CONSUMER BEHAVIOR

The study of consumer behavior, the role of consumer behavior within the marketplace and in the company's marketing strategy; an examination of motivation, perception, personality, learning and attitudes and impact on the purchasing decisions of consumers

1) To understand the psychological foundations of consumer behavior
2) To recognize the mechanisms of influence that is most likely to lead consumers to change their attitudes, their beliefs and behavior
3) To learn about the influence of society and culture on consumer behavior
4) Appraise the applicability of consumer behavior theories to interpreting why consumers behave as they do

Class discussions are an important and integral part of this course. Active participation in discussion is also very important. You are expected to read all assigned materials before coming to class and be prepared to discuss them regardless of whether you were present or absent during the previous class. You are strongly encouraged to attend all the class sessions. During the class hours in-and-out not allowed without permission. At the beginning of each class there will be attendance call and if you come in late, it is your responsibility to approach and let me know you were there to make sure you were no marked absent.

특이한 사항은 없어지만, 전반적으로 Weekly Base로 강의계획서를 살펴보았음.

Each team will submit the final report (about 15~20 pages) on a Consumption in a Cultural Context. No more than four students are in a group work together to complete the final assignment.

The course will provide broader practical knowledge on how to plan, implement and control marketing activities.