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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 | | Deuxième quadrimestre | | 4 |
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| Master in Management Sciences, didactic approach, 1st year | | Deuxième quadrimestre | | 4 |
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| Master en sciences de gestion, à finalité spécialisée en banking and asset management, 1st year | | Deuxième quadrimestre | | 4 |
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| Master in Management Sciences, professional Focus in Entrepreneurship, 1st year | | Deuxième quadrimestre | | 4 |
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| Master en sciences de gestion, à finalité spécialisée en financial analysis and audit, 1st year | | Deuxième quadrimestre | | 4 |
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| Master in Management Sciences, professional Focus, 1st year | | Deuxième quadrimestre | | 4 |
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| Master in Management Sciences, professional Focus (Full english), 1st year | | Deuxième quadrimestre | | 4 |
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| Master en sciences de gestion, à finalité spécialisée en management humain et organisation, 1st year | | Deuxième quadrimestre | | 4 |
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| Master in management Sciences, professional focus in management, 1st year | | Deuxième quadrimestre | | 4 |
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| Master en sciences de gestion, à finalité spécialisée en management des entreprises sociales, 1st year | | Deuxième quadrimestre | | 4 |
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| Master en sciences de gestion, à finalité spécialisée en intelligence stratégique et marketing, 1st year | | Deuxième quadrimestre | | 4 |
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| Master in Management Sciences | | Deuxième quadrimestre | | 4 |
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| Holder(s) : | Céline Brandt |
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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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| Workshops : | Group presentations of scientific papers. |
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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
- Student presentations
- Plenary guest lectures
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:
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Peter and Olson. (2007, 8th revised ed) Consumer Behavior, Mc Graw Hill, ISBN: 9780071259354
Other references may also be used:
- Kardes, Frank R. (2002) Consumer Behavior: Managerial Decision Making, Prentice-Hall.
- Solomon. (2007, 7th ed), Consumer Behavior: Buying, Having and Being, Prentice-Hall
A range of articles, available through Ebsco, will be used during the course.
The power point presentations will be posted on Lol@ several hours before the session: http://lola.hec.ulg.ac.be |
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| Assessment : | Articles analysis and presentation: 25%
Participation: 10%
Final exam: 65% |
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| Contacts : | Céline BRANDT
Tel.: +32 (0)4 366 46 95
Office: II.15
E-mail: Celine.Brandt@ulg.ac.be |
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