Institute of International Management
RA60600 Consumer Behavior (消費者行為)(英語授課)
Fall 2012(101 學年度第 1 學期)
The Institute of International Management is dedicated to providing a quality teaching and
research environment to provide students with a broad, integrated knowledge of management in
preparation for successful careers in business, government or academia.
General learning goals
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Students should be able to communicate effectively verbally and in writing.
Students should solve strategic problems with a creative and innovative approach.
Students should demonstrate leadership skills and ethics demanded of a person in
authority.
Students should possess a global economic and management perspective.
Students should possess the necessary skills and values demanded of a true
professional.
Professor:
Office Hours:
Class Meetings:
Communication:
TA
Dr. Tien Wang
By appointment
Tuesday, 1:10 – 4:00pm
twang@mail.ncku.edu.tw
Course Materials
 Textbook
Consumer Behavior: Building Marketing Strategy, 11th edition by Hawkins and Mothersbaugh
ISBN-13: 9780070171008
 Class handouts
Course Description
This course is designed to introduce the study of consumer behavior. It mainly includes:
 The external and internal factors that influence consumer behaviors.
 How consumers make purchase decisions.
 The influences of consumer behaviors on marketing strategies.
*There are additional requirements for PhD students who enroll this course.
Course Objectives
To understand consumer behaviors is important to marketers. We will explore the factors that
influence consumers’ purchase decisions. Upon completing this course, students should be able
to identify the elements involved in consumers’ decision-making process and develop and
implement effective marketing strategies.
Course Grading
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Your grade will be based on your performance in class, including attendance, assignments, a
research project, and exams. This grading system might be changed if necessary. Students
should pay attention to any announcements in class.
Item
Attendance
Assignments/presentation
Research project/presentation
Midterm Exam
Final Exam
Total
Percentage of
Final
Points_Master
15%
20%
25%
20%
20%
100%
Percentage of
Final
Points_PhD
15%
15%1
30%
20%
20%
100%
Attendance
COMMU
 Oral Commu./ Presentation
15%
50%
 Written Communication
50%
Assignments/
Term Project
45%
25%
40%
25%
10%
 Problem Solving
30%
30%
 Analytical Skills
LEAD
Individual
Individual/ Group
Individual/ Group
Individual
Individual
Midterm
/Final Exams
40%
 Creativity and Innovation
CPSI
Type
20%
20%
 Leadership & Ethic
GLOB
 Social responsibility
 Global Awareness
 Values, Skills & Profess.
VSP
 Information Technology
 Management Skills
Final Grades
Grade information will not be given privately. The grading scale will be utilized for determining
each student’s final grade based on total points earned on attendance, assignments, project, and
exams. Everyone follows the same rules in this course. I will not cater to individuals’ needs to
certain grades. You earn your own grade.
After the grade is posted, you have three days to submit any inquiries. I will accept no inquiries
once the due date has passed. It is your responsibility to check the accuracy of your grades.
However, once I submit the grade to the university, no changes will be made.
Class rules
 Communication
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PhD students will have three assignments.
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 Students are highly encouraged to contact the professor through NCKU e-mail. It is each
student’s responsibility to be sure his/her NCKU e-mail account is current. Any email sent
via other email provider such as yahoo or gmail might be screened out by the NCKU
server.
 Indicate the class number and a brief summary of your question in the e-mail subject.
Emails failed to follow this rule may be disregarded.
 Students should pay attention to any announcements in class and the Moodle system.
 Assignment & Exam policy
 Assignments and project are due one day (11:59pm) prior to the presentation date. If two
presentation dates exist, the due date is based on the first presentation date. Submit your
work on time. For instance, all final research projects are due on Dec. 19 midnight). Only
70% of the grades will be counted for late assignments. Any assignment submitted one
day after that certain class will not be accepted. In that case, the student will receive zero
credit.
 Do not turn in incomplete assignments. I don’t take modified version once you submit
your assignment. Your write-ups must be your original work. Do not plagiarize. Copy and
paste are not considered original. List your reference at the end of your report.
 For any presentation, provide me a paper copy of your oral presentation (eg. slides) and
written report.
 No make-up exams will be given without prior permission from the instructor, who
reserves the right to make a final decision.
 Attendance
Your attendance is required for this course. Every student learns not only from the
instructor but also from fellow classmates. In addition to being physically present in class, all
students are expected to participate in class activities and discussions. Your performance in
this aspect will be evaluated and influence your final score.
Students must follow the attendance policy of the university. Additional rules include the
following:
 You must display your name tag in front of the desk for discussion purpose.
 You have to sign the attendance sheet when entering the classroom.
 If you sign for other students or do not sign on the attendance sheet, you will be regarded
as “being absent” no matter what evidence you provide to the professor afterwards.
 Follow the university’s rule to file for a legitimate leave.
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Tentative Course Schedule
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Date
Sep 18
Sep 25
3
Oct 2
4
Oct 9
5
Oct 16
6
7
8
9
10
Oct 23
Oct 30
Nov 6
Nov 13
Nov 20
11
12
Nov 27
Dec 4
13
Dec 11
14
15
Dec 18
Dec 25
16
17
18
Jan 1
Jan 8
Jan 15
Topic
Course introduction/Syllabus
Cross Cultural Variations in Consumer
Behavior
Cultural Influences: Values
Get to know your classmates
Cultural Influences: Demographics, Social
Stratification, and Subcultures
Group and Family Influence on Consumer
Behavior
Perception
Learning, Memory, and Product
Positioning
Motivation, Personality, and Emotion
Attitudes and Influencing Attitudes
Self-concept and Lifestyle
Case/Project draft presentation
Midterm Exam
Chapter
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Situational Influence
Consumer Decision Processes and
Problem Recognition
Information Search
Alternative Evaluation and Selection
Outlet Selection and Purchase
Postpurchase Processes, Customer
Satisfaction, and Customer Commitment
No class (National Holiday)
Case/Project Presentation
Final Exam
13
14
Note
Groups due at Sept. 28
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10
11
12
15
16
17
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＊＊Changes to the syllabus:
I reserve the right to make changes to the syllabus as needed throughout the semester.
Changes will be mentioned in class. It is the student’s responsibility to know about and follow
these announced changes in the syllabus
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