CONSUMER BEHAVIOR
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S1
This course requires students to be able to apply concepts and theories learnt in the course of Marketing Management.
Students are expected to consider critically new concepts and theories in order to integrate them in practical case studies.
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.
