 | Study programme 2021-2022 | Français | |
 | Consumer behavior | ||
Programme component of Master's in Business Engineering à la Warocqué School of Business and Economics |
| Code | Type | Head of UE | Department’s contact details | Teacher(s) |
|---|---|---|---|---|
| UW-M1-IGGEST-090-M | Optional UE | ANDRE Jean-Jacques | W727 - Marketing et Communication |
|
| Language of instruction | Language of assessment | HT(*) | HTPE(*) | HTPS(*) | HR(*) | HD(*) | Credits | Weighting | Term |
|---|---|---|---|---|---|---|---|---|---|
| Anglais | 14 | 7 | 0 | 0 | 0 | 3 | 3.00 | 1st term |
| AA Code | Teaching Activity (AA) | HT(*) | HTPE(*) | HTPS(*) | HR(*) | HD(*) | Term | Weighting |
|---|---|---|---|---|---|---|---|---|
| W-MAKO-046 | Consumer's Behavior - AAEP | 14 | 4 | 0 | 0 | 0 | Q1 | |
| W-MAKO-047 | Consumer's Behavior - AAEHP | 0 | 3 | 0 | 0 | 0 | Q1 |
Integrated test : there will be no assessment for each AA but a single assessment for the UE.
| Programme component |
|---|
Objectives of Programme's Learning Outcomes
Type of Teaching Activity/Activities
| AA | Type of Teaching Activity/Activities |
|---|---|
| W-MAKO-046 |
|
| W-MAKO-047 |
|
Mode of delivery
| AA | Mode of delivery |
|---|---|
| W-MAKO-046 |
|
| W-MAKO-047 |
|
Required Reading
| AA | |
|---|---|
| W-MAKO-046 | |
| W-MAKO-047 |
Required Learning Resources/Tools
| AA | Required Learning Resources/Tools |
|---|---|
| W-MAKO-046 | 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) |
| W-MAKO-047 | 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 Reading
| AA | |
|---|---|
| W-MAKO-046 | |
| W-MAKO-047 |
Recommended Learning Resources/Tools
| AA | Recommended Learning Resources/Tools |
|---|---|
| W-MAKO-046 | 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) |
| W-MAKO-047 | 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
| AA | Other Recommended Reading |
|---|---|
| W-MAKO-046 | A Practical Guide to Market Research - Paul Hague (2006) Armstrong, Kotler (2017), Principles of Marketing, Global Edition, Pearson |
| W-MAKO-047 | A Practical Guide to Market Research - Paul Hague (2006) Armstrong, Kotler (2017), Principles of Marketing, Global Edition, Pearson |
(*) HT : Hours of theory - HTPE : Hours of in-class exercices - HTPS : hours of practical work - HD : HMiscellaneous time - HR : Hours of remedial classes. - Per. (Period), Y=Year, Q1=1st term et Q2=2nd term