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Consumer Behavior (MScM)

  • Teacher(s):  
  • Course given in: English
  • ECTS Credits:
  • Schedule: Spring Semester 2018-2019, 2.0h. course (weekly average)
      WARNING :   this is an old version of the syllabus, old versions contain   OBSOLETE   data.
  •  sessions
  • Related programmes:



The purpose of this course is to study consumer behavior. We will take the perspective of marketing managers and/or policy makers who need knowledge of consumer behavior in order to develop, implement and evaluate effective marketing strategies. We will examine many concepts and theories, and analyze their usefulness and implication for marketing strategies. To do so, we will rely on recent examples as well as case studies.

The main goals of this course are to:

1) Learn the key concepts and the latest theories of consumer behavior

2) Identify potential applications of consumer behavior concepts and to utilize these concepts in making and improving decisions made by marketing managers and public policy makers.

3) To conduct research on consumer behavior, seek information on current issues in consumer research and evaluate it systematically, objectively, and accurately.


Session 1: Introduction to current topics in consumer research

Session 2: Perceptions

Session 3: Individual decision making I

Session 4: Individual decision making II

Session 5: Attitude, attitude change and persuasive communications

Session 6: Social influence and opinion leadership

Session 7: Team Presentations


All the required articles and cases will be available on the Moodle platform.


First attempt

Without exam (cf. terms)  

Students will be evaluated on:
1) Group Project (60%)
2) Individual work (40%)


Without exam (cf. terms)  

The students will have to redo an individual work (40%). The grade for the group project (60%) will remain the same.

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