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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
International MBA1S2English
Professeur(s) responsable(s)C.DEMANGEOT
Intervenant(s)Catherine DEMANGEOT

Pré requis

1. An understanding of the key principles of marketing
2. Being prepared to draw from your own experiences as consumers

Objectifs du cours

1. Develop their own understanding of how ICT and globalisation have affected consumer behaviour and the realm of marketing intervention.
2. Utilise relevant theories and concepts of consumer behaviour to identify areas of key importance for the marketers of specific products or services.
3. Develop recommendations as to how the marketers of a specific product or service can positively influence the behaviour of their consumers
4. Leverage consumer behaviour concepts and theories to identify the main situational, social and cultural influences on consumers, to develop appropriate marketing strategies.
5. Construct a personal, informed view about the role of marketers towards consumer vulnerability and well-being.

Contenu du cours

1 Models of consumer behaviour
2 21st century consumers
4 Cultural influences on consumer behaviour
5 Personal and social influences on consumer behaviour
7 Psychological influences on consumer behaviour
8 Responsible marketing and vulnerable consumers

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent study
Individual Project10,00  
Group Project9,00  
Estimated personal workload15,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques


    1. Consumer behaviour across cultures project (individual, 50% of mark): Based on interviews or focus groups conducted with peers and on readings from academic journals and market research, students are required to consider the implications for a marketing firm of different cultural frames on different types of consumer behaviours.
    2. Main group project (group, 50% of mark): Groups, playing the role of a marketing team in a given organisation, will identify key issues of importance to their organisation about the behaviour of their target market, and be asked to provide recommendations to management. Presentation: 20 minutes per group, powerpoint slides + commentary to slides.

    Type de ContrôleDuréeNombrePondération
    Group Project9,00150,00
    Individual Project10,00150,00
    TOTAL     100,00


    • Solomon Michael R, Consumer behavior: Buying, having, and being: Prentice Hall Upper Saddle River, NJ, 2014 -

    Ressources internet

    * Informations non contractuelles et pouvant être soumises à modification
    Vidéo : Un campus à vivre
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