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Syllabus - Consumer Behavior and Marketing Strategies

Syllabus - Consumer Behavior and Marketing Strategies

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Published by Brian Reich
Syllabus for Consumer Behavior and Marketing Strategies, a course I will teach at the Columbia University School of Continuing Education during the Spring Semester 2011
Syllabus for Consumer Behavior and Marketing Strategies, a course I will teach at the Columbia University School of Continuing Education during the Spring Semester 2011

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Published by: Brian Reich on Jan 06, 2011
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10/29/2011

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1
MSPrograminStrategicCommunicationsCONSUMERBEHAVIOR&MARKETINGSTRATEGYSpring,2011
TIME:Monday,8:10pm10:00pmPLACE:LewisohnHall602INSTRUCTOR:BrianReichCONTACT:Phone:6174179436Email:bar77@columbia.edu
COURSEOVERVIEW
Technologyandtheinternet,andtheirroleinourlives,havechangedourbehavior‐‐howwecommunicate,getandshareinformation,themediaweconsume,whatweteachandhowwelearn,andthereasonsweengagewitheachother.Asaresultofthesemassive,disruptivechangestooursociety,thewaysthatwecreate,distribute,promote,watch,review,shareanddiscusseverythingshouldbere‐envisioned.Andinthecontextofmarketing,howindividualsengagebrandshaschanged,andhowbrandsandorganizationsoperate,organize,andcommunicatemustbere‐imagined.Thisisnotjustaboutnewtechnology;newbehaviors,newwaysofthinking,andnewapproachesareneeded.
ConsumerBehaviorandMarketingStrategies
willhelpyouunderstandthesechangesandadaptyourwork–nottomentionyourthinking‐tomeetthechallengesofdoingbusinessinaconnectedsociety.Thecourseoffersvaluableframeworkandusefultoolsthatcanbeusedtoreadtheconsumermindandpredictemergingconsumertrends.
 
 
2
STRUCTUREANDFOCUS
Ineachsession,studentswillexplorethetheoreticalframeworksthatinformhowconsumersfunctionintoday’ssociety‐‐we’lllookatresearch,analysisandtrendsandthenconsiderwhatopportunitiesandchallengestheexistingevidencecreatesformarketersfacingpresentandfuturechallenges.Thetheoreticalframeworkswillthenbetestedandanalyzedinrelationtoreal‐worldmarketingandcommunicationschallenges,throughdiscussion,casesandthetermproject.Thiscoursefocusesonthefollowingthreeaspects:(1)Cognitive,affective,andsocio‐culturalfactorsthatexplainwhyconsumersbehavethewaytheybehaveinthemarketplace;(2)Informationconsumptionanddecision‐makingprocessesthatmustbeunderstoodforeffectivebrandandconsumerbehavior‐management;(3)Organizationalstructureandtheimplicationsoftransparencyandchangesinmediaonhowconsumersengagecompaniesandcompaniesmanagebrandandpublicrelationsactivities.Studentswillleavethiscoursewithabetterunderstandingofconsumers'decision‐makingprocessesandtheimportanceofconsumeranalysistobranddevelopment.Inaddition,studentswillgainpracticalexperienceinhowtodevelop,test,refineandmeasurethereachandimpactofabrand/organizationalcommunicationstrategy.Bytheendofthecourse,studentswillbeexpectedtousetheirunderstandingofhowconsumersbehave,andtheimpactthattechnologyandtheinternethaveontherelationshipbetweenmarketersandtheirtargetaudience,todevelopsolutions/plansthatcanbeappliedtorealcommunicationsandmarketingchallenges.
 
 
3
TEACHINGANDLEARNINGPHILOSOPHY
Thisclassisdesignedtoteachstudentshowtoaddresscomplexcommunicationsandmarketingchallengesinahighlyconnectedsociety.Wewillbeseekingtodefine,andinsomecasesre‐define,howorganizationsandindividualsshouldpursuetheirmarketingandcommunicationsgoalsandtheimpactthattechnology,theinternet,andmediahaveonthatwork.Wewillbeaddressingchallengesthat,inmanycases,don’thaveclearlyoutlinedsolutions–despitetheexistenceofstandardsformeasuring‘success.’Tobesuccessful,youmustbewillingtothink,collaborate,explore,anddiscussideas,behaviors,andpractices–withtheinstructorandtheirclassmates.Youmustbeinterestedinthinkingcreativelyandworkingtosolveinterestingproblems.Theinstructorwillprovidefactsandcasestudies,presentideasandconcepts,andoutlinereadingsandotherassignments.Theinstructorwillalsofacilitateandsupportanactivediscussionintheclassroomandonline,tosupportthelearningprocessthroughouttheterm.Studentsareexpectedtoparticipatefullyaswell(seebelow).Youhavetobringyourboldideas,smartanalyticalskills,creativeconceptsandwillingnesstoengage.
Communicationwithinstructor:
Studentsareencouragedtocommunicateregularlyandactivelywiththeinstructor.Emailisthebest,firstoption.Studentsareinvitedtoaskquestionsregardingclassdiscussions,assignments,ormaterials.Studentsarealsowelcometoshareideasormaterials,posequestionsrelatedtothebroadissuesaddressedintheclass,orjustengageinconversation.
NOTE:Informationthathasrelevancetoworkbeingconductedbyotherstudentsorthatmightcontributetothesuccessoftheoverallclassdiscussion,willbeshared.Ifastudentwouldlikeaconversation,question,orinformationtoremainprivate,pleaseindicatetotheinstructor.

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