Durée
30h Th
Nombre de crédits
| Master en sciences de gestion, à finalité | 5 crédits |
Enseignant
Langue(s) de l'unité d'enseignement
Langue anglaise
Organisation et évaluation
Enseignement au premier quadrimestre, examen en janvier
Unités d'enseignement prérequises et corequises
Les unités prérequises ou corequises sont présentées au sein de chaque programme
Contenus de l'unité d'enseignement
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
Acquis d'apprentissage (objectifs d'apprentissage) de l'unité d'enseignement
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-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.
Savoirs et compétences prérequis
Market Research or equivalent (Consumer Intelligence).
Activités d'apprentissage prévues et méthodes d'enseignement
- 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 d'enseignement (présentiel ; enseignement à distance)
10 face-to-face sessions of 3 hours each
Lectures recommandées ou obligatoires et notes de cours
- Textbook
- English books
-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
-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
-Good Journals
- Psychology and Marketing
- Journal of Consumer Marketing
- International Journal of Research in Marketing
- Journal of Consumer Psychology
- ...
Modalités d'évaluation et critères
- Group work: 40%
- Final written examination: 60%
- Bonus for active and constructive participation
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.
Stage(s)
Remarques organisationnelles
All documents and useful information will be provided through Lola
Contacts
Cécile DELCOURT, Ph.D.
Cecile.Delcourt@ulg.ac.be