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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)E.PAPAOIKONOMOU
Intervenant(s)Jorge WISE

Objectifs du cours

The purpose of this course is to introduce students to the main concepts of Consumer Behavior, particularly with an International Business perspective. Understanding Consumer Behavior is central to the practice of marketing as it gives marketers an insight into the motives, needs, behaviors and decisions making of consumers.
Consumer Behavior concerns the behavior that consumers and organizations display in searching for, buying, using, evaluating and disposing of products and services. The main emphasis of the course is to the international dimensions on consumer’s behavior.

The main aim of this course is to provide students with a thorough understanding of the main theories and principles of Consumer Behavior, and to show how these concepts relate to the practice of marketing in International Business. A strong emphasis is placed on the application of these theories and principles.

At the end of the course the student should be able to :
1. Knowledge Based Objectives
At the end of this course students should be able to demonstrate a sound theoretical understanding of the following:
a. The consumer decision making process
b. The range of psychological influences on consumer behavior
c. The social process that influence consumer behavior
d. The factors that affect decisions involving consumer behaviors in other countries
2. Skills-Based Objectives
e. Critically apply consumers behavior theory to problems in marketing
f. Effectively use of the international dimension on consumer behavior to problems in international marketing/business
The course is also designated to continue developing students’ skill in critical reading of journal articles and reports writing (through a written assessment). Interpersonal skills are emphasized through teamwork in the workshops.

Contenu du cours

The course will be predominately by lecture, with interactive discussion where appropriate. Additionally, daily workshops will help the practice and discussion on topics related through exercises and real experiences. Students are aimed to read the Course Package to have a better understanding of the material before each session and workshop while participate actively in the discussions. Examples are always welcome and will be an important part of lectures and workshops.

Modalités d'enseignement

Organisation du cours

Topic 1: Introduction to Course. Introduction to the Consumer’s Decision Making Processes. Perspectives on Consumer Behavior. Dimension on Consumer Behavior.
Topic 2: Analyzing Consumer Behaviors. Influencing Consumer Behaviors. The Consumer Environment.
Topic 3: Cultural and Cross-Cultural Influences. Subculture and Social Class. Reference Groups and Family. Stereotypes. Examples and Implications with Globalization.
Topic 4: The International Consumer Behavior. Country of Origin. Country Image. Brands and Attitudes.
Topic 5: Marketing Universals. Ethical Issues. The Future in Consumer Behavior.

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Charge de travail globale de l'étudiant16,00  

Méthodes pédagogiques

  • Presentation
  • Research
  • Interactive class


The assessment for this short course is divided as:
50% for the Final Exam,
20% for both Mind Maps of the course material
10% for a News Report,
10% for a the Marketing Blunders project
10% for Class Discussion and In-class Work
? The exam involves two sections: Section I includes 20 multiple choice questions; Section II includes four open questions from which you will answer one.
? Two Mind Maps, due on Wednesday (Session 1 and 2) and on Friday Session 3 & 4); both mental maps will be handed along with the Final Exam.
? The News Report is a short paper due on Thursday (e-mail to professor).
? The Marketing Blunder is a research project in international markets due on Friday (e-mail to professor).
? The Class Discussion and In-class Work consist of the active participation of the student in- and out-class demonstrating that, accordingly, knows the material assigned and participates enthusiastically (include all the course tokens received along with the final exam as well as class and Facebook contributions).

Grading Criteria: the quality of your work is in relation to the following variables:
1. Relationship to the topic appreciating the complexity and non-obvious aspects of the topic.
2. Creativity
3. On Time
4. Thoughtful, insightful: includes relevant detail and examples
5. Agrees with the instructions and/or directions given
6. Proper orthography and syntax


  • Check on IESEG Online -

* Informations non contractuelles et pouvant être soumises à modification
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