Comportamiento del Consumidor en Marketing

Syllabus for Marketing and Logistics

• Course Length: 80 academic hours
• Dates: 02/04/2025 to 02/10/2025
• Class Days/Times: Monday to Friday, 7:45 AM to 9:45 AM
• Instructor Contacts: Isabell Miranda Dominguez and Valeria Pinedo Vilar (phone numbers provided)

Unit 1: Introduction to Consumer Behaviour

• General Competency: Analyze consumer behavior to understand purchase decisions and their impact on marketing.
• Specific Competencies:
  • Understanding the fundamentals of consumer behavior and its role in decision-making.
• Competency Elements:
  • Define consumer behavior and key factors.
  • Connect theoretical concepts with real-world examples.
  • Develop critical thinking and curiosity about consumer habits.

Unit 2: Psychological Factors: Motivation and Perception

• General Competency: Identify psychological factors influencing purchase decisions and their application in marketing strategies.
• Specific Competencies:
  • Analyze the impact of motivation and perception on consumer decision-making.
• Competency Elements:
  • Explain how motivation and perception affect consumer behavior.
  • Apply psychological models to create consumer profiles.
  • Demonstrate precision in analyzing and arguing psychological influences.

Unit 3: Social and Cultural Influences

• General Competency: Evaluate the influence of social and cultural contexts on consumer purchase decisions.
• Specific Competencies:
  • Analyze how culture, reference groups, and social norms affect consumer behavior.
• Competency Elements:
  • Explain the influence of social and cultural factors on consumerism.

Unit 4: Consumer Decision-Making

• General Competency: Apply decision-making models to understand the consumer purchasing process.
• Specific Competencies:
  • Evaluate how consumers make purchasing decisions and the factors that affect the process.
• Competency Elements:
  • Explain consumer decision-making models.
  • Simulate and analyze decision-making scenarios.
  • Promote an ethical and strategic approach to consumption analysis.

Unit 5: Introduction to Design Thinking

• General Competency: Understand the Design Thinking approach and its application in consumer-centered innovation.
• Specific Competencies:
  • Explain the Design Thinking methodology and its application in resolving consumption problems.
• Competency Elements:
  • Describe the Design Thinking process and its five stages.
  • Analyze cases where Design Thinking generated innovative solutions.
  • Develop an innovative and solution-oriented mindset.

Unit 6: Empathy and Problem Definition (Stages 1 & 2 of Design Thinking)

• General Competency: Apply empathy tools to understand consumer needs and define design problems.
• Specific Competencies:
  • Use empathy techniques to identify key issues in the consumer experience.
• Competency Elements:
  • Explain the importance of empathy in product and service innovation.
  • Create empathy maps and define relevant problems.
  • Demonstrate sensitivity and commitment to consumer problem-solving.

Unit 7: Ideation and Prototyping (Stages 3 & 4 of Design Thinking)

• General Competency: Generate innovative solutions based on deep consumer understanding.
• Specific Competencies:
  • Analyze the impact of motivation and perception on consumer decision-making.
• Competency Elements:
  • Explain the ideation and prototyping process.
  • Create functional prototypes of consumer solutions.
  • Encourage creativity, teamwork, and experimentation in problem-solving.

Unit 8: Testing and Feedback (Stage 5 of Design Thinking)

• General Competency: Evaluate prototype effectiveness through user testing and iterative adjustments.
• Specific Competencies:
  • Test solutions to validate effectiveness and make improvements.
• Competency Elements:
  • Identify best practices in user testing.
  • Implement prototype testing and document improvements.
  • Be receptive to feedback and improve solutions critically.

Unit 9: Consumer-Based Marketing Strategies

• General Competency: Develop consumer-centric marketing strategies based on data and trends.
• Specific Competencies:
  • Apply consumer insights to develop effective marketing strategies.
• Competency Elements:
  • Explain how consumer-profiled marketing strategies are created.
  • Design campaigns aligned with consumer needs.
  • Demonstrate strategic leadership and thinking in developing strategies.

Unit 10: Integrated Final Evaluation

• General Competency: Integrate acquired knowledge into a practical case study combining Design Thinking and consumer behavior.
• Specific Competencies:
  • Apply Design Thinking and consumer behavior analysis to a final project.
• Competency Elements:
  • Apply key concepts of consumer behavior and Design Thinking.
  • Present an innovative solution based on consumer understanding.
  • Demonstrate autonomy, teamwork, and proactiveness in problem-solving.

General Course Information

• Evaluation: Participation, case studies, tasks, partial exam, final project.
• Software: Microsoft Project.
• Class Format: Primarily in-person, with some online sessions (Zoom).
• Attendance Requirements: 80% attendance for final exam and project.
• Late Submissions: 20% penalty for late work.
• Grading: 60% is required to pass. Students have 15 days after receiving grades to dispute marks.
• Bibliography/Resources: Information regarding required resources is not available.