消费者行为学教学大纲1.docx
消费者行为学教学大纲课程编号：10054016课程名称：消费者行为学/Consumer behavior学分：2学时：32适用专业：国际经济与贸易(合作培养)建议修读学期：4开课单位：商学院国贸系先修课程：无一、课程性质、目的与任务Characteristics: Consumer Behavior is a applied science, and if s branch of Maketing. It is a brand new science was bron in 1950s' , mainly figure out the factors that influence the consumers on making buying descion.Objescts and missions:The study of consumers helps students understanding issues such as the psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); the psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); the behavior of consumers while shopping or making other marketing decisions; limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome.(Corresponding to the graduation requirements ： 2, 5, 7, 8, 9)二、教学内容、基本要求及学时分配(按章节列出内容要求学时等，实验上机项 目要列在课程内容一栏)课程内容教学要求W,占(幻难点()学时安排实验学时上机学时备注CHAPTER 1Consumer Behavior: Its Origins andStrategic ApplicationsC21.1 Consumer Behavior1.2 Development of the MarketingConcept1.3 The Marketing Mix1.4 Successful Relationships1.5 A Simplified Model of ConsumerDecision MakingCHAPTER 2Consumer ResearchB42.1 Introduction to Quantitative andQualitative Research2.2 Introduction to Quantitative andQualitative Research2.3 Quantitative Research andQualitative ResearchCHAPTER 3Market SegmentationA43.1 What Is Market Segmentation?.3.2 Bases for Segmentation3.3 Criteria for Effective Targeting ofSegments3.4 Implementing Segmentation StrategiesCHAPTER 4Consumer MotivationA44.1 Model of the Motivation Process4.2 Goals4.3 Motives4.4 NeedsCHAPTER 5Personality and Consumer BehaviorA45.1 Consumer Innovators AndNoninnovators5.2 Cognitive Personality Factors5.3 Product PersonalityA5.4 The Self and Self-ImageCHAPTER 6Consumer PerceptionA46.1 Elements of Perception6.2 Aspects of Perception6.3 Issues in Consumer ImageryCHAPTER 7Consumer LearningC27.1 The 日ements of Consumer Learning7.2 Behavioral Learning TheoriesCHAPTER 8Consumer Attitude Formation andChangeA48.1 What Are Attitudes?8.2 Structural Models of Attitudes8.3 Attitude Formation8.4 Strategies of Attitude Changes8.5 Behavior Can Precede or FollowAttitude FormationCHAPTER 9Communication and Consumer BehaviorA49.1 Components of Communication9.2 The Communication Process9.3 Designing PersuasiveCommunications（教学基本要求：A-熟练掌握；B-掌握；C-了解）三、建议实验（上机）项目及学时分配：无四、教学方法与教学手段：该课程的教学方法与手段主要是：采用多媒体教学手 段，结合案例运用启发式、专题讨论式等方法进行教学。五、考核方式与成绩评定标准：平时成绩占比60%,而期末成绩占比40%。平时 考核的方式主要包括出勤及课堂提问或表现、课后练习、案例/专题小组讨论等； 期末考核主要为笔试（开卷）。六、教材与主要参考书目：教材为GSchiffman .Consumer Behavior, Beijing, Qinhua university publishing house, 2012.1 .（美）.保罗.彼得 杰里C .奥尔森：消费者行为与营销战略.大连. 东北财经大学出版社，2000o2 .（美）查尔斯W .小兰姆等：营销学精要.中文版.大连冻北财经大学出 版社,2000o3 .（美）德尔L 霍金斯：消费者行为学.中文版北京机械工业出版社， 2000o4 .（英）.布莱思：消费者行为学.中文版北京.中信出版社，1999。七、大纲编写的依据与说明Marketers must understand their consumers' behaviors before they develop marketing strategy (e.g., segmentation, targeting, positioning, and the marketing mix), They must know who acquires, consumes and disposes of products (goods, services, ideas, images, brands) and where, when, how, and why they do so. Consumer Behavior is the course that help marketers figure out these problems. And most of our students will become marketers after graduation, so we set this course and according to the things about consumers students must know, we make this outline.
