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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
MSc in Digital Marketing & CRM1S1English
Professeur(s) responsable(s)P.ROSSI
Intervenant(s)Patricia ROSSI

Pré requis

Students must master principles of Marketing Management

Objectifs du cours

At the end of the course, the student should be able to :
Comprehend key concepts, as well as psychological and social theories that drive consumer behavior
Analyze the complexity of consumer behavior
Integrate various factors that are likely to affect consumer decision making and consumer behavior in digital contexts
Evaluate marketing programs
Propose relevant marketing strategies adapted to the digital world

Contenu du cours

Part I: The decision-making process
1. Problem recognition
2. Information search and evaluation of alternatives in a multi/omni-channel environment
3. Involvement of consumers: chances and challenges
4. Purchase choice and post-purchase evaluation: from dissatisfaction to delight
Part II: Determinants of behaviors
1. Personal determinants/ Internal influences: perceptions, learning, personality, self-concept, values, lifestyle
2. Interpersonal determinants/ External influences: Reference groups in a world of social medias & Culture in a world without boundaries
Part III : Attitude as predictor of behaviors
1. Models of attitude and strategies for attitude change
2. Communication as a mean to change attitude(s)
Part IV: Practically speaking
1. How to develop marketing strategies? This part will be considered throughout thw whole course

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00   Presence is highly recommended as participation represents an important factor in the final evaluation.
Independent work
Research8,00   Readings to prepare for class
Independent study
Group Project18,00   Group work (final assignement)
Estimated personal workload8,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

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


The course will be evaluated based on different methods:
35% - individual essay
40% - group project
25% - participation

Type de ContrôleDuréeNombrePondération
Continuous assessment
Group Project18,00040,00
Written Report2,00035,00
TOTAL     100,00


  • Close, A. (Ed). (2012). Online Consumer Behavior: Theory and Research in Social Media, Advertising and E-tail. Taylor and Francis -

  • Schiffman L.G; Kanuk L.L. and Hansen H. (2011). Consumer Behaviour, A European Perspective , FT Prentice Hall, 10th edition -

  • Solomon, M.R. (2011). Consumer Behavior, Buying, Having and Being.Pearson, 9th edition. -

* Informations non contractuelles et pouvant être soumises à modification
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