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Establishment
Language of instruction
English
Teaching content
MARKETING
This course occurs in the following program(s)
IESEG Degree - Programme Grande École
- Crédits ECTS: 2.00
Training officer(s)
C.BART
Stakeholder(s)
B.CLAUS, P.ROSSI, J.C.BONNARD
Présentation
Prerequisite
This course requires students to be able to apply concepts and theories learnt in the course of Marketing Management.
Students are expected to consider critically new concepts and theories in order to integrate them in practical case studies.
Students are expected to consider critically new concepts and theories in order to integrate them in practical case studies.
Goal
At the end of the course the student should be able to :
-5.B Construct expert knowledge from cutting-edge information
-5.D. Make effectual organizational decisions
-Master the appropriate techniques and display expertise with regards to analysing, interpreting and integrating consumer behaviour as part of marketing strategy and programmes;
- Understand the complexity of consumer behaviors;
- Take the customer perspective and consider customer needs to incorporate them in the design and communication of company offers;
- Integrate the various factors likely to influence consumer behaviors in marketing decisions;
- Evaluate marketing programs in terms of their adequacy in considering consumer behavior;
- Propose strategies adapted to the targeted public(s) in order to influence particular behaviours.
-5.B Construct expert knowledge from cutting-edge information
-5.D. Make effectual organizational decisions
-Master the appropriate techniques and display expertise with regards to analysing, interpreting and integrating consumer behaviour as part of marketing strategy and programmes;
- Understand the complexity of consumer behaviors;
- Take the customer perspective and consider customer needs to incorporate them in the design and communication of company offers;
- Integrate the various factors likely to influence consumer behaviors in marketing decisions;
- Evaluate marketing programs in terms of their adequacy in considering consumer behavior;
- Propose strategies adapted to the targeted public(s) in order to influence particular behaviours.
Presentation
*Part 1: The decision-making process
-attitude and behavior
-search and evaluation of alternatives
*Part 2: Perception, learning, and memory
-Attention & context effects
-memory cues
*Part 3: Consumer identities, personality, lifestyle and values
-constructing, maintaining and protecting one's self-view
*Part 4: The social self, status and social influence
-reference groups, signalling, contagion effects.
-attitude and behavior
-search and evaluation of alternatives
*Part 2: Perception, learning, and memory
-Attention & context effects
-memory cues
*Part 3: Consumer identities, personality, lifestyle and values
-constructing, maintaining and protecting one's self-view
*Part 4: The social self, status and social influence
-reference groups, signalling, contagion effects.
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Travail personnel | |||
| Group Project | 16,00 | ||
| Charge de travail personnel indicative | 10,00 | ||
| Autoformation | |||
| Recherche | 8,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
Evaluation as follows:
50% Final exam (mainly MCQ)
30% Group project
20% for in-class assignment and participation
Students will receive formative feedback on in-class exercises. Additionally, students will receive formative and summative feedback on their group project and presentation to help them prepare the final exam.
50% Final exam (mainly MCQ)
30% Group project
20% for in-class assignment and participation
Students will receive formative feedback on in-class exercises. Additionally, students will receive formative and summative feedback on their group project and presentation to help them prepare the final exam.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Examen (final) | |||
| Examen écrit | 2,00 | 1 | 50,00 |
| Autres | |||
| Projet Collectif | 0,00 | 1 | 30,00 |
| Contrôle continu | |||
| Participation | 16,00 | 0 | 20,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Consumer Behaviour, A European Perspective – Schiffman L.G; Kanuk L.L. and Hansen H.. (2011, FT Prentice Hall, 10th edition) -
Consumer Behavior, Buying, Having and Being. Solomon, M.R. (2011, Pearson, 9th edition) -
Journal of Consumer Research -
Journal of Consumer Psychology -
Consumer Behavior, Buying, Having and Being. Solomon, M.R. (2011, Pearson, 9th edition) -
Journal of Consumer Research -
Journal of Consumer Psychology -
Internet resources