Consumer Behaviors
Course ID: B7601Z1V
Credits: 2
Course Prerequisites: None
Course Description and Goals:
The goal of the course is to let students know the analysis structure of consumer behavior, and explain how the marketing mix matches the consumer behavior theory, develop marketing strategies for goods or services, and finally through case analysis to illustrate well-known consumer behavior and marketing cases. In addition, this course will also emphasize the current status of artificial intelligence in future marketing and various industries.
Schedule Type: Class explanation, case teaching
Course Schedule (subject to change):
Week 01: Course introduction
Week 02: Consumer Behavior Analysis Framework
Week 03: Internal factors affecting consumer behavior
Week 04: Technology Acceptance Model and Project Behavior Theory
Week 05: Family life cycle
Week 06: External factors affecting consumer behavior
Week 07: Impact of cultural and economic factors on behavior
Week 08: Service Quality Topic
Week 09: Midterm exam
Week 10: Effects of attitude, service quality, and perceived value on behavior
Week 11: Consumer decision-making process
Week 12: An innovation diffusion model
Week 13: Service failures and remedies
Week 14: Big data and data analysis
Week 15: Application of artificial intelligence in behavior analysis
Week 16: Case analysis: amazon.com
Week 17: Group Report
Week 18: Final exam