Course Details
Country:
Japan
Institution:
Waseda University
Course Title:
International Consumer Behavior 1
Course Number:
CMMM401L
Course Description:
Consumer behavior is the study of a consumer's perception, learning, emotion, attitude, purchase intent, purchase behavior, post-purchase use, and post-use disposal regarding products and services. In order to explain these various processes, this course introduces theories from the disciplines of psychology, economics, marketing, and communication studies. It also discusses how firms strategically can respond to consumer behavior in order to build stronger customer relationships and perform more successfully. Specifically, it explains theories and current trends in the field of customer relationship management, whose primary goal is to achieve high levels of customer loyalty and whose importance has increased with the growing availability of customer data and of pathways to interact with individual customers. This course also discusses how consumer behavior differs across contexts (situations, industry, country) and how country aspects such as economic development and national culture influence consumer behavior. To help students understand, learn, and apply theoretical knowledge, this
Language:
English
Approved Equivalent:
MKTG 312
Attachment Files:
Syllabus Search － View Syllabus Information_3.pdf
