News
Our Degree Programs
Establishment
Language of instruction
French, English
Teaching content
UE4
Training officer(s)
G.Druart
Présentation
Prerequisite
Knowing the fundamentals of marketing - curiosity about professional dimensions such as advertising.
Goal
To know the founding principles of the theory of buyer and consumer behavior
To know how to use again these principles in the marketing and communication approaches
At the end of this learning process, the student will be able to:
Define key concepts in consumer behavior
Reproduce basic models in consumer behavior
Identify variables that influence consumer behavior
To know how to use again these principles in the marketing and communication approaches
At the end of this learning process, the student will be able to:
Define key concepts in consumer behavior
Reproduce basic models in consumer behavior
Identify variables that influence consumer behavior
Presentation
Purchasing process within the customer journey: the stages of the Engel, Kollat and Blackwell model
Influences of the environment
Cultural factors
Culture
Lifestyle
Values
Psychosocial factors
Group
Family
Personal influences
Personal factors
Real age and perceived age
Life cycle
Personality
Psychological factors
Needs, brakes, motivations
Perceptual process
Influences of the environment
Cultural factors
Culture
Lifestyle
Values
Psychosocial factors
Group
Family
Personal influences
Personal factors
Real age and perceived age
Life cycle
Personality
Psychological factors
Needs, brakes, motivations
Perceptual process
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Face to face | |||
| 15,00 | |||
| Independent study | |||
| Travail personnel indicatif | 15,00 | ||
| Overall student workload | 30,00 | ||
Evaluation
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Continuous assessment | |||
| Soutenance par groupe | 1,50 | 1 | 40,00 |
| Final Exam | |||
| 1,50 | 1 | 60,00 | |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Articles scientifiques divers - Divers
Courses slides Different scientific articles SOLOMON, Michael R., TISSIER-DESBORDES, Elisabeth, & HEILBRUNN, Benoît. Comportement du consommateur. Paris : Pearson Education, 2005. BRÉE, Joël et BRÉE, Joël. Le comportement du consommateur. Dunod, 2012. DECROP, Alain. Les paradoxes du consommateur postmoderne. Reflets et perspectives de la vie économique, 2008, vol. 47, no 2, p. 85-93. GUICHARD, Nathalie et VANHEEMS, Régine. Comportement du consommateur et de l'acheteur. Editions Bréal, 2004.