Study Programmes 2016-2017
MARK0794-1  
Consumer Behavior
Duration :
30h Th
Number of credits :
Master in management (120 ECTS)5
Lecturer :
Cécile Delcourt
Language(s) of instruction :
English language
Organisation and examination :
Teaching in the first semester, review in January
Units courses prerequisite and corequisite :
Prerequisite or corequisite units are presented within each program
Learning unit contents :
1.Gain a strong knowledge of the psychological processes consumers (of products, services, ideas, behaviors,...) are influenced by.
2.Use this knowledge to develop strategically relevant consumer insights by identifying key psychological reasons for why consumers in some situations behave the way they do.
3.Translate this knowledge into effective marketing decisions
Learning outcomes of the learning unit :
ILO-2 : Gaining the knowledge and understanding of one of the proposed fields of concentration or to gain deep knowledge in the field of the management being already specialized through a first University Master Degree.
ILO-4 : To acquire the capacity to research autonomously and methodically the information needed to solve a complex, transversal management problem.
ILO-5 : Integrate autonomously researched information, tools, knowledge and context to build and propose, either individually or as part of a team, original, creative and viable solutions to concrete complex management problems, whether real or simulated, taking into account, when necessary, the human, social and legal context.
ILO-6 : Ability to speak 2 foreign languages: C1 in English and B2 in one other language.
ILO-7 : Being capable of professional team work.
ILO-9 : Developing a critical sense (arguing).
ILO-10 : Developing a transversal, global vision. 
ILO-11 : Creative conception of solutions.
ILO-12 : Professional capacity for oral communication.
ILO-13 : Professional capacity for written communication. 
Prerequisite knowledge and skills :
Marketing Research or equivalent (Consumer Intelligence).
Planned learning activities and teaching methods :
  • Group work: students will be working in groups while participating to a Challenge: Nudge Challenge
  • Students' presentation
  • Guest-speakers from both academia and business world
  • Interactive seminars
Mode of delivery (face-to-face ; distance-learning) :
Face-to-face
Recommended or required readings :
  • Textbook
-Solomon Michael R. (2015), Consumer behavior : buying, having, and being, Harlow : Pearson, 11th edition


  • English books
-Ariely Dan (2010), Predictably irrational : the hidden forces that shape our decisions, London : Harper 
-Cialdini Robert B. (2009), Influence : science and practice., Boston : Pearson Education
-Goldstein, Noah J., Martin Steve J., and  Cialdini Robert B. (2008), Yes ! : 50 scientifically proven ways to be persuasive, New York : Free Press 


  • French books
-Cialdini, Robert B. (2004), Influence et manipulation, Paris : First 
-Guéguen, Nicolas (2005), 100 Petites Expériences en psychologie du consommateur, Paris, Dunod
-Joule, Robert-Vincent, Beauvois, Jean-Léon (2002), Petit traité de manipulation à l'usage des honnêtes gens. Grenoble : Presses Universitaires de Grenoble 
-Corneille, Olivier (2010), Nos préférences sous influence, Wavre: Mardaga
  • Key Scientific Journals in CB and related topics
-Top-tier Journals
-Good Journals
  • Psychology and Marketing
  • Journal of Consumer Marketing
  • International Journal of Research in Marketing
  • Journal of Consumer Psychology
  • ...
-To check the quality of a Journal, check its impact factor (IF) on : Journal Citation Reports
Assessment methods and criteria :
  • Group work: 40%
  • Final written examination: 60%
  • Bonus for active and constructive participation
TO PASS THE COURSE, you need at least 10/20 for the final written examination. 
IMPORTANT: Given the importance of taking part in the activities, the Article 37(§2) from the 'Academic and Examination Regulations' of the University of Liege (available here: http://bit.ly/2bMA71B) is applicable. According to this article, the teaching staff may declare students inadmissible for exams if they did not submitted their work in due time.
Work placement(s) :
Organizational remarks :
All documents and useful information will be provided through Lola
 
 
Contacts :
Cécile DELCOURT, Ph.D.
Cecile.Delcourt@ulg.ac.be