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The New Consumer

Code: 43402 ECTS Credits: 6
Degree Type Year Semester
4314947 Strategic Planning in Advertising and Public Relations OB 0 1


Nicolás Lorite Garcia

Use of Languages

Principal working language:
spanish (spa)


Nicolás Lorite Garcia
Albert Vinyals Ros

External teachers

Lluis Casas Esterich


The ones contemplated in the master's teaching plan.

Objectives and Contextualisation

It is expected that by the end of the master's degree students will be able to:

- Identify the different types of consumers and consumers from the persuasive and psychological point of view.
- Analyze the behavior habits and needs of consumers and consumers under the perspective of "Shopper understanding studies".
- Know the new consumer trends and emerging segments.

- Strategically apply persuasive communication aimed at the new "consumer" and consumer model.

- Know the representation of diversity in advertising and its intercultural dynamizinf effects.

- Identify the role of advertising with a social transformation entity on key issues such as sociocultural vulnerability and sexually transmitted diseases and those caused by viruses.

- Know how organizations define their corporate purpose aligned with those actions and / or communications that are articulated in favor of women, with messages that empower women and girls.




  • Analyse the main consumer behaviours.
  • Be able to evaluate inequalities for reasons of sex or gender to design solutions.
  • Integrate knowledge and use it to make judgements in complex situations, with incomplete information, while keeping in mind social and ethical responsibilities.
  • Work in a team, showing respect for the roles of its members (workload, responsibilities, merits, etc.) and its dependencies.

Learning Outcomes

  1. Become familiar with the professional routines of strategic planning in advertising and PR, based on working in teams.
  2. Identify and be able to analyse the structure causes and effects of violence against women and other gender violence.
  3. Identify the most suitable advertising for the new consumers.
  4. Integrate the different disciplines in the study of consumer behaviour.
  5. Know and use the contributions of women and gender studies in the discipline.
  6. Know how to carry out an adequate and informative treatment of sexist violence, excluding elements which could create unhealthy interest and avoiding banality.
  7. Know how to collect, systematise, conserve and disseminate information about women, works written by women, documents referring to the laws and policies of equality and those generated by research into gender studies, evaluating gender bias which may be included in existing searches and descriptors.
  8. Know how to distinguish in theoretical and empirical analyses the effects of sex and gender variables.
  9. Know how to identify the intersection of gender inequality with other inequalities (age, class, race, sexuality and identity/gender expression, functional diversity etc.).
  10. Know how to use inclusive and non-sexist language.
  11. Know the ethical boundaries that researchers must take into account in their approach to consumers.
  12. Segment consumers on the basis of their habits, lifestyles, needs, gratifications and motivations.
  13. Work on the productive skills of scientific teams conducting research into communication, which require collaboration and teamwork.


The contents of the module are grouped in the following sections:

  • Consumers and Consumers Statute from the point of view of communication.
  • Social consumer trends. Prospective.
  • Consumers and consumers: characteristics and typologies. Habits and behavior. Needs and desires: "Shopper understanding studies".
  • Gender stereotypes, Branding and Communication in women.
  • Psychological models of consumer and consumer behavior.
  • New consumers and consumers.
  • Management of emotions in persuasive communication.
  • Anthropological approach: the creation of identity through consumption.
  • Inclusive communication strategies from the function of advertising as a social transformation entity.
  • Consuming from the social responsibility of brands versus "Green Washing".
  • Emerging segments and new consumer trends.
  • Efficiency of strategic communication between the new consumer and the new consumer.


The teaching methodologies of the module are:
• Master classes.
• Problem solving classes (cases).
• Tutorials.
• Study and personal work.
• Preparation of works.

Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.


Title Hours ECTS Learning Outcomes
Type: Directed      
Master Classes 18 0.72 1, 11, 3, 4
Problem solving (cases) 16 0.64 12, 3, 13
Type: Supervised      
Tutorials 7 0.28 1, 12, 11, 3, 4, 13
Type: Autonomous      
Elaboration of works 45 1.8 12, 3, 13
Personal study 56 2.24 1, 11, 4, 13


The evaluation activities will consist of:
• The elaboration of individual or group works (50%)
• The oral presentation of Works (30%)
• Conducting assimilation tests of contents and processes (25%)

These proportions are generic. Each teacher adjusts them to their classes according to the content developed and the hours taught.

The final grade of the module is obtained from the weighting of the grades obtained from the works and tests of the teaching staff, according to the hours taught.

Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
Elaboration of works 50% 3 0.12 1, 12, 11, 5, 3, 2, 4, 8, 6, 10, 9, 7, 13
Oral presentation of works 30% 3 0.12 1, 12, 11, 5, 3, 4, 8, 6, 10, 9, 7, 13
Process tests 20% 2 0.08 1, 12, 11, 5, 3, 2, 4, 8, 6, 10, 9, 7, 13


Bibliografia bàsica:

Aljure, Andrés. (2016). El plan estratégico de comunicación. Barcelona: UOC.

Alloza, A. y Fontán, C. (2018). El propósito corporativo como palanca para la transformación organizacionales. Consultado en: https://dialnet.unirioja.es/ejemplar/495844

Anarte Ortiz, Maria Teresa. (2008). Psicología aplicada a la publicidad y las relaciones públicas. Universidad de Málaga: Servicio de Publicaciones.

Añaños, Elena. y otros (2008). Psicología y Comunicación Publicitaria. UAB: Servicio  de Publicaciones.

Batalla, José Maria (2013). Las marcas buenas venden más y las buenas persones duermen mejor. Barcelona: Plataforma empresa.

Barletta, Marti (2006). Marketing to Women. USA: Dearborn Trade Publishing.

Cernuda, Gemma (2014). Ellas deciden. Barcelona: Empresa activa.

Chavez, Brenda (2017). Tu consumo puede cambiar el mundo. Barcelona: Península.

Lorite García, N. (2021). Publicidad, diversidad fenotípica y dinamización intercultural en Cataluña en tiempos de crisis y cambios. Cuadernos.Info , (48), 139-165. https://doi.org/10.7764/cdi.48.27671

Lorite García, N., Grau Rebollo, J. & Lacerda J. (2018). Representation of sociocultural diversity in audiovisual advertising: materials for inclusive treatment. Revista Latina de Comunicación Social, 73, 425-446. DOI: 10.4185/RLCS-2018-1263en

Morató, Jordi (2011). Comunicació i estratègia. L'empresa vista a través de les ulleres de la comunicació. Barcelona: UOC.

Morató, Jordi (2016) La comunicación corporativa. Barcelona: UOC.

Saez, Patricia y Pareras, Luis  (2011). Capitalismo 2.0. El poder del ciudadano para cambiar el mundo. Barcelona:plataforma Empresa.

Schiffman, L. G., & Kanuk, L. L. (2005). Comportamiento del consumidor. Pearson Educación.

Sinek, Simon (2013). La clave es el por qué. Barcelona: Península.

Vinyals, A. (2019). El consumidor tarado. Barcelona: Amazon.

Zaltman, G. (2003). Cómo piensan los consumidores”. Empresa Activa, Barcelona.


No specific software