Formation/Cours

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.

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