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JMCO268

This document provides information about an undergraduate course titled "Understanding Consumers" taught in fall 2022 at Korea University. The course will be held on Tuesdays and Thursdays from 2:00-3:15 PM in Media Hall room 602. It will be taught by Professor Sejung Marina Choi and teaching assistant Seokin Youn. The course objectives are to help students understand consumer behavior theories and their application to marketing communications. Students will be evaluated based on two exams, a group project, and in-class exercises.

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Onetaa Martin Martin
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49 views

JMCO268

This document provides information about an undergraduate course titled "Understanding Consumers" taught in fall 2022 at Korea University. The course will be held on Tuesdays and Thursdays from 2:00-3:15 PM in Media Hall room 602. It will be taught by Professor Sejung Marina Choi and teaching assistant Seokin Youn. The course objectives are to help students understand consumer behavior theories and their application to marketing communications. Students will be evaluated based on two exams, a group project, and in-class exercises.

Uploaded by

Onetaa Martin Martin
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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JMCO268

UNDERSTANDING CONSUMERS
FALL 2022
TTH 2:00 – 3:15 PM
Media Hall 602

PROFESSOR: Sejung Marina Choi, Ph.D.


OFFICE: Media Hall Rm. 302
PHONE: 02-3290-2255
E-MAIL: [email protected]
OFFICE HOURS: TTH 3:30-5PM, by appointment

T.A.: Seokin Youn (Grace Youn)


OFFICE: Media Hall Rm. 302
PHONE: 010-5110-4448
E-MAIL: [email protected]
OFFICE HOURS: TBA

REQUIRED TEXT
Solomon, Michael R. (2020), Consumer Behavior: Buying, Having and Being (13th edition), New Jersey: Pearson-
Prentice Hall.

COURSE OBJECTIVES
This course is designed to help students understand the psychology of persuasion and consumer behavior
theories as they relate to marketing communications. This course will provide students with an overview of
the key psychological concepts and theories and how those apply to marketing communications. The
ultimate goal of this course is to provide students with a sound understanding of the dynamics of the
psychological mechanism underlying the processes of marketing communication planning, execution, and
effects.

COURSE FORMAT
This course will be offered online and offline unless notified otherwise (The course method will be
discussed and decided in class). Class presentations and the text are designed to motivate students to
engage in an active learning procedure. Offered in the formats of lecture, discussion, and in-class
assignment, the material presented in class will supplement and complement the text by providing focus
and additional insight on the major topics. Students are expected to come to class prepared to actively
participate in the class activities.

COURSE WEBSITE
Students are encouraged to keep up with their performance in the class, pick up lecture materials and other
useful information about course content, and check grades and announcements by visiting
BLACKBOARD (http://kulms.korea.ac.kr) regularly. Lecture slides in PDF will be posted to
BLACKBOARD after class. Be sure to receive emails from the professor and the TA by registering the
email address you regularly check in the system.

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COURSE REQUIREMENTS
Each student is required to take two exams as well as complete several assignments and an undetermined
number of in-class exercises. Detailed descriptions of each requirement are provided below.

Examinations
Two exams are scheduled during the University’s examination periods. See the Class Calendar for
the scheduled dates.

Exams will cover materials presented in class and from assigned readings. In general, they will
consist of T/F, multiple choice, fill-in-the-blank, and short answer questions. A study guide and a
review session will be provided prior to each exam. After the exams are graded and the grades are
posted, students will be given ONE WEEK to look over the exam questions during the TA’s
office hours (if the hours don’t work for you, you can set another time to meet with her). Any
disagreements concerning the grading of each test must be resolved during this one-week period.

NO MAKE-UP EXAMS WILL BE GIVEN UNLESS THE PROFESSOR EXCUSES THE


ABSENCE IN ADVANCE. If you have an emergency, you must contact the professor
immediately. If you are absent and have a valid excuse (i.e., serious illness or family emergency),
you must bring the appropriate documentation on your first day back.

Group Project
Students will work in teams to complete a marketing communication project throughout the term.
This group work is designed to encourage students to critically think about the issues covered in
class and apply the knowledge to a real case. Details on each assignment will be handed out later in
class.

Class Participation
Class attendance is the student’s responsibility. While attendance is not mandatory, in addition to
the pop quizzes, there will be an undetermined number of in-class exercises throughout the term.
These assignments are designed to help students keep up with the pace of the class and to improve
their understanding of the course material. These assignments will be distributed and completed
during the class time (“in class”) and therefore THEY CANNOT BE MADE UP UNLESS THE
PROFESSOR EXCUSES THE ABSENCE IN ADVANCE. If you are absent and have a valid
excuse (i.e., serious illness or family emergency), you must bring the appropriate documentation on
your first day back.

STUDENTS ARE EXPECTED TO ARRIVE AT CLASS ON TIME AND TO STAY FOR


THE ENTIRE CLASS PERIOD (OR UNTIL DISMISSED). Random arrivals and exits are
unprofessional and distracting. Students are also responsible for any information missed during an
absence. Handouts or lecture notes from previous days are not available from the professor.
Attitude will also be considered in determining final class participation grades.

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COURSE EVALUATION

Exam #1 100
Exam #2 100
Group Project 170
Class Participation (In-class Exercises) 30
TOTAL 400 points

POLICY ON SCHOLASTIC DISHONESTY


The University defines academic dishonesty as cheating, plagiarism, unauthorized collaboration, falsifying
academic records, and any act designed to avoid participating honestly in the learning process. Scholastic
dishonesty also includes, but is not limited to, providing false or misleading information to receive a
postponement or an extension on a test, quiz, or other assignment, and submission of essentially the same
written assignment for two courses without the prior permission of the instructor. By accepting this
syllabus, you have agreed to these guidelines and must adhere to them. Scholastic dishonesty damages both
the student's learning experience and readiness for the future demands of a work-career. Students who
violate University rules on scholastic dishonesty are subject to disciplinary penalties, including the
possibility of failure in the course and/or dismissal from the University.

3
COURSE CALENDAR

WK1 September 1 Introduction to course


September 6 Overview of consumer behavior Ch. 1
Perception Ch. 3
WK2 September 8 Perception (cont’d) Ch. 3
September 13 Perception (cont’d) / PROJECT TEAM COMPOSION Ch. 3
WK3 September 15 Shopping experience Ch.10
September 16 PROJECT ORIENTATION
September 20 Shopping experience (cont’d) Ch.10
WK4 September 22 Shopping experience (cont’d) Ch.10
September 27 Behavioral learning Ch. 4
WK5 September 29 NO CLASS (Group Project Day)
October 4 Behavioral learning (cont’d) Ch. 4
WK6 October 6 Cognitive learning Ch. 4
Memory Ch. 4
October 11 Self Ch. 6
WK7 October 13 Self (cont’d) Ch. 6
October 18 Exam Review
WK8 October 20 EXAM #1 (MIDTERM EXAM PERIOD)
October 25 Personality Ch.7
WK9 October 27 NO CLASS (Group Project Day)
October 31 PROJECT MID-POINT REPORT
November 1 Personality (cont’d)
WK10 November 3 Lifestyles and values Ch. 7
November 8 Attitude Ch. 8
WK11 November 10 Attitude (cont’d)
November 15 Sources and messages Ch. 8
WK12 November 17 Decision-making process Ch. 9
November 22 Decision-making process (cont’d)
WK13 November 24 Reference groups, Opinion leadership Ch. 11
November 29 Word-of-Mouth, social media Ch. 11
WK14 December 1 PROJECT PRESENTATIONS
PROJECT FINAL REPORT
December 2 FINAL PRESENTATIONS
December 6 Exam Review
WK15 December 8 EXAM #2 (FINAL EXAM PERIOD)

The course calendar above is tentative. If changes in the schedule are necessary, students will be held
responsible for such changes as they will be announced in class and on Blackboard.

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