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Establishment
Language of instruction
French, English
Teaching content
MARKETING
This course occurs in the following program(s)
IESEG Degree - Programme Grande École
- Crédits ECTS:
Training officer(s)
K.CHARRY
Stakeholder(s)
K.CHARRY
Présentation
Prerequisite
To master the basics of marketing managements
Goal
At the end of the course, the student should be able to :
Understand the main psychological theories behind consumer behaviors that specifically apply to digital contexts and adopt the relevant marketing strategies to adapt to and best fit consumers' expectations
Understand the main psychological theories behind consumer behaviors that specifically apply to digital contexts and adopt the relevant marketing strategies to adapt to and best fit consumers' expectations
Presentation
Part 1 - Internal factors affecting consumer behaviors (in a digital world)
- Needs, motivation, involvement to "consume" electronically
- Personality, lifestyles, values affecting decision-making processes online
- Specifics of on-line perceptions (in a predominently visual world)
- Learning mechanisms on-line
Part 2 - External factors affecting consumer behaviors
- Referent groups in the world of social media
- Cultural issues in a world without boundaries
Part 3 - Practically speaking : how do we adapt our strategies? (this part will actually be considered throughout each section and sub-section)
- Needs, motivation, involvement to "consume" electronically
- Personality, lifestyles, values affecting decision-making processes online
- Specifics of on-line perceptions (in a predominently visual world)
- Learning mechanisms on-line
Part 2 - External factors affecting consumer behaviors
- Referent groups in the world of social media
- Cultural issues in a world without boundaries
Part 3 - Practically speaking : how do we adapt our strategies? (this part will actually be considered throughout each section and sub-section)
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Face to face | |||
| lecture | 16,00 | Participation is highly encouraged. The ability of a student to relevantly contribute to the course represents 25% of the total mark | |
| Independent study | |||
| Group Project | 16,00 | Final assignment | |
| Overall student workload | 32,00 | ||
Evaluation
- Cases in class (group work)
- Final project
- Active and relevant participation (individual assessment)
- Final project
- Active and relevant participation (individual assessment)
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Continuous assessment | |||
| Participation | 16,00 | 1 | 25,00 |
| Others | |||
| Case study | 0,00 | 4 | 40,00 |
| Group Project | 0,00 | 1 | 35,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Online Consumer Behavior -
Theory and Research in Social Media, Advertising and E-tail -
Theory and Research in Social Media, Advertising and E-tail -
Internet resources
IESEG Online
Course material (course slides and additional readings for cases and topics) will be made available on Iéseg online