This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS

Prerequisites

This course requires students to be able to apply concepts and theories learnt in the course of Marketing Management.
Students are expected to consider critically new concepts and theories in order to integrate them in practical case studies.

Learning outcomes

At the end of the course the student should be able to :
-Master the appropriate techniques and display expertise with regards to analysing, interpreting and integrating consumer behaviour as part of marketing strategy and programmes;
- Understand the complexity of consumer behaviors;
- take the customer perspective and consider customer needs to incorporate them in the design and communication of company offers;
- Integrate the various factors likely to influence consumer behaviors in marketing decisions;
- Evaluate marketing programs in terms of their adequacy in considering consumer behavior;
- Propose strategies adapted to the targeted public(s) in order to influence particular behaviours.

Course description

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.

Class type

Class structure

Teaching methods

• Case study
• Coaching
• E-learning
• Interactive class
• Presentation
• Project work
• Research
• Visits/fields trips

Assessment

Evaluation as follows:
50% Final exam (mainly MCQ)
30% Group project
20% for in-class assignment and participation

Recommended reading

• Consumer Behaviour, A European Perspective – Schiffman L.G; Kanuk L.L. and Hansen H.. (2011, FT Prentice Hall, 10th edition) -

• Consumer Behavior, Buying, Having and Being. Solomon, M.R. (2011, Pearson, 9th edition) -

• Journal of Consumer Research, Journal of Consumer Psychology, International Journal of Research in Marketing -