To analyze the way in which the individual consumer exchanges resources for goods and servicesUnderstanding and monitoring market and consumption data and information, the cultural and behavioral dynamics and the main vectors and motivators that influence the purchase and consumption decisions of new consumers, generating and activating insights to create and validate more customer centric value propositions is a strategic business differential adopted by companies and brands to achieve success and maintain their relevance. From this perspective, organizations need to consider that society and the market of these new times are characterized by a greater offer of goods, services and experiences and also by a more demanding and active consumer, whose purchase and consumption behavior needs to be evaluated based on only in their economic and utilitarian needs, but by neurobiological, psychological and cultural factors and by symbolic forces and experiential demands.
In order to train qualified professionals to act and grow in the current market, ESPM created the Master course in Behavior and Consumer Sciences. It is a lato sensu course, whose proposal is to analyze and foresee how different consumers and market segments behave and think, and to investigate the motivations and value benefits that lead them to buy and consume, but also to resignify and refunctionalize products and brands in their consumer experiences.
The course is a pioneer in the area of culture and behavior and market and consumption, as it employs and integrates the various sciences of human behavior: social sciences, anthropology and behavioral psychology, sensory design and semiotics, combined with recent neuroscience studies. and behavioral economics, through studies of shoppology, consumer insights and analysis of trends and studies of the future, through new techniques and models and methods of research and ideation of value propositions based on design thinking and UX research, through studies latest insights on mindset and behavior and digital experience, incorporating approaches from behavioral and cognitive sciences, CX principles and CRM data, customer analytics and applied artificial intelligence, reinforcing the culture, and recent approaches, principles and practices of customer centricity.
An interaction and combination that contributes to a better understanding of the peculiarities of the conduct of different groups and segments of the public in this new (post) digital reality.
The course is based on two great pillars that dialogue and intersect. The pillar of disciplines that have a greater focus on aspects of Human Behavior based on Behavioral Sciences Applied to Consumption and the most applied and strategic pillar of the new approaches and disciplines of research and investigation and strategic intelligence, aiming to explore not only the deeper and behavior of people, public and consumers today, but the practical application in business strategies, following the demands of the market, companies and specialized consultancies.