CONSUMER INSIGHT AND SELF CONCEPT
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S2
This course requires students to understand and apply basic marketing concepts and principles in formulating marketing strategies.
At the end of the course, the student should be able to:
– Develop an introspective stance regarding their own consumer behavior.
– Recognize and appreciate the complexity of consumer behavior in its diversity.
– Explain the relations between consumer perception, preference, and choice.
– Utilize perceptual, preferential, and choice data for strategic marketing management.
– Successfully collaborate within a diverse team.
It is common for managers to misestimate their consumer behavior related knowledge and make biased decisions. To make competent marketplace decisions and effectively aappeal to customers with widely different preferences, you need to first become cognizant of WHO YOU ARE as a consumer. In this course, you will first establish an awareness of yourself and reflect upon your own consumer behavior. Then, through a series of exercises, you will address consumer behavior related problems in the contexts of perception, preference, and choice. In each exercise, you will practice spotting and counteracting your biases as you consider different types of consumer data:
Part 1: Insights into Your Own Consumer Behavior
Part 2: Applications of Insights to Perceptual, Preferential, and Choice Data
