FORMATIONS |
Fiche détaillée d'un cours
CUSTOMER PSYCHOLOGY AND CONSUMER BEHAVIOUR | |||
2022-2023 | FrIESEG School of Management
(
IÉSEG
)
| ||
Code Cours : | 2223-IÉSEG-MFM1S2-MKT-MFMCI03UE | MARKETING |
Niveau | Année de formation | Période | Langue d'enseignement |
---|---|---|---|
MSc in Fashion Management | 1 | S2 | FrEnglish |
Professeur(s) responsable(s) | B.CLAUS |
---|---|
Intervenant(s) | B.CLAUS |
- Ce cours apparaît dans les formations suivantes :
- IÉSEG > MSc in Fashion Management > Semester 2 > 2,00 ECTS
Pré requis
Basic principles of marketing and retailing.
Objectifs du cours
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.
Contenu du cours
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
Modalités d'enseignement
Organisation du cours
Type | Nombre d'heures | Remarques | |
---|---|---|---|
External teaching source | |||
Visits | 4,00 | ||
Independent study | |||
Estimated personal workload | 6,00 | ||
Group Project | 12,00 | ||
Independent work | |||
Research | 12,00 | ||
Face to face | |||
Interactive class | 16,00 | ||
Charge de travail globale de l'étudiant | 50,00 |
Méthodes pédagogiques
- Case study
- E-learning
- Interactive class
- Presentation
- Project work
- Research
- Visits/fields trips
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
Type de Contrôle | Durée | Nombre | Pondération |
---|---|---|---|
Others | |||
Group Project | 1,00 | 1 | 30,00 |
Final Exam | |||
Written exam | 2,00 | 1 | 50,00 |
Continuous assessment | |||
Participation | 16,00 | 1 | 20,00 |
TOTAL | 100,00 |
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 -
Ressources internet
* Informations non contractuelles et pouvant être soumises à modification