This class exists in these courses :
• IÉSEG > MSc in Fashion Management > Semester 2 > 2,00 ECTS

Prerequisites

Basic principles of marketing and retailing.

Learning outcomes

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.

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

Assessment

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

Recommended reading

• 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 -

Internet resources

• IESEG online