Formation/Cours

1. An understanding of the key principles of marketing
2. Being prepared to draw from your own experiences as consumers

5.B Construct expert knowledge from cutting-edge information
5.D. Make effectual organizational decisions
6.A Thoroughly examine a complex business situation
6.B Synthesize multifaceted information from various sources across different functional fields
7. Understand the essential constructs of consumer behaviour in an international environment.
8. Analyse and solve business problems taking the perspective of the marketers of specific products or services.
9. Develop recommendations as to how the marketers of a specific product or service can positively influence the behaviour of their consumers
10. Leverage consumer behaviour concepts and theories to identify the main situational, social and cultural influences on consumers, to develop appropriate marketing strategies.
11. Construct a personal, informed view about key ethical and responsible marketing issues towards consumer vulnerability and well-being.

1 Models of consumer behaviour
2 Cultural influences on consumer behaviour
3 Personal and social influences on consumer behaviour
4 Psychological influences on consumer behaviour
5 Responsible marketing and vulnerable consumers