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CONSUMER BEHAVIOR : NEW TRENDS AND TENDENCIES

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-IN-S1S2-MKT-IN-EI08UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Course for exchange studentsTransversal/annéesS1S2English
Professeur(s) responsable(s)G.DE KERVILER
Intervenant(s)Yasemin OCAL-ATINC


Objectifs du cours

By the end of the course you will be able to:
1. to understand what is meant by buyer behavior;
2. to define and identify ‘good’ segments of markets and describe a buyer profile;
3. to learn and understand the decision making process of consumers;
4. to understand the internal processes that influence marketplace behavior;
5. to identify and discuss major external factors directly impacting buyer behavior (e.g., global influences); and
6. to understand the implications of understanding consumers and their behaviors to marketing strategy.

Contenu du cours

Buyer behavior introduces the student to concepts and theories as they relate to consumer and business markets. This will include an analysis of internal and external influences on exchange decision making process. The frameworks are discussed in context of advertising/promotion, product management, and the development of effective marketing strategies.


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class2,00  
Independent work
Research1,00  
Reference manual 's readings2,00  
E-Learning1,00  
Independent study
Group Project3,00  
Estimated personal workload1,00  
Charge de travail globale de l'étudiant10,00  

Méthodes pédagogiques

  • E-learning
  • Research
  • Project work
  • Interactive class
  • Case study
  • Coaching


Évaluation

Type de ContrôleDuréeNombrePondération
Others
Case study2,00240,00
Group Project2,00350,00
Continuous assessment
Oral presentation1,00110,00
TOTAL     100,00

Bibliographie

  • Babin, Barry J. and Eric G. Harris 8th Ed. (2017), CB, South-Western/Cengage Learning -


Ressources internet



 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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