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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)C.BART
Intervenant(s)Bart CLAUS; Patricia ROSSI

Pré requis

This course requires students to be able to apply concepts and theories learnt in the course of Marketing Management.
Students are expected to consider critically new concepts and theories in order to integrate them in practical case studies.

Objectifs du cours

At the end of the course, the student should be able to:
Explain and apply key concepts and essential tools to the study of consumer behaviour;
- Understand the complexity of consumer behaviors
- Integrate the various factors likely to influence consumer behaviors
- Evaluate marketing programs
- Propose strategies adapted to the targeted public(s) in order to influence particular behaviours.

Contenu du cours

Part 1: The decision-making process
1-Involvement of consumers: chances and challenges
2-Information search and evaluation of alternatives in a multi/omni-channel environment
Part 2: Determinants of behaviors
1-Personal determinants : perceptions, learning, personality, self-concept, values, lifestyle
2-Interpersonal determinants : Reference groups in a world of social medias & Culture in a world without boundaries
Part 3 : Attitude as predictor of behaviors
1- Models of attitude and strategies for attitude changes
2- Communication as a mean to change attitude(s)

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 study
Group Project18,00   Those hours represent the working time for your group work for the final assignement +
Individual work for exam preparation
Estimated personal workload12,00  
Independent work
Research4,00   You will be asked to read book chapters and/or scientific papers to prepare the class
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Research
  • Project work
  • Interactive class
  • Case study
  • Coaching


Evaluation as follows:
50% Final exam (mainly MCQ)
30% Group project
20% for in-class assignment and participation

Type de ContrôleDuréeNombrePondération
Final Exam
Written exam2,00150,00
Group Project0,00130,00
Continuous assessment
TOTAL     100,00


  • Consumer Behaviour, A European Perspective – Schiffman L.G; Kanuk L.L. and Hansen H.. (2011, FT Prentice Hall, 10th edition) -

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

* Informations non contractuelles et pouvant être soumises à modification
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