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Consumer Behaviour (BScM)

  • Teacher(s):   F.Petersen  
  • Course given in: English
  • ECTS Credits: 6 credits
  • Schedule: Spring Semester 2018-2019, 2.0h. course (weekly average)
  •  sessions
  • Related programmes:
    Bachelor (BSc) in Economic Sciences

    Bachelor of Science (BSc) in Management



The importance of consumer behavior for businesses is not obvious at first sight. However, understanding the psychology of why consumers buy what they buy can transform a business from a follower into an innovation leader. Consumer behavior principles guide the most successful businesses and permeate virtually all of their activities, such as product development, branding, or communications, besides some of their strategic choices, too.

This course has two main objectives:

  • Familiarize students with the theories underlying the psychology of consumer behavior
  • Illustrate how businesses apply or can apply consumer science to improve their activities and enhance the shopping experience


The topics of the course include but are not limited to:

  • Information Processing
  • Perception
  • Attitudes
  • Emotions
  • Decision rules
  • Motivation and Self-Regulation
  • Persuasion and Social Influence
  • Ethical/Sustainable Consumption


We will use relevant articles and cases as well as selected chapters from different books. The relevant material will be available on the course website.

The following book will be used extensively in this course:

Solomon, Michael (2017). Consumer Behavior: Buying, Having, and Being. Global Edition.


Principles of Marketing


First attempt

Without exam (cf. terms)  

1) 30% Group Project and Presentation

2) 40% “Consulting Report”

3) 30% Individual paper


Without exam (cf. terms)  

The students will have to rewrite an individual paper (30%). The grade for the Group Project and Consulting Report will remain the same.

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