CONSUMER BEHAVIOR,BRANDING AND ADVERTISING
Learning outcomes of the course unit
At the end of the course, the student possesses the knowledge and methodologies useful for a correct understanding of the theoretical and empirical dimensions of consumer behavior, the concepts and activities of operational marketing, as well as the fundamental theories and applications of marketing management. In particular, the student is able to - analyze the mechanisms underlying the formation of the purchase decision - design and implement a marketing research aimed at exploring the expected consumption behavior, with specific reference to situations of choice with high involvement (goods with high unit value, financial services, voting behavior, etc.. Support marketing management in the interpretation and implementation of marketing research results - Support effective development of customer base segmentation and brand positioning strategies - Analyze and redesign the marketing mix of an industrial company - Use techniques to understand the effectiveness of marketing levers and the coherence between operational marketing and corporate strategy
Course contents summary
Studying consumer behavior is important because it helps marketers understand what influences consumers’ buying decisions.
By understanding how consumers decide on a product, they can fill in the gap in the market and identify the products that are needed and the products that are obsolete.
Studying consumer behavior also helps marketers decide how to present their products in a way that generates a maximum impact on consumers.
A consumer behavior analysis should reveal:
-What consumers think and how they feel about various alternatives (brands, products, etc.);
-What influences consumers to choose between various options;
-How consumers’ environment (friends, family, media, etc.) influences their behavior.
1. Marketing, business management, and consumer behavior: strong relationships.
2. A typology of consumer activity: impulse buying; habitual buying behavior; high involvement buying behavior.
3. Attitudes, intentions, behavior. Definitions and measures. The models expectation-value
4. Prediction of purchase behavior based on consumer attitudes. The theory of reasoned action. The theory of planned behavior.
5. Operational fallout. Changing attitudes: the role of business communication.
6. The link between consumer buying behavior analysis and operational marketing.
7. The Marketing Environment
8. Segmentation choices. The positioning of the brand
9. Product life cycle management
10. Business communication: advertising, sales promotion and propaganda
11. The politics of price: strategies and tactics
12. The management of the distribution network.
1) R. East, M. Wright, M. Vanuele, Comportamento del consumatore, Apogeo, 2009, chapters 1, 2, 6, 8, 11
2) R. Wiener, R. Dhar, F. Mosca, Marketing management, 2 ed., Apogeo, Milano, 2013 chapters (1, 2, 4, 7, 9, 10, 12)
Lectures, laboratory exercises, implementation of mini-projects by groups of students.
Assessment methods and criteria
There will also be a written test (optional) at the end of the cycle of lectures.
Tools to support teaching
Video projector, PC, laboratories