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Consumer Behavior

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COURSE DETAILS

Title Consumer Behavior (2019)
Field of Study Humanities
Type Academic course
Credits 3
Contact hours 45
Schedule
Course code BUS3014
Course number
Description

Consumer behavior is the mental and physical activities performed by individual or group/
organization that leads making decisions to pay for and purchase a certain product and/or
service for desire fulfillment. All the class participants are to understand the basic concept of
consumer behavior and to experience various cases applied to the corporate strategy as a part of marketing research.

Objective  Understand the environmental change at present that affects consumer behavior.  Learn the basic concept of consumer behavior through class participation.  Learn how to analyze cases related to consumer behavior of marketing research.  Explore problems concerned consumer behavior for both sides of corporate organizations and consumers in market.  Create ideas concerning consumer behavior to achieve corporate goals by participating in team project.
Preparations Textbook: Kardes/Cronley/Cline, Consumer Behavior, 2nd Ed. Cengage Learning, 2015 (ISBN: 9781133587675) Pre-knowledge: Principle of Marketing recommended but not required Other Materials: Lecture materials will be uploaded for class preview.
Materials
Evaluation
Participation
20%
Assignment
20%
Midterm exam
20%
Final exam
40%
Last Updated January 29, 2020
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