Formation/Cours

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

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)