Consumer Behavior

Consumer Behavior

Major Courses

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School of Economics and Management／School of Social Information Science

2Year

KC9992MCA1

2.00Credits

講義 (Lecture)

Spring semester 2026

(Spring semester)

Nghiem Phu Binh

School of Economics and Management

English

11／12

Wednesday, 10:00-12:00, A-211

binhnghiem@em.u-hyogo.ac.jp

1◎／3〇／4〇

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N/a

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【Purpose】
This class aims to provide students with the most fundamental knowledge of customer behavior.


【Goals】
At the end of the class, students are expected to be able to:
- Understand customer attitudes, including their thoughts and feelings
- Understand the internal and external forces that can affect customer behavior
- Use this understanding to design customer experiences

Keywords:  Business, society, marketing 

【Content】
This class is case/project-based. After familiarizing themselves with the concepts, students will participate in the design, solution, and implementation of the cases or projects.

【Schedule】
1. Customers and their behavior
2. Project 1 - Customers’ cognition and affect (1)
3. Project 1 (2)
4. Project 1 (3)
5. Project 2 - Internal forces affecting customer behavior (1)
6. Project 2 (2)
7. Project 2 (3)
8. Project 3 - External forces affecting customer behavior (1)
9. Project 3 (2)
10. Project 3 (3)
11. Summary, interview
12. Project 4 - Generation AI consumers’ experience design (1)
13. Project 4 (2)
14. Project 4 (3)
15. Final presentation, report

In-person

• In-person classes only
• Not subject to the cap on distance-education credits

Limited permission for use

When using generative AI, please pay attention to the contents described in “Guidelines on the Use of Generative AI in Education at the University of Hyogo (For Students).”

In this course, the use of generative AI is permitted only within the following scope; use beyond this scope is prohibited: summarizing lecture materials, drafting assignments/reports, translation, and proofreading documents.

Students must follow the instructor's instructions regarding the use of generative AI. If it is found that generative AI has been used beyond the scope approved by the instructor, credits may not be granted or may be revoked. It is important to verify factual accuracy and to check/add sources and references for any AI-generated content. Submitting AI-generated output directly as assignments or reports is strictly prohibited.

Suggestion and/or delivery when necessary

1. Ayantunji Gbadamosi (2024) Consumer Behaviour and Digital Transformation. Routledge.
2. Wayne D. Hoyer; Deborah J. MacInnis; Rik Pieters (2024) Consumer Behavior. Cengage.

【Preview】Follow daily news (15 hours)
【Review】Presentation, report, interview (15 hours)

This class is fully project-based.

Students who demonstrate understanding of the assigned tasks and successfully meet the requirements (punctuality and contributions to class activities) will receive grades based on their level of proficiency in achieving the course objectives and learning outcomes.

Grades will be assigned as follows: S (90 points or higher), A (80 points or higher), B (70 points or higher), and C (60 points or higher). Evaluation will be based on the assessment of individual task outcomes relative to classmates' outcomes. 

In class or via Universal Passport (text, audio, or video)

Active participation
Enter after 9:05 = No Attendance
Maximum missing classes = 5 (consult with the professor about make-up assignments if necessary)

Not applicable

The contents and order of the lectures may change considering the actual situations.