消费者行为学》课程简介英文.docxVIP

Course Introduction《Consumer Behavior》 Course Name： Consumer Behavior Course Code： Prerequisites：Management, Marketing Follow-up Courses： Bilingual Teaching or Not：Yes Credits： 3 Total Credit Hours： 48 Lecture Hours： 48 Experiment Hours： Programming Hours： Practice Hours： School：the School of Business Target Major：Marketing, Organizational Management, International Trade, Finance, Industrial Design, Digital Media Course Description Consumer Behavior is the core course of marketing specialty. It is a comprehensive and marginal subject formed on the basis of interdisciplinary. It is also the application of basic theories of psychology and behavioral science in contemporary marketing. This course aims at systematically describing the characteristics of consumer behavior and purchase decision-making process in the era of mobile Internet and big data, revealing the laws and causes of consumer behavior, in order to better predict and guide consumer behavior, and guide the marketing practice of enterprises. The course mainly includes three parts: first, to analyze the internal factors affecting consumer behavior from the perspectives of perception, learning and memory, motivation and values, self, personality and mental schema; second, to understand how consumers make decisions from the perspectives of attitude and persuasion, individual decision-making, purchase and disposal, family decision-making; and third, to explore the shadows from the perspectives of culture, group, social stratum and lifestyle. External factors influencing consumer behavior. Course Resources Textbooks： Michael Solomon. Consumer Behavior (10th Edition). Translated by Yang Xiaoyan et al. Beijing: Renmin University Press, 2014 Bibliography： P. Kotler. Marketing Management (Former 11th Edition) Translated by Mei Qinghao, Shanghai: Shanghai Peoples Publishing House, 2003. Lu Taihong. Consu