mlsmm2134  2020-2021  Mons

Due to the COVID-19 crisis, the information below is subject to change, in particular that concerning the teaching mode (presential, distance or in a comodal or hybrid format).
5 credits
30.0 h
Charry Karine;
Main themes
This course considers the essential concepts of consumer behavior under the digital perspective.
Mainly, we will discuss the decision-making process (mainly on-line) and all the factors impacting the latter in this context (internal factors such as involvement, attitude, attention, perceptions, lifestyles, etc. and external factors such as reference groups, culture, etc.)

At the end of this learning unit, the student is able to :

1 Contribution de l'unité d'enseignementau référentiel AA du programme
Given the « competencies referential » linked to the LSM Master 120 in Sciences de Gestion et in Ingéniorat de Gestion, this course mainly develops the following competencies:
Master the knowledge that will enable students to become actors of changes; integrate contextual elements, notably cultural ones, in the analysis and in the response required in specific contexts; optimize the communication strategy given the contextual elements.
Les Acquis d'Apprentissage au terme de l'unité d'enseignement
By the end of this teaching unit, student should be able to understand the influence of variables internal and external to the consumer that influence his online behavior. He should also be able to identify the levers that can modify consumers' behavior. These levers should be translated into strategies and operational decisions that will contribute to the positioning of the brand or the organization. This should bring about a perspective where online and offline elements interact and contribute to the design of optimal actions on the market.
Online resources
Student corner
Support de cours
Syllabus disponible on line basé sur les ouvrages mentionnés ci-dessous ainsi que de nombreux papiers scientifiques référencés dans le syllabus.
Références bibliographiques recommandées, lectures conseillées :
SOLOMON M. (2008), Consumer Behavior, 8th ed., Prentice-Hall.
Schiffman and Kanuk, (2010) Consumer Behavior, Global Edition, Pearson
Close, (2012) Online Consumer Behavior
Faculty or entity

Programmes / formations proposant cette unité d'enseignement (UE)

Title of the programme
Master [120] in Management

Master [120] : Business Engineering

Master [120] in Management

Master [120] : Business Engineering