Pusan National University
Busan, South Korea
Area of Study
Behavioral Science, Marketing, Psychology
Taught In English
Course Level Recommendations
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Recommended U.S. Semester Credits0
Recommended U.S. Quarter Units0
Hours & Credits
In today’s world, a company’s success lies upon its adaptability of consumer focus. Marketing, specifically, is a consumer-driven function, where identifying consumer needs, fulfilling them and finally ensuring customer satisfaction in whole consumption experience are required. The fundamental premise of the course is that a consumer’s sense of who they are should relate to what and how they buy and consume. Therefore, this course will introduce you to the topic of consumer behavior, In this class students will learn about important basic theories and concepts in consumer psychology as well as many other related theories. Students will get to understand how and why people behave the way they do in the market.
This course will cover consumer motivation, buying behavior, market adjustment, behavioral science theories of consumer market behavior and manufacturer and intermediary reactions. Consumer decision-making is also evaluated as to psychological drives and sociological concepts. Techniques for measuring consumer behavior, and analyzing consumer markets will be addressed.
In this class, a variety of materials and approaches will be adopted to successfully illustrate consumer behavior phenomena and let students draw meaningful managerial implications. Lectures, class discussions, case analysis, and articles will be used. There will be a quiz for almost every week, Students are expected to be ready by reading assigned chapter in advance. Each student will have a chance to apply what he/she will learn in this course to the real-life
Consumer Behavior : Buying, Having, and Being 11e / Michael R. Solomon, 2014