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Yuan Ze University
Yuan Ze University
Master of Business Administration Program, College of
Management
Consumer Behavior
Department Course
code
Class Credit Course
Name
Instructor Academic
Year
Semester
Master of BusinessAdministrationProgram, College
ofManagement
CM539
D 3 ConsumerBehavior
Etta Yan-IChen
!"5 #all
Instructor Office Number
Etta Yan-I Chen $!$!%Email
etta&hen'saturn()*u(edu(t+ Phone Numberet( $93
Course schedule (for reference only, subect to
chan!e""(CourseDes&rition
This is an advanced marketing course which aims to make students
understandconsumers consumption behavior, motivation and purposes.
In a consumer-orientedmarketing, marketers must completely
understand what behinds consumers behavior and
its meanings. The goal o this course is to deliver those
important theories andperspectives regarding to consumption
behavior, motivation and purposes. !inceconsumer behavior is a
discipline that integrates psychology, sociology or
anthropologyetc., students will learn the related theories in order
to have a more comprehensiveknowledge o consumers responses and
behaviors while they conduct marketingpractices. The topics include
consumer as an individual, consumers in their social and
cultural settings, and consumers decision-making process and
ethical dimensions.
(Pre-re.uisite "arketing "anagement
3(/ea&hing
Aroa&h
This course proceeds mainly by discussion. The teacher leads the
discussion o important
concepts and provides interesting real lie or business e#amples.
Thus, all participants arere$uired to preview beore class to
achieve good learning eects. %esides, courses are
mi#ed with presentation, case discussion as well as term paper
coaching&ote' (lease keep update with the latest news in the
virtual classroom
)*roup Term (ro+ect to people as a group select an interesting
and uni$ue consumer behavior as yourtopic. Try to apply the
concepts we learn in class to present your topic. "eanwhile,
you
also propose your perspective and insight by analying this
consumer behavior. Theormats should include written report, a
proposal board with image/photos and any othercreative presentation
style 0e.g. shooting short ilm1. %y incorporating related
theorieslearned rom the te#tbook, try to enhance the report $uality
via your interpretation.&ote2' 3valuation criteria include
content 0innovativeness, completeness and theories
applied1, creativity and teamwork.&ote4' 3ach work should
identiy the contribution o each member, and ask or allsignatures
beore hanging your report.
)Individual reading article/paper review5or the week o assigning
article/paper, ater the teacher arrival, every student is
re$uired
to hand in individual homework o the assigned article and paper.
6eading academicspapers take time or practice. This practice
beneits your orthcoming thesis work. Thearticle is selected rom the
media report o the original research paper. You have to readboth
articles and papers. !tart the reading rom the article and try to
understand the keypoints o original research paper. The individual
review in your homework shouldinclude one page summary o main idea
in the paper and answer the $uestions put below
in this syllabus. These materials will be discussed in class.
3verybody should read andprepare beorehand.
)*roup chapter/paper brie
*roup in charge a particular chapter or reading article gives us
an up to 27 min brie ochapter or article overview 0including paper1
beore the teacher leads the discussion. This
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=eading arti&le >3
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dis&ussion7
*0 ?un( ! /erm aer resentation 6oral lus +ritten reort7*1 ?un( %
#inal-term eam
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