47 《消费者行为学》教学大纲英文.docx

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1、Sy11abusofConsumerBehaViorCourseName：consumerbehaviorCourseCode：Credits：3.0Tota1CreditHours：481ectureHours：48ExperimentHours：0ProgrammingHours：0PracticeHours：0Tota1NumberOfExpcrimcntaI(Programming)ProjectsOWhere,Compu1sory(O),Optiona1(O).Schoo1：theSChOo1ofBusinessTargetMajor：Marketing,organizationma

2、nagementI、CourseNature&AimsConsumerbehavioristhecorecourseofmarketingmajor.Itisacomprehensiveandmargina1subjectformedonthebasisofinterdiscip1inary.Itistheapp1icationofbasictheoriesofpsycho1ogyandbehaviorscienceincontemporarymarketing.Tcpurposeofthiscourseistosystematica11ydescribetheconsumerbehavior

3、characteristicsandpurchasedecision-makingprocessin(heeraofmobi1eInternetandbigdata,revea1thebehaviorru1esandcausesofconsumers,soastobetterpredictandguideconsumerbehavior,andguidethemarketingpracticeofenterprises.Thecoursemain1yinc1udesthreeparts:oneistoana1yzetheinterna1factorsinf1uencingconsumerbeh

4、aviorfromtheperspectivesofperception,1earningandmemory,motivationandva1ues,se1f,persona1ityandmenta1schema:twoistounderstandhowconsumersmakedecisionsIromtheperspectivesofattitudeandpersuasion,individua1decision-making,purchaseanddisposa1,andfami1ydecision-making;threeis(oexp1oretheinf1uencefromthepe

5、rspectivesofcu1ture,group,I4H3Professiona1deve1opmentabi1ityIOMasterprofessiona1hecx),andknow1edge,improveprofessiona1deve1opmentabi1ity114M41ife1ong1earningabi1ity12Bcfami1iarwiththeindustn,andprofessiona1deve1opmentdirec(iounderstandtheresearchhospotofthediscip1ine,andimprovethe1ife1ong1earningabi

6、1ity1-21HI、BasicCourseContentChapter 1 Intnx1uction(supporttrainingobjectives3,5,10,12)1.1 basiccategoriesanddiscip1inarycharacteristicsofconsumerbehavior1.2 importanceandsignicanceofresearch1.3 researchhistoryanddiscip1ineframework1.4 theriseofdigita1consumerbehavior1.5 researchmethodsofconsumerbeh

7、avior1.5.1 introductiontoresearchmethodsofconsumerbehavior1.5.2 consumermeasurementandsca1e1.5.3 consumerson1inefootprint1.5.4 bigdataana1ysisOfconsumerbehaviorTeachingrequirements:thischapterrequiresS1udcntstounderstandtheimportanceandSigniHcanccofconsumerbehavior,thehistoryandbasicresearchmethodso

8、fconsumerbehaviorresearch,andthebasicframeworkofconsuerbehaviorresearch.Itisrequiredtohaveagenera1understandingofconsumerbehaviorresearchtoformasenseofconsumerbehaviorresearch,andtounderstandthegenera1methodsandtoo1sofconsumerbehaviorresearch.KeyPoints：:consumerresearchmethodsDifcutPoints：graspthecoreconceptofcustomerv