OUR ACADEMIC DEPARTEMENTS

Lesson details

CONSUMER BEHAVIOR
2022-2023	EnIESEG School of Management ( IÉSEG )
Class code :	2223-IÉSEG-MDM1S1-MKT-MDMCE17UE	MARKETING

Level	Year	Period	Language of instruction
MSc in Digital Marketing & CRM	1	S1	EnEnglish

Academic responsibility	P.ROSSI
Lecturer(s)	Patricia ROSSI

IÉSEG > MSc in Digital Marketing & CRM > MSc in Digital Marketing & CRM - Semester 1 > 2,00 ECTS

Prerequisites

Principles of Marketing

Learning outcomes

At the end of the course, the student should be able to :
Understand key concepts of consumer behavior
Apply psychological and social theories to target different markets and understand different consumers in an omni-channel context
1A. Demonstrate an international mindset

Integrate various factors that are likely to affect consumer decision making and consumer behavior
5B. Construct expert knowledge from cutting edge information

Analyse the complexity of consumer behavior
Evaluate marketing programs
Integrate new technologies to develop creative solutions for consumers
7C. Effectively apply in-depth specialized knowledge to take contemporary opportunities in their professional field.
7D. Be a reference point for expertise-related questions and ambiguities

Course description

Part I: The decision-making process
Part II: Determinants of behaviors
Part III: Putting theory into practice

Class type

Class structure

Type of course	Numbers of hours	Comments
Independent study
Estimated personal workload	8,00
Group Project	18,00
Independent work
Research	8,00
Face to face
Interactive class	16,00
Total student workload	50,00