DICOB22 - DIGITAL CONSUMER BEHAVIOUR

courses

ID:

DICOB22

Duration (hours):

36

CFU:

SSD:

ECONOMIA E GESTIONE DELLE IMPRESE

Located in:

PESCARA

Url:

Course Details:

DIGITAL MARKETING/CORSO GENERICO Year: 1

Year:

2025

Course Catalogue:

https://unich.coursecatalogue.cineca.it/af/2025?co...

Date/time interval

Terzo Quadrimestre (16/03/2026 - 31/07/2026)

Course Objectives

The course provides the necessary skills to analyze consumer behavior in digital contexts, understanding decision-making processes, social influences, and business strategies that shape purchasing preferences. Through case studies and practical applications, students will develop critical and operational competencies to address the challenges of the digital economy.

Teaching Methods

Lectures combine theory and practice through interactive discussions, case study analysis, and group activities. Students are encouraged to actively participate, applying theoretical concepts to real-world scenarios to gain a deeper understanding of digital consumer behavior.

Assessment Methods

The assessment includes in-class activities and group work (30%), project work (30%), and a final exam (40%). Attending students can complete up to three intermediate activities to earn additional bonus points. Non-attending students will be evaluated solely through a written exam (100%) based on the assigned textbook.

Assessment Structure – Written Exam
Non-Attending Students
Non-attending students will complete a written exam consisting of:
6 multiple-choice questions
– 1 point per question
– no penalty for incorrect answers

4 open-ended questions
– worth 6 points each
– based on the textbook and course slides
The maximum score achievable is 30 points.
Attending Students
Attending students will complete a written exam consisting of:
3 multiple-choice questions
– 1 point per question
– no penalty for incorrect answers
3 open-ended questions
– worth 9 points each
– based on lectures, class discussions, and course materials
The maximum score achievable is 30 points.

The examination will be graded according to the following criteria:
Unsuitable: important deficiencies and/or inaccuracies in the knowledge and understanding of the topics; the topics are exposed in an incoherent manner and with inappropriate language.
18-20: barely sufficient knowledge and understanding of most of the topics, with some missing items; sufficient capacity for analysis; the topics are sometimes exposed in an inconsistent manner and with inappropriate/technical language;
21-23: basic knowledge and understanding of most of the topics; ability to analyze and synthesize correctly with sufficiently coherent logical argumentation, with possibly some inaccuracy in the technical language.
24-26: good knowledge and understanding of most of the topics; good analytical and synthetic skills with rigorously expressed arguments, though with possibly a few inaccuracies in the technical language.
27-29: complete knowledge and understanding of the topics; good capacity for analysis and synthesis. Arguments presented in a rigorous manner and with appropriate/technical language, with only minor inaccuracies.
30-30L: very good level of knowledge and thorough understanding of topics. Excellent analytical and synthetic skills and independent judgement. Arguments expressed in an original manner and in appropriate technical language.

Texts

Main textbooks:

Filippo Marchesani. (2026). Digital Consumer Behavior Essentials (1a Edizione). Vibrant Publishers LLC, USA
ISBN: Paperback -9781636516622
Hardback - 9781636516646
E-Book - 9781636516639
Additional materials: Slides, academic papers, and case studies provided by the instructor.
Godin, S. (2021). La mucca viola. Sperling & Kupfer.

The course explores digital consumer behavior through a multidisciplinary approach that integrates psychological, technological, and strategic perspectives. It examines online decision-making processes, cognitive and emotional influences on purchasing choices, and the role of digital platforms in shaping user preferences. Special emphasis is placed on the use of data and artificial intelligence for personalized consumer experiences, as well as the ethical implications and risks associated with privacy and algorithmic manipulation. Additionally, the course delves into omnichannel strategies and customer journey dynamics, focusing on emerging technologies that are transforming consumer-business interactions. The teaching approach combines theoretical lectures with case study discussions and practical exercises, equipping students with critical and operational tools to understand and navigate the challenges of the digital marketplace.

Course Language

Italian

More information

Additional materials (slides, research articles, and online resources) will be available on the course platform. Active participation is strongly encouraged to enhance learning and earn bonus points through intermediate assignments. Non-attending students will take a written exam based solely on the assigned textbook.