Fiche détaillée d'un cours


Voir la fiche établissement



IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)B.Ertimur

Pré requis

This course requires students to understand and apply basic marketing concepts and principles in formulating marketing strategies.

Objectifs du cours

- Develop an introspective stance regarding their own consumer behavior.
- Recognize and appreciate the complexity of consumer behavior in its plurality, diversity, and dimensions.
- Explain the relations between consumer perception, preference, and choice.
- Utilize perceptual, preferential, and choice data for strategic marketing management.

Contenu du cours

It is more common for managers to misestimate their consumer behavior related knowledge and make biased decisions than one might think. To make competent marketplace decisions as managers and appreciate the diversity of consumer behavior, you need to first become cognizant of WHO YOU ARE as a consumer. In this course, you will first establish an awareness of yourself and reflect upon your own consumer behavior. Then, through a series of exercises, you will address consumer behavior related problems in the contexts of perception, preference, and choice. In each exercise, you will practice spotting and conteracting your biases as you consider different types of consumer data:

Part 1: Insights into Your Own Consumer Behavior
Part 2: Applications of Insights to Perceptual, Preferential, Choice Data

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00   Attendance is highly recommended as participation and in-class exercises represent an important factor in the final evaluation. It will also allow you to complete the group project.
Independent work
Reference manual 's readings6,00   You will be asked to read book chapters as well as academic journal and newspaper articles prior to each class session.
Independent study
Group Project6,00  
Estimated personal workload6,00   These hours represents working time for preparing for each class session, group work and final exam preparation.
Charge de travail globale de l'étudiant34,00  

Méthodes pédagogiques

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


There are three components for assessment:
20% in-class exercises/assignments and participation
30% group report tied to in-class exercises
50% final exam

Type de ContrôleDuréeNombrePondération
Continuous assessment
Final Exam
Written exam2,00150,00
Group Project1,00130,00
TOTAL     100,00


  • Consumer Behavior, 6th Edition, by Wayne D, Hoyer, Deborah J. MacInnis and Rik Pieters -

* Informations non contractuelles et pouvant être soumises à modification
Vidéo : Un campus à vivre
Notre chaîne Youtube