Course Description

Course Name

Consumer Behavior

Session: VFPS1120

Hours & Credits


Prerequisites & Language Level


General Course Description

The primary objective of the course is to enable students to understand the factors related to consumer behavior during buying decisions and process. The course aims to explore a balance among theoretical concepts, research findings and applied marketing examples, ultimately enabling the students to achieve a satisfactory consumer-focused, strategy-oriented approach to marketing and managerial practice.

Course Topics

  • Consumer and consumer behavior concepts.
  • Consumer Behavior Marketing Strategies
  • Consumer Information Processing - Psychological processes in the buying decision.
  • Consumer Decision Making
  • Consumer Social Influences: cultural, individual and group
  • Biases and errors in managerial decision-making, and how to avoid them
  • Consumer influences
  • Brazilian practical cases studies.



Professor's and students' introduction. Concepts: science, empiricism, rationalism. Emotion and reason. B2C and B2B. 2.5 hours
Marketing Marketing basic concepts: the Five Cs, Five Ps, segmentation and positioning. 2.5 hours
Marketing Strategy Consumer behavior and marketing  strategy. 2.5 hours
Marketing Strategy Strategic decisions related to segmentation and positioning. 2.5 hours
Marketing Strategy Using research-based knowledge about consumers to develop segmentation and positioning  strategies. 2.5 hours
Information processing and marketing Consumer information processing. 2.5 hours
Information processing and marketing Consumers interaction with the marketing world. 2.5 hours
Consumers decision making and brands Consumers decision making: how they use their knowledge about products and services to choose the brands they buy. 2.5 hours
Social influences Consumer social influences. 2.5 hours
Social influences Contemporary strategies for Marketers. 2.5 hours
B2B The Brazilian energy market. Discos and generators. 2.5 hours
Managerial decision making Biases and errors in managerial decision making and how to avoid them - I. 2.5 hours
Managerial decision making Biases and errors in managerial decision making and how to avoid them - II. 2.5 hours
Practical activities Field tasks in the neighborhood of Unisul Trajano. 2.5 hours
Final exam A final exam to check each student level of comprehension about the course. 2.5 hours

All classes will have theoretical and practical activities. The field tasks will include observation, interviews and fulfilling of a formulary by the students, followed by the professor, in the neighborhood of Unisul Trajano.

Required Readings

- The Fortune at the Bottom of the Pyramid. Prahalad, C.K. & Hart, S.L.

- Opportunity for Luxury Brands in China. Degen, R.

- A Marketer's Guide to Behavioral Economics. Welch, Ned.

- How the Recession has Changed U.S. Consumer Behavior. Bolen, B.,Cariotti, S. & Mihas, L.

- The New Japanese Consumer. Salsberg, B.

- The Case for Behavioral Strategy. Lovallo, D. & Sibony, O.


  • 35% - Oral Presentations and In-class Participation: Students' full attendance and punctuality are essential to the learning objectives of the course. Students are expected actively participate in class - ask questions, contribute comments on the texts and overall materials analyzed in the course, and partake in classroom discussions. Every student's participation will be evaluated.
  • 35% - Field Tasks
  • 30% - Final Exam: The final exam will cover theoretical and practical knowledge of course material and content up to the day of the exam.

Attendance Policy

  • To be approved, the student must have a minimum of 70% of improvement and 75% of class attendance.
  • The student cannot be absent on up to 25% of classes. In case of injury or sickness the absence of the student will not count if he presents a medical certificate. In this context, the classroom assignments shall be sent via e-mail to him/her. When the student returns to class, the professor is instructed to pay extra attention to him/her in the process of catching up with the class.
  • Possibility of dropping or adding classes: Please note that courses are determined prior to the student's arrival on-site.

*Course content subject to change