OUR ACADEMIC DEPARTEMENTS |
Lesson details
 | Comportement du consommateur | ||
2018-2019 | EnIESEG School of Management
(
IÉSEG
)
| ||
Class code : | 1819-IÉSEG-AP1S2-MKT-APD-CE05UE | MARKETING | |
| Level | Year | Period | Language of instruction |
|---|---|---|---|
| - | 1 | S2 | EnEnglish |
| Academic responsibility | Y.MOYSAN |
|---|---|
| Lecturer(s) | François LAURENT |
- This class exists in these courses :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS
Prerequisites
The student must have a basis in psychology, sociology or ethnology and be curious.
Good general knowledge is an asset.
Learning outcomes
The student should be able :
-Know the main mechanism of the consumer behaviour
- Define the best strategy to understand a target
Course description
- Historical theories
- Psychoanalytic approach
- Sociology and lifestyles
- Consumers and marketing
- Internet and serendipity
- Consumers today
Class type
Class structure
| Type of course | Numbers of hours | Comments | |
|---|---|---|---|
| Independent study | |||
| Group Project | 4,00 | ||
| Face to face | |||
| Interactive class | 8,00 | ||
| lecture | 16,00 | ||
| Total student workload | 28,00 | ||
Teaching methods
- Case study
- Coaching
- Presentation
- Research
Assessment
Students must be able to undestand and qualify a marketing target
| Type of control | Duration | Number | Percentage break-down |
|---|---|---|---|
| Others | |||
| Case study | 4,00 | 1 | 80,00 |
| Continuous assessment | |||
| Participation | 24,00 | 1 | 20,00 |
| TOTAL | 100,00 | ||
Recommended reading
- François Laurent - Marketing : 100 pages, ça suffit -
- Jean Baudrillard - Le système des objets -
- Cluetrain manifesto -
- Roland Barthes - Mythologies -
* This information is non-binding and can be subject to change
