Visualisation plan de cours
2026 / 2027
EM09HM12
International Consumer Behavior
Programme
PGE PGE4 FI
Semestre
B
Coefficient
5
Volume horaire
Face à face : 27 H
Travail personnel indicatif : 54 H
Discipline
Marketing
Nombre de places
45
Cours ouvert aux étudiants visitants
Oui
Langue d'enseignement
Anglais
Responsable
PLOTKINA
Liste des intervenants
| Intervenant(s) | Volume horaire | ||
|---|---|---|---|
| Daria PLOTKINA | daria.plotkina@em-strasbourg.eu | 27 h CM |
Discipline
Marketing
Descriptif
The objective of this course is to provide students the skills and the ability in analyzing different aspects, which influence consumers in their purchase-related decision-making. This course addresses consumer behavior as part of a marketing/business process and as a socio-cultural phenomenon. During this course the students will broaden their understanding of consumer behavior within the international/intercultural context through the integration of theory, analysis, and business examples. The course puts forward critical and creative thinking, group work, and development of managerial decisions. Hence, the students will elaborate empirical studies and will develop on their basis a marketing strategy.
Intelligence artificielle
Ce cours intègre des contenus relatifs à l'intelligence artificielle (concepts, enjeux, applications, méthodes ou impacts de l'IA), au-delà de la simple utilisation d'outils d'IA comme support pédagogique
Entrepreneuriat / Innovation
Ce cours intègre des contenus relatifs à l'entrepreneuriat et/ou à l'innovation (création d'activité, intrapreneuriat, innovation managériale, technologique ou sociale)
MAC
Interpréter son environnement à travers les enjeux sociétaux mondiaux/Interpret the professional environment in light of
9 ECTS
Organisation pédagogique
Face-to-face
- LecturesIn group
- Exercises- Oral presentations
- Projects
Objectifs pédagogiques - COGNITIVE DOMAIN
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
- Apply intercultural approach to consumer behavior.
- Analyze real-life managerial issues with regard to consumer purchase decision-making in the intercultural context.
- Examine consumer attitudes and behavior with appropriate research methods.
- Develop a consumer-centered marketing strategy based on a real-life case and ad'hoc empirical data.
Objectifs pédagogiques — Objectifs de développement durable (ODD)
ODD portés par la politique RSO de l'EM.
Plan / Sommaire
I. Theoretical bases
- General framework of consumer behavior
- Consumer Behavior and Marketing Strategy
External Influences.
Cross cultural variations.
Group influences.
Internal Influences.
Perception.
Learning.
Motivation.
Personality.
Attitude.
- Consumer Decision process and biases
II Research methodology
III Project work
- Attribution/ choice of the topic based on a case-study
- In-group brainstorming
- Empirical study and analysis
- Managerial application
- Project presentation
- General framework of consumer behavior
- Consumer Behavior and Marketing Strategy
External Influences.
Cross cultural variations.
Group influences.
Internal Influences.
Perception.
Learning.
Motivation.
Personality.
Attitude.
- Consumer Decision process and biases
II Research methodology
III Project work
- Attribution/ choice of the topic based on a case-study
- In-group brainstorming
- Empirical study and analysis
- Managerial application
- Project presentation
Prérequis nécessaires
Connaissances en / Notions clés à maîtriser
Knowledge of basic concepts in marketing
Supports pédagogiques
Mandatory tools for the course
- ComputerDocuments in all formats
- Newspaper articles- Case studies/texts
Moodle platform
- Upload of class documents- Interface to submit coursework
- Assessments
Adossement à la recherche
Ce cours est adossé à la recherche.
- Research-tutored (par la discussion)Le cours développe l’analyse critique et la discussion de contenus (presse, rapport d’études…), travaux ou résultats de recherche.
- Research-oriented (par les méthodes)Le cours initie les étudiants aux méthodes, outils ou raisonnements de recherche (collecte/traitement de données, ateliers méthodes, exercices de protocole, etc.).
Travaux de recherche de l'EM
Plotkina, D., & Saurel, H. (2020). Show me the real world: reactions of American female consumers to more realistic and diverse human models in e-commerce. Journal of Marketing Theory and Practice, 1-20.Modalités d'évaluation
Liste des modalités d'évaluation
Evaluation intermédiaire / contrôle continu 1
before last session
Modalités de feedback
Group presentation (written report to submit 2 weeks after the presentation)
Compétence mesurée
ILO1.1-PGE, ILO1.2-PGE, ILO1.3-PGE, ILO2.1-PGE, ILO2.2-PGE, ILO2.3-PGE, ILO2.4-PGE, ILO4.1-PGE, ILO4.2-PGE
Evaluation finale 2
Exam week
Compétence mesurée
ILO1.1-PGE, ILO1.2-PGE, ILO2.2-PGE, ILO4.2-PGE
Seconde chance
Exam week
Compétence mesurée
ILO1.1-PGE, ILO1.2-PGE, ILO2.2-PGE, ILO4.2-PGE