| Competences |
| Type A | Code | Competences Specific |
| A7 | Students can scientifically analyze case studies of businesses and business problems and can draw up consultancy reports that respond to these problems. | |
| Type B | Code | Competences Transversal |
| B4 | Autonomy, responsibility and initiative | |
| B5 | Teamwork, collaboration and sharing of responsibility | |
| B6 | Clear and effective communication of information, ideas, problems and solutions in public or a specific technical field | |
| Type C | Code | Competences Nuclear |
| C4 | Be able to express themselves correctly both orally and in writing in one of the two official languages of the URV |
| Learning outcomes |
| Type A | Code | Learning outcomes |
| A7 |
Entén com els consumidors prenen les seves decisions de compra. Entén les teories del comportament del consumidor i les seves implicacions per a les estratègies de màrqueting. | |
| Type B | Code | Learning outcomes |
| B4 |
Manage and organize their work and time as scheduled. Do the work planned in accordance with the quality criteria provided. Present results before the stipulated deadlines. Recognize the good and bad points of their approach to a particular task. Analyze their limitations and the chances they have of carrying out the task/job. | |
| B5 |
Identify the group’s objectives as their own. Help to define, organize and distribute the group’s tasks. Participate actively and share information, knowledge and experience. Finish the tasks assigned to them in the time allowed and with the resources available. Bear in mind the opinions of others and give constructive feedback. Accept and comply with the rules of the group. Help to draw up and apply the team’s work processes. Act constructively to deal with any conflicts in the team. Take an interest in the importance of the group’s activity. Encourage all members to take part in the management and smooth running of the team. | |
| B6 |
Control their nerves sufficiently to be able to express themselves in public. Structure their presentations and comply with any requirements should there be any. Use other media to support the message of their presentations. Reply to the questions that they are asked. Understand that non-verbal language is appropriate to verbal discourse. Make interesting and persuasive presentations. Analyze, appraise and respond to the questions they are asked during an oral presentation. Prepare their presentations and use a variety of presentation strategies (audiovisual support, eye contact, voice, gesture, time, etc.). | |
| Type C | Code | Learning outcomes |
| C4 |
Produce well structured, clear and effective oral texts. Produce oral texts that are appropriate to the communicative situation. Produce well-structured, clear and rich written texts Produce written texts that are appropriate to the communicative situation |
| Contents |
| Topic | Sub-topic |
| TEMA 1: INTRODUCCIÓ: EL ROL DE L’ESTUDI DEL COMPORTAMENT DEL CONSUMIDOR EN LA DIRECCIÓ ESTRATÈGICA DE MÀRQUETING | Introducció al Comportament del Consumidor • El comportament del consumidor com a camp d’estudi • Raons per estudiar el consumidor |
| TEMA 2: ELS CONSUMIDORS COM A INDIVIDUS | La Percepció • El procés de percepció • El sistema sensorial • El subliminal L’Aprenentatge • Teories d’aprenentatge • La memòria La Motivació • El procés de motivació • Teories de motivació La Personalitat • Teories de personalitat • El ‘Jo’ i auto-imatge |
| TEMA 3: EL CONSUMIDOR I SOCIETAT | La Influència dels Grups • Grups de referència • ‘Trend setters’ i difusió d’innovacions Cultures • La cultura i el consumidor • Subcultues |
| TEMA 4: LA PRESSA DE DECISIONS DE COMPRA | El procés de decisió de compra Les Decisions Individuals Les Decisions en Grup |
| TEMA 5: APLICACIONS | El consumidor i el temps d’espera El consumidor ètic El consumidor a Internet El consumidor de productes culturals El consumidor postmodern |
| Planning |
| Methodologies :: Tests | ||||||||||
| Competences | (*) Class hours |
Hours outside the classroom |
(**) Total hours | |||||||
| Introductory activities |
|
2 | 4 | 6 | ||||||
| Lecture |
|
50 | 84 | 134 | ||||||
| Personal tuition |
|
1 | 0 | 1 | ||||||
| Practical tests |
|
8 | 0 | 8 | ||||||
| Objective multiple-choice tests |
|
1 | 0 | 1 | ||||||
| (*) On e-learning, hours of virtual attendance of the teacher. (**) The information in the planning table is for guidance only and does not take into account the heterogeneity of the students. | ||||||||||
| Methodologies |
| Description | |
| Introductory activities | Es farà la presentació de l'assignatura |
| Lecture | Explicar els continguts de l'assignatura |
| Personal tuition | Utilització de les hores d'atenció a l'alumne per resoldre qüestions i dubtes concrets |
| Personalized attention |
| Description |
| Utilització de les hores d'atenció a l'alumne per resoldre qüestions i dubtes concrets. |
| Assessment |
| Methodologies | Competences | Description | Weight | ||||
| Objective multiple-choice tests |
|
Examen Final | 50% | ||||
| Practical tests |
|
Treballs d'avaluació continuada | 50% | ||||
| Others |
| Other comments and second exam session | |||
|
Hi haurà uns treballs d'avaluació continuada que respresentaran el 50% de la nota final de l'assignatura. Per tal de tenir nota d'avaluació continuada, cal treure un mínim de 4/10 en l'examen final de l'assignatura. En segona convocatòria el 100% de la nota és l'examen final. |
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| Sources of information |
| Basic | |||||||||
| Complementary |
Solomon, Michael, Comportamiento del consumidor, Prentice Hall, |
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| Recommendations |
| Subjects that are recommended to be taken simultaneously | ||
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| Subjects that it is recommended to have taken before | ||
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(*)The teaching guide is the document in which the URV publishes the information about all its courses. It is a public document and cannot be modified. Only in exceptional cases can it be revised by the competent agent or duly revised so that it is in line with current legislation.