Course Details
Country:
France
Institution:
KEDGE Business School - Marseille campus
Course Title:
Consumer behavior
Course Number:
2021_S02_PGE_M1_MKT_0001_E_L_BOD
Course Description:
This course introduces the fascinating field of consumer behavior in which we try to
understand some general psychological principles that govern the behavior of people in
general, and to apply it to consumers in particular. Therefore the study of consumer
behavior needs to integrate findings and theories from several other fields such as
psychology, sociology, anthropology, etc., in order to solve marketing problems.
Theoretical concepts play a major role in the consumer behavior discipline and have to be
studied seriously in order to appreciate this course. However, in this class, an emphasis on
strategic issues will be adopted and the theoretical concepts borrowed from other
disciplines will be applied to business decisions.
Language:
French
Approved Equivalent:
MKTG 312
Attachment Files:
KedgeConsumerBehavior.pdf
