to
Professor Lee's
Consumer Behavior and Marketing Strategy
What is the way to understand consumer behavior? We learn it from data analysis.
Course Syllabus
| Week |
Topics |
Textbook |
Teaching Notes |
Data Set |
Others |
| Week 1 |
Introduction to consumer behavior Consumer Research |
Chapter 1 & 2 |
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| Week 2 | Market segmentation Consumer motivation |
Chapter 3 & 4 |
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| Week 3 | Personality and Consumer behavior Consumer perception |
Chapter 5 & 6 |
Quiz 1 | ||
| Week 4 | Consumer learning Consumer attitude |
Chapter 7 & 8 |
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| Week 5 | Communication and Consumer behavior Reference groups and family |
Chapter 9 & 10 |
Individual essay Due |
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| Week 6 | Social class and Consumer behavior Culture and Consumer behavior |
Chapter 11 &12 |
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| Week 7 | Subculture and Consumer behavior Cross-culture and consumer behavior |
Chapter 13 &14 |
Quiz 2 | ||
| Week 8 | Consumer influence and the diffusion of innovations | Chapter 15 |
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| Week 9 | Mid-exam | ||||
| Week 10 | Behavioral Research and Data Analysis 1 | project |
project1 Due | ||
| Week 11 | Behavioral Research and Data Analysis 2 | project |
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| Week 12 | Behavioral Research and Data Analysis 3 | project |
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| Week 13 | Behavioral Research and Data Analysis 4 | project |
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| Week 14 | Behavioral Research and Data Analysis 5 | project |
project2 Due | ||
| Week 15 | Final-exam: project presentations | ||||
| Week 16 | Final-exam: project presentations | ||||
| Click! Download 1) Syllabus (Ms-word) | |||||
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