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Summer Programme – Consumer Behaviour

Next Intake : 23 May to 2 June 2023
Final year Undergraduate or Master students
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.



  • Undergraduate and Postgraduate
  • Successful completion of at least two years of undergraduate level studies.

Assessment methods

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


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


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




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


  • 6 ECTS (3 US Credits)

Included in the programme

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


Next intake: 23 May to 2 June 2023

This module takes a global perspective by recognizing factors that build and effects 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 emphasized. 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 by 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 emphasized to understand how we could transform our casual consumers into more responsible consumer 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


Nomination deadline (for exchange students):

  • 10 April 2023

Registration deadline:

  • 17 April 2023


  • Fee-paying students: €1250 (without accommodation)
  • €1065 early bird if application sent before 28 February 2023

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