New Consumer Behavior

Code UE : USM30K

  • Cours
  • 4 crédits

Responsable(s)

Jean-Michel RAICOVITCH

Stéphane BOURLIATAUX-LAJOINIE

Public, conditions d’accès et prérequis

Master in Management MIM M2 group: e-Business and Marketing

Objectifs pédagogiques

 This course aims to understand major consumer trends and their impact on marketing and business. 
The analysis of offline behaviors makes it possible to understand the expectations of users and the challenges of online services. The main behavior segmentation tools are presented for different economic sectors (tourism, bank, etc.) 
Several points are addressed like Online purchase, phygital pathway, arbitration between physical and online choices. 

Contenu

The following points will be covered during the course:   segmentation tools
Evolution of hybrid behavior and user expectations

Bibliographie

  • Angeline Close Scheinbaum : Online Consumer Behavior: Theory and Research in Social Media, Advertising and E-tail (Marketing and Consumer Psychology Series) 1st Edition, Kindle Edition, by Angeline Close Scheinbaum (Editor)

Cette UE apparaît dans les diplômes et certificats suivants

Contact

Cnam - IIM - EPN stratégies - Programmes Master in Management (MIM)
EPN15, 2 rue Conté bureau 31.2.31
75003 Paris
Tel :00 33 1 58 80 85 64
Sophie Le Liboux

Voir le calendrier, le tarif, les conditions d'accessibilité et les modalités d'inscription dans le(s) centre(s) d'enseignement qui propose(nt) cette formation.

Enseignement non encore programmé