The students can develop a clear understanding of consumer behavior by learning about relevant psychological and sociological theories. Moreover, learn how those theories can be applied to practical marketing strategies and decision-making.
第1週:Consumer Behavior - Introduction
第2週:Buyer characteristics (1)
第3週:Buyer characteristics (2)
第4週:Household decision making
第5週:Group
第6週:Culture
第7週:Communication and Consumer Behavior
第8週:Opinion Leaders and Diffusion of Innovations
In this class, we will examine how and why consumers behave the way they do, how environmental, psychological, and buyer characteristic factors shape how they behave, and the correspondence marketing implications.
This course is divided into eight main units; each unit will be composed of several small units, and each small unit will provide a 10-30 minute video.
We recommend that students who major in marketing and practitioners who are working in and interested in marketing-related jobs take this course.
1. Consumer Behaviour (2006). Front Cover, Leon G. Schiffman, Leslie Lazar Kanuk, and Mallika Das, Pearson Prentice Hall.2. Consumer Behavior: Building Marketing Strategy (2010). Del I. Hawkins And David L. Mothersbaugh. McGraw Hill.