Department of Business Administration

Behavioral Marketing(G452)

Course Code Course Name Semester Theory Practice Lab Credit ECTS
G452 Behavioral Marketing 8 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)
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.
Print the course contents
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
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