At the end of the course the student should be able to :
-5.B Construct expert knowledge from cutting-edge information
-5.D. Make effectual organizational decisions
-Master the appropriate techniques and display expertise with regards to analysing, interpreting and integrating consumer behaviour as part of marketing strategy and programmes;
– Understand the complexity of consumer behaviors;
– Take the customer perspective and consider customer needs to incorporate them in the design and communication of company offers;
– Integrate the various factors likely to influence consumer behaviors in marketing decisions;
– Evaluate marketing programs in terms of their adequacy in considering consumer behavior;
– Propose strategies adapted to the targeted public(s) in order to influence particular behaviours.
*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.
