At the heart of any business is demand for the product or service. Thus, every day, we are exposed to hundreds of marketing stimuli, which are designed to inform, persuade, and influence our product/service purchase decisions. These stimuli are designed and constructed based upon the implicit theories that marketers have about how consumers behave. The study of consumer behavior is about understanding what leads to the individual purchase decisions that are so important to business profitability, and to personal prosperity. The purpose of this course is to introduce you to the study of consumer psychology. We will take the perspective of a marketing manager who needs a sophisticated understanding of consumers in order to develop, evaluate, and implement effective marketing strategies. We will examine concepts and theories from the behavioral sciences and assess their managerial and practical value. Students will have the opportunity to study and discuss real life cases and attempt to come with the best managerial decisions regarding the executive questions brought about by those cases.

*本学の教育ミッションを具現化する形で設定されています。

By the end of the course, you will be able to:

• Understand the centrality of consumer analysis to the design, implementation, and evaluation of marketing strategies and programs.
• Analyze how consumer insights inform managerial decision making about both strategic and tactical matters.
• Apply basic analytical frameworks and concepts of consumer behaviour to devise effective marketing strategies.

教育手法 Teaching Method		% of Course Time
インプット型 Traditional		20 %
参加者中心型 Participant-Centered Learning	ケースメソッド Case Method	80 %
	フィールドメソッド Field Method	0 %
合計 Total		100 %

Exercise Report 1
Assignment　：Class Exercise 1
Deadline　　 ：Before the class ends on Day 2
Submission method：Deliver by hand to the lecturer in the classroom, 1 A4 sheets max


Exercise Report 2
Assignment　：Class Exercise 2
Deadline　　 ：Before the class ends on Day 3
Submission method：Deliver by hand to the lecturer in the classroom, 1 A4 sheets max

Exam Report
Case　　　 ：Volkswagen in India
Assignment　：Written analysis of case questions
Deadline　　 ：At the end of the class on last day
Submission method：Submit in hard copy to the Nagoya Marunouchi Tower campus administration office, 3 A4 sheets max, no prescribed format

*成績は下記該当項目を基に決定されます。
*クラス貢献度合計はコールドコールと授業内での挙手発言の合算値です。

講師用内規準拠 Method of Assessment	Weights
コールドコール Cold Call	0 %
授業内での挙手発言 Class Contribution	60 %
クラス貢献度合計 Class Contribution Total	60 %
予習レポート Preparation Report	0 %
小テスト Quizzes / Tests	20 %
シミュレーション成績 Simulation	0 %
ケース試験 Case Exam	20 %
最終レポート Final Report	0 %
期末試験 Final Exam	0 %
参加者による相互評価 Peer Assessment	0 %
合計 Total	100 %

評価の留意事項　Notes on Evaluation Criteria

Note on Grading
Please carefully read the cases and actively and productively participate in class discussions in order to receive a good participation grade.

• Solomon「 Consumer Behavior: Buying, Having, and Being, Global Edition 12/E」Pearson（16 J）9781292153100

Recommended Textbook:
Consumer Behavior: Building Marketing Strategy, 13/E
Mothersbaugh and Hawkins
@2015 | McGraw-Hill Education | Published: 1 Sept 2015
ISBN-10: 1259232549 | ISBN-13: 978-1259232541

Based on student comments, some of the cases were replaced more up-to-date and relevant ones. Also, some of the theoretical frameworks discussed in class were included in powerpoint format to facilitate learning.

Refereed Articles

• (2019) Indulgence versus Restraint: The Moderating Role of Cultural Differences on the Relationship between Corporate Social Performance and Corporate Financial Performance. Journal of Global Marketing 32(2): 0891-1762
• (2018) Sales force leadership during strategy implementation: a social network perspective. Journal of the Academy of Marketing Science 46(4): 0092-0703