UCL - Consumer's behaviour

[LSMS2001]

[30h] 5 credits

Teacher(s): Gordy Pleyers, Valérie Swaen

Language: French

Level: Second

Aims
Main themes
Content and teaching methods
Other information (prerequisite, evaluation (assessment methods), course materials recommended readings, ...)

Aims

At the end of the class, students should be able to analyse complex consumer behaviour by taking into account the different types of factors that influence it: individual factors, environmental influences, and psychological processes. This students' ability to analyse consumer behaviour will help students develop marketing strategies and programmes adapted to the targeted public.

Main themes

This seminar has three principal objectives: (1) providing students with useful theoretical basis to understand consumer buying behaviour; (2) detailing the different factors that could have an influence on consumer behaviour; (3) developing students' ability to apply concepts and theories in real marketing situations.
Themes :
(1) Analysis of the big principles of consumer behavior and of the different stages in the consumer decision and consumption process (pre-purchase, purchase, post-purchase processes), (2) Analysis of the different types of decision processes, (3) Analysis of the determinants of and influences on consumer behavior : individual factors, environmental influences and psychological processes.

Content and teaching methods

Summary
" Summary and content " see " scope " above and " methods " see " methods " below
Content
See "scope" above

Methods
In-class activities
- Lectures
- Exercices/PT

At home activities
- Readings to prepare the lecture
- Exercices to prepare the lecture
- Paper work

Other information (prerequisite, evaluation (assessment methods), course materials recommended readings, ...)

Prerequisites Basic Marketing
Evaluation : Case studies preparation (group and/or individual)
Support : Textbook recommended and slides and cases provided through iCampus
References : Provided during the class
Pedagogic team : Professor's weekly open door
Other : -

Internationalisation
- international content
- international case study

Corporate features
- case study

Techniques and tools for teaching and learning
- qualitative methods

Techniques
- méthodes qualitatives