Educational objectives The course will present and analyze the theoretical models and analytical tools for understanding the consumer and other stakeholders’ behaviours and what factors contribute to the choices as to the mechanisms of the satisfaction of needs and expectations.
Specific insights will concern the relational and interactional processes of the consumer in the most important contexts, such as retail and distribution management strategies.
• The first main goal of the Course (Dublin Descriptor 1), in order to analyse the consumer behaviours, will be to supply students the tools for understand the interaction between customer and seller (retailer) and the processes of social construction of the identity of the consumer as individual and as component of a group.
• For the second goal (Dublin Descriptor 2), the reference to an intersectional approach will allow to point out the most important factors of change in the societies for the application of the concepts learned in different analytical contexts and for different consumer identities.
At the end of the Course, students will have acquired the target of the following objectives:
• For the third goal (Dublin Descriptor 3), the improvement of the critical abilities of students will be verified by written, practical and oral tests both on the theoretical knowledge and the methodological one for the application in different contexts and for the collection and interpretation of data on needs, desires, behaviours of the clients in the economic organizations.
• The achievement of the fourth goal (Dublin Descriptor 4) will be entrusted to the practical and oral tests during the classes and in favour of the mates to verify the abilities in the communication of the concepts both in the terms of the knowledge and of their application.
For the fifth last goal (Dublin Descriptor 5), the supply of a wide range of document sources and the knowledge of analytical and applicative methodologies permit students to lead detailed and up-to-date studies autonomously after the end of the training.
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Educational objectives The aim of the module customer behaviour, is to provide tools in order to understand the interaction between cognitive, motivational, affective and personality dimensions, in their interaction with social construction of knowledge and cultural dynamics.
Specific objectives:
1. Knowledge and understanding: the first goal of the course is to introduce students to the main themes of consumer behaviour, highlighting the areas of study, vocabulary and methodologies of the discipline: to this end the course will address classical studies and fundamental approaches. Current perspective and recent developments will be introduced as well.
2. Applying knowledge and understanding: the second specific goal of the module is being able to apply the acquired knowledge to problems concerning consumer behaviour and to develop arguments in the light of the contribution provided by psychology, and social psychology in particular.
3. Making judgements
4. Communication Skills
Further specific objectives of the module concern the ability to analyse and reflect autonomously in light of the theoretical-methodological tools provided by the course, these objectives will be pursued through targeted small group activities of analysis, written reports and presentation in the classroom.
Expected results: students will develop, starting from lectures, knowledge related to the main topics of psychology of consumer behaviour, and will acquire through practical exercises and thematic investigation new skills and mastery of the fields of study, the vocabulary and the methodologies of the discipline.
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Educational objectives The course will present and analyze the theoretical models and analytical tools for understanding the consumer and other stakeholders’ behaviours and what factors contribute to the choices as to the mechanisms of the satisfaction of needs and expectations.
Specific insights will concern the relational and interactional processes of the consumer in the most important contexts, such as retail and distribution management strategies.
• The first main goal of the Course (Dublin Descriptor 1), in order to analyse the consumer behaviours, will be to supply students the tools for understand the interaction between customer and seller (retailer) and the processes of social construction of the identity of the consumer as individual and as component of a group.
• For the second goal (Dublin Descriptor 2), the reference to an intersectional approach will allow to point out the most important factors of change in the societies for the application of the concepts learned in different analytical contexts and for different consumer identities.
At the end of the Course, students will have acquired the target of the following objectives:
• For the third goal (Dublin Descriptor 3), the improvement of the critical abilities of students will be verified by written, practical and oral tests both on the theoretical knowledge and the methodological one for the application in different contexts and for the collection and interpretation of data on needs, desires, behaviours of the clients in the economic organizations.
• The achievement of the fourth goal (Dublin Descriptor 4) will be entrusted to the practical and oral tests during the classes and in favour of the mates to verify the abilities in the communication of the concepts both in the terms of the knowledge and of their application.
For the fifth last goal (Dublin Descriptor 5), the supply of a wide range of document sources and the knowledge of analytical and applicative methodologies permit students to lead detailed and up-to-date studies autonomously after the end of the training.
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