Actualités et agenda
Nos formations
Établissement
Langue d'enseignement
English
Matières
MARKETING
Responsable(s)
J.WISE
Intervenant(s)
Jorge Wise
Présentation
Prérequis
No prerequisites are needed.
Objectifs
Understand the consumer decision-making process
a. The range of psychological influences on consumer behaviour
b. The social process that influences consumer behaviour
c. The factors that affect decisions involving consumer behaviors in other countries
In addition, students will
a. Critically apply consumers behavior theory to problems in marketing
b. Effectively use of the international dimension of consumer behavior to problems in international marketing/business
a. The range of psychological influences on consumer behaviour
b. The social process that influences consumer behaviour
c. The factors that affect decisions involving consumer behaviors in other countries
In addition, students will
a. Critically apply consumers behavior theory to problems in marketing
b. Effectively use of the international dimension of consumer behavior to problems in international marketing/business
Présentation
The consumer’s decision process is first introduced and covered in some detail. This is followed by the psychological, social, and cultural influences on consumer behavior, and how these relate to the decision making process. Next, dimensions on how national and cultural borders impact management and their international perspectives are analyzed. Finally, several ethical dilemmas are discussed. To give an actual perspective on the topics, several examples are examined and daily workshops are held.
Modalités
Organisation
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 16,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 8,00 | Readings list included in the Course Syllabus | |
| Recherche | 2,00 | One project described in the Course Syllabus | |
| Travail personnel | |||
| Individual Project | 2,00 | One project described in the Course Syllbus | |
| Charge de travail personnel indicative | 8,00 | Several acivities such as Final Exam, Mind Maps and Disucssion | |
| Overall student workload | 36,00 | ||
Évaluation
The assessment of the curse is based on individual activities mostly in class. As a whole, student’s activities help to understand and deepen on the course topics.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 2,00 | 5 | 10,00 |
| Examen (final) | |||
| Examen écrit | 2,00 | 1 | 60,00 |
| Autres | |||
| Projet Individuel | 4,00 | 4 | 20,00 |
| Rapport écrit | 2,00 | 1 | 10,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliographie
Hawkins, D.I., Best, R.J., & Coney, K.A. (2015)., Consumer Behavior: Building Marketing Strategy. Boston: Irwin McGraw-Hill. Behavior. -
Peter, J.P., & Olson, J.C. (2009). Consumer Behavior and Marketing Strategy. Boston: Irwin McGraw-Hill -
International Consumer Behavior in the 21st Century: Impact on Marketing Strategy Development. Samli, A.C. (2013). New York: Springer -
An integrative framework for cross-cultural consumer behaviour Luna, D. and Gupta, S.F. (2001), International Marketing Review”, 18(1), pp. 45-69. -
Think like a Customer. Graham, J.R. (2002, January 1). The American Salesman -
Does Culture Explain Acceptance of new Products in a Country Yenigurt, S. and Townsend, J.D. (2003), International Marketing Review, Vol. 20, No. 4, pp. 377-396. -
Dimensions of price as a marketing universal: A Comparison of Japanese and U.S. consumers. McGowan, K.M., & Sternquist, B.J. (1998). Journal of International Marketing, 6(4), 49-65. -
Hoyer, W.D., & MacInnis, D.J. (2017). Consumer Behavior. Boston: Houghton Mifflin Company -
Peter, J.P., & Olson, J.C. (2009). Consumer Behavior and Marketing Strategy. Boston: Irwin McGraw-Hill -
International Consumer Behavior in the 21st Century: Impact on Marketing Strategy Development. Samli, A.C. (2013). New York: Springer -
An integrative framework for cross-cultural consumer behaviour Luna, D. and Gupta, S.F. (2001), International Marketing Review”, 18(1), pp. 45-69. -
Think like a Customer. Graham, J.R. (2002, January 1). The American Salesman -
Does Culture Explain Acceptance of new Products in a Country Yenigurt, S. and Townsend, J.D. (2003), International Marketing Review, Vol. 20, No. 4, pp. 377-396. -
Dimensions of price as a marketing universal: A Comparison of Japanese and U.S. consumers. McGowan, K.M., & Sternquist, B.J. (1998). Journal of International Marketing, 6(4), 49-65. -
Hoyer, W.D., & MacInnis, D.J. (2017). Consumer Behavior. Boston: Houghton Mifflin Company -