International Consumer Behaviour

ECTS : 6

Description du contenu de l'enseignement :

Course description and objectives
Consumer behavior is a discipline that looks at why people buy the things they do. This marketing discipline applies knowledge from areas such as psychology, sociology, anthropology, and economics to describe and understand how consumers are likely to behave. Consumer behavior attempts to understand the consumption activities of individuals as opposed to markets.
 
Knowledge of consumer behavior principles allows marketers and other managers to become more effective at making good decisions. They can better predict consumer actions, determine the needs of target markets, and understand how consumers perceive and understand marketing information. An understanding of consumer behavior may also assist individuals in understanding their own buying decisions.
 
Courses Objectives:
We attempt to understand:

• The impact of purchase involvement on consumer decision making.
• The various of kinds of decision models used by consumers
• How research and consumer behavior is used in market analysis.
• The influence of culture on consumer behavior.
• The assumptions about the nature of society that play a role in marketing decisions.
• The role of demographics in influencing consumer behavior.
• How consumption decisions are made with the household unit.
• The importance of perception in the development of retail strategy, brand names, logos, media strategy, advertising and package design.
• How to use learning and memory theories to develop product positioning strategies.
• Understand the nature of personality, motivation and emotion and the role they play in the consumption process.
• How attitudes are used to segment markets.

1. Introduction
2. Consumers as Decision Makers
3. Perception
4. Learning and Memory
5. Motivation
6. The Self
7. Research Project: Achieving Slimness
8. Personality and Lifestyle
9. Research Project: Softening & Polishing the Male Market.
10. Attitude Change and Interactive Communication
11. Consumers and Subcultures
12. Cultural Influence on Consumer Behavior
13. Introduction
14. Final Project Presentation
15. Final Exam

Compétence à acquérir :

Learning outcomes

• Upon successful completion of this course, students should:
• Be familiar with key theories, concepts and issues in consumer behavior
• Understand the important role of psychology, sociology and anthropology in the study of marketing.
• Understand the influence of culture on perception and the consequences on consumer behavior.
• Understand why and how marketing should adapt to its environment.
• Acquire effective critical thinking skills and be able to apply them to complex international issues.
• Be able to dissect, analyze and apply theories and concepts to various issues in Consumer Behavior.
• Develop culturally sensitive awareness of marketing issues.
• Be able to facilitate meaningful group discussions on marketing and other related topics.

Mode de contrôle des connaissances :

Assignments and grading

• Participation:                            10%
• Homework &/ Class work:         20%    
• Final Project                            30%
• Final exam                               40%

Bibliographie, lectures recommandées :

Bibliography

• Michael R. Solomon, Consumer Behavior: Buying, Having & Being (Global Edition), -  12th edition.
• Hoyer and McInnis, Consumer Behavior, Harvard Business Publishing Articles and Case Studies (HBP).