COURSE DETAIL
COURSE DETAIL
This course studies the consumer decision-making process and the resulting implications for marketing strategy, focusing on such psychological factors as consumer motivation, personality, self-concept, perception, learning, and attitude. It also studies social influences on buying behaviors such as family, group, and culture. Through marketing applications and case analyses, students learn to apply their understanding of consumer behavior by developing and evaluating marketing strategies and tactics to influence consumers. Text: Wayne Hoyer and Deborah MacInnis, CONSUMER BEHAVIOR. Assessment: class participation (15%), case study (15%), midterm quiz (15%), group project report (20%), group project presentation (10%), final exam (40%).
COURSE DETAIL
COURSE DETAIL
COURSE DETAIL
COURSE DETAIL
COURSE DETAIL
COURSE DETAIL
This course examines marketing strategies and emerging issues in platform business models and the sharing economy. It covers the special features, pricing, customer acquisition and management, trust building, ecosystem and governance of such business models. It also analyzes the business models of representative firms in several key sectors—lodging, ride-hailing, e-commerce, office sharing, and online travel—and the future trends of platform business models and the sharing economy. In addition to qualitative analysis, this course also discusses how data analytics are applied in these businesses and the special skills needed for such business models.
COURSE DETAIL
COURSE DETAIL
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