Description du contenu de l'enseignement :
This course aims at giving a general overview of the marketing field, with an emphasis on the study of consumer behaviour and marketing communications. The focus is placed on developing an understanding of the psychological and social factors that influence the different aspects of human behaviour in the marketing and consumption context in the broad sense. The module will also clarify how characteristics of consumers can be measured or understood and how such measurements and understanding support marketing decision-making.
Enseignant responsable :