|Module / ECTS / Path / Specialisation||Module :Consumer Behavior : 5 ECTS.|
|Open for visitors||yes (5 ECTS)|
|Working language :||English|
|Volume of contact hours :||27 h|
|Workload to be expected by the student :||108 h|
Track : Attendance
We as marketers must develop an understanding of consumer needs and develop marketing strategies accordingly. Once having developed strategies, we must then understand consumer responses to these strategies. The basic purpose of this course is to link an understanding of Consumer behavior principles to developing marketing strategies.
The link between understanding consumers and developing strategies has become more complicated in the current multi-media web-oriented environment. The ability of consumers to evaluate brands and choose alternatives has multiplied exponentially. Consumers have also become more empowered to determine the nature of the ads and information they see and the characteristics of the brands they buy.
On this basis, the course depends on two assumptions: First, every business's fundamental strategies are designed to satisfy customer needs at a profit to the firm. Second, an understanding of customer needs must be the basis for developing product, advertising, pricing, and distribution strategies. The premise is that an understanding of the consumer is essential for those pursuing careers in brand, advertising, and strategic management. This is true, whether the applications are for products or services, small or large companies.
- Define the basic concepts of Consumer Behavior
- Elaborate marketing strategies and solutions adapted to consumer
- Examine specific needs and the changes of the consumer
- Synthesize solutions including consumer needs for a company
- Locate consumer behavior and needs in a specific environnment
Course outline :
Session 1 & 2
Consumer in marketplace
Introduction to consumer behavior
A consumer society
Session 3 & 4
How consumers see the world and themselves
Session 5 & 6
Consumers as decision makers
Consumers & their social media and groups
Culture and consumer behavior
Session 8 : Case study
Session 9 : Final presentation/Exam
• To provide an understanding of how consumers make decisions
• To consider the personal and environmental factors that influence consumer decisions
• To understand the strategic implications of consumer influences and decisions for product, advertising, pricing, and distribution strategies
• To consider the Web as a vehicle to facilitate consumer decisions and purchases.
Michael R.Solomon, Consumer Behaviour, Pearson Edition
Johnson, Scholes, Whittington and Fréry (2017), Exploring Strategy, Pearson Education
McKeown (2012), The Strategy Book: How to Think and Act Strategically to Deliver Outstanding Results, FT
Behaviors such as
may lead to expulsion from the class/course.