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Syllabus ofConsumer BehaviorCourseCode:CONB3101Total TeachingHours:48Total Credits:3Pre-required Courses:Principles ofMarketingCourse DescriptionConsumer Behavior isdesigned tobuild1knowledge ofdifferent typesof customersand theirdecision-making processes,and2skills usingthis knowledgein analyzingbusiness andconsumermarkets.As businessstudents,your primaryobjective forthe courseis inits marketingapplications.Youwant to better understandcustomers inorder tobe ableto makebetter marketingdecisions.This coursewillprovide youwith acomprehensive understandingof theconcepts andtheories relatingto buyerbehavior,and howthat understandingcan beused indeveloping marketingstrategy.Topics includeconsumerand marketingsegments,environmental influences,individual determinants,decisionprocesses,information researchand evaluation.Required TextsMaterials
1.Michael R.Solomon,Consumer Behavior,8th Editions.Pearson Education,
2010.Reprinted anddistributedin Chinaby ChinaRenmin UniversityPress underthe authorizationof PearsonEducation
2.Journal ofConsumerBehavior
3.The WallStreet JoumalCourseScheduleWeek TopicsChapter inTextbook1Consumers RuleChapter12Perception Chapter23Learning andMemory Chapter34Motivation andValues Chapter45The SelfChapter56Personality andLifestyles Chapter67Attitudes Chapter78Attitude Changeand InteractiveCommunications Chapter89Individual DecisionMaking Chapter910Buying andDisposing Chapter1011Group Influenceand OpinionLeadership Chapter1112Organizational andHousehold DecisionMaking Chapter1213Income andSocial ClassChapter1314Ethnic,Racial,and ReligiousSubcultures Chapter1415Age SubculturesChapter1516Cultural Influenceson ConsumerBehavior Chapter1617Grading
1、Assignment1230%
2、Presentation10%
3、Class Participation10%
4、Final Exam50%The gradeswill beassigned asfollows:90-100A80-89B70-79C60-690-59FDAssessmentsAssignment-The purposeof theassignment isto provideeach studentwith theopportunity toapplyConsumer behaviortheory toa currentand real-world andto learnhow towork ina term.There will be2assignments inthe semesterand teacher will give the topicat3rd,8th weekof the semester.The classwillbe dividedinto severalteams.Each teamwill consist of4to5members andeach memberwill receivethesame grade.The teampaper shouldbe submittedno laterthan7th,12th weekof thesemester.Latesubmission willcause penaltyon thegrade.Presentation-There willbe onepresentation inthesemester,the topicof presentationis givenby teacherincludecase analysisand questionsabout text.Teather willgivethetopic oneweek early,you maydiscusstopics withyour classmates,however,it hastobeyour individualwork.You have to makea5-7minutespresentation inclass withPPT,teacherwillmark thepresentation basedon yourpresentation contentandother studentsresponse.Quiz-The quizwillbe given inthe middleof thesemester,duration isabout45minutes.The quizwillfocus on the text,include some multiple-choice.Final Exam-The finalexam willbegivenat endof thesemester.The examduration isabout2hours.Thefinal examswill focusonthetext,lectures andpresentations.It willconsistofsomemultiple-choice,shortanswers,application questions,and caseanalyses.Teacher willshow someexamples ofthe finalexam tostudentsfor themreference beforethe exam.Class AttendanceAttendanceis mandatory.You shouldcome toevery classon timeunless youhave afamily orhealthrelated problem.If forsome reasonsyou arenot ableto cometo classor youhavetocome lateor leaveearly,you shouldlet meknow bytelling medirectly orleaving messagesto me.It isnecessary toget theclassnotes andassignments fromother studentswhen youhave misseda class.Class PreparationAsa guideline,you shouldexpect tospend atleast2hours perweek preparingfor class.Teacher willletyou knowwhat youwill studynext week.Especially,before everypresentation youneed tospendsignificant timeto collectmaterial anddiscuss withclassmates.。