消费行为

对外经济贸易大学

University of International Business and Economics

2011-2012学年第2学期

本科课程教学方案

课 程 名称 消费者心理与行为 课程课序号 MKT309-0 课 程 类型 专业方向必修课 年级与专业 2010级营销等 班 级 数量 1 学 生 总数 51 授 课 院系 国际商学院营销学系 教 师 姓名 谢毅 授 课 语言 双语 教 学 地点 宁远楼222 编 制 日期 2012年02月27日 学系主任签字 ________________

Objectives Consumer behavior has been becoming an increasingly important part of marketing. Therefore, it is highly necessary for the business students to understand why and how consumers make their purchase decisions. The objective of this course is to not only introduce basic principles of the discipline to you, but also help you make more effective marketing strategies.

Contents ? Internal factors that influence consumer behavior ? External factors that influence consumer behavior ? Consumer decision making process ? Marketing applications

Textbook Consumer Behavior, 8th Edition, Michael R. Solomon, 中国人民大学出版社，2010.。 Corresponding Chinese Version:

迈克尔·R·所罗门、卢泰宏、杨晓燕著，消费者行为学（第8版.中国版），中国人民大学出版社，2009。

References Consumer Behavior, 9th Edition, Leon G. Schiffman & Leslie Lazar Kanuk, 清华大学出版社，2009

消费者行为学（第8版），L·G·希夫曼，L·L·卡纽克，中国人民大学出版社，2007 Consumer Behavior: Building Marketing Strategy, 10th edition，机械工业出版社，Del J. Hawkins, Roger J. Best, Kenneth A. Coney, 2007

消费者行为学，李东进，机械工业出版社，2007

Michael R. Solomon, Consumer Behavior-Buying, Having and Being.中国人民大学出版社，2009.

杰格迪什·N·谢斯、本瓦利·米托，消费者行为学管理视角（原书第2版），机械工业出版社，2004

消费者行为和营销策略（第6版），亨利·阿塞尔，机械工业出版社，2000 整合营销传播，唐·E·舒尔茨等，中国物价出版社，2002 战略品牌管理，凯文·莱恩·凯勒，中国人民大学出版社，1998 当代中国社会阶层研究报告，陆学艺，社会科学文献出版社，2002 新消费者理念，戴维·刘易斯，达瑞恩·布里格，机械工业出版社，2001 Journal of Consumer Research Journal of Consumer Psychology Journal of Marketing Harvard Business Review

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Assessment Quizzes/take-home exercises 5% Monthly report (3) 5% Participation in class 5% Participation in survey/experiment 5% Topic Discussion/Report (teamwork) 5% Case Analysis and Presentation (teamwork) 10% Final Examination 60% Attendance 5%

Quizzes, reports and Participation There are several (2-3) quiz-exercises (in-class or taking-home) during the semester. Students are required to submit answers before the due time. Any late exercises are not accepted.

Students are required to hand in a report every month at the last class of the month. As such, there should be 3 reports for each student. The content of the report could be a summary of what are learned during the specific month, the application of theories into explaining real-world phenomena, criticism and thoughts on what have been taught as well as any interesting ideas. The length of the reports is not critical. Creative ideas, thoughts and practical applications are highly encouraged. Reports will be evaluated based both on the quality and quantity.

During each class, students’ active participation, involvement and responses are highly applauded. Do remember that, how much you learn from this class depends on your thinking, responding and discussion with the lecture and other students. Simply listening is not enough.

All students are required to attend at least ONE survey or experiment, which will be only for academic purpose and not intrusive. Also, there will be bonus points (3 for one) if students attend additional surveys or experiments.

Study Team The class is to be divided into several study groups. Each group should consist of no more than 6 students. Given the size of this class, the ideal number is 8-9. Students are not allowed to change their groups during the semester. Select a team leader and each student should actively participate in all assigned teamwork.

Grading of the teamwork will be based upon the following factors: ? evidence of wide reading on and around the issue;

? ability to integrate readings and discussion with your own views; ? ? ? ?

a critical evaluation of the topic and issues relevant to it; conceptual understanding demonstrated; originality of ideas;

the overall organization and style;

Topic Discussion (Teamwork) Choose one of the discussion topics in advance with the permission of lecturer (first come,

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first serve). Every team is required to present a 10-15 minute discussion (no longer than 15 min) during the respective class. All team members are encouraged to show up in the presentation, with a brief written report with no more than 2000 words after presentation. Discussion should be based on the results of your first-hand research and secondary data collection.

NOTE: Materials in the topic presentation should be relevant, not controversial and no sex appeal in the class. The lecturer has the right to end the presentation if it is not qualified.

Case Analysis (Teamwork) Each team is required to select one target brand by yourselves and do detailed analysis on (1) its target consumers, and the internal (i.e., motivation, personality, and attitude) characteristics of its customers and external (family, social and cultural) factors influence consumer perception on and behaviors towards this brand and (2) brand performance in terms of understanding and satisfying consumer need, (3) your suggestion/comments.

All teams are required to prepare their case analysis and submit hard copy PPT and report summary before 3rd June 2012 (Sunday). Lecture will make judgment on the quality and only 3-4 teams will be selected to present their work in class at the end of this semester (12th June). The decision will be announced 5th June. All members of each selected teams are encouraged to show up in presentation and it will be better for you to perform in formal suit as professionals. For all teams, a case analysis report within 4000-6000 words should be submitted before the last class (19th June 2012).

Each team decides their specific target brand with the permission of lecturer before doing further analysis and ASAP after first class.

Requirements for Home Work All submitted paper work should be typed, and in A4, single-spaced, 12 font size. All the paper work should be submitted both in electric form to Lecture’s e-mail and hardcopy by the due date in class. Any late submission will automatically lead to 0 mark.

Final Examination Final examination is a closed-book examination, which score will account for 60% of the final grade. All questions will be based on the textbook, in-class topic discussion and lecture’s PPT slices. All UIBE regulation and rules on final examination apply to this course exam.

Rules for Attendance 1. Every attendee must be punctual for every lesson, being sure not to be late, and not to leave before class ends.

2. By UIBE rules, deduction from the final grade shall be made for absence from class. There are 5 points in final assessment accounting for attendance. Points (1 for the first time and 2 for each later one) will be deducted for one noticed absence, and no more than 5 points.

3. A student is no longer entitled to the final examination if he/she has been absent, for whatever reasons given, for over one third of the total class hours, or absent without any notice for over 6 hours.

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