Consumer Behavior

NOTE: MKTG 240 is typically held at the ABSP's Eaubonne Campus, located to the north of Paris. The campus is accessible by RER train (about 1 hour trip from the center of Paris). Students will need to buy a booklet of metro tickets to go to Zone 3 as the Carte Navigo covers Zones 1 & 2.

COURSE DESCRIPTION & OBJECTIVES :
This course explores the history and development of Consumer Behavior from the post WWII era to the present day, differentiating the methods, structures and implications of each and the effects in all aspects of contemporary life; mainly economics and sociology.

To provide students with a working knowledge of the methods, tools and objects of both pre-and post-internet marketing practice and the growing impact of globalization.

INSTRUCTIONAL METHODOLOGY:
The course is developed through lectures, discussion and group/individual presentations of case studies. Students are expected to thoroughly read text materials and participate in class discussion. Will be covered in class :
- Introduction ; Market segmentation & consumer research
- Consumer needs &motivation ; Personality & consumer behavior
- Consumer psychographics ; Consumer perception
- Learning & consumer involvement
- The nature of Consumer attitudes ; Consumer attitude formation & change
- Communication & consumer behavior ; Group dynamics & Consumer reference groups
- The Family ; Social Class & Consumer Behavior
- The Influence of culture on consumer behavior
- Subcultural aspects of consumer behavior ; Cross-cultural consumer behavior
- Personal influences ; Consumer decision making
- Marketing Ethics & Public policy considerations

EVALUATION :
The final grade will be made up of a class participation, articles and case studies handed in, a mid-term test and the final examination.