《Consumer Behavior》Course Syllabus, Fall 2016
Lecturer: Shanshan Huang Class: 2:30-5:30Monday
Email: 138********2743@139.com Phone: 138********2743
COURSE OBJECTIVES
This course looks at everyday consumer behavior from a marketing, psychological and social psychological perspective. We will review some key psychological perception, attitudes and belief before focusing on specific aspects of consumer behavior such as buying process, simple/limited/complex decision making, the influence of personality, attitude change decision making and behavior all of which have significant implications in the field of consumer behavior. At the end of the course, students should be able to:
Understand consumers’ mental and physical processes of acquiring, consuming, and experiencing products
Understand the mechanisms of influence that are most likely to lead consumers to change their attitudes, their beliefs, and, most importantly their actions
Apply concepts, theories, models, and tools in developing consumer behavior driven marketing strategies.
COURSE MATERIALS
Michael R. Solomon, Consumer Behavior: Buying, Having, and Being, 6th edition, 2007,Prentice Hall (China Renmin University Press).
Course Packet (required): Syllabus; Class Slides.
GRADES
Business Plan30%
Final Examination60%
Class Participation10%
100%
COURSE SCHEDULE
Date* | Topic |
Sep.20, 2016 | Introduction to Consumer Behavior Reading: Ch. 1 |
Sep.27, 2016 | Consumer Perception Reading: Ch. 2 |
Oct.04, 2016 | No Class: National Holiday |
Oct.11, 2016 | Interpreting Consumer Stimuli Reading: Ch. 2 |
Oct.18, 2016 | Consumer Behavioral Learning Reading: Ch. 3 |
Oct.25, 2016 | Cognitive Learning and Consumer Memory Reading: Ch. 3 |
Nov.01, 2016 | Consumer Need and Value Reading: Ch. 4 |
Nov.08, 2016 | Consumer Value System – Laddering Method Reading: Ch. 4 |
Nov.15, 2016 | Consumer Motivation Reading: Ch. 4 |
Nov.22, 2016 | Self, Personality and Consumer Reading: Ch. 5 |
Nov.29, 2016 | Consumer Lifestyle Reading: Ch. 6 |
Dec.06, 2016 | Consumer Attitudes Reading: Ch. 7 |
Dec.13, 2016 | Changing Consumer Attitudes Reading: Ch. 8 |
Dec.20, 2016 | Final Exam |
* The dates may be subject to change.
** Please send me your presentation slides before the class
Requirements
Exams: There will be a final exam given as scheduled on the Course Schedule. Any change in exam dates will always be announced inadvance. Exam format will be in the form of short answer questions. Make up exams will NOT be given. You are expected to know ALL the materials in the text, lectures, articles, cases, and
application exercises conducted both in-class and out-of-class.
Business plan:
Each group prepares a business plan using the methodology learnt through the class.
Your group will be assigned to present and facilitate the discussion of a number of assignments throughout the semester. In general, there will be four students per group. Each group is expected to:
Conduct additional research to add value to the materials to be presented
Make a 15 minutes PowerPoint presentation
Facilitate class discussion
Prepare three questions about the materials
Participation: Participation involves your contribution in the classroom. Active participation requires you to ask constructive questions and provide answers that add value to discussions. To facilitate participation you will be required to complete exercises, readings, and /or activities prior or during class. Part of your participation also involves evaluation of facilitators/presenters’ performances in the classroom.Participation points will only be awarded if you are in class to participate.
Attendance: Attendance is required. Please e-mail me BEFORE class if you will be gone for any reason. After three unexcused absences I will deduct 1/3 of a letter grade from your final grade for each additional unexcused absence. Class attendance will not result in Participation points without active participation.You are an important part of the learning process and your input adds value to our discussion.Be sure to come prepared every day.