347syl_fall07 - HA347 CONSUMER BEHAVIOR TTh 2:55 4:10PM...

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HA347: CONSUMER BEHAVIOR TTh 2:55 – 4:10PM Fall 2007 PROFESSOR : Dr. Michael Lynn OFFICE : 552 Statler Hall PHONE : 255-8271 (O) E-MAIL : < [email protected] > WEBPAGE : http://www.people.cornell.edu/pages/wml3 REQUIRED READER : HADM347 Course Packet CONSUMER BEHAVIOR Michael Lynn OFFICE HOURS : By appointment – just see me after class, call me on the phone, or leave me an e-mail message to set up the appointment. COURSE OBJECTIVES : The goal in this course is to help you become better at understanding, predicting and influencing consumer behavior. We will cover such topics as: motivation , perception , learning, decision making, attitudes, non-verbal communication, persuasion, compliance, geo-demographics, and psychographics. The practical implications of psychological principles will be emphasized. Class time will be used for discussions and application exercises as well as for the presentation of relevant information. Specific applications will involve such areas as Guest Frequency Programs Menu Design Promotional Strategy Personal Selling Sales and Marketing Planning By the end of the course, your understanding of these topics should help you to: (1) define marketing and other consumer-related problems more clearly, (2) generate more and better alternatives for solving such problems, and (3) evaluate alternative solutions to such problems more thoroughly and rigorously. Together, these skills will enable you to make more effective marketing decisions and help you to get the customers that every business needs to survive.
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COURSE DESIGN : I want you to be able to apply the material from this course in your careers. To do that, you must first learn (i.e., store in long-term memory) the material. Therefore, I have designed the course to encourage both the acquisition and application of the material. Homework assignments will get you actively engaged with the material. Exams will consist of recall and applied questions. Class time will be devoted to discussing and applying the course material in addition to presenting it. However, the ratio of time spent on discussion and exercises as opposed to lectures depends on how well the class keeps up with the reading and how actively the class participates in the discussions and exercises attempted. You will need to complete the assigned readings before you come to class, so that you are prepared for discussions and exercises. Otherwise, I will simply lecture on the material. READINGS : In order to provide you with a basic background in consumer psychology, I have assembled a set of readings from popular books, magazines and academic journals or working papers. This reading material was selected for its content and form. It represents the clearest, most interesting presentation of the material that I have found.
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