Aller à : contenu haut bas recherche
EN     FR
Vous êtes ici:   UNIL > HEC Inst. > HEC App. > SYLLABUS


Consumer Behavior (MScM)

  • Enseignant(s):  
  • Titre en français: Comportement du consommateur (MScM)
  • Cours donné en: anglais
  • Crédits ECTS:
  • Horaire: Semestre de printemps 2020-2021, 2.0h. de cours (moyenne hebdomadaire)
      WARNING :   this is an old version of the syllabus, old versions contain   OBSOLETE   data.
  •  séances
  • site web du cours site web du cours
  • Formations concernées:
  • Permalink:




1. General Learning Outcome

This course is designed to deepen your understanding of the broad and ever evolving field of consumer behavior. Given that all of us are essentially consumers, it is based on an interdisciplinary look at the basics of human behavior. Together, we will explore human behavior across a number of domains concerned by and concerning marketing – from the basic motivations, emotions, and cognitive biases that impact our daily decisions, to the ways in which we all are influenced by our peers or by cultural influences. We will also dig deeper into how marketing shapes our behavior through contextual influences and persuasive communications – and elaborate on the responsibility that comes with this power.

This course draws from research in behavioral economics, social psychology, and consumer culture theory, and is hence an inevitably incomplete yet hopefully fun and insightful journey across the social sciences.

Because we’re humans studying human behavior, we should all have a lot to contribute and to discuss. In addition to our own personal experiences that we will heavily draw on, the course will require you to work with a wide mix of inputs – ranging from scientific papers to Netflix documentaries.

2. Cognitive Competences

I expect students in a MSc program to be familiar with and ready to continuously improve academic thinking and problem-solving skills, including proper argumentation and treatment of used sources, critical thinking and non-absolute knowledge.

It will be essential for students’ success in this class to discuss, question, and apply recently acquired theoretical knowledge to analyze real-world consumer behavior.

3. Social Competences

A significant portion of the final grade comes from group work, hence successful teamwork, cooperation and respect within a team will be core competences.

Students will have an opportunity to practice forming, structuring and being a member of a team, including group leadership and task division, structuring and presenting their personal point of view, as well as providing effective feedback to others.

4. Class Attendance Rules

Given the current situation, the class will be held online this semester - we will communicate via interactive live Zoom sessions every two weeks as well as an ongoing discussion board on MoodleIn-class exercises and discussions are critical to achieving the required competences and understanding of the concepts. For this reason, it is strongly recommended that students are present (this semester not necessarily physically but ever more so mentally) for every class. To ease our interaction and discussion, please be ready and prepared to switch your camera when you join the online classes.


The detailed course organisation and planning is (or will be) available on Moodle.

MOODLE will be the communication channel for this course: kindly make sure you register on Moodle before the course starts.

Non-exhaustive list of covered topics:

  • Consumer Behavior as a process
  • Emotions & Irrational Behavior
  • Identity & the Self
  • The Homo Narrans and the Power of Fiction
  • Consumer Culture & Subcultures of Consumption
  • Social Influences & Norms


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


The class is limited to 50 students. Preference will be given to MScM students of the Marketing specialization. If more than 50 students are interested in taking the class, remaining places will be allocated on a first come-first serve basis. Good English skills are required.

Please send your application including a short motivation statement for this class and proof of your MScM Marketing specialization to until February 18th, 2021.


1ère tentative

Sans examen (cf. modalités)  

Students will be evaluated on:
1) Group Project (70%)
2) Individual participation in the in-class discussions & on the Moodle platform (30%)


Sans examen (cf. modalités)  

A retake assignment will count for 100% of the group project. The grade for the in-class participation (30%) will remain valid.

[» page précédente]           [» liste des cours]

Internef - CH-1015 Lausanne - Suisse  -   Tél. +41 21 692 33 00  -   Fax +41 21 692 33 05
Swiss University