シラバス Syllabus

授業名 Consumer Behavior
Course Title Consumer Behavior
担当教員 Instructor Name Babak Hayati
コード Couse Code GLP156_G22N
授業形態 Class Type 講義 Regular course
授業形式 Class Format Live Virtual
単位 Credits 2
言語 Language EN
科目区分 Course Category 応用科目200系 / Applied
学位 Degree MSc in Management
開講情報 Terms / Location 2022 GSM Nagoya Spring

授業の概要 Course Overview


The mission of this course is to provide participants with the knowledge and skills to understand and analyze consumer behavior. 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. Participants will learn how to apply world-class frameworks to make innovative and ethical business decisions by focusing on consumers’ needs and perspectives.
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. The purpose of this course is to introduce participants to the study of consumer psychology. Participants 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.
Participants will examine concepts and theories from the behavioral sciences and assess their managerial and practical value. By studying this course, students will develop the necessary knowledge and skillset to analyze consumer psychology and make effective managerial decisions based on a deep and scientific understanding of what consumers need and how they behave.

本授業の該当ラーニングゴール Learning Goals

*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。

LG1 Critical Thinking
LG3 Ethical Decision Making
LG4 Effective Communication
LG5 Executive Leadership (EMBA)
LG6 Innovative Leadership (MBA)

受講後得られる具体的スキルや知識 Learning Outcomes


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.

SDGsとの関連性 Relevance to Sustainable Development Goals

Goal 12 つくる責任、つかう責任(Responsible Consumption and Production)

教育手法 Teaching Method

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 %

学習方法、レポート、課題に対するフィードバック方法 Course Approach, Report, Feedback methods

Feedback methods
Exercise Report 1
Assignment :Class Exercise 1
Deadline   :Before the class ends on Day 2
Submission method:Google Classroom


Exercise Report 2
Assignment :Class Exercise 2
Deadline   :Before the class ends on Day 3
Submission method:Google Classroom

Exam Report
Case    :Volkswagen in India
Assignment :Written analysis of case questions
Deadline   :At the end of the class on last day
Submission method:Google Classroom

授業スケジュール Course Schedule

第1日(Day1)

• Analyzing and Responding to Consumers’ Mindsets

Cases:
- Dove: Evolution of a Brand
- Dove Real Beauty Campaign Sketches

Teaching Methods:
Lecture, Case Method, Class Discussion


第2日(Day2)

• Influencing Consumers’ Mindsets and Behaviors

Cases:
- Chase Sapphire: Creating a Millennial Cult Brand
- Zipcar: Influencing Consumer Behavior

Teaching Methods:
Lecture, Case Method, Class Discussion


第3日(Day3)

• Analyzing and Influencing Consumption Communities

Cases:
- Communispace
- Ford Fiesta Movement: Using Social Media and Viral Marketing to Launch Ford’s Global Car in the United States

Teaching Methods:
Lecture, Case Method, Class Discussion


第4日(Day4)

• Consumer Behavior and Communication Strategies
Case:
- Nespresso: How to Protect Your Brand from Social Media Attacks
- The Hunger Games: Catching Fire: Using Digital and Social Media for Brand Storytelling


Exam Case:
- Volkswagen in India


第5日(Day5)



第6日(Day6)



第7日(Day7)



成績評価方法 Evaluation Criteria

*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 20 %
小テスト Quizzes / Tests 0 %
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

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

使用ケース一覧 List of Cases

    ケースは使用しません。

教科書 Textbook

  • 配布資料

参考文献・資料 Additional Readings and Resource

Recommended Textbook:
Consumer Behavior: Building Marketing Strategy, 14/E
Mothersbaugh and Hawkins
@2020 | McGraw-Hill Education
ISBN10: 1260100049 | ISBN13: 9781260100044

授業調査に対するコメント Comment on Course Evaluation

Based on student comments, I will provide more opportunities for students to participate and express their opinions. Also, some of the theoretical frameworks discussed in class were included in powerpoint format to facilitate learning.

担当教員のプロフィール About the Instructor 


Dr. Babak Hayati is an Associate Professor of Marketing and the Head of Research and Publications at the Asian Institute of Management in Manila, Philippines. Previously, he was a marketing professor at the University of Nevada, Las Vegas. Babak received his PhD in marketing from the University of Houston, where he was a researcher and consultant at the Sales Excellence Institute at the Bauer College of Business. He has worked in multiple executive and research positions as a marketing strategist, consultant and researcher for the past decade across America, Middle East and Asia. Babak has published several articles and case studies in prestigious outlets such as the Journal of Marketing and the Journal of the Academy of Marketing Science and Ivey Publishing. He is the recipient of multiple research awards from the American Marketing Association (AMA) and the Institute for the Study of Business Markets (ISBM). Babak is also the founder and director of a startup company in the domain of digital advertising.

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






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