消費者行為

This course emphasizes the psychological and sociological aspects of individual (and to a lesser extent organizational) buyer behavior. Topics range from individual differences in perception, learning, motivation, and personality to the decision making processes that are made by individuals (and organizations). Throughout the course, there will be an emphasis on the application of these fundamental concepts to the formulation of marketing strategy. A particular emphasis will be placed on being able to apply the conceptual elements of consumer behavior in settings that can be transformative in nature (e.g., improve the lives of consumers, as well as the world around them). This class can also be adapted for doctoral students who are interested in consumer behavior. Doctoral students would still participate in team assignments with the rest of the class, but would have other aspects of their semester adapted to better suit their experience. This would include reading a selection of academic articles that introduce a topics covered in the course, presenting these academic papers to the class in an academic conference format, and developing a potential research project as the final paper. The specific details can be customized to some extent for each student.

IMBA Program MGBM 30059– Marketing Management

Course documents (syllabus, grading rubrics, etc.) will be available online via Google Drive. Required/optional readings and cases will be available online via Google Drive. Arrangements for doctoral students will be made on an individual basis.

Description of Course Details: 1. Classes, Homework, and Assignments: Students will also be evaluated on class participation, with the expectation that students participate both with formal presentations, as well as in informal discussions in class. All students are expected to actively participate in discussions on content topics each week. Things may come up over the semester that cause students to miss class. The expectation is that students will students will make arrangements to trade presentation days with other students, as well as contact the instructor in advance, via email to inform them about the missed class. For homework, at the end of each chapter, the book provides a short case study, that is accompanied by a few questions. Students are to read through the case, and as a team, submit write-up (max. 3 pages, target 2-2.5 pages in length, single-spaced, line between paragraphs) that does the following: a) Briefly summarizes the case (approx. 100-150 words) b) Answers each question, as though it were a short-essay question on an exam. (approx. 150-250 words each question) c) Briefly discuss what is currently happening with the brand/company/org, relative to the case (Is the case still relevant? Why or why not?) (approx. 100-150 words) In addition to the Mini-Case Write-up, in the same document, each individual student should individually include a brief “Chapter Highlight” on a separate page based on the chapter reading. The write-up will offer a brief (1 paragraph, about 75-100 words) overview of one topic from the chapter that the student found to be interesting, accompanied by a description of how that interesting thing is seen in real-life. Mini-Case Write-ups will be submitted prior to the start of class, via E3. Submissions should include the names of all of the contributors to the assignment, with their Student ID numbers. Title Pages, reference lists, and a reasonable number of tables and figures do not count toward the page limit. Each class session, one student team will present their case study. And a second student team will present the various things that their team members found to be interesting. Presentations will be 10-minutes, maximum, at the start of class, with a few minutes for discussion. Teams that are presenting should upload their PowerPoint presentations to the Student Upload Folder in the class Google Drive prior to the start of class. It is recommended that teams upload a .pdf version, as well, in case of formatting issues with PowerPoint. 2. Exams: Students will complete an open-note, take-home final exam. This exam will ask students to demonstrate literacy of the topics covered in class, as well as potential applications of those ideas. Exams will require that students: 1) describe the core conceptual background of key topics covered in class, 2) identify key strategic factors for successful marketing solutions, and/or 3) relevant marketing tactics to accomplish goals associated with the key strategic factors. 3. Extended Cases: Students will also complete 2 “extended” case studies. The 1st case will start around the 3rd or 4th week of the semester. Here, all teams will be assigned the same situation, and asked to gather and analyze available public information (e.g., annual reports, websites, social media sites, advertising) to analyze the current strategic marketing landscape for an organization (to be announced). The major goal is to understand key segmentation variables and to propose a target market that has adequate detail. Teams will then propose a marketing strategy that will be effective for that target market, offering details on a few key initiatives related to either the product, pricing, promotions, or retailing/distribution. Beginning in the middle of the semester, students will work on a 2nd case, that is similar to the first. Here, teams will pick their own topic by identifying a focal organization that has adequate, publicly available information and to identify the ideal target market and to develop a marketing strategy to effectively reach that target market. This 2nd case will serve as a “final project” and be worth more than the 1st case. 4. Evaluation and Grading Policy: Class Participation and Mini-Case Analysis/Presentations – 40% Extended Cases – 30% Final Exam – 30%

• Review of Consumer Behavior
• Student Evaluations
• Business Overview

Required Text: Consumer Behavior: Buying, Having, and Being by Michael R. Solomon, 13th Edition. International edition is acceptable, and students may use either eText or hard copy. ISBN 10: 0135226015 ISBN 13: 978-0135226018

地點

Room 428

時間

Immediately after class

聯絡方式

roland@nycu.edu.tw