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IESEG School of Management ( IÉSEG )

Code Cours :



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

Pré requis

No prerequisites are needed.

Objectifs du cours

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

TypeNombre d'heuresRemarques
Face to face
Independent work
Reference manual 's readings8,00   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


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
Final Exam
Written exam2,00160,00
Individual Project4,00420,00
Written Report2,00110,00
TOTAL     100,00


  • 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. -

  • Hoyer, W.D., & MacInnis, D.J. (2017). Consumer Behavior. Boston: Houghton Mifflin Company -

* Informations non contractuelles et pouvant être soumises à modification
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