CONSUMER BEHAVIOUR AND BRAND MANAGEMENT-1

The first module combines insights from marketing, sociology and psychology to integrate the curriculum with a detailed overview of the consumer's perspective. On the one hand, the main theories that analyze consumer behavior are presented (attitudes, habits, values and bounded rationality), while on the other, a markedly applicative approach is adopted, with students participating in a project based on the collection and analysis of primary data. The most recent research trends are the subject of specific lessons, like for the theme of sustainability and responsible consumerism.
The second module then focuses on the theme of Brand Management, stressing the relevance of brand, the complexity of its management and the opportunities that a strong brand can create for a company. In addition to specific types of brands (luxury brands, corporate brands or private brands, for example), a theoretical perspective is presented along with with illustrative examples. Concepts such as brand image, brand identity and personality, territorial brands, brand values and its evolution over time will be analyzed. The financial aspect of brand management and its economic evaluation will be taken into consideration. The last part of the course will be devoted to marketing management and strategies, including product characteristics and packaging. Students will be challenged to solve a brand problem by a company in the Experior project.

Knowledge and understanding:
- Understand the centrality of the consumer and the relevance of an adequate study of consumer behavior
- Know the main theories on consumer behavior
- Know the main methodologies and tools for analyzing consumer behavior

Ability to apply knowledge and understanding
- Know how to correctly recognize which research tools and models to use to address a specific problem related to consumer behavior
- Be able to work in a multicultural team to solve complex problems.

Ability to judge
- Know how to formulate and argue hypotheses to solve problems of consumer behavior analysis, developing a critical approach to possible solutions.

Communication skills
- Know how to use the appropriate language to describe a consumer behavior study and illustrate how the results can contribute to providing an effective response through communication campaigns by companies or organizations tout court.
- Know how to interact with peers, critically and respectfully, solving problems.

Learning ability:
- Students will be able to critically analyze a business problem, collecting data on consumers and, on the basis of subsequent analyses, propose an effective communication strategy.

Pre-requisites of the degree program.

- Study on consumer behavior: basic concepts and introductory notes
- Evolution of studies on consumer behavior
- The cognitive-rational theoretical frameworks
- The role of habits
- New research approaches
- Communicating effectively: unconventional marketing
- The responsible consumer
- How to conduct consumer research (lab activity)

Lanzini, P. (2018). Responsible Citizens and Sustainable Consumer Behavior: New Interpretive Frameworks. Routledge.

Written exam with 15 multiple choice questions. Students have the opportunity to integrate their grade with groupworks

Lectures and groupwork sessions.

English

written

This subject deals with topics related to the macro-area "Circular economy, innovation, work" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development