| 授業名 | Consumer Behavior |
|---|---|
| Course Title | Consumer Behavior |
| 担当教員 Instructor Name | 梁 敬烈（Yang Gyung Yeol） |
| コード Couse Code | GLP251_G24N |
| 授業形態 Class Type | 講義 Regular course |
| 授業形式 Class Format | On Campus |
| 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 | 2024 GSM Nagoya Fall |
授業の概要 Course Overview
Misson Statementとの関係性 / Connection to our Mission Statement
Discussing the latest marketing practices through diverse cases and concrete comprehension of marketing theories will help students understand the dynamic marketing world and become future leaders in this rapidly changing business world.
授業の目的（意義） / Importance of this course
This course provides students with the knowledge and skills to understand and analyze consumer behavior. Consumer behavior helps companies understand what their customers want and need so they can offer products and services that appeal to their target audience. This is helpful for businesses that want to expand their reach into new markets or demographics.
到達目標 / Achievement Goal
The achievement goal of this course is to provide key tools and frameworks for analyzing consumer behavior to solve marketing problems and define effective marketing strategies.
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
LG2 Diversity Awareness
LG3 Ethical Decision Making
LG4 Effective Communication
LG6 Innovative Leadership (MBA)
LG2 Diversity Awareness
LG3 Ethical Decision Making
LG4 Effective Communication
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 this course, students should be able to:
- Identify the key terms, concepts, and theories of consumer behavior
- Evaluate the principal theories of consumer behavior; critically assess strengths, limitations, and applications
- Apply consumer behavior concepts to real-world marketing problems and develop better marketing programs and strategies to influence those behaviors
- Analyze the current trends in consumer behavior and apply them to marketing an actual product or service.
- Identify the key terms, concepts, and theories of consumer behavior
- Evaluate the principal theories of consumer behavior; critically assess strengths, limitations, and applications
- Apply consumer behavior concepts to real-world marketing problems and develop better marketing programs and strategies to influence those behaviors
- Analyze the current trends in consumer behavior and apply them to marketing an actual product or service.
SDGsとの関連性 Relevance to Sustainable Development Goals
Goal 4 質の高い教育をみんなに（Quality Education）
教育手法 Teaching Method
| 教育手法 Teaching Method | % of Course Time | |
|---|---|---|
| インプット型 Traditional | 30 % | |
| 参加者中心型 Participant-Centered Learning | ケースメソッド Case Method | 70 % |
| 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
(Course prerequisite)
All lectures are given in the case method, together with lectures on theories. Students are required to prepare each case for at least 3 hours. They must also complete the mandatory readings as part of the self-learning process to learn the necessary fundamentals, concepts, and theories to understand and be prepared for each lecture.
(Assignments)
- Preparation report: Students must submit the preparation report per each case that the instructor assigns on the contents of a given case. The details for the preparation report will be announced on Google Classroom. This report should be submitted through Google Classroom.
- Final Report: Students hand in a final report as an individual project with a topic based on course contents and materials. The detailed guidelines will be announced in the class.
(Group Exercise)
Several times throughout the course, I will assign a short (20 - 30 minute) in-class group exercise that applies the material we cover that day. Every team will do a short presentation of their collaborative effort.
All lectures are given in the case method, together with lectures on theories. Students are required to prepare each case for at least 3 hours. They must also complete the mandatory readings as part of the self-learning process to learn the necessary fundamentals, concepts, and theories to understand and be prepared for each lecture.
(Assignments)
- Preparation report: Students must submit the preparation report per each case that the instructor assigns on the contents of a given case. The details for the preparation report will be announced on Google Classroom. This report should be submitted through Google Classroom.
- Final Report: Students hand in a final report as an individual project with a topic based on course contents and materials. The detailed guidelines will be announced in the class.
(Group Exercise)
Several times throughout the course, I will assign a short (20 - 30 minute) in-class group exercise that applies the material we cover that day. Every team will do a short presentation of their collaborative effort.
授業スケジュール Course Schedule
第1日（Day1）
1. Millennials' consumer behavior2. The Customer Decision Making Process
●使用するケース
1. De Beers Group: Marketing Diamonds to Millennials2. Consumer Behavior and the Buying Process
第2日（Day2）
1. Behavioral economics principles2. Dynamics of consumer behavior
●使用するケース
1. Lemonade: Delighting Insurance Customers with AI and Behavioural Economics2. "No More Uncle": Asian Men's Beauty Care in The Forefront of Gender-Neutral Marketing
第3日（Day3）
1. Consumer Co-Creation2. Consumer Engagement & Brand Community
●使用するケース
1. Tchibo Ideas: Leveraging the Creativity of Customers2. Glossier: Co-Creating a Cult Brand with a Digital Community
第4日（Day4）
1. Consumer Behavior and Communication Strategy2. Consumer Perception and Behavior
●使用するケース
1. Dove Real Beauty Sketch Campaign2. Note on Sensory Marketing: Shaping Consumer Perception and Behavior
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。
- The quality of your participation in class is reflective of your interest in the class and the amount of your preparedness for it. A good participation grade is possible only through consistent attendance and quality participation. When you come to class, be prepared to participate actively.
*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 | 40 % |
| クラス貢献度合計 Class Contribution Total | 40 % |
| 予習レポート Preparation Report | 30 % |
| 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 | 0 % |
| 最終レポート Final Report | 30 % |
| 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
- Reports are expected to be submitted before the deadline. Late submissions will NOT be accepted.- The quality of your participation in class is reflective of your interest in the class and the amount of your preparedness for it. A good participation grade is possible only through consistent attendance and quality participation. When you come to class, be prepared to participate actively.
教科書 Textbook
- 配布資料
参考文献・資料 Additional Readings and Resource
Lecture notes on Consumer Behavior
https://www.iare.ac.in/sites/default/files/lecture_notes/IARE_CB_Lecture%20_Notes.pdf
Consumer Behavior
https://ebs.online.hw.ac.uk/EBS/media/EBS/PDFs/Consumer-Behaviour-Course-Taster.pdf
https://www.iare.ac.in/sites/default/files/lecture_notes/IARE_CB_Lecture%20_Notes.pdf
Consumer Behavior
https://ebs.online.hw.ac.uk/EBS/media/EBS/PDFs/Consumer-Behaviour-Course-Taster.pdf
授業調査に対するコメント Comment on Course Evaluation
- Cases were chosen wisely, stimulating discussions. The professor was encouraging students and passionate about the subjects.
- The diversity of cases was my favorite aspect.
- I liked the group exercises, as they made me understand the concepts better.
- Friendly environment, thought-provoking, and very interesting debates
- The diversity of cases was my favorite aspect.
- I liked the group exercises, as they made me understand the concepts better.
- Friendly environment, thought-provoking, and very interesting debates
担当教員のプロフィール About the Instructor
Prior to joining NUCB, Professor Yang was Account Director for ADK Holdings, a leading global advertising company based in Tokyo. He acquired an MS from Waseda University, MBA from the University of Wisconsin-Madison, and a DBA from the City University of Hong Kong, and his research interests lie primarily in the field of marketing. He has over 20 years of experience working in the marketing industry, taking on a wide range of management responsibilities at Cheil, Samsung Group, and ADK in Korea, Hong Kong, and Japan. Through his role as managing director in Hong Kong and Seoul and senior manager of Samsung Global Marketing Operation, Professor Yang has gained extensive practical knowledge in cultivating management skills and an entrepreneurial mentality.
His current research interest is exploring the relationship between technology and marketing. He published a book titled “Digital Transformation Marketing” in 2021.
Professor Yang currently teaches Introduction to Marketing, Marketing Management, Digital Marketing, Introduction to BBA(Marketing), Brand Marketing, and Global Marketing in the Global BBA Program.
（実務経験 Work experience）
His work experience includes:
• Managing Director of ADK Korea
• Managing Director of Cheil Hong Kong
(Cheil is a Marketing Agency of Samsung Group)
• Senior Manager of Samsung Global Marketing Operation.