The Online Consumer Behaviour course provides the foundations for understanding how and why individuals make consumption decisions, drawing on core psychological and marketing perspectives. It introduces key concepts of consumer behaviour and examines their application in digital environments. Through the comparison of offline and online contexts, the course highlights the continuity of underlying theory and the adaptation of consumer actions to technological change. It provides a transversal foundation for the study of consumer-related phenomena within business and technology contexts.
It is recommended that students have previously completed courses in courses in the following areas: Introduction to Marketing; Fundamentals of Business Administrations, Principles of Psychology
The course aims to develop a solid understanding of consumer behaviour, enabling students to analyse how individuals’ needs, motivations and characteristics influence consumption decision-making in both offline and online contexts. It develops the ability to apply psychological and marketing perspectives to interpret consumer responses to marketing activities and to understand the factors shaping buying behaviour. It fosters analytical awareness of consumer behaviour across the decision-making process, contributing to the development of competences required in subsequent marketing and management-related subjects.
1. Introduction to Consumer Behaviour
2. Perception
3. Learning and Memory
4. The Self
5. Attitudes and Persuasive Communications
6. Decisions, Motivation and Affect
7. Personality & Lifestyles
8. Lifestyle & Values
9. Decision Making and Product Buying
10. Organizational Buying Behaviour
11. Groups & Social Media
The teaching methodology is based on an active theoretical–practical approach aimed at the progressive achievement of the learning outcomes defined for the course. The subject combines conceptual foundations with applied analysis of consumer behaviour in both offline and online contexts.
The learning process integrates prior autonomous preparation, collaborative in-class work and guided discussion. Students are expected to engage with theoretical materials in advance and participate actively in applied analytical activities.
The methodology includes theoretical inputs, workshops and the analysis of audiovisual materials (commercials, campaigns and digital content), complemented by group exercises, peer learning and presentations.
Assessment is based on continuous evaluation through individual and group tasks, presentations and examinations.
The methodology integrates autonomous work, collaborative learning and continuous formative assessment, ensuring coherence with ECTS workload and evaluation criteria.
Success in this course depends on active participation, group work, presentations and deadline compliance. Late submissions will not be accepted.
Course assessment is carried out through a continuous evaluation system based on both individual and group activities. The final grade is obtained from the following elements:
· Attendance and participation (Individual) – 10%
· Challenges, workshops and presentations (Group) – 35%
· Midterm essay (Group) – 25%
· Final exam (Individual) – 30%
To pass the course, students must obtain a minimum grade of 4 out of 10 in the final exam. Failure to meet this prevents grade calculation.
Students who do not attend, do not participate in group work, or do not take the required assessment activities during the semester will be recorded as Not Present (NP) for the course.
· Ability to identify, explain and appropriately use key psychological and marketing concepts
· Capacity to analyse and interpret consumer decision-making processes
· Correct application of consumer behaviour theories and frameworks
· Analytical rigour in evaluating consumer responses
· Critical thinking in interpreting behavioural patterns
· Clarity and coherence in academic communication
· Effective collaboration in group tasks
No mandatory textbook is required. Core materials are provided during sessions.
· Harvard Business Review
· eMarketer Reports
· Forrester Research Publications
· McKinsey & Company insights
· Nielsen Reports on Digital Consumer Behaviour Trends
· Pew Research Center; Studies on Internet Usage and Online Behaviour
· Deloitte Reports on Digital Consumer Trends
· Retail Technology Innovation Hub Analyses
Digital resources:
· Content Marketing Institute: https://contentmarketinginstitute.com
· HubSpot Marketing Blog: https://blog.hubspot.com/marketing/biggest-consumer-behavior-shifts
· Think with Google: https://www.thinkwithgoogle.com
Blog de Noldus: https://www.noldus.com/blog/topic/consumer-behavior