 | Study programme 2021-2022 | Français | |
| Consumer's Behavior - AAEHP | |||
Learning Activity |
| Code | Lecturer(s) | Associate Lecturer(s) | Subsitute Lecturer(s) et other(s) | Establishment |
|---|---|---|---|---|
| W-MAKO-047 |
|
|
| Language of instruction | Language of assessment | HT(*) | HTPE(*) | HTPS(*) | HR(*) | HD(*) | Term |
|---|---|---|---|---|---|---|---|
| Anglais | Anglais | 0 | 3 | 0 | 0 | 0 | Q1 |
Content of Learning Activity
Theory : Neurosciences or the study of the cognitive processes of consumers' decisions, as well as their emotions
Case study: Nutella and the impact of the anti-palm oil lobby on consumer behavior in France
Required Learning Resources/Tools
What Neuroscience Tells Us About Consumer Desire - Carmen Nobel (March 26, 2012)
Neuromarketing : What You Need to Know - Eben Harrell (January 23, 2019)
3 Behavioral Trends That Will Reshape Our Post-Covid World - Eddie Yoon (May 26, 2020)
Ferrero Group : Securing Supply for Hazelnuts - Jishnu Hazra and Tarun Jain, Indian School of Business (2016)
Ferrero Group : Achieving Sustainability Through Supply Chain Integration - Ottavia Curcuraci and Wiboon Kittilaksanawong, IVEY (June 19, 2017)
Recommended Learning Resources/Tools
Transforming Giants - Rosabeth Moss Kanter, HBR (January 2008)
PepsiCo, Performance with Purpose, Achieving the Right Global Balance - Rakesh Khurana, Rosabeth Moss Kanter, Rajiv Lal and Eric Baldwin, HBS (January 30, 2012)
Other Recommended Reading
A Practical Guide to Market Research - Paul Hague (2006)
Armstrong, Kotler (2017), Principles of Marketing, Global Edition, Pearson
Mode of delivery
- Face to face
Type of Teaching Activity/Activities
- Etudes de cas
Evaluations
The assessment methods of the Learning Activity (AA) are specified in the course description of the corresponding Educational Component (UE)