Consumer Behavior

Description

The aim of this course is to familiarize you with the fundamental concepts of consumer behaviour and the different methods and tools available in companies in order to facilitate the purchasing process. As consumers are hyper-connected, volatile and demanding, marketing must constantly MAIN OBJECTIVES evolve by adopting new methods of analysis and practice to strengthen their customer relationship and offer a convincing shopping experience that must be repeated. Points of sale, distribution channels have multiplied and customer appeal must always be innovative to recruit new consumers. Discover the consumer trends and expectations of the 21st century consumer Understand the concepts of consumer behaviour Identify new experiences and cross-channel customer paths SKILLS DEVELOPED Deciphering the marketing challenges and strategies of supermarkets, optimizing the use of digital technology to sell more effectively To know the new types of consumers following technological developments (the effect of artificial intelligence) Attendance required at each session, which will be in two parts: Part 1 : The instructor’s presentation Part 2 : The group exercise (to be graded by the instructor) Global informations Students are expected to: complete assigned readings before each session arrive on time: delays will be marked as absences participate: courses will be very interactive Give a project to the students to lead Course on consumer behaviour: definition of the consumer, the customer, the decision-making processes leading to the purchase Trend definition, consumer typology DAY 1: Introduction, Importance of profiles, lifestyles (INSEE, CREDOC, IPSOS, KANTAR) definition, consumer research Customer knowledge: new tools to analyse consumer behaviour, needs and activities on and lifestyles - trends the Internet CONTENT Focus on Food marketing: revalidation of achievements: market research - importance of the customer in B to C Marketing of sustainable development Project: identify all sites, institutions to be considered, reconstruct the trend tree How to establish a lasting relationship with brands: what is a brand, what is its function, its value, what is its interaction with the customer... brand territory Importance of the logo, the slogan, its positioning...importance of creativity Rebuild trust with your customers: needs for explanations, transparency and proximity DAY 2: Companies and brands Involvement of social networks and community managers, relational interfaces The new means of communication: tablet, mobile and TV connected, see omnichannelal Importance of emails in e-business Visualising marketing Project: propose a brand and study it: offer, service, relationship through hyperpersonalization Continued on next page