Comportement du consommateur (CONS01_SDMAYA)
Présentation
Objectifs
This course will focus on the understanding of consumer behavior, how and why
consumers make purchase decisions, how they think, feel and act before, during and after the
purchase or consumption experience Understanding consumers enables marketers to more
effectively meet the needs of buyers in the market, and be more successful in the market. Another goal of this course will be for students to practice english.
Heures d'enseignement
| Cours Magistral | 8,75h | |
| Travaux Dirigés | 8,75h |
Plan du cours
Chapter 1 Why studying consumer behavior
- Who needs to understand the consumer?
- The main objectives of studying consumer behavior
Chapter 2 Defining consumer behavior
- What behaviors do we study ?
- How do we analyze consumer behavior ?
- Consumer behavior studies and ethics
Chapter 3 Internal and external influences on consumer behavior
- Internal influences on consumer behavior
- External influences on consumer behavior
Chapter 4 Decision making process
- The process and the steps
- Decision categories
- Marketing persona
Project workshop :
Toolkit 1 – What is Videography ?
Toolkit 2 : What is Netnography ?
Informations complémentaires
Responsable du cours : Sophie MARTINS
Compétences visées
Understand the consumer decision-making processes.
Apply consumer behaviour principles in a variety of contexts, and in an ethical manner.
Enable students to develop marketing strategies that are consumer based and create and enhance customer value.
Communicate their thinking regarding these principles in a style appropriate for a business environment individually and in teams.
Improve professional english level
Bibliographie
Darpy D et Guillard V 2016 Comportement du consommateur, Dunod, 4 ème édition
Solomon M Tissier Desbordes E et Heilbrunn B 2010 Comportement du consommateur, Pearson Education, 6ème edition
Kotler P Keller K et Manceau D 2015 Marketing Management, Pearson Education, 15ème edition
Lendrevie J et Levy J 2021 Mercator, Dunod, 13 ème édition
Clauzel A Guichard N et Riché C 2016 Comportement du consommateur fondamentaux, nouvelles tendances et perspectives, Vuibert
Kozinets, R. V. (2002). The field behind the screen: Using netnography for marketing research in online
communities. Journal of marketing research, 39(1), 61 72.
Cléret, B., Dehling , A., Leroy, J., Rokka , J., Sohier , A., & Herbert, M. (2018). L’approche vidéographique dans la recherche en marketing: Quel protocole méthodologique ?. Recherche et Applications en Marketing (French Edition), 33(3), 90 127.