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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. Understand the essential constructs of consumer behaviour in an international environment.
2. Analyse and solve business problems takinng the perspective of 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 key ethical and responsible marketing issues towards consumer vulnerability and well-being.

Contenu du cours

1 Models of consumer behaviour
2 Cultural influences on consumer behaviour
3 Personal and social influences on consumer behaviour
4 Psychological influences on consumer behaviour
5 Responsible marketing and vulnerable consumers

Modalités d'enseignement

Organisation du cours

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

Méthodes pédagogiques

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


1. 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: 15 minutes per group, powerpoint slides + commentary to slides.
2. Individual reflective essay (individual, 50% of the mark): A 1,000-word essay that considers their two or three key learnings from the class, and how they relate to their professional or personal practice.

Type de ContrôleDuréeNombrePondération
Individual Project5,00150,00
TOTAL     100,00


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

Ressources internet

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