Consumer Behavior

Pusan National University

Course Description

  • Course Name

    Consumer Behavior

  • Host University

    Pusan National University

  • Location

    Busan, South Korea

  • Area of Study

    Behavioral Science, Marketing, Psychology

  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Course Objectives
    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.

    Course Description
    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.

    Course Design
    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

    Required textbook
    Consumer Behavior : Buying, Having, and Being 11e / Michael R. Solomon, 2014