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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

- Master the appropriate techniques and display expertise with regards to analysing, interpreting and integrating consumer behaviour as part of marketing strategy and programmes;
- Understand the complexity of consumer behaviors;
- take the customer perspective and consider customer needs to incorporate them in the design and communication of company offers;
- Integrate the various factors likely to influence consumer behaviors in marketing decisions;
- Evaluate marketing programs in terms of their adequacy in considering consumer behavior;
- Propose strategies adapted to the targeted public(s) in order to influence particular behaviours.

Contenu du cours

Part 1: The decision-making process
-attitude and behavior
-search and evaluation of alternatives
Part 2: Perception, learning, and memory
-Attention & context effects
-memory cues
Part 3: Consumer identities, personality, lifestyle and values
-constructing, maintaining and protecting one's self-view
Part 4: The social self, status and social influence
-reference groups, signalling, contagion effects.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent study
Group Project18,00  
Estimated personal workload12,00  
Independent work
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • E-learning
  • Research
  • Visits/fields trips
  • 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) -

  • Journal of Consumer Research, Journal of Consumer Psychology, International Journal of Research in Marketing -

* Informations non contractuelles et pouvant être soumises à modification
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