Insegnamento a.a. 2016-2017



Department of Marketing

Course taught in English

Go to class group/s: 31
CLEACC (6 credits - II sem. - OBS  |  SECS-P/08)
Course Director:

Classes: 31 (II sem.)

Course Objectives

The course has two key objectives. First, students develop a deep understanding of consumer behavior. We cover the typical consumer decision process, as well as specialized topics such as conceptual, experiential, cultural, and luxury consumption. Students are exposed to state-of-the-art academic research on topics such as consumer memory, communication, persuasion, decision-making, and happiness.
Second, since this course is a laboratory, students learn to apply the study of consumer behavior to cultural and creative industry contexts. We discuss how extant theory can be used in order to predict and influence how people behave as consumers of cultural and creative products. We further discuss the research methods that managers can use in order to attain key consumer insights in such industries. You are assigned a specific problem for each session that we discuss and you are asked to propose a solution.

Course Content Summary

  • Consumer Memory and Learning.
  • Consumer Motivation and Goals.
  • Consumer Attitudes.
  • Influencing Consumers: Communication and Context.
  • Influencing Consumers: Personal Characteristics and Culture.
  • Influencing Consumers: Social Influence.
  • Consumer Decision-Making: Preference Reversals.
  • Consumer Decision-Making: Value Construction and Nudging.
  • Consumer Satisfaction, Dissatisfaction, and Happiness.
  • Conceptual, Experiential, and Cultural Consumption.
  • Luxury Marketing.

Detailed Description of Assessment Methods

Attending students:
For this course, students are evaluated based on group assignments (one assignment per course section) and based on a final written exam at the end of the course. The exam determines 50% of the final grade, while the group assignments account for the remaining 50%.
  • Group assignments (50%): At the beginning of the course, students form groups (maximum 3 people per group). There are 6 assignments in total. It is mandatory for each group to submit 5 assignments. Your grade across your best (highest-rated) 5 group assignments is averaged and counts for 50% of your final grade. In each assignment you implement one of the concepts discussed in the classroom and course readings to a cultural/creative brand, product, or service of your preference, or you provide answers to a specific problem assigned to you. You are asked to present your idea for 5-10 minutes. You have to use Microsoft PowerPoint to publish each assignment. Deadline for each assignment is 6pm the day before your presentation (latest time by which you can send me your ppt file).
  • Final exam (50%): The exam is an individual written test that can cover materials from slides and scientific articles. It consists of open questions.
  • Extra credits: There are be opportunities for extra credit. These opportunities are primarily discussed in class.

Non-Attending students:
Final exam (100%): The exam is an individual written test that can cover materials from slides and scientific articles. The exam consists of open questions.


There is no textbook assigned for this course. Instead, students have to read the class slides and scientific articles indicated by the instructor at the beginning of the course.
Exam textbooks & Online Articles (check availability at the Library)
Last change 25/05/2016 17:40