Study programme 2021-2022 | Français | ||
Consumer's Behavior | |||
Programme component of Master's in Management à la Warocqué School of Business and Economics |
Code | Type | Head of UE | Department’s contact details | Teacher(s) |
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UW-M1-SCGEST-036-M | Optional UE | ANDRE Jean-Jacques | W727 - Marketing et Communication |
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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 |
Programme component |
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Objectives of Programme's Learning Outcomes
Learning Outcomes of UE
Study of internal factors (psychological, socio-cultural and economic) that influence consumer behavior, as well as external stimuli
Content of UE
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
Prior Experience
Marketing - Principles and Metrics
Micro and Macroeconomics
Management accounting
Psychology
Sociology
Type of Assessment for UE in Q1
Q1 UE Assessment Comments
The UN's sustainable development objectives punctuate the company's Marketing decisions, so that the latter is in line with new consumer behavior.
Type of Assessment for UE in Q3
Q3 UE Assessment Comments
The exam is open book.
Type of Resit Assessment for UE in Q1 (BAB1)
Q1 UE Resit Assessment Comments (BAB1)
The exam is open book.
Type of Teaching Activity/Activities
AA | Type of Teaching Activity/Activities |
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W-MAKO-046 |
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W-MAKO-047 |
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Mode of delivery
AA | Mode of delivery |
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W-MAKO-046 |
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W-MAKO-047 |
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Required Reading
AA | |
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W-MAKO-046 | |
W-MAKO-047 |
Required Learning Resources/Tools
AA | Required Learning Resources/Tools |
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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 | |
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W-MAKO-046 | |
W-MAKO-047 |
Recommended Learning Resources/Tools
AA | Recommended Learning Resources/Tools |
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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 |
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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 |