Overall objectives:

1 - Acquire basic skills in the area of consumer behaviour;
2 - Understand the determinants of online consumer behaviour;
3 - Understand the functioning of the management mechanisms of the online customer relationship;
4 - Understand the adaptation of the marketing strategy and operational tools to the online consumer;
5 - Analyse the behaviour of the socially responsible consumer;
6 - Understand the behavior of tourists and the marketing communication mechanisms of tourist companies in relation to this new consumer;
7 - Discuss and criticize real cases of consumer behaviour;
8 - Propose marketing actions that incorporate knowledge of online consumer behaviour.

Syllabus:

1 - Basic notions of consumer behaviour;
2 - Determinants of consumer behaviour and consumption decision-making;
3 - The consumer as an individual and as a member of social groups;
4 - Consumer behaviour research: traditional methodologies and a new digital landscape;
5 - New consumer habits in the digital age: how to study and operationalize information about the consumer;
6 - Marketing actions based on online behaviour;
7 - Online consumer behaviour in tourism.

Literature/Sources:

Cardoso, A.A. , 2009 , O comportamento do consumidor , Lisboa, Lidel
Marques, V. , 2016 , Redes Sociais 360 , Lisboa, Actual Editora
Lindon, D.; Lendrevie, J.; Lévy, J.; Dionísio, P.; Rodrigues, J. V. , 2015 , Mercator teoria e prática de marketing (16ª ed.) , Lisboa: Publicações Dom Quixote
Evans, M.; Jamal, A.; Gordon, F. , 2009 , Consumer Behaviour , Wiley
Swarbrooke, J. & Horner, S. , 2007 , Consumer Behaviour in Tourism (2nd. ed.) , Elsevier
Solomon, M. , 2018 , Consumer behaviour: buying, having and being , NY: Prentice Hall
Close, A. , 2012 , Online consumer behavior: Theory and research in social media, advertising and e-tail , London: Routledge.

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
In accordance with the expected for the Professional Higher Technical Courses. Exposition of concepts and syllabus through own material prepared by the teacher, case studies, articles from specialized magazines and websites, encouraging debate and presentations in class.