CONSUMER BEHAVIOUR ANALYSIS

Knowledge and understanding
The purpose of the course is to transfer the knowledge necessary to identify the optimal type of research with respect to the cognitive needs and budget constraints of the company, to understand the consumer behaviour, to identify the appropriate neuromarketing research technique, in addition to the skills required to conduct field research. In particular, the students will develop advanced knowledge of:
• Marketing research: people, processes, types
• Non standard research
• Observation
• In-depth interview
• Focus Group
• Analysis of documents
• The standard research
• Structured interview
• Experiment
• Structured observation
• Validity and reliability of the research
• Statistical analysis of data
• Decision-making system, cognitive errors and social influences
• theoretical evolution of consumer research;
• needs, motivation and involvement;
• attitudes and behavioural theories;
• perception and learning;
• memory systems;
• emotions;
• the development of neuromarketing;
• neuromarketing techniques.

These results, in terms of knowledge and understanding, will be achieved through the combined use of monographic lectures, seminars held by business operators and team works.

b. Applying knowledge and understanding
The students will be able to apply the most appropriate methodological tools to solve a marketing question. At the end of the course, the students will have a complete view of the marketing research process and will have acquired skills of applied comprehension, analytical ability and problem solving. Furthermore, the student will possess the necessary knowledge to understand consumer behavior and to identify the most appropriate neuromarketing research techniques for the analyze. The ability to apply the knowledge gained will be done through critical reflection on the themes proposed for self-study, the study of specific case studies and team works.

c. Making judgements
At the end of the course, the students will be able to apply the acquired analytical tools to study consumer behaviour, collect, analyze and interpret the data to support decision making in marketing. The ability of making judgments will be stimulated promoting the ability to develop an individual process of reflection and management of a research project.

d. Communication skills
During the course the students will be encouraged to acquire adequate communication skills. They will be asked to transfer in a clear and effective way information and concepts related to specific issues of marketing research. Specifically, they will be asked to prepare brief papers, or provide an oral summary on specific topics, also with the aid of information technology tools and media.

e. Learning skills
At the end of the course the students will have gained the ability to expand, update and deepen the knowledge acquired from lessons and course textbooks. The presentation of case studies and guided discussion of hot topics will aim to stimulate intellectual curiosity, willingness to update and to strength the acquired application skills.