Programme

The development of an effective marketing strategy and marketing plans requires an in-depth understanding of consumer behavior and the decision-making process. The course is designed to introduce students to what happens before, during, and after the point of purchase. Accordingly, it illustrates the influences on how people gather information, form attitudes, make choices, behave, and evaluate their experiences. This course marries a theoretical foundation with practical applications to the everyday practice of marketing.

Syllabus >

Faculty

Prof. Ana Brochado

• Assistant Professor at Iscte Business School and researcher at DINAMIA’CET
• Her main research interests are marketing and hospitality marketing and management. She has authored or co-authored over 70 publications in top international journals in these fields, wrote over 40 book chapters and presented over 200 talks at international conferences