International Teaching | ANALYTICS FOR CONSUMER BEHAVIOUR
International Teaching ANALYTICS FOR CONSUMER BEHAVIOUR
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cod. 0323200019
ANALYTICS FOR CONSUMER BEHAVIOUR
| 0323200019 | |
| DEPARTMENT OF POLITICAL AND COMMUNICATION SCIENCES | |
| EQF7 | |
| DIGITAL MARKETING | |
| 2025/2026 |
| OBBLIGATORIO | |
| YEAR OF COURSE 2 | |
| YEAR OF DIDACTIC SYSTEM 2024 | |
| AUTUMN SEMESTER |
| SSD | CFU | HOURS | ACTIVITY | |
|---|---|---|---|---|
| SECS-P/01 | 12 | 60 | LESSONS |
| Objectives | |
|---|---|
| The overall objective of the course is to provide tools for understanding and analysing consumer behaviour and decision making. The acquired tools also serve as a basis for developing marketing strategies that are orientated towards data analysis. Knowledge and Understanding Skills. Upon completion of the course, the student will have acquired knowledge of consumer behaviour theory and its relevance to marketing. The student will be able to acquire knowledge of the following topics: Need, Motivation, Involvement, Consumer Knowledge, Understanding Processes, Learning, Attitude, Problem Solving, and digital marketing. The ability to apply knowledge and understanding. The student will be able to interpret the consumption process and its components and recognise the key steps in consumer decision making. Autonomous judgement. The student is able to make independent judgements: Consumption issues, collect and analyse market data. Communication skills. The student is able to argue the topics of the course and can demonstrate his/her skills by analysing and solving concrete cases. Learning skills. At the end of the course, the student will have developed the necessary study skills to carry out subsequent studies with a high degree of independence. |
| Prerequisites | |
|---|---|
| None |
| Contents | |
|---|---|
| What is the analysis of consumer behaviour The consumer decision-making process The measurement of consumer value (composition and decomposition approach) Customer satisfaction (internal and external gaps) Consumer choice from a behavioural perspective Interpretations of consumer choice The consumer's choice of brand Matching: choice as behaviour Maximisation: the reinforcement model The index of the temporal dimension Digital transformation, marketing evolution and consumer centricity. Purchase and consumption processes in the digital economy: complexity and articulation. Consumer decisions between artificial intelligence and cognitive traps. Consumer centricity in the digital economy: analysing and managing customer satisfaction. |
| Teaching Methods | |
|---|---|
| Teaching includes theoretical lectures and classroom exercises (case study analysis) |
| Verification of learning | |
|---|---|
| In-class test: group assignment (report, exercise, demonstration, project, etc.) Final exam: Individual written and oral exam. The examination tests knowledge of consumer behaviour and the analytical tools required to analyse it. It consists of a written test with open questions (in which the student is asked to argue the issues discussed in the lecture) that prepares for an oral interview. The purpose of the oral exam is to fill in the gaps identified in the written test and to test the student's knowledge of the theoretical foundations of consumer decision-making processes. The oral exam includes discussion of use cases designed to test the student's level of ability to apply the knowledge. During the course it is possible to take a test (individually or in a group) on a case study. The test counts for 30 per cent of the overall grade. The overall grade is usually the average of the partial examination, the written test and the oral examination. |
| Texts | |
|---|---|
| B. BUSACCA, C. CHIZZOLI (eds.), Consumer choices. Perceived value and satisfaction Milan, Egea, 2014. A. ARBORE, A. MANDELLI, Digital Marketing, Egea, 2019. G. FOXALL, Advanced introduction to consumer behaviour analysis. Edward Elgar Publishing 2017, UK. |
BETA VERSION Data source ESSE3
