Consumer Behavior

Korea University

Course Description

  • Course Name

    Consumer Behavior

  • Host University

    Korea University

  • Location

    Seoul, South Korea

  • Area of Study

    Business, Consumer Family Studies, Economics, Marketing

  • Language Level

    Taught In English

  • Course Level Recommendations

    Upper

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    Hours & Credits

  • Credits

    3
  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    4
  • Overview

    Course Description:

    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.

    Course Objectives:

    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:

    Class

    Date

    Topics

    Assignments / Cases / Videos

    1

    June   28  

    Course Introduction: Why study consumer behavior?

    Due: Group Member List

    2

              29

    Ch 1. Consumers Rule

     

    3

              30

    Ch 2. Perception

     

    Case 1: The Brave New World of Subway Advertising

    4

    July     3

    Ch 3. Learning and Memory

     

    Case 2: Do Avatars Dream About Virtual Sheep?

     

    5

          4

    Ch 3. Learning and Memory

    Case 3: Honda’s Asimo

     

    6

          5

    Ch 4. Motivation and Values

    Case 4: Campaigning for More than Beauty

     

    7

          6

    Ch 5. The Self/Exam 1 Review

     

    Assignment 1 due

    Case 5: Riding the Plus-Size Wave

     

    8

          10

    Exam 1

     

    9

          11

    Ch 6. Personality & Lifestyles

     

    Case 6: Has The Death Of The Watch Been Greatly Exaggerated? Apple Gets Into The Game.

    10

          12

    Ch 7. Attitudes & Persuasive Communications

    Case 7: Michael Phelps: Endorsement Deals Go Up in Smoke!

     

    11

          13

    Ch 8.  Individual Decision Making

     

    Case 8: Domino’s

     

    12

          17

    Ch 9. Buying and Disposing

     

    Case 9: Giving and Receiving on Freecycle.org

     

    13

          18

    Ch 10. Groups/Exam 2 Review

     

    Assignment 2 due

    Case 10: Parrot Heads Unite

     

    14

          19

    Exam 2

     

    15

          20

    Ch 11. Organizational and Household Decision Making

    Case 11: Children—The Final Frontier . . . for Cell Phones

    16

               24

    Ch 12. Income and Social Class

    Case 12: Affording Junk Food

    17

          25

    Ch 13. Ethnic, Racial, and Religious Subculture

     

    Assignment 3 due

    Case 13: I’m a PC

    18

               26

    Ch 15. Cultural Influences on Consumer Behavior

     

    Case 14: Mobile Phones Invade the World

     

    19

               27

    Ch 16. Global Consumer Culture

    Case 15: Slumdog: Fad or Fashion?

    20

              31     

    Ch 16. Global Consumer Culture/Exam 3 Review

     

    21

    August 1

    Exam 3

     

    22

           2

    Grade Consultation

     

    23

           3

    Commencement

     

Course Disclaimer

Courses and course hours of instruction are subject to change.