シラバス Syllabus

授業名 Consumer Behavior
Course Title Consumer Behavior
担当教員 Instructor Name Yuchen Zhang
科目ナンバリングコード Course Numbering Code
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
学位 Degree BBA
開講情報 Terms / Location 2026 UG Nisshin Term2
コード Couse Code NUC412_N26A

授業の概要　Course Overview

Mission Statementとの関係性 / Connection to our Mission Statement

This course asks a simple but powerful question: what is happening in people’s minds and lives when they become “consumers”? By working through contemporary cases from different industries and regions, students will learn to see markets as systems of meanings, identities, and relationships rather than just transactions. The class is run in a highly interactive, discussion‑driven format that challenges students to question assumptions, listen to alternative viewpoints, and articulate their own judgments. In this way, the course aligns with the program’s mission to educate globally oriented, reflective practitioners who can design marketing and business strategies that are not only profitable, but also culturally aware, psychologically informed, and socially responsible.

授業の目的（意義） / Importance of this course

Most business decisions ultimately succeed or fail because of how people respond to them. Consumer behavior provides a structured way to understand those responses. For students who plan to work in marketing, strategy, consulting, entrepreneurship, or any role involving customers, being able to interpret why people notice, prefer, trust, or reject certain offerings is a core professional skill. This course gives students a set of lenses to “read” the marketplace: how consumers form perceptions, how they process information, how they decide, and how they remember and talk about brands afterwards. With these tools, students can move beyond intuition or stereotypes and make more grounded choices about targeting, positioning, communication, and experience design.

学修到達目標 / Achievement Goal


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

- Take real business situations and reframe them in consumer‑behavior terms
- Judge the strengths and weaknesses of existing marketing actions from the consumer’s point of view, using concepts and evidence
- Recognize when cultural, ethical, or sustainability issues change how consumers interpret a brand, and adjust their analysis and proposals accordingly

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 Managerial Perspectives (BBA)

受講後得られる具体的スキルや知識　Learning Outcomes


By the end of the course, students should be able to:

- Use key concepts from consumer behavior to interpret how and why people respond to marketing actions in specific cases
- Compare consumer preferences and trends across cultures, generations, and social groups, and explain how these differences affect brand and marketing strategy
- Develop well‑supported strategies for positioning, pricing, communication, and customer experience design that take consumer needs, constraints, and decision patterns into account
- Demonstrate stronger skills in discussion, argumentation, short analytical writing, and group presentations through active participation in a case‑based learning environment

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 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

This course includes pre-class reading, in-class discussion, group presentation, and final report.

授業スケジュール　Course Schedule

第1日（Day1）

Basic decision frameworks, stages of the buying process, and decision‑making roles

●使用するケース
Marketing Reading: Consumer Behavior and the Buying Process

第2日（Day2）

Viral marketing, social influence, and brand resurgence

●使用するケース
Stanley: More Than a Water Bottle?

第3日（Day3）

Fast fashion, price perception, and the attitude-behavior gap

●使用するケース
Shein: An Ultra-Fast-Fashion Retailer's Digital Strategies

第4日（Day4）

Prospect theory, behavioral bias, habit formation, pricing and business model design

●使用するケース
Peloton Interactive Inc.: A Push to Keep Users Pedalling

第5日（Day5）

Gen Z consumer culture, scarcity and emotional branding, IP‑driven engagement

●使用するケース
POP MART: A New Toy for Gen Z

第6日（Day6）

Luxury consumption, status and identity, and cultural relevance

●使用するケース
Gucci: Staying Relevant in Luxury over a Century

第7日（Day7）

User behavior on digital platforms, attention, and data-driven advertising

●使用するケース
Full-Funnel Advertising on TikTok

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 10 %
授業内での挙手発言 Class Contribution 65 %
クラス貢献度合計 Class Contribution Total 75 %
予習レポート Preparation Report 0 %
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 25 %
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

使用ケース一覧　List of Cases

    ケースは使用しません。

配布教材と教室における電子機器の利用マナーについて Guidelines for Classroom Technology and Proper Use of Course Materials

  1. ケースメソッド教育の中核は、積極的な参加と知識の共有です。この教育を支えるため参加者は授業中の電子機器（例：スマートフォン、ノートパソコン）の使用を制限するよう求められます。許可を得た場合でも、教室内では電子機器は、ケース討議に資する目的でのみ使用してください。授業中は、たとえケース討議に関連していても、検索エンジンや生成AIの使用は避けて下さい。
  2. 配布教材（ケースを含む）は指定された授業への参加以外の目的で利用しないで下さい。著者の権利、著作権、特定情報の機密性を保護するため、許可なく教材を個人や組織（生成AI を含む）に提供することはできません。このルールは、印刷物・電子教材のいずれにも適用されます。
  1. Active participation and shared learning is at the core of the case method learning.Participants are asked to limit their use of electronic devices (e.g., laptops, smartphones) during classroom sessions in support of this model. Even with permission granted, devices should only be used in the classroom in service to the case discussion. Online searches and generative AI tools, even if related to the case discussion, are discouraged while class is in session.
  2. Students are prohibited from using the course materials (including cases) distributed by the university for any purpose other than participation in the designated class.Students must not input, process or test course materials with any artificial intelligence (AI) tools, bots, software, or platforms without the author’s permission. These actions violate the terms of use for the course materials and may also constitute copyright infringement.

教科書　Textbook

  • 「N/A」 （）

参考文献・資料　Additional Readings and Resource

Suggested texts (optional):

Introduction to Consumer Behaviour
https://opentextbc.ca/introconsumerbehaviour/

OpenStax, Principles of Marketing, Chapter 3 “Consumer Markets and Purchasing Behavior”
https://openstax.org/books/principles-marketing/pages/3-in-the-spotlight

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

Teaching this course for the first time.

担当教員のプロフィール　About the Instructor　



Refereed Articles

  • (2026) Psychic income perceived from a sporting mega-event in host community: a two-wave analysis of Beijing 2022 Winter Olympics. Managing Sport and Leisure
  • (2025) Antecedents and Consequences of Value Co-Creation in Non-mega Sport Events. Waseda University doctoral thesis
  • (2025) Trends of Sport Management Research in Asia: Key Insights from the Asian Association for Sport Management Conference 2024. Sport Sciences Research
  • (2025) Turning loss into gain: how distressed brand’s philanthropic corporate social responsibility drives customer citizenship. Journal of Product & Brand Management
  • (2025) Customer citizenship behaviour of older adults in community fitness centres: effects of service quality and satisfaction. International Journal of Sports Marketing and Sponsorship






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