Strategic Consumer Insights International Business Program Fall 2018 Semester CEA & UPF Hybrid - Barcelona

The goal of this course is to use a variety of insights from the social psychology literature in order to understand how consumers behave and, particularly, the reasons behind such behavior. With this knowledge, students should be better equipped to answer important marketing questions such as how to boost product awareness or how to increase purchase intentions.

Strategic Consumer Insights is divided in three blocks:
1) In the first block, students will learn about perception, memory, motivation and personality. These topics have important marketing applications in the context of product awareness, product recall, and product attitude formation.

2) In the second block, students will learn about decision-making models and influence techniques. These topics have important marketing applications in the context of product choice and brand loyalty.

3) In the third block, students will learn about several contemporary strategies to reach consumers, about the differences between online and offline consumer behavior, and about how consumer behavior can and should be used to inform branding strategy. The aim of this last block is to show students that consumer behavior is an ever-evolving discipline that has deep implications in other marketing areas such as branding.