Consumer Behavior And Marketing Strategy – Statale di Milano

• The textbook is complemented by a selection of academic journal articles and additional readings provided during the course, which constitute an integral part of the teaching materials.

Argomenti del programma: The course examines the main theories and models of consumer behavior, with particular attention to the psychological, social, and contextual factors that shape consumer decision making. The theoretical foundations of the course are provided through a course textbook specifically designed for this course, bringing together chapters and teaching materials that reflect the topics covered throughout the semester.