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INTERNATIONAL DIMENSION OF CONSUMER BEHAVIOUR

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-M1S1S2-MKT-MA-EI11UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S1S2English
Professeur(s) responsable(s)J.WISE
Intervenant(s)Jorge Wise


Pré requis

No prerequisites are needed.

Objectifs du cours

At the end of the course, the student should be able to :
Understand the consumer decision-making process
a. The range of psychological influences on consumer behaviour
b. The social process that influences consumer behaviour
c. The factors that affect decisions involving consumer behaviors in other countries
In addition, students will
a. Critically apply consumers behavior theory to problems in marketing
b. Effectively use of the international dimension of consumer behavior to problems in international marketing/business

Contenu du cours

The consumer’s decision process is first introduced and covered in some detail. This is followed by the psychological, social, and cultural influences on consumer behavior, and how these relate to the decision making process. Next, dimensions on how national and cultural borders impact management and their international perspectives are analyzed. Finally, several ethical dilemmas are discussed. To give an actual perspective on the topics, several examples are examined and daily workshops are held.


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  
Independent work
Research8,00   Readings list included in the Course Syllabus
Research2,00   One project described in the Course Syllabus
Independent study
Individual Project2,00   One project described in the Course Syllbus
Estimated personal workload8,00   Several acivities such as Final Exam, Mind Maps and Disucssion
Charge de travail globale de l'étudiant36,00  

Méthodes pédagogiques

  • Presentation
  • Research
  • Project work


Évaluation

The assessment of the curse is based on individual activities mostly in class. As a whole, student’s activities help to understand and deepen on the course topics.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Participation2,00510,00
Final Exam
Written exam2,00160,00
Written exam2,00110,00
Others
Individual Project4,00420,00
TOTAL     100,00

Bibliographie

  • Hawkins, D.I., Best, R.J., & Coney, K.A. (2015)., Consumer Behavior: Building Marketing Strategy. Boston: Irwin McGraw-Hill. Behavior. -

  • Peter, J.P., & Olson, J.C. (2009). Consumer Behavior and Marketing Strategy. Boston: Irwin McGraw-Hill -

  • International Consumer Behavior in the 21st Century: Impact on Marketing Strategy Development. Samli, A.C. (2013). New York: Springer -

  • An integrative framework for cross-cultural consumer behaviour Luna, D. and Gupta, S.F. (2001), International Marketing Review”, 18(1), pp. 45-69. -

  • Think like a Customer. Graham, J.R. (2002, January 1). The American Salesman -

  • Does Culture Explain Acceptance of new Products in a Country Yenigurt, S. and Townsend, J.D. (2003), International Marketing Review, Vol. 20, No. 4, pp. 377-396. -

  • Dimensions of price as a marketing universal: A Comparison of Japanese and U.S. consumers. McGowan, K.M., & Sternquist, B.J. (1998). Journal of International Marketing, 6(4), 49-65. -




 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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