Summer Programme – Consumer Behaviour

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.

Mission

Level

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.

Credits

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

Faculty

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

Admissions

Prerequisites

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

Credits

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

Programme

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