools and the context for exercising these tools.

Textbook
Schiffman, LG. & Kanuk, LL. (2010). Consumer Behavior GLOBAL EDITION (decima edizione, dovrebbe essere l’ultima). Pearson ISBN-13: 9780137006700