Master in Strategic Marketing (Anno Accademico 2021/2022) - Master in Strategic Marketing (with London School of Business and Finance)

Consumer Behaviour and Research

Lezione n. 1: Introduction to Consumer Behaviour and Research Buyer Behaviour Discovering the Needs of Customers Buying Process / Cycle Market Research Use of Surveys in Research Big Data Collecting Primary Data Using Semi-structured, In-depth and Group Interviews
Lezione n. 2: The Psychological Core Escapism by Consumers Growing Demand for Multiplicity Differentiation of Customers’ Wants, Needs, and Expectations Maslow’s Hierarchy of Needs AIDA Purchase Funnel Concept Perceptions of Value
Lezione n. 3: The Consumer Decision-making Process Top of the Funnel Middle of the Funnel Bottom of the Funnel Characteristics of Decision-making The Customer Equity Approach Monitoring Customer Problems and the Use of Feedback Loops to Improve Products and Services
Lezione n. 4: The Role of Culture Generation X Generation Y Generation Z Culture and Communication Hofstede’s Cultural Dimensions Theory Social Class
Lezione n. 5: Customer Engagement Practices Best Practices in Customer Engagement Shift to Greater Personalisation Consumer Behaviour in the Cyber Environment Innovation with the Customer Consumer-generated Media Customer Engagement Strategies