科目ナンバー

GM-OM2-CE12

履修条件・関連科目等

特になし

授業で使用する言語

英語

授業で使用する言語（その他の言語）

授業の概要

This course aims to help students learn the behaviour of consumers in a wide range of situations and relevant consumer theories fundamental to developing effective marketing strategies. Each class will take the form of a lecture but also have relevant group activities after theoretical learning. Students can develop their understanding of consumer behaviour theories through lectures but also foster their communication and collaboration skills, which are essential in real-world business settings.

科目目的

This unit aims to offer students how to analyse issues of consumer behaviour in the current business environments through the lens of consumer behaviour theories. Currently, the market environment surrounding us is evolving faster than ever before and becoming more complex day to day with rapid technological innovation and globalization. How do consumers respond to the fast-changing business markets and change their attitudes and behaviour? Such an enquiry is becoming more crucial for marketing practitioners in planning and implementing effective marketing programs. This unit is designed to help students answer such an enquiry. Specifically, they will learn key consumer behaviour theories and how to analyse consumer behaviour issues with case examples of the modern business world.

到達目標

On successful completion of this course, students will be able to:
1. Explain real-world consumer phenomena with relevant consumer behaviour theories.
2. Apply theoretical knowledge to specific real-world consumer behaviour issues and recommend marketing tactics that address the problems relevant to consumer behaviour.

授業計画と内容

Week 1 Introduction of this course (Textbook - Chapter 1)
Week 2 Consumer and social-wellbeing (Textbook - Chapter 2)
Week 3 Individual decision making (Textbook - Chapter 9)
Week 4 Buying, using and disposing (Textbook - Chapter 10)
Week 5 Motivation and values (Textbook - Chapter 5)
Week 6 Attitudes and attitude change (Textbook - Chapter 8)
Week 7 Perception (Textbook - Chapter 3)
Week 8 Learning (Textbook - Chapter 4)
Week 9 Personality (Textbook - Chapter 7)
Week 10 The self: mind, gender and body (Textbook - Chapter 6)
Week 11 Groups and social influences (Textbook - Chapters 11, 13)
Week 12 Ethnicity, religion and age (Textbook - Chapter 13)
Week 13 Preparation of final assignment (e.g., course recap, Q & A for the final assignment)
Week 14 Closing the course
* The course contents are subject to change.

授業時間外の学修の内容

指定したテキストやレジュメを事前に読み込むこと／授業終了後の課題提出

授業時間外の学修の内容（その他の内容等）

・Students are expected to read the assigned chapter of the textbook prior to coming to each class, which would require them to spend at least four hours.
・Each week, a class covers key consumer theories or frameworks in a different consumer behaviour area (e.g., decision-making, perception, learning). It is recommended that students think about how such theories can be applied to products or services in the real world. Such an effort will help them work on assignments.

授業時間外の学修に必要な時間数／週

成績評価の方法・基準

成績評価の方法・基準（備考）

・The assignment items above could be changed depending on the class size or other reasons. In such instances, additional details will be announced by the instructor.
・Attendance will be taken in each class. Course credit will not be offered to those students with over five absences from this course.

課題や試験のフィードバック方法

授業時間内で講評・解説の時間を設ける

課題や試験のフィードバック方法（その他の内容等）

アクティブ・ラーニングの実施内容

ディスカッション、ディベート／グループワーク／プレゼンテーション

アクティブ・ラーニングの実施内容（その他の内容等）

・Each class consists of a lecture and subsequent individual/group activities relevant to the class content, which help students facilitate their communication and collaboration skills.

授業におけるICTの活用方法

その他

授業におけるICTの活用方法（その他の内容等）

・Students can bring their laptop or tablet to a class for relevant class activities. However, those students who engage in activities irrelevant to the course objective by using such technology (e.g., browsing social media, watching videos) can be derated.
・Please note that the University strictly prohibits the use of Social Networking Services (SNS) during lectures. Additionally, distribution of course material outside the class is prohibited due to copyright protection, license agreement terms and conditions, and other restrictions.

実務経験のある教員による授業

はい

【実務経験有の場合】実務経験の内容

The lecturer possesses five years of real-world business experience as a system consultant/engineer at a large Japanese conglomerate. He has expertise consulting diverse system users across various business departments to understand their underlying needs, engaged in multiple system-introducing projects, collaborating with programmers, and holds experience delivering presentations to the business audience, including manager levels.

【実務経験有の場合】実務経験に関連する授業内容

With this business background and experience, the lecturer instructs students on issues of consumer behaviour with real-world examples but also helps students develop essential business skills (e.g., teamwork or presentation skills) through group activities.

テキスト・参考文献等

【テキスト】
・Solomon, M. R. (2019). Consumer Behavior: Buying, Having, and Being, Global Edition (13th ed.). Pearson.
ISBN 10: 1292318104
ISBN 13: 9781292318103
※ Editionに注意！Global Edition (13th Edition)
※ 上記のテキストは、学期のはじめに、大学生協（coop)で購入できるように準備をします。大学生協（coop)では冊子か、より安価な電子書籍(ISBN 13: 9781292318233)の教科書の購入が可能です。電子書籍を購入される際は「有効期限」に注意してください。
（電子書籍に抵抗のない方は電子書籍でも問題はないと思います。ただ電子書籍に少し抵抗がある方、教科書を開きながらパソコンで授業準備や課題に取り組みたい方、もしくは、将来この分野の専門家・研究者になりたい方々には冊子をお勧めします。）

【参考書】
・マイケル・R・ソロモン (2015). ソロモン 消費者行動論. ‎丸善出版
ISBN 10: 4621088777
ISBN 13: 9784621088777
※ 上記【テキスト】の和訳本になります。10th Editionの訳本のため【テキスト】の全ての内容へ互換性があるわけではありませんが、特に英語力に自信のない学生が授業内容が英語だけでは理解しがたい、もしくはキーワードの日本語訳を知りたい 等の場合に参考になるかもしれません。中央図書館に１冊あるようです。あくまで参考書のため購入の必要はありません。

その他特記事項

・In emergent circumstances (e.g., an epidemic of an infectious disease), the exam could be changed to another assignment (e.g., a report). In such a case, the instructor will provide the details to students soon after.

参考URL

Assignments in this course adhere to the American Psychological Association (APA) writing style and format for academic documents.

The following websites can be useful:

https://apastyle.apa.org/

https://www.easybib.com/guides/citation-guides/apa-format/apa-citation/