Seoul, South Korea
Area of Study
Business, Consumer Family Studies, Economics, Marketing
Taught In English
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits3
Recommended U.S. Quarter Units4
Hours & Credits
We are all consumers. We buy groceries, computers, and cars. We purchase services ranging from bank accounts to college educations. However, consumers are all different from one another. We buy different clothes, drive different cars, and eat different foods. Moreover, even the same consumer can make different decisions depending on the situation. The most complex aspect of marketing is understanding the mind and heart of the consumer. So how are we to construct coherent marketing strategies? In this class we will try to learn how and why consumers behave the way they do. We will explore our intuitions about our own behavior. We will learn about theories developed in marketing, psychology, anthropology, economics, and other behavioral sciences. And we will learn how to use these theories to predict how consumers will respond to different marketing activities.
By the end of the semester, students should be able to do the following:
- Demonstrate current knowledge of theory and practice in consumer behavior.
- Apply consumer behavior concepts to marketing problems that are likely to involve consumer consumption and identity implications.
- Analyze consumer decision making in a variety of situations and be able to develop a simple decision model for a specific product/brand/situation.
- Gain an understanding of several facets of consumer behaviors so that it can be applied to improving marketing strategy.
- Learn analytic tools (e.g., observation, identity measurement and segmentation, laboratory experimentation) that can be used to investigate consumer behavior and guide managerial decision making.
- Complete three assignments which demonstrate your working knowledge and analytical skills in assessing the consumer behavior process.
- The class should aid and assist the student in individual growth with an increased self-consciousness of the forces at work, both internally and externally, whenever a purchase is made.
Tentative Course Schedule:
Assignments / Cases / Videos
Course Introduction: Why study consumer behavior?
Due: Group Member List
Ch 1. Consumers Rule
Ch 2. Perception
Case 1: The Brave New World of Subway Advertising
Ch 3. Learning and Memory
Case 2: Do Avatars Dream About Virtual Sheep?
Ch 3. Learning and Memory
Case 3: Honda’s Asimo
Ch 4. Motivation and Values
Case 4: Campaigning for More than Beauty
Ch 5. The Self/Exam 1 Review
Assignment 1 due
Case 5: Riding the Plus-Size Wave
Ch 6. Personality & Lifestyles
Case 6: Has The Death Of The Watch Been Greatly Exaggerated? Apple Gets Into The Game.
Ch 7. Attitudes & Persuasive Communications
Case 7: Michael Phelps: Endorsement Deals Go Up in Smoke!
Ch 8. Individual Decision Making
Case 8: Domino’s
Ch 9. Buying and Disposing
Case 9: Giving and Receiving on Freecycle.org
Ch 10. Groups/Exam 2 Review
Assignment 2 due
Case 10: Parrot Heads Unite
Ch 11. Organizational and Household Decision Making
Case 11: Children—The Final Frontier . . . for Cell Phones
Ch 12. Income and Social Class
Case 12: Affording Junk Food
Ch 13. Ethnic, Racial, and Religious Subculture
Assignment 3 due
Case 13: I’m a PC
Ch 15. Cultural Influences on Consumer Behavior
Case 14: Mobile Phones Invade the World
Ch 16. Global Consumer Culture
Case 15: Slumdog: Fad or Fashion?
Ch 16. Global Consumer Culture/Exam 3 Review
Courses and course hours of instruction are subject to change.