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Course Description
This course uses the "information processing and choice" approach to understand consumer behavior and marketing strategies in several marketing research. The main focus in this course is the role of cognitive and affective aspects in consumer decision making. Consumer culture, as one of the factors that can motivate consumers in making decisions, will be discussed in this lecture
Program Objectives (PO)
- Memahami konsep dasar dan metode riset pemasaran serta penerapannya dalam konteks bisnis yang berubah
- Mampu menggunakan perangkat lunak statistik dan teknologi informasi untuk analisis data riset pemasaran
- Mampu menganalisis hasil riset pemasaran untuk pengambilan keputusan yang tepat dalam pengelolaan bisnis.
- Mampu merancang dan melaksanakan riset pemasaran yang etis dan berorientasi pada solusi permasalahan.
- Mengembangkan kemampuan leadership dalam melakukan riset pemasaran secara mandiri dan kolaboratif.
Aktifitas Pembelajaran
-
Pertemuan 1 Menganalisis Models of buyer behavior -
Pertemuan 2 Menganalisis Models of cognition -
Pertemuan 3 Menganalisis Models of mental accounting -
Pertemuan 4 Menganalisis Models of Cunsumer Motivation -
Pertemuan 5 Menganalisis Models of Consumer Emotion -
Pertemuan 6 Menganalisis Models of affection -
Pertemuan 7 Menganalisis consumer culture -
Pertemuan 8 UJIAN TENGAH SEMESTER -
Pertemuan 9 Menganalisis model of Consumption & Meaning -
Pertemuan 10 Menganalisis model of Meaning and Transfer -
Pertemuan 11 Menganalisis model of CHOICE -
Pertemuan 12 Menganalisis model of consumer regret -
Pertemuan 13 PRESENTASI MAKALAH -
Pertemuan 14 PRESENTASI MAKALAH -
Pertemuan 15 PRESENTASI MAKALAH -
Pertemuan 16 UJIAN AKHIR SEMESTER
References
- Hague, Paul. 1988. A Practical Guide To Marketing Research. Grosvenor House Publishing.
- Hair, Joseph F Jr., Celsi, Mary W., Ortinau, David J., and Bush, Robert., 2013. Essentials of Marketing Research, McGraw-Hill
- Malhotra, Naresh K., 2007, Marketing Research: An Applied Orientation New Jersey: Prentice-Hall, Inc.
- Jagdish N. Sheth, 2011, Models of Buyer Behavior Conceptual,Quantitative, And Empirical, ,Harper&Row, Publishers
Lecturer
Difficult Things About Education.
$75$10
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