Research line: Marketing

The objective of the course is to promote understanding of the scholarly, research-based activity about the behavioral aspects of marketing. The course will enable participants: 1) to comprehend the structure of the area of marketing with focus on its behavioral aspects, therefore approaching the behavior of consumers and markets in terms of scientific inquiry and 2) to acknowledge conceptual and methodological contributions of consumer and market behavior from diverse perspectives, including the perspective of marketing, marketing models, psychology, anthropology, and society.