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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
MSc in Fashion Management1S2English
Professeur(s) responsable(s)B.CLAUS
Intervenant(s)Bart CLAUS

Pré requis

Basic principles of marketing and retailing

Objectifs du cours

-Understand the motivations, mental processes and general behavior of consumers in order to incorporate their needs in the design and communication of company offer. AOL
-Match consumer psychological needs with innovative solutions and change implementation. AOL
-take the customer perspective and consider customer needs to incorporate them in the design and communication of company offers; drive change in organisations towards a customer orientation that incorporates critical consumer insights.
-explain and apply key concepts and essential tools to the study of consumer behaviour in a fashion management context, which means;
- Understand the complexity of consumer behavior;
- Integrate the various factors likely to influence consumer behaviors in marketing decisions;
- Critically evaluate marketing programs in terms of their adequacy in considering consumer behavior;
- Propose strategies adapted to the targeted public(s) in order to influence particular behaviours.
- Have greater awareness about ESRS topics such as responsibly dealing with consumers and developing transparent offers.

Contenu du cours

Part 1: The decision-making process
-attitude and behavior
-search and evaluation of alternatives
Part 2: Perception, learning, and memory
-Attention & context effects
-memory cues
Part 3: Consumer identities, personality, lifestyle and values
-constructing, maintaining and protecting one's self-view
Part 4: The social self, status and social influence
-reference groups, signalling, contagion effects

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00   Presence is highly recommended as participation represents an important factor in the final evaluation.
Independent work
External teaching source
Independent study
Group Project12,00  
Individual Project5,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • E-learning
  • Research
  • Visits/fields trips
  • Project work
  • Interactive class
  • Case study
  • Bibliographical research


Evaluation is based on
50% Final exam (open question, open book)
30% Group assignments
20% participation in class during case studies and other interations

Type de ContrôleDuréeNombrePondération
Continuous assessment
Final Exam
Written exam2,00150,00
Individual Project12,00130,00
TOTAL     100,00


  • Consumer Behaviour : I Fashion. Solomon, M. R. (2009, Pearson, 2nd edition) -

  • Consumer Behavior, Buying, Having and Being. Solomon, M.R. (2011, Pearson, 9th edition) -

Ressources internet

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