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| MARK0779-1 | Consumer Behaviour
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| Duration : | 24h Th |
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| Credits/ECTS : |
| Master in Management Sciences, in-depth approach, 1st year | | Premier quadrimestre | | 4 |
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| Master in Management Sciences, didactic approach, 1st year | | Premier quadrimestre | | 4 |
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| Master in Management Sciences, professional Focus in Entrepreneurship, 1st year | | Premier quadrimestre | | 4 |
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| Master in Management Sciences, professional Focus, 1st year | | Premier quadrimestre | | 4 |
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| Master in Management Sciences, professional Focus (Full english), 1st year | | Premier quadrimestre | | 4 |
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| Master en sciences de gestion, à finalité spécialisée en management, 1st year | | Premier quadrimestre | | 4 |
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| Master in Management Sciences | | Premier quadrimestre | | 4 |
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| Master in Management Sciences (Full english) | | Premier quadrimestre | | 4 |
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| Holder(s) : | Allard Van Riel |
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| Language : | Langue anglaise |
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| Course contents : | Understanding the principles of consumer behavior is one of the key needs of marketing and innovation managers. The importance of developing a good understanding of consumer behavior can hardly be underestimated in the modern, market-oriented firm. Decision-making in key areas, such as innovation strategy, marketing planning and marketing strategy must be based on this understanding. |
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| Course objective : | After taking this course the students will have a full understanding of the role of classic and current consumer behavior theories, models and techniques in managerial decision-making. |
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| Prerequisites : | To take advantage of this course, students should have taken at least one of the following courses:
· Principles of Marketing
· Marketing Management
· Strategic Marketing |
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| Organization : | The course consists of 12 two-hour sessions. During these sessions a mix of pedagogical tools will be used:
· Plenary theory lectures
· Plenary guest lectures
· Student presentations
Outside the sessions students are required to prepare for the meetings by searching and studying relevant literature. |
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| Written notes : | The course is based on the following textbook:
- Kardes, Frank R. (2002) Consumer Behavior: Managerial Decision Making, Prentice-Hall.
A range of articles, available through Ebsco, will be used during the course. |
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| Assessment : | Students participating in this course will submit and present an article based on a topic of the course. This paper will determine 25 % of the final grade.
A written exam will also be part of the assessment. The grade will determine 75 % of the final grade. |
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| Contacts : | Teaching Staff:
Prof. Dr. Allard Van Riel
Email: a.vanriel@ulg.ac.be
Teaching Assistant:
Mrs Zaineb LAZREQ BENNIS
Email: zlazreq@ulg.ac.be |
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