English

None, but some basic knowledge of marketing concepts is advisable.

The course consists of frontal and flipped lectures. Additional practical class activities will also be implemented to enhance the development of analytical skills related to consumer behaviour.

The course enables students to acquire theoretical and practical knowledge of consumer behaviour and get familiarised with various methodologies to research, analyse, and comprehend consumers' food choices.

Students will learn to identify the best methodology to study consumer behaviour depending on their research objectives. Moreover, students will implement various qualitative and quantitative methods to analyse consumer food choices, including focus groups, surveys development, experiments, etc. Additionally, students will analyse the collected data and provide precise results.

Participation in all activities will help students develop their analytical and critical thinking skills, allowing them to identify the best path to follow according to the selected research objectives. Moreover, their participation in individual and group activities will allow them to develop their abilities to listen, communicate, and express their points of view while respecting others and gain confidence in themselves to present their work to an audience.

- Introduction to consumer behavior (0.5 ECTS)
- The consumer as an individual (2 ECTS):
Affect and Cognition
Perception, learning and memory
Motivations, values and involvement
Attitudes and intentions
- The consumer as a decision-maker (0.5 ECTS)
Individual decision-making
Culture and lifestyle
- Consumer behaviour analysis (3 ECTS)
Qualitative methods
Quantitative methods
How to present results

The assessment is based on engagement, participation, homework, individual and group assignments, a final project and a final written exam.

The diverse assessments of learning are developed to test students skills in:
Understanding the difference between key concepts in consumer behaviour research in food choice.
Developing critical thinking in understanding the role of internal and external processes that affect consumers behaviour when choosing their food.
Implementing strategical analysis when deciding the best methodology to apply when studying consumers behaviour in food choice according to the research objectives.

Learning is asses by individual engagement, participation and contribution to diverse activities, individual and group work, team cohesion (peer-evaluation) and a written exam.

Individual discussion, engagement and participation – 10%
Individual and group assignments – 15%
Individual presentation on one topic – 10%
Final project - 35%
Final exam - 30%

Readings and materials will be provided on a weekly basis on the e-learning platform.

https://learn.univpm.it/course/view.php?id=13250