Ateneo - UPO

This course explores the intersection between innovation and consumer behaviour, integrating theories, applied research methodologies, and emerging technologies to analyse consumer decision-making processes through an experimental and interdisciplinary approach.

The teaching material consists of readings, articles, slides, and other materials that will be made available during the course and can be accessed at: dir.uniupo.it. Non-attending students should contact the lecturer regarding the assignment of readings.

The course aims to provide students with advanced knowledge of consumer decision-making processes and the impact of innovation mechanisms on market dynamics and business strategies. By integrating theories from behavioural economics, consumer psychology, and marketing, the course enables students to understand how technological, digital, and organisational innovation influence consumer choices and managerial practices. Particular attention is devoted to the study of analytical and methodological tools for investigating and interpreting consumer behavior, including data-driven approaches, digital marketing, and qualitative-quantitative research. The course seeks to develop students’ ability to apply the knowledge acquired to solve complex problems in economic and business contexts characterised by rapid technological and competitive evolution. Students will be guided in the use of quantitative and qualitative tools for consumer behaviour research, in the design and implementation of innovative marketing strategies, and the critical analysis of the ethical and social implications of innovation. The course aims to combine analytical skills, independent judgment, and communication abilities, preparing students to address complex economic scenarios with an interdisciplinary approach.

No prerequisite requirements.

The course is organised through lectures and practical activities, including seminars and laboratory sessions. Although attendance is not mandatory, it is strongly recommended.

Students with physical disabilities, Learning Disabilities or Special Education Needs can request specific services and tools via reference office consulting the University webpage: https://www.uniupo.it/en/services/services-students-physical-or-learning-disabilities. Students with disabilities, learning disabilities or special education needs, once they have contacted the University Staff, can refer to the tutor in charge of the course to define the examination modalities, concerning academic aspects.

The seminar and laboratory activities planned during the course are evaluated and therefore contribute to determining the final grade through the production of a group project, which will consist of an oral presentation and a related report (attending students). The group project is aimed at assessing the understanding and the ability to independently apply the topics covered during the course, as well as communication skills. The final grade will be the same for all group members (groups may consist of 3 to 5 participants, with a preference given to groups of 3.). The minimum grade required to pass the exam through group project is 18, while the maximum grade is 30 with honors. For non-attending students (who do not produce the presentation and the report), a final exam is required. This will consist of a written test with three open-ended questions base on materials indicated by the lecturer, aimed at assessing knowledge and understanding of the topics covered, adopting a critical reflection approach. The materials will be grouped into three macro-areas: theoretical foundations, methodological section, and case studies. One question will be assigned for each area. Each question carries a maximum score of 10 points, for a total of 30 points. The written test is considered passed with an overall score of no less than 18 points. Honors may be awarded to those who demonstrate excellent mastery of the content, accompanied by strong critical analysis and in-depth argumentation skills. Please contact the lecturer for the bibliography.

1) Course Introduction: Definition and principles of Innovation and Consumer Behavior. Consumer psychology and decision-making processes. The neurological bases of decision-making. The importance of consumer insight within the context of Innovation and Consumer Behavior. Ethics and social implications in innovation processes and consumer behavior. Sustainability and consumer ethics. Information on group projects (procedures, deadlines, etc.). 2) Digital Marketing and Innovation in Consumer Behavior: Analysis of the key components of digital marketing and online consumer behavior, with particular attention to the impact of technological innovation on purchasing dynamics and decision-making. Development of strategies based on the extended marketing mix and the use of advanced tools such as social media listening and data analytics to understand and anticipate consumer needs. Introduction to automation systems and emerging technologies (artificial intelligence, virtual reality) to optimize processes and innovate consumer interaction. 3) Case Studies: Digital marketing and artificial intelligence, Neuromarketing and consumer neuroscience, Visual merchandising and purchase experience, Virtual reality and augmented reality, Innovation and consumer behaviour in services, etc. 4) Data-driven techniques (internet, social media, etc.). Data collection, analysis, and management. Marketing analytics. 5) Quantitative methods (questionnaires, laboratory experiments, field experiments, etc.) and related analytical methods and software. 6) Qualitative methods (focus groups, visual methodologies, etc.) and related analytical methods and software. 7) How to find, read, and analyse scientific literature (focus on the course topics). 8) Data visualisation and presentation techniques: communication in the field of Innovation and Consumer Behavior and Digital marketing. 9) Data storytelling: How to write a report with a focus on Innovation and Consumer Behavior and Digital marketing. Integration of the gender dimension: where relevant, the course integrates the gender dimension into its learning activities through the analysis of case studies and scientific articles. The aim is to encourage critical reflection and promote an inclusive learning environment within the context of Innovation and Consumer Behavior. It should be noted that any gendered terms used in literature, common practice, or teaching materials are intended to be understood in a neutral and inclusive way. For example, the term consumer is used to refer to all consumers, regardless of gender, unless otherwise specified. Please note: course content may be subject to change for teaching purposes.

In order to achieve the knowledge and skills expected for this course, students are required to demonstrate the following intended learning objectives: Knowledge and understanding: To acquire knowledge of the theory of decision-making processes related to consumer behavior and to understand the potential effects of innovation mechanisms on these processes, with particular reference to applied case studies and the most recent scientific evidence in the field of Innovation and Consumer Behavior. Applying knowledge and understanding: To develop the ability to independently apply the research tools presented and used throughout the course, including quantitative methods (e.g., questionnaires, experiments) and qualitative methods (e.g., focus groups, visual analysis), for the analysis of consumer behaviour and the impact of innovation. Making judgments: To be able to critically evaluate theoretical and empirical evidence, interpret collected data, and formulate independent judgments regarding the dynamics between innovation and consumer behaviour, including the ability to propose data-driven solutions and to recognise the ethical and social implications of marketing and innovation decisions. Communication skills: To communicate effectively the results of analyses and research activities, both orally and in writing, from the design of the research framework to the presentation and interpretation of the collected data. Learning skills: To select and critically use scientific sources and materials to deepen the understanding of the interrelationships between innovation and consumer behaviour. In particular, given the constant evolution of digital technologies and consumption practices, students must develop the ability to independently keep up to date with theoretical, methodological, and technological advancements in the field of Innovation and Consumer Behavior.