Consumer Behaviour
- Details
- Category: Discipline
- Não
- The curricular unit contributes with specific knowledge on consumer behavior to the technical, scientific, and applied education of students, aiming to: - Understand the relevance of consumer behavior in the construction of digital marketing strategies; - Apply consumer behavior models to the analysis of consumption practices; - Identify the challenges of the evolution trends of consumption behaviors; - Develop and apply critical, technical, and analytical thinking for innovative solutions to approach consumers.
- Semestral
Descrição da Avaliação Contínua
Data
Ponderação
Trabalho de pesquisa bibliográfica
(relatório escrito grupal + apresentação oral individual)
21-11-2025
20%
1ª Prova escrita (individual)
28-11-2025
30%
Trabalho de caso prático
(relatório escrito grupal + apresentação oral individual)
19-12-2025
20%
2ª Prova escrita (individual)
16-01-2026
30%
a) Não sendo recomendável, o uso ocasional de lAGen para a elaboração dos trabalhos de avaliação contínua não deverá exceder o limite de 10% em cada um. Sempre que utilizada, deve a mesma ser explicitamente mencionada nos respetivos relatórios escritos ao abrigo das normas de referenciação e bibliografia adotadas.
b) A percentagem de plágio final apurada pelo Turnitin em cada trabalho de avaliação contínua não deverá ultrapassar o limite máximo de 15% (citações e bibliografia incluídas).
c) Sempre que necessário, a Docente poderá solicitar provas individuais orais extraordinárias, para confirmação dos resultados dos estudantes nas avaliações planeadas.
Descrição do Exame Data Ponderação Prova escrita (individual) tbd 100% - 1. Introduction to consumer behavior: 1.1. Consumer market definitions; 1.2. Fundamentals of consumer behavior; 1.3. Challenges of the digital environment. 2. Consumer characteristics and digital influence: 2.1 Characterization and purchasing decision factors; 2.2. Digital communities and influencers; 2.3. Digital consumers. 3. Evolutionary trends.
- Creating awareness of fundamental concepts of consumer behavior. Understanding and articulating consumer and purchasing characteristics. Discussing the challenges of digital consumption. Fostering critical, technical, and analytical thinking, promoting the ability to interpret consumption scenarios and propose strategic solutions in the field of digital marketing.
- Mandatory
- The curricular unit uses active and innovative student-centered methodologies, such as project-based learning and case studies, using digital technologies to access online teaching materials. These methodologies promote the practical application of content and collaborative work. Multimedia resources, interactive platforms, and formative assessment tools are used to stimulate students' continuous involvement in the learning process.
- Português
- Babin, B. J., Harris, E. G., Murray, K. B., & Moore, S. G. (2023). CB: Consumer behaviour (3rd ed.). Cengage. Gabay, J. J. (2025). Practical digital marketing and AI Psychology: How to gain online consumer trust and sales using technologies and Psychology. Routledge. Gbadamosi, A. (2024). Consumer behaviour and digital transformation. Routledge. Hansen, A. & Nielsen, K.B. (Eds.) (2023). Consumption, sustainability and everyday life. Palgrave Macmillan. Kotler, P., Kartajaya, H., & Setiawan, I. (2023). Marketing 6.0: The future is immersive. Wiley. Musiolik, T. H., Rodriguez, R. V., & Kannan, H. (Eds.) (2024). Enhancing and predicting digital consumer behavior with AI. IGI Global. Sanak-Kosmowska, K. (2022). Evaluating social media marketing: Social proof and online buyer behaviour. Routledge. Yan, Z. (Ed.) (2023). The Cambridge handbook of cyber behavior. Cambridge University Press.
- 4
- 0
- 4
- 1
- IPLUSO6066-8300
- Consumer Behaviour
- 8300
- 6066
- Digital Marketing
