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B TO C MARKETING

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-BB2S1-MKT-BB2CE01UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Bachelor in International Business2S1English
Professeur(s) responsable(s)C.REFFET
Intervenant(s)Catherine REFFET


Objectifs du cours

1. Analyze the knowledge already introduced during the first year ‘Marketing’ courses
2. Use the different facets of BtoC such as evaluation of consumer behavior
3. Make the link between companies, products and consumers
4. Work on marketing projects targeting different segments of consumers
5. Ready to do an internship in a marketing department
6. Speak about different examples from professional reviews and online social networking sources


Modalités d'enseignement

Organisation du cours

Programme (detailed contents):
1. Internal Consumer Behavior
Needs
Motivation and Involvement
Personality, values, lifestyles
Perception
2. External Consumer Behavior
Family
Peers
Symbolic Groups
Culture and sub-culture

Organisation:
Full semester of courses with case studies and question&answer sessions


Main difficulties for students:
Missing knowledge in new subjects

TypeNombre d'heuresRemarques
Face to face
Interactive class24,00  
Charge de travail globale de l'étudiant24,00  

Méthodes pédagogiques

  • Interactive class


Évaluation

At the end of some courses I will realize question &answer sessions which will allow me to measure their knowledge level and also their interest to this course

They will study in autonomous way in order to be ready for case study group works and question&answer sessions. Also because the course will be very interactive they will always update and share what they learn

Type de ContrôleDuréeNombrePondération
Final Exam
Written exam2,00150,00
Continuous assessment
Participation0,00020,00
Others
Case study0,00015,00
Individual Project0,00115,00
TOTAL     100,00

Bibliographie

  • Consumer Behaviour: A European Perspective - Michael R. Solomon, Gary J. Bamossy, Seren Askegaard, Margaret K. Hogg

    2016




 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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