Summer Programme – Consumer Behaviour

Languages : English
Campus : Rennes

This module will explore the concept of consumer behavior by critically exploring conceptual frameworks for understanding, measuring, and managing the current and upcoming digital generation. Existing theories will be integrated to develop a holistic and managerially useful understanding of consumer behavior.


Next intake: 21 – 30 May 2024

This module takes a global perspective by recognising factors that build and affect consumer behaviour. Topics such as internal influence on consumer behaviour will be explored in detail with a specific focus on learning and memory, motives, personality, emotions, and attitudes. Furthermore, decision-making process in diverse situations will be emphasised.

The stages in consumer decision-making, situational effects on behaviour, buying and disposing, post-purchase satisfaction and behaviour will be explored. The reflection of how consumer decisions are been influenced by family influences, word of mouth, social circles, and society will be focused. There will be an emphasis on how customer attention could be achieved by knowing consumer behaviour. Differences between in-store and online behaviours of consumers will be highlighted.

A much-needed discussion on sustainability will be emphasised to understand how casual consumers can be transformed into more responsible consumers to achieve sustainability in today’s business world.

Specific topics include:

  • Introduction to internal influences on consumer behaviour
  • Decision-making process of consumers
  • Customer attention
  • Consumer sustainability
  • In-store and online consumer behaviour
  • Developing relationships with customers.

Module Intended Learning Outcomes

At the end of this module, students will be able to:

  • Critically assess the role of internal influences on consumer behaviour
  • Critically assess the decision-making process of consumers
  • Develop an understanding of how society, family, groups, and individuals affect consumer behaviour
  • Critically evaluate strategies for implementing customer attention strategies
  • Be able to recommend a design brief for improving consumer behaviour while being in-store and online
  • Understand the importance of adapting to sustainability through responsible consumer behaviour



  • Undergraduate and Postgraduate

Assessment methods

  • Students will complete and be graded on an individual presentation, a group presentation, and a final exam.


  • The classes will be given by members of the Marketing department at Rennes SB.


  • Successful completion of at least one year of undergraduate-level studies.
  • Strong command of spoken and written English.
  • The fundamentals of marketing.


  • Students who successfully complete the programme will be awarded 6 ECTS/3 US credits.

Included in the programme

  • Teaching material
  • 27 contact hours
  • A tour of Rennes
  • Welcome breakfast and farewell lunch


Nomination deadline (for exchange students):

  • 15 April 2024

Application deadline:

  • 30 April 2024


  • Fee-paying students: €1550 (without accommodation)

Exchange students: tuition fees will be waived if an agreement has been signed between Rennes School of Business and the home institution.

“So, are you convinced?”
Do you have any questions about whether you are eligible to apply? Contact your admissions advisor
Bénédicte Mortier