Università Roma Tre

Consumers think, learn, remember and act according to a sum of internal and external influences. Being able to understand how choice, purchase and consumption processes take place is crucial, in order to remove uncertainty from marketing decisions, which otherwise should only rely on manager experience/intuition.

The course aims to provide students for knowledge and capabilities to understand and apply consumer behavior theories within a realistic context, especially with regard to:

• consumer behavior and its marketing relevance;
• tools to understand consumer behavior;
• application of consumer behavior knowledge to marketing problems;
• adaptation of product offering to consumer needs and expectations.