Établissement
Langue d'enseignement
English
Matières
MARKETING
Responsable(s)
B.CLAUS
Intervenant(s)
B.CLAUS
Présentation
Prérequis
Basic principles of marketing and retailing.
Objectifs
2.A Assess the values of the organization in which they work;
- 3.B Propose creative solutions within an organization;
- 5.B Construct expert knowledge from cutting-edge information;
- 7.D Be a reference point for expertise-related questions and ambiguities;
- Take the customer perspective and consider customer needs in all their complexity to incorporate them in the design and communication of company offers; drive change in organisations towards a customer orientation that incorporates critical consumer insights.
- Explain and apply key concepts and essential tools to the study of consumer behaviour in a fashion management context;
- Integrate the various factors that influence consumer behavior in marketing decisions;
- Critically evaluate marketing programs in terms of their adequacy in considering consumer behavior and propose strategies adapted to the targeted public;
- Have greater awareness about ESRS topics such as responsibly dealing with consumers as stakeholders, and responsibly applying influence as part of marketing actions.
- 3.B Propose creative solutions within an organization;
- 5.B Construct expert knowledge from cutting-edge information;
- 7.D Be a reference point for expertise-related questions and ambiguities;
- Take the customer perspective and consider customer needs in all their complexity to incorporate them in the design and communication of company offers; drive change in organisations towards a customer orientation that incorporates critical consumer insights.
- Explain and apply key concepts and essential tools to the study of consumer behaviour in a fashion management context;
- Integrate the various factors that influence consumer behavior in marketing decisions;
- Critically evaluate marketing programs in terms of their adequacy in considering consumer behavior and propose strategies adapted to the targeted public;
- Have greater awareness about ESRS topics such as responsibly dealing with consumers as stakeholders, and responsibly applying influence as part of marketing actions.
Présentation
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
Organisation
Type | Amount of time | Comment | |
---|---|---|---|
Présentiel | |||
Cours interactif | 16,00 | ||
Autoformation | |||
Recherche | 12,00 | ||
Stage | |||
Visites | 4,00 | ||
Travail personnel | |||
Group Project | 12,00 | ||
Charge de travail personnel indicative | 6,00 | ||
Overall student workload | 50,00 |
Évaluation
Evaluation is based on:
50% Final exam (1/3 MCQ, 2/3 open question, open book);
30% Group assignments;
20% participation in class during case studies and other interations, including peer evaluation
50% Final exam (1/3 MCQ, 2/3 open question, open book);
30% Group assignments;
20% participation in class during case studies and other interations, including peer evaluation
Control type | Duration | Amount | Weighting |
---|---|---|---|
Contrôle continu | |||
Participation | 16,00 | 1 | 20,00 |
Examen (final) | |||
Examen écrit | 2,00 | 1 | 50,00 |
Autres | |||
Projet Collectif | 1,00 | 1 | 30,00 |
TOTAL | 100,00 |
Ressources
Bibliographie
The following books are recommended for further reference, but not required to follow the course -Consumer Behaviour : I Fashion. Solomon, M. R. (2009, Pearson, 2nd edition) -Consumer Behavior, Buying, Having and Being. Solomon, M.R. (2011, Pearson, 9th -
Journal of Consumer Research -
Journal of Consumer Psychology -
Journal of Marketing -
Journal of Consumer Research -
Journal of Consumer Psychology -
Journal of Marketing -
Ressources Internet