Course Description

Course Name

Consumer Behavior

Session: VSOU1222

Hours & Credits

3 Credits

Prerequisites & Language Level

Taught In English

  • There is no language prerequisite for courses at this language level.

Overview

Course Description:

We are all consumers. We buy groceries, computers, and cars. We purchase services ranging from bank accounts to college educations. However, consumers are all different from one another. We buy different clothes, drive different cars, and eat different foods. Moreover, even the same consumer can make different decisions depending on the situation. The most complex aspect of marketing is understanding the mind and heart of the consumer. So how are we to construct coherent marketing strategies? In this class we will try to learn how and why consumers behave the way they do. We will explore our intuitions about our own behavior. We will learn about theories developed in marketing, psychology, anthropology, economics, and other behavioral sciences. And we will learn how to use these theories to predict how consumers will respond to different marketing activities.

Course Objectives:

By the end of the semester, students should be able to do the following:

  • Demonstrate current knowledge of theory and practice in consumer behavior.
  • Apply consumer behavior concepts to marketing problems that are likely to involve consumer consumption and identity implications.
  • Analyze consumer decision making in a variety of situations and be able to develop a simple decision model for a specific product/brand/situation.
  • Gain an understanding of several facets of consumer behaviors so that it can be applied to improving marketing strategy.
  • Learn analytic tools (e.g., observation, identity measurement and segmentation, laboratory experimentation) that can be used to investigate consumer behavior and guide managerial decision making.
  • Complete three assignments which demonstrate your working knowledge and analytical skills in assessing the consumer behavior process.
  • The class should aid and assist the student in individual growth with an increased self-consciousness of the forces at work, both internally and externally, whenever a purchase is made.

Tentative Course Schedule:

Class

Date

Topics

Assignments / Cases / Videos

1

June   28  

Course Introduction: Why study consumer behavior?

Due: Group Member List

2

          29

Ch 1. Consumers Rule

 

3

          30

Ch 2. Perception

 

Case 1: The Brave New World of Subway Advertising

4

July     3

Ch 3. Learning and Memory

 

Case 2: Do Avatars Dream About Virtual Sheep?

 

5

      4

Ch 3. Learning and Memory

Case 3: Honda’s Asimo

 

6

      5

Ch 4. Motivation and Values

Case 4: Campaigning for More than Beauty

 

7

      6

Ch 5. The Self/Exam 1 Review

 

Assignment 1 due

Case 5: Riding the Plus-Size Wave

 

8

      10

Exam 1

 

9

      11

Ch 6. Personality & Lifestyles

 

Case 6: Has The Death Of The Watch Been Greatly Exaggerated? Apple Gets Into The Game.

10

      12

Ch 7. Attitudes & Persuasive Communications

Case 7: Michael Phelps: Endorsement Deals Go Up in Smoke!

 

11

      13

Ch 8.  Individual Decision Making

 

Case 8: Domino’s

 

12

      17

Ch 9. Buying and Disposing

 

Case 9: Giving and Receiving on Freecycle.org

 

13

      18

Ch 10. Groups/Exam 2 Review

 

Assignment 2 due

Case 10: Parrot Heads Unite

 

14

      19

Exam 2

 

15

      20

Ch 11. Organizational and Household Decision Making

Case 11: Children—The Final Frontier . . . for Cell Phones

16

           24

Ch 12. Income and Social Class

Case 12: Affording Junk Food

17

      25

Ch 13. Ethnic, Racial, and Religious Subculture

 

Assignment 3 due

Case 13: I’m a PC

18

           26

Ch 15. Cultural Influences on Consumer Behavior

 

Case 14: Mobile Phones Invade the World

 

19

           27

Ch 16. Global Consumer Culture

Case 15: Slumdog: Fad or Fashion?

20

          31     

Ch 16. Global Consumer Culture/Exam 3 Review

 

21

August 1

Exam 3

 

22

       2

Grade Consultation

 

23

       3

Commencement

 

*Course content subject to change