| 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
Misson Statementとの関係性 / Connection to our Mission Statement
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.
授業の目的（意義） / Importance of this course
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.
到達目標 / Achievement Goal
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)
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.
• 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 % |
事前学修と事後学修の内容、レポート、課題に対するフィードバック方法 Pre- and Post-Course Learning, 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
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’ MindsetsCases:
- 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 BehaviorsCases:
- 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 CommunitiesCases:
- 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 StrategiesCase:
- 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
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。
*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.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
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