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Lesson details

CONSUMER INSIGHT AND SELF CONCEPT
2018-2019	EnIESEG School of Management ( IÉSEG )
Class code :	1819-IÉSEG-M1S2-MKT-MA-EI106E	MARKETING

Level	Year	Period	Language of instruction
Master	1	S2	EnEnglish

Academic responsibility	B.Ertimur
Lecturer(s)	B.Ertimur

IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Prerequisites

This course requires students to understand and apply basic marketing concepts and principles in formulating marketing strategies.

Learning outcomes

At the end of the course, the student should be able to:

- Develop an introspective stance regarding their own consumer behavior.
- Recognize and appreciate the complexity of consumer behavior in its diversity.
- Explain the relations between consumer perception, preference, and choice.
- Utilize perceptual, preferential, and choice data for strategic marketing management.

Course description

It is common for managers to misestimate their consumer behavior related knowledge and make biased decisions. To make competent marketplace decisions and effectively aappeal to customers with widely different preferences, you need to first become cognizant of WHO YOU ARE as a consumer. In this course, you will first establish an awareness of yourself and reflect upon your own consumer behavior. Then, through a series of exercises, you will address consumer behavior related problems in the contexts of perception, preference, and choice. In each exercise, you will practice spotting and counteracting your biases as you consider different types of consumer data:

Part 1: Insights into Your Own Consumer Behavior
Part 2: Applications of Insights to Perceptual, Preferential, and Choice Data

Class type

Class structure

Type of course	Numbers of hours	Comments
Independent study
Group Project	6,00
Estimated personal workload	6,00	These hours represent working time for preparing for each class session, group work and final exam preparation.
Independent work
Reference manual 's readings	6,00	You will be asked to read book chapters as well as academic journal and newspaper articles prior to each class session.
Face to face
Interactive class	16,00	Attendance is highly recommended as participation and in-class exercises represent an important factor in the final evaluation. It will also allow you to complete the group project.
Total student workload	34,00

Teaching methods

Coaching
Interactive class
Project work
Research

Assessment

There are three components for assessment:

20% in-class exercises/assignments and participation
30% group report tied to in-class exercises
50% final exam