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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Course for exchange studentsTransversal/annéesS1English
Professeur(s) responsable(s)G.DE KERVILER

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 and new trends likely to influence consumer behaviors (with some special focus on: digital, mobile and environmental trends both in-store and outside of store);
- Evaluate marketing programs ;
- Propose strategies adapted to the targeted public(s) in order to influence particular behavior.

Contenu du cours

Part 1: Going through the decision-making process and getting to know your consumers:
1-Involvement of consumers and how it is related to motivation, ability and opportunity
2-Information search and evaluation of alternatives in a multi/omni-channel environment: special focus on digital / mobile marketing
Part 2: Understanding and mastering all influencing factors that may shape consumer behavior:
1-Personal determinants : perceptions, learning, memory, personality
2-Interpersonal determinants : reference groups and cultural elements (focus on different countries)
Part 3 : Helping consumers to form an Attitude to drive a change in consumer behavior
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 and workshop represent an important factor in the final evaluation
Independent work
Research4,00   You will be asked to read scientific papers and newspapers articles to prepare the class
Independent study
Group Project18,00   Those hours represent the working time for your group work for the final assignement, as well as the preparation of the workshop (in-class presentation)
Estimated personal workload12,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

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


Evaluation will be as followed:
- 40% final project (group project to be done at the end of the programme on a new marketing trend)
- 30% in-class workshop and presentation (group projects during the sessions)
- 30% individual participation

Type de ContrôleDuréeNombrePondération
Continuous assessment
Group Project0,00040,00
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, 5th Ed, Wayne D. Hoyer and Deborah J. MacInnis, New York: Houghton Mifflin Company, 2010. -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
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