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as of 12/14/2017

CONSUMER BEHAVIOR
Country - Partner Institution - Programs: China - Peking University, Beijing - 'Peking Univ.'
UC Course SubjectBusiness Administration
Number & Suffix: 122
Full UC Title: CONSUMER BEHAVIOR 
Transcript Title: CONSUMER BEHAVIOR 
UC QTR Units - Division: 4.5 - Upper Division 
Course Description: This course focuses on the psychological processes underlying consumer behavior. Along with its implications for designing effective marketing communications, the course provides broad practical knowledge on how to create and sustain change in business settings. The course looks at how marketing is customer-driven, concerned with tailoring offerings to consumer needs and with ensuring customer satisfaction; how effective marketing decisions require an accurate understanding of customers' needs, values, judgments, and choices; and the specific research tools to generate knowledge about customers and how to engage these mechanisms in building persuasive communications and improving marketing decisions. Text: Michael R Solomon, CONSUMER BEHAVIOR. Assessments: attendance (20%), assignments (20%), midterm exam (30%), group project (30%). 
Language of Instruction: Chinese
 
Partner Title: XIAOFEIZE XINGWEI 
Partner University Department: Guanghua School Of Management 
Partner University Course Number: 02837120