Course Code: N1I00481 Credits: 3.0
Total Hours: 48
Prerequisites: Marketing
Target Students: Undergraduate students majoring in Business Administration
Course Description:
Customer Behavior is a 3-credit course designed for undergraduate students in Business Administration. Rooted in interdisciplinary foundations, the course explores how theories from psychology and behavioral science are applied in modern marketing theory and practice. By examining internal factors (such as perception, learning and memory, motivation and values, attitude, personality, and self-concept) and external factors (such as culture and subculture), the course aims to reveal, describe, predict, and influence consumer behavior. Topics also include the consumer decision-making process and organizational buying behavior.
Learning Outcomes:
Upon completing this course, students will be able to:
Understand the fundamental theories of consumer behavior and their relevance in business administration;
Analyze general characteristics of consumer purchasing behavior and decision-making processes, recognizing the influence of individual differences;
Grasp the relationships among consumer motivation, needs, and values, along with relevant theories and concepts;
Master the psychological processes related to consumer information processing, attitude formation and development, learning, and memory—and understand how they affect purchasing decisions;
Familiarize themselves with global and Chinese consumption trends, including regional marketing strategies in the Chinese market;
Learn how to apply various methods and techniques to measure and influence consumer behavior, with attention to marketing ethics and consumer rights protection.
Teaching Methods:
This course adopts a teacher-led heuristic teaching method, supplemented by seminar-based learning. Tailored to the cognitive level of second-year undergraduates, it emphasizes the integration of theory and practice. Students are encouraged to deepen their understanding through case analysis and market research. Practical components include conducting consumer surveys, collecting both secondary and primary data, and submitting a group-based consumer behavior report—fostering teamwork, practical ability, and problem-solving skills.
Assessment Methods:
Final grades consist of 50% continuous assessment and 50% final exam.
