Degree in Management of Business and Technology La Salle Campus Barcelona

Degree in Management of Business and Technology

Internationality, technology, innovation, creativity, entrepreneurship, values, and both people and team management are the keys to define this degree. Includes international stages.

Online consumer behaviour

Consumer Behavior embraces the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy their needs and desires. It also takes on how having things affects our lives, how our possessions influence the way we feel about ourselves, and each other, especially in the canon of social media and the digital age. Since we are all consumers, many of the topics have both professional and personal relevance to students, making it easy to apply them outside of the classroom. Marketing activities exert an enormous impact on individuals. Consumer behaviour is relevant To our understanding of both, public policy issues (e.g. ethical marketing practices) and of the dynamics of popular culture. The Web is transforming the way consumers interact with companies and with each other. Online commerce allows us to locate obscure products from around the world, and consumption communities provide forums for people to share opinions and product recommendations. In this course, the student will explore how perceptions, learning, memory, personality, and attitudes influence consumption behavior, how consumption changes during one's life cycle, and how powerful cultural and subcultural influences are on consumers. This course is designed to provide knowledge of: 1) the psychological foundations of consumer behavior 2) the mechanisms of influence that are most likely to lead consumers to change their attitudes, their beliefs, and, most importantly, their actions 3) how to engage these mechanisms in building persuasive communications This course imparts the fundamental concepts of consumer behavior with a parallel focus on today consumer in the digital ecosystem.
Type Subject

Titular Professors

Previous Knowledge

1. To raise awareness of how Marketers understand Consumer behavior both on and offline
2. To understand customer needs and wants as one of the major underpinning constructs of the marketing concept
3. Give you a comprehensive approach to Consumer Behavior from a Marketing perspective by exploring what motivates consumers
4. To understand how consumers respond to marketing activities, drawing mainly from psychology
5. To identify the components of demographic and psychographic characteristics of individuals and how these can influence buying behavior.
6. To monitor one’s own knowledge gained in the marketing communication planning process through an improved understanding of Consumer Behaviour.
7. To guide you in approaching marketing from the clues, actions and attitudes that consumers show you both before, during and after the purchase process on and offline.
8. To give you a general understanding of the differences between Consumer behavior and Business behavior.


TOPIC 1: Consumers in the Marketplace | How Consumers see the World
TOPICS 2: Consumers as Decision Makers | How Consumers see themselves
TOPICS 3: Consumers as Individuals | How Consumers see the world and themselves
TOPICS 4: Businesses as Consumers | Consumer behavior in the Marketplace
TOPIC 5: Consumers and their Social Groups


The learning experience is based on a range of teaching methods that seek to foster your understanding of consumer behavior, as well as consumer behavior concepts. A hands-on approach is crucial throughout the course and will consists of a combination of out-of-class readings, exercises and/or discussion. The classes are intended to be dynamic, therefore only if students come to class prepared and willing to contribute to class discussion will they be dynamic.
Teaching Methods will consist of:
- Theory, practical examples
- Video supplements with original material: video clips, commercials, ads and art
- Course work: exercises / group challenges / presentations / Final Exams


The course grade will be based on the following point breakdown:
10% Class participation/attendance
40% Challenges, workshops, presentations
20% Midterm Essay
30% Final exam (multiple choice questions)
Re-Take policy: the re-take for this course will consist of an exam or case study that encompasses the entire course. This grade, along with class participation and attendance will calculate your final grade

Evaluation Criteria
Basic Bibliography

- Buying, having and being, Global Edition, 12/E Michael R. Solomon. ISBN-10: 1292153105 - ISBN-13: 9781292153100 Published in 2017
- Consumer Behaviour (second edition) Martin Evans, Ahmad Jamal and Gordon Foxall ISBN- 978-0-470-99465-8 Published in the UK in 2010
- A European outlook Leon g. Schilffman, Leslie Lazar kanuk and Havard Hansen. ISBN: 978-0-273-70401-0. Published in the UK in 2008

In addition to the textbook's material used for theory, you will be provided with, at times, reference materials uploaded on the university e-study. You may also be required to search for particular readings, case studies, or explanations on the web or in the library databases in order to successfully complete your course work exercises.

Additional Material