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Our Degree Programs
Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
C.DEMANGEOT
Stakeholder(s)
Catherine DEMANGEOT
Présentation
Prerequisite
1. An understanding of the key principles of marketing
2. Being prepared to draw from your own experiences as consumers
2. Being prepared to draw from your own experiences as consumers
Goal
5.B Construct expert knowledge from cutting-edge information
5.D. Make effectual organizational decisions
6.A Thoroughly examine a complex business situation
6.B Synthesize multifaceted information from various sources across different functional fields
7. Understand the essential constructs of consumer behaviour in an international environment.
8. Analyse and solve business problems taking the perspective of the marketers of specific products or services.
9. Develop recommendations as to how the marketers of a specific product or service can positively influence the behaviour of their consumers
10. Leverage consumer behaviour concepts and theories to identify the main situational, social and cultural influences on consumers, to develop appropriate marketing strategies.
11. Construct a personal, informed view about key ethical and responsible marketing issues towards consumer vulnerability and well-being.
5.D. Make effectual organizational decisions
6.A Thoroughly examine a complex business situation
6.B Synthesize multifaceted information from various sources across different functional fields
7. Understand the essential constructs of consumer behaviour in an international environment.
8. Analyse and solve business problems taking the perspective of the marketers of specific products or services.
9. Develop recommendations as to how the marketers of a specific product or service can positively influence the behaviour of their consumers
10. Leverage consumer behaviour concepts and theories to identify the main situational, social and cultural influences on consumers, to develop appropriate marketing strategies.
11. Construct a personal, informed view about key ethical and responsible marketing issues towards consumer vulnerability and well-being.
Presentation
1 Models of consumer behaviour
2 Cultural influences on consumer behaviour
3 Personal and social influences on consumer behaviour
4 Psychological influences on consumer behaviour
5 Responsible marketing and vulnerable consumers
2 Cultural influences on consumer behaviour
3 Personal and social influences on consumer behaviour
4 Psychological influences on consumer behaviour
5 Responsible marketing and vulnerable consumers
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Travail personnel | |||
| Charge de travail personnel indicative | 15,00 | ||
| Group Project | 9,00 | ||
| Individual Project | 10,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
1. Main group project (group, 50% of mark): Groups, playing the role of a marketing team in a given organisation, will identify key issues of importance to their organisation about the behaviour of their target market, and be asked to provide recommendations to management. Presentation: 15 minutes per group, powerpoint slides + commentary to slides.
2. Individual reflective essay (individual, 50% of the mark): A 1,000-word essay that considers their two or three key learnings from the class, and how they relate to their professional or personal practice.
2. Individual reflective essay (individual, 50% of the mark): A 1,000-word essay that considers their two or three key learnings from the class, and how they relate to their professional or personal practice.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Autres | |||
| Projet Individuel | 5,00 | 1 | 50,00 |
| Rapport écrit | 1,00 | 1 | 50,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Solomon Michael R, Consumer behavior: Buying, having, and being: Prentice Hall Upper Saddle River, NJ, 2014. -