Communication Sciences (Academic Year 2022/2023) - Digital Corporate Communication

No prerequisites in particular

At the end of the course students should be able to describe the main antecedents of individuals' purchasing and consumption choices; they should also be able to produce consumer insights. Finally, they will have to understand the usefulness of the knowledge acquired for the marketing management activities of companies.

The course focuses on the analysis of consumer purchasing behaviour, i.e. the processes and conduct that characterize individuals in their purchasing and consumption of goods and services. In particular:

- the main theoretical frameworks available to explain the decision-making processes;

- the main phases of the decision-making processes;

- the main actors involved in decision-making processes.

Dalli, D., Romani, S. 2011 Il comportamento del consumatore. Acquisti e consumi in una prospettiva di marketing. Franco Angeli.

During the course, students will be required to complete two mandatory deliverable exercises. These exercises will be multiple-choice questions on some videolessons. The mandatory exercises can be found online together with the respective videolessons.

In addition, an exercise related to the Fishbein model will be uploaded online. This exercise will be non-deliverable and the correction will be done within an interactive lesson.