Comportement du consommateur (GEST14_MKAYA)

Objectifs

Understanding consumers enables marketers to more effectively meet the needs of buyers in the market, and be more successful in the market. This course will focus on the understanding of consumer behavior, how and why consumers make purchase decisions, how they think, feel and act before, during and after the purchase. But the major contribution of this course is to link this understanding of consumer behavior to developing marketing strategies.

Pré-requis

Intermediate level in marketing

B2 level of written and spoken English

Plan du cours

  • Consumer behaviour, marketing and marketing strategy : the missing link.
  • Consumer behavior major concepts :
    • Information processing and decision making process : problem recognition, information search, alternative evaluation and selection, purchase and postpurchase processes;
  • Team Project: in order to link this understanding of consumer behavior to marketing strategies, each team will analyze customers and prospects for a real product to identify their needs and identify a profitable target market.

Volume horaire

  • CM : 10.0
  • TD : 8.0

Bibliographie

  • East, R., Wright, M. & M. VanHuele (2013), Consumer Behavior: Applications in Marketing, Sage Publications.
  • Hawkins, D.I. & D.L. Mothersbaugh (2013), Consumer Behavior: Building Marketing Strategy, McGraw-Hill Higher Education.
  • Shiffman, L.G. & J. Wisenblit (2015), Consumer Behavior, Pearson.
  • Solomon, M.R. (2015), Consumer Behavior : Buying, Having & Being, Prentice Hall.

Diplômes intégrant ce cours

En bref

Crédits ECTS : 2

Méthode d'enseignement
En présence

Langue d'enseignement
Anglais

Contact(s)

UFR, Écoles, Instituts

Lieu(x)

  • Annecy-le-Vieux (74)