Behavioral Marketing(G452)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| G452 | Behavioral Marketing | 6 | 3 | 0 | 0 | 3 | 5 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | French |
| Course Type | Elective |
| Course Level | Bachelor Degree |
| Course Instructor(s) | JEAN MICHEL BALASQUE jmbalasque@gsu.edu.tr (Email) Aylin Ecem GÜRŞEN aylingursen@gmail.com (Email) |
| Assistant | |
| Objective |
To allow the student to: - understand the behavioral marketing techniques currently used and their evolutions, - to be able to put them in place. |
| Content |
The course is divided into 3 parts: - Analysis of the different behavioral marketing methods - basis of data analysis - Examples of the implementation of behavioral marketing strategies. |
| Course Learning Outcomes |
At the end of the course, the student must be able to set up a behavioral marketing plan: - Having a 360 degree view of the potential consumer - Managing the customer engagement - Integrating on and off line data |
| Teaching and Learning Methods |
The teaching is divided into two stages. 1. Explanation and analysis of behavioral marketing strategies that can be used 2. Application around the critical examination of concrete cases and the definition of complementary and / or different strategies. The objective is that the student by confronting himself to real cases integrates and can apply the methods presented. |
| References |
Many works exist. Three were selected because they correspond more to the course approach Sanjaume, A., Clapier A., 2010, Marketing comportemental. Exploiter la donnée marketing client, collection Tendances Marketing, Dunod. Scheid, F., Vaillant, R., de Montaigu, G., 2012, Le marketing digital, développer sa stratégie à l'ère numérique, Eyrolles Hissler, M., Murat, O., Jouanne, A., 2014, Faire du marketing sur les réseaux sociaux, 12modules pour construire sa stratégie social media, Eyrolles. In addition, we will use white papers offered by brands on their behavioral marketing approaches. Additional resources will be given to the student on the kikencere site and on Microsoft Teams. |
Theory Topics
| Week | Weekly Contents |
|---|
Practice Topics
| Week | Weekly Contents |
|---|
Contribution to Overall Grade
| Number | Contribution | |
|---|---|---|
| Toplam | 0 | 0 |
In-Term Studies
| Number | Contribution | |
|---|---|---|
| Toplam | 0 | 0 |
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Total Workload | 0 | ||
| Total Workload / 25 | 0.00 | ||
| Credits ECTS | 0 | ||