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2016　Marketing Science

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Academic unit or major
Graduate major in Engineering Sciences and Design
Instructor(s)
Abe Shuzo 
Class Format
Lecture     
Media-enhanced courses
Day/Period(Room No.)
Thr11-12(W931)  
Group
-
Course number
ESD.H406
Credits
2
Academic year
2016
Offered quarter
3-4Q
Syllabus updated
2016/5/27
Lecture notes updated
-
Language used
Japanese
Access Index

Course description and aims

This course provides systematic lectures about Consumer Behavior that is the core content of Marketing Science. From the viewpoint that regards consumers as an information processing system, this course will pick up the researches in consumer behavior theory, social psychology, behavioral economics, etc.

Student learning outcomes

The goal of this course is to improve skills how to read market trends and how to acquire useful market information, by obtaining systematic knowledge of consumer behavior.

Keywords

Consumer Behavior, Information acquisition, Information interpretation, Information integration process

Competencies that will be developed

✔ Specialist skills Intercultural skills Communication skills Critical thinking skills ✔ Practical and/or problem-solving skills

Class flow

Interactive lectures will be provided through student team-based discussions, reports, and presentations.

Course schedule/Required learning

  Course schedule Required learning
Class 1 Marketing Science and Consumer Behavior Explain Marketing Science and Consumer Behavior.
Class 2 Basic concept of consumer information processing theory Explain the basic concept of consumer information processing theory.
Class 3 Consumer motives and goals Explain consumer motives and goals.
Class 4 Recognizing the consumer's problem Explain how to recognize the consumer's problem.
Class 5 Information acquisition Explain information acquisition.
Class 6 Information interpretation Explain information interpretation.
Class 7 Information integration process (1): Attitude model Explain Attitude model.
Class 8 Information integration process (2): Consumer decision strategies Explain Consumer decision strategies.
Class 9 Information integration process (3): Categorization, reasoning, emotion and decision making Explain Categorization, Reasoning, and Emotion and decision making.
Class 10 Individual differences and situation factors Explain individual differences and situation factors.
Class 11 Consumer satisfaction Explain consumer satisfaction.
Class 12 Consumer innovation behavior Explain consumer innovation behavior.
Class 13 Consumer classification Explain consumer classification.
Class 14 Behavior modification paradigm Explain the behavior modification paradigm.
Class 15 Summarization of the course Explain what I learnt about Consumer behavior.

Textbook(s)

Handouts will be provided in class.

Reference books, course materials, etc.

See above.

Assessment criteria and methods

Report 20%, Class contribution 30% Final exam 50%

Related courses

  • ESD.H405 ： Product Design and Development
  • ESD.H402 ： Social Entrepreneurship
  • ESD.H403 ： Sales Strategy and Organization
  • ESD.H407 ： Leadership
  • ESD.H404 ： Finance
  • ESD.H408 ： Business Law

Prerequisites (i.e., required knowledge, skills, courses, etc.)

Has taken the course “Product design and Product development”.
Basic knowledge(undergraduate level) of Statistics.

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