ST TUD DY G GUID DE - Skema Business School

Cours inscrit dans le process Assurance
of Learning AACSB
Evaluation des étudiants / Student
Assessment
Méthodes d’enseignement / Teaching
Methods
Plan de cours / Course plan
determinants
•Attitudes / Key transferable skills (generic)
The student is expected to :
Critically explain the role of consumer behavior as an essential element of the marketing process
• Demonstrate how as a marketer you can use your knowledge of consumer behavior concepts
to develop better marketing programs and strategies to influence those behaviors
•Compétences pratiques / Practical skills (subject specific)
A l’issue de la formation, l’étudiant devrait être capable :
The student is expected to :
• Analyze the trends in consumer behavior, and apply them to the marketing of an actual
product or service.
• Complete a project that demonstrates both the working knowledge and analytical skills in
assessing the consumer decision-making process
• Devoir surveillé (DS) / Written examination
• Contrôle continu / Continuous Assessment
Cours / Lectures
Séminaire / Seminar
Atelier / Workshops
Etude de cas / Case Studies
Travail personnel guidé / Guided personal work
Travail personnel autonome / Autonomous personal work
Projet / Project
Stage / Internship
Enseignement à distance / Distance learning
Autre (expliquer) / Other (explain) :
Module 1: Introduction to Consumer Behavior and Consumer Research
Module 2: Internal Influences on Consumer Behavior
Consumer Perception, Learning and Memory, Motivation, value and Involvement, Attitudes
Formation and change, Interactive communications
8
30
70