Consumer Behavior and Marketing Strategy

The course aims to analyze the field of marketing as motivated by the opportunity for businesses (as well as for non-profit organizations or public entities) to first understand the consumers' needs and second to match them tuning the supply through appropriate policies in communication, pricing, and distribution.
The educational objective of the course is to develop the knowledge of the decision-making process and consumer behavior, both from a theoretical perspective and in terms of empirical research. The analysis of consumer behavior requires a multidisciplinary approach (from psychology to sociology, from neuroscience to economics), relying on continuously evolving theories and interpretative models. Toward this goal the course will use a wide array of methodological approaches available for empirical research purposes. Moreover, the course will focus on how to define the research design and select the most appropriate methodology.
Attending students are also given the opportunity to implement these principles in the development of a real-world project, based on actual business research briefs. This approach is meant to factually contribute to the professional profiles of marketing technician and market analyst of the degree program.

The expected learning outcomes are identifiable in terms of knowledge of both theoretical and methodological approaches to the study of consumer behavior. At the end of the course students will be able to properly design and conduct an empirical consumer investigation based on a specific research question, as well as to appreciate the implications of the market research at the managerial level.
Attending students will be able to appreciate the importance of teamwork, time management, and public communication skills to successfully carry out group projects.