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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)
Y.OCAL ATINC
Stakeholder(s)
Yasemin OCAL-ATINC
Présentation
Prerequisite
Basic understanding of marketing
Goal
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.
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.
Presentation
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
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 10,00 | ||
| Autoformation | |||
| Recherche | 7,00 | ||
| Lecture du manuel de référence | 10,00 | ||
| E-Learning | 10,00 | ||
| Travail personnel | |||
| Group Project | 10,00 | ||
| Charge de travail personnel indicative | 3,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
There will be in-class activities that include include group and individual projects. Some of these will be presented in class.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Autres | |||
| Etude de cas | 5,00 | 2 | 40,00 |
| Projet Collectif | 5,00 | 3 | 50,00 |
| Contrôle continu | |||
| Présentation orale | 1,00 | 1 | 10,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
South-Western/Cengage Learning - Babin, Barry J. and Eric G. Harris
8th Ed. (2017), CB
Internet resources