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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)
B.Ertimur
Stakeholder(s)
B.Ertimur
Présentation
Prerequisite
This course requires students to understand and apply basic marketing concepts and principles in formulating marketing strategies.
Goal
At the end of the course, the student should be able to:
- Develop an introspective stance regarding their own consumer behavior.
- Recognize and appreciate the complexity of consumer behavior in its diversity.
- Explain the relations between consumer perception, preference, and choice.
- Utilize perceptual, preferential, and choice data for strategic marketing management.
- Successfully collaborate within a diverse team.
- Develop an introspective stance regarding their own consumer behavior.
- Recognize and appreciate the complexity of consumer behavior in its diversity.
- Explain the relations between consumer perception, preference, and choice.
- Utilize perceptual, preferential, and choice data for strategic marketing management.
- Successfully collaborate within a diverse team.
Presentation
It is common for managers to misestimate their consumer behavior related knowledge and make biased decisions. To make competent marketplace decisions and effectively aappeal to customers with widely different preferences, 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 counteracting 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, and Choice Data
Part 1: Insights into Your Own Consumer Behavior
Part 2: Applications of Insights to Perceptual, Preferential, and Choice Data
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | 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. | |
| Autoformation | |||
| Lecture du manuel de référence | 6,00 | You will be asked to read book chapters as well as academic journal and newspaper articles prior to each class session. | |
| Travail personnel | |||
| Group Project | 6,00 | ||
| Charge de travail personnel indicative | 6,00 | These hours represent working time for preparing for each class session, group work and final exam preparation. | |
| Overall student workload | 34,00 | ||
Evaluation
There are three components for assessment:
20% in-class exercises/assignments and participation
30% group report tied to in-class exercises
50% final exam
*Verbal feedback will be given to students in class as they develop their group projects and complete in-class exercises. Final feedback on group projects upon submission will be given via e-mail.
20% in-class exercises/assignments and participation
30% group report tied to in-class exercises
50% final exam
*Verbal feedback will be given to students in class as they develop their group projects and complete in-class exercises. Final feedback on group projects upon submission will be given via e-mail.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 16,00 | 0 | 20,00 |
| Examen (final) | |||
| Examen écrit | 2,00 | 1 | 50,00 |
| Autres | |||
| Projet Collectif | 0,00 | 2 | 30,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Consumer Behavior, 6th Edition, by Wayne D, Hoyer, Deborah J. MacInnis and Rik Pieters -
Internet resources