Course Features |
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Both perspectives recognize that marketing strategies must be based on consumer needs and that, in turn, it is important to understand what underlies consumer needs. With the emphasis on marketing strategy, we use both a theoretical and an applications-oriented approach. Psychological and behavioral theories and concepts are presented and used to develop and evaluate marketing strategies. |
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Course Advantages |
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The framework encompasses two aspects of consumer behavior: the individual consumer and the consumer’s environment |
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Teaching Objective |
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The purpose of this course is to give an introduction to consumer behavior in the marketing context. It is so designed with three objectives in mind. First, we view consumer behavior from both a manager’s and a consumer’s perspective. Second, the course should be well integrated into the marketing curriculum. Third, an integrated framework of consumer analysis is provided to organize the understanding of consumer needs and the knowledge of using consumer behavior information in marketing strategy making. |
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Course Content |
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The 12thedition is to describe how the examination and application of consumer behavior is central to the planning, development, and implementation of successful marketing strategies. With an emphasis on developing a variety of useful skills, this text prepares students for careers in brand management, advertising, and consumer research. |
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Performance Evaluation |
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1. Three Exams (60%) 2. Individual Consumers Insight Report (Please including the citations) 40% |
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