cheader

シラバス詳細照会

シラバス詳細照会

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授業情報

開講年度 2017年度 開講箇所 大学院経営管理研究科
科目名
Consumer Behavior

担当教員 コールバッハ フローリアン ドミニク オリヴァー
学期曜日時限 秋クォーター  土5-6
科目区分 日英科目 配当年次 1年以上 単位数 2
使用教室 11-904(指導室) キャンパス 早稲田
科目キー 5700101074 科目クラスコード 01
授業で使用する言語 英語
  コース・コード  
大分野名称  
中分野名称  
小分野名称  
レベル   授業形態  

シラバス情報

最終更新日時:2017/09/25 19:19:03

授業概要

This courseintroduces and analyses consumer behavior. It examines major concepts andproblems of consumer behavior and its application in marketing. The goal is toprovide students with a comprehensive overview and explanation of importantfeatures, processes and issues in consumer behavior and its application inpractice.

The coursewill be taught in an interactive manner using lectures, presentations by guestspeakers, individual and group exercises and case study materials. Groupexercises will be conducted in class and each student is expected to presentresults from group work several times during the semester.

授業の到達目標 Students will develop and improve the following:
1) An understanding of:
a) Consumer behavior and its key features and processes
b) Consumer research to study consumer behavior
c) The application of theory to practical business problems

2) Skills in:
a) Group work and in-class presentations
b) Reflection and discussion
c) Developing and designing consumer research projects

事前・事後学習の内容 Students are expected to read the assigned chapters and other readings (articles, case studies etc.) before class and be prepared to answer and discuss questions related to the readings. Students are expected to prepare reflection papers and other assignments after class.
授業計画

Dates

Topic

Term projects, exams, etc.
Additional readings

Textbook Reading/ Case studies

1.
Sept 30

Introduction to class

Buying, Having, and Being: An Introduction to Consumer Behavior

Consumer and Social Well-Being

Kohlbacher, Florian and Uwe Holtschneider (2008), “Tokyo Queues for You: Why you have to wait two hours for a doughnut in Japan”, J@pan Inc, July 2008, 24-26.

Ch. 1-2

 

2.
Oct 7

Perception

Learning and Memory

Motivation and Affect

The Self: Mind, Gender, and Body

Personality, Lifestyles, and Values

Presentation of proposals for term project

Ch. 3-7

3.
Oct 14

Attitudes and Persuasive Communications

Decision Making

Buying, Using, and Disposing

-

Ch. 8-10

PEPPERFRY.COM case study

4.
Oct 21

Groups and Social Media

Income and Social Class

Subcultures

Culture

-

Ch. 11-14

PEPPERFRY.COM case study

5.
Oct 28

Mid-term presentations

Term project mid-term presentations and feedback session

-

6.
Nov 11

Special topic I:

Consumer behaviour in later life

-          Moschis, G. P. (2012). Consumer behavior in later life: Current knowledge, issues, and new directions for research. Psychology & Marketing, 29(2), 57-75.

-          Sudbury-Riley, Lynn, Florian Kohlbacher, and Agnes Hofmeister (2015), “Baby Boomers of Different Nations: Identifying Horizontal International Segments Based on Self-Perceived Age”, International Marketing Review. 32(3/4). 245-278.

-          Kohlbacher, Florian and Emmanuel J. Chéron (2012), “Understanding “Silver” Consumers through Cognitive Age, Health Condition, Financial Status and Personal Values: Empirical Evidence from the World’s Most Mature Market Japan”, Journal of Consumer Behaviour. 11(3). 179-188.

-          Chen, Ke and Alan H.S. Chan (2014). “Predictors of gerontechnology acceptance by older Hong Kong Chinese”. Technovation. 34(2), 126-135.

Kimberly-Clark case study

7.
Nov 18

Special topic II:

Ethical consumption

-          Sudbury, L., Kohlbacher, F., & Hofmeister Toth, A. (2012). A cross-cultural analysis of pro-environmental consumer

behaviour among seniors. Journal of Marketing Management, 28(3-4), 290-312.

-          Sudbury-Riley, Lynn and Florian Kohlbacher (2016), “Ethically minded consumer behavior: Scale review, development, and validation”, Journal of Business Research. 69(8), 2697-2710.

-          Kohlbacher, Florian (2013). “Ethical Consumption in Japan: A New Consumer Trend?”, In: Ethics in Science and Society: German and Japanese Views. Rövekamp, Frank and Friederike Bosse (Eds.). Munich: Iudicium. 117-144.

-          Eckhardt, Giana M., Russell Belk, and Timothy M. Devinney (2010), “Why don’t consumer consume ethically?”. Journal of Consumer Behaviour. 9(6), 426-436.

Kimberly-Clark case study

8.
Nov 25

Term project final presentations

Term project final presentations and evaluation

-

教科書 Textbooks
Consumer Behavior: Buying, Having, and Being, 12E, Michael R. Solomon, ISBN 9781292153100, Pearson.
参考文献 References
In addition to the required and recommended readings given above, students are expected to identify appropriate further resources for their assignments. The following recommendations are a good place to start:

Essentials of Marketing Research, 1E Naresh K. Malhotra, ISBN 9781292060163, Pearson.

Qualitative Consumer and Marketing Research, Russell Belk, Eileen Fischer, Robert V Kozinets, ISBN 9780857027672, Sage.
Articles in academic journals such as:
California Management Review, Harvard Business Review, Sloan Management Review, Journal of International Business Studies, International Business Review, Asia Pacific Journal of Marketing and Logistics, International Marketing Review, International Journal of Research in Marketing, International Journal of Consumer Studies, Journal of Marketing, Journal of International Marketing, Journal of Service Research, Journal of Services Marketing, Journal of Consumer Research, Journal of Consumer Behaviour, Journal of Consumer Culture, Journal of Consumer Marketing, Journal of International Consumer Marketing, Journal of Consumer Psychology, Consumption, Markets & Culture, Psychology & Marketing, Journal of Marketing Management, Journal of Business Research, etc.

References on business research and preparing term papers:
- Alan Bryman, Emma Bell, “Business Research Methods”, Oxford Univ Pr, 4th ed., 2015
- Naresh Malhotra, “Marketing Research: An Applied Orientation, 6th ed. Pearson, 2010
- Judith Bell, “Doing Your Research Project: A Guide For First-Time Researchers In Education, Health and Social Science”. Open Univ Pr; 6th ed. 2014
- Wayne C. Booth, Gregory G. Colomb, Joseph M. Williams, “The Craft of Research”, Univ of Chicago Pr; 3rd ed., 2008
- Kate L. Turabian, “A Manual for Writers of Research Papers, Theses, and Dissertations: Chicago Style for Students and Researchers”, Univ of Chicago Pr. 8th ed. 2013
- Richard Pears, Graham Shields, “Cite Them Right “, Palgrave, 10th ed., 2016;
online resources: http://www.citethemrightonline.com/
- Adrian Wallwork, “English for Writing Research Papers”, Springer, 2nd ed., 2016
- Adrian Wallwork, “English for Presentations at International Conferences”, Springer, 2nd ed., 2016
成績評価方法 Class Participation and Group work 10%
Article presentation 10%
Reflection papers 15%
Term Project Presentation (content and style) 30%
Term project paper 35%

Attendance and Class Participation
Although attendance will not be directly taken into account for grading purposes, poor attendance will naturally be reflected in a low Class Participation grade (you can’t participate if you’re not present!). Related to class participation, group exercises will be conducted in class and each student is expected to present results from group work several times in the semester.

Reflection Papers
Students have to prepare and submit a written 1-page reflection paper on the class and its contents every week. Detailed instructions will be given at the end of each class.
Papers must be submitted in hard copy in class at the beginning of each class every week. Failure to submit by the deadline in hard copy in class will constitute “not submitted” (submissions by e-mail will not be accepted).
There will be a total of 6 reflection papers over the course of the semester. The first one will be due on October 7.

Article Presentations
Each student is expected to give a brief presentation on one noteworthy article that he/she has read in the business media, especially as it relates to the topics covered in class (he/she should make the article URL available one week before the presentation). The article should be recent and on a current issue in consumer behavior to be selected from a business magazine such as The Economist, Business Week or The Nikkei Asian Review. The article should be analyzed using key concepts from class/textbook/readings. The article merely serves as the basis for analysis and discussion. It is not sufficient to just summarize the article and repeat the points made by the journalist. Where needed/applicable, additional references may (have to) be used.

Length and structure of the presentation: 3 slides, 5 minutes
- Slide 1: title and synopsis/ abstract of the article
- Slide 2: 3 – 5 key points of the article
- Slide 3: brief discussion of the key points
Marking is based on 3 equally weighted components: a) clarity of presentation and logic of argument, b) degree of completeness (whether all key points have been sufficiently covered), c) degree of application of key concepts and technical terms taught in class and through the textbook.
NB: Students receive detailed coaching and feedback in class.

Term Projects
Teams will be formed and prepare a term project outside class. The term project will be about a particular consumer group and/or a particular type of consumer behavior (e.g. consumption of fair trade products; adoption of smartphones among older consumers; new fathers in Japan and their consumer behaviour etc.). Each group will deal with a different consumer group/ behaviour and will analyse it using qualitative and/or quantitative research methods and summarize the findings in a report. The teams will have to present their project proposals on October 7 and revise them in accordance with the instructor’s feedback. The teams will have to give a mid-term presentation on the status quo of the project on October 28 and present their final results on November 25 (last day of class). Detailed instructions will be given in class.

Term project proposals
Brief proposal for the term project will have to be presented by the teams on October 7. The proposals (1 page in length) will also have to be submitted in hardcopy on that day. The proposals will then have to be revised in accordance with the instructor’s feedback and resubmitted by October 14.

Term project mid-term presentations
Mid-term presentations of the term projects will be held on October 28. This exercise is meant to be a feedback session (in preparation of the final presentations at the end of the term). Students are required to prepare a team presentation and each team member must be present and present his/her part and submit slides.

Term project final presentations
Final presentations of the term projects will be held on November 25 (last day of class). Students are required to prepare a team presentation and each team member must be present and present his/her part and submit slides.

Only the final presentations will be marked. However, students are required to participate in the feedback/coaching sessions (proposal presentations and mid-term presentations). Failure to participate in any of these sessions will result in a penalty of 5 marks for each session missed.

Marking is based on 3 equally weighted components: a) clarity of presentation and logic of argument, b) degree of completeness (whether all key points have been sufficiently covered), c) degree of application of key concepts and technical terms taught in class and through the textbook. The key criterion is whether students can cover these essential points of the report in a clear and concise manner within a strict (but realistic) time limit.

NB: Students receive extensive and detailed coaching and feedback in class (especially through the proposal presentation and mid-term presentation feedback sessions).



Term project paper
Teams are required to prepare and submit a report on their term project. This report is the full-fledged version of the final presentation in written form. While the challenge for the oral presentations is to cover the essential points of the project in a clear and concise manner within a strict time limit, the individual report requires the students to provide detailed evidence and justifications for their choices and decisions.
The length of the paper is 35-45 pages excluding cover page, graphs, figures, appendices and reference list. Each member must contribute 6-8 pages (the contribution of each member must be clear/obvious) on his/her part of the marketing plan. The term paper is due on December 9, 23.59 Japan time.

Marking is based on 3 equally weighted components: a) clarity of writing and logic of argument, b) degree of completeness (whether all instructions/ questions have been followed/ answered or not), c) degree of application of key concepts and technical terms taught in class and through the textbook.

NB: Students receive detailed coaching and feedback in class.

Term project peer evaluation
Each student will be required to submit an individual confidential peer-evaluation of the contribution of team members to the team project. Deadline: December 9, 23.59 Japan time.
Students failing to turn in their peer-evaluation will lose all the points attributed to the team project.

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