Duration
30h Th
Number of credits
| Master in management, professional focus in international strategic marketing | 5 crédits | |||
| Extra courses intended for exchange students (Erasmus, ...) | 5 crédits |
Lecturer
Substitute(s)
Language(s) of instruction
English language
Organisation and examination
Teaching in the first semester, review in January
Schedule
Units courses prerequisite and corequisite
Prerequisite or corequisite units are presented within each program
Learning unit contents
(Update: September 2025)
Very important note: The course starts on September 19 2025 at 14:30. Taking part in the first introductory session is compulsory.
Consumer behavior is "the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires" (Solomon, 2015, p. 29).
After taking this course, you will be able to:
- Gain a strong knowledge of the psychological processes consumers (of products, services, ideas, experiences, behaviors,...) are influenced by.
- 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.
- Translate this knowledge into effective marketing decisions
Learning outcomes of the learning unit
This course specifically contributes to the following Intended Learning Outcomes (ILO):
- 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.
- 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
You are responsible for checking whether you meet the following prerequisites. In case you do not meet them, you will not be allowed to take the course.
You should have followed at least one course of "Basics/Principles in Marketing" (course description: https://www.programmes.uliege.be/cocoon/20232024/cours/GEST3014-2.html) and of "Marketing Research"(https://www.programmes.uliege.be/cocoon/en/cours/MARK0793- 1.html), and should master the concepts covered in these courses prior to taking the present course. For instance, you will be asked to collect, analyze, summarize, and report primary as well as secondary data as part of the group project; such knowledge and skills should have been obtained previously. Students from abroad should have followed equivalent courses.
The "Principles in Marketing" and "Marketing Research" courses respectively rely on the following textbooks:
Malhotra N., Nunan D., Birks D. (2017), Marketing Research: An Applied Approach, 5th Edition, Pearson Education. More resources available on Lol@ (check MARK0783).
Lambin J.J., & de Moerloose Ch. (2016), Marketing strate´gique et ope´rationnel, 9th Ed, Paris: Dunod. Students can download the complementary resources of this course here: http://lola.hec.uliege.be (check GEST3014)
Finally, you are required to participate actively during the sessions. Accordingly, you need a good proficiency level in spoken and written English.
Planned learning activities and teaching methods
Class will consist of a combination of theoretical lectures, case studies, scientific articles, group projects, guest lectures (to be confirmed), and participative discussions/activities. Sessions will be generally1 face-to-face, each lasting 3 hours.
Mode of delivery (face to face, distance learning, hybrid learning)
Blended learning
Further information:
Class will consist of a combination of theoretical lectures, case studies, scientific articles, group projects, guest lectures (to be confirmed), and participative discussions/activities. Sessions will be generally1 face-to-face, each lasting 3 hours.
Course materials and recommended or required readings
Platform(s) used for course materials:
- LOL@
Further information:
Platform(s) used for course materials:
- LOL@
Further information:
Slides related to the lectures
Textbook: Solomon Michael R. (2018, 2019, 2023), Consumer behavior: buying, having, and being, Harlow: Pearson, 12-13-14th edition. The textbook provides the general framework for material to be covered in class. Additional material (e.g. scientific articles) may also be presented in class which students should read.
Preparatory tasks/readings shared on Lola
Additional (complementary) reference materials:
Haugtvedt, C.P., Herr, P.M., & Kardes, F.R. (2008). Handbook of Consumer Psychology, Taylor & Francis Group, LLC.
Arnould, E., Price, L., & Zinkham, G. (2004). Consumers. McGraw-Hill/Irwin (2nd ed.).
Exam(s) in session
January exam session
- In-person
written exam
August-September exam session
- In-person
written exam AND oral exam
Written work / report
Continuous assessment
Further information:
Grades in this course will be based on the following components:
- Final exam (60%): The final evaluation is made by means of a written examination covering the topics discussed in the classroom. Questions are developed to assess students' ability to apply the concepts and processes to real business situations (open and closed questions).
- Group project (40%): In groups, students are asked to produce (1) a teaser video of 2-3 minutes on an issue related to consumer behavior and experience; (2) a management- oriented presentation of the group project; and (3) map a personae's customer journey to derive experience enhancing services and solutions. Part (1) and (2) of the group project will be presented in-class on 5/12 and 12/12. Part (3) of the group project is due to be submitted by 19/12 (6PM).
Important notes:
- Any fraud or plagiarism in any activity leads to a final grade of 0/20. For further information about what plagiarism is, see the "Short Guide for ULiège Students" available here: https://www.student.uliege.be/upload/docs/application/pdf/2019-11/plagiarism_-_not_for_me.pdf
For more information: https://www.student.uliege.be/cms/c_11161787/en/student-preventing-plagiarism
- Use of AI: You are responsible for the academic work you present, and therefore for the use you make of AI in it. This means distinguishing between permitted and prohibited uses-see: ULiège Charter for the use of generative artificial intelligence in academic work (uliege.be)
Students who are tempted to entrust ChatGPT or other AIs with the task of producing all or part of their personal work are liable to sanctions (e.g., fraud).
Work placement(s)
Organisational remarks and main changes to the course
All documents and useful information will be provided through Lola.
Course registration deadline: September 26, 2025. Registration after the deadline is not allowed. Students who do not attend any of the first two sessions will not be assigned to any group project, and accordingly will not be allowed to take part in the final examination.
Participation in learning activities: Given the importance of taking part in the activities, the Article 37(§2) from the 'Academic and Examination Regulations' of the University of Liege is applicable. According to this article, I may declare students inadmissible for exams if they did not (1) submit their work in due time or (2) take part in the core learning activities. In particular: students who did not actively participate in the group project are not allowed to take the final examination (of the 1st session).
Class attendance: Class participation is key and taken into consideration in the final evaluation. Note that class attendance is MANDATORY in the following cases: introductory session, group presentations, feedback sessions and guest lectures. Your absence to the class is excused ONLY in case of an imperious reason (e.g., sickness), AND if you provide us with an official proof (e.g., medical certificate) as soon as you are aware of the imperious situation. In such a case, send an email to the teaching assistant. An unexcused absence to a compulsory session will be penalized.
Contacts
Professor
Olivier Schunck
Invited professor at HEC Lie`ge
Office hours: By appointment only
Teaching Assistant
Lisa Baiwir
Email: lisa.baiwir@uliege.be
Office: Rue Louvrex 14 (Building N1d-4th floor)
Office hours: By appointment only