| Dozent/in |
Prof. Suresh Ramanathan, PhD |
| Veranstaltungsart |
Vorlesung |
| Code |
FS211234 |
| Semester |
Frühjahrssemester 2021 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Bachelor
Master |
| Termin/e |
Di, 23.02.2021, 18:15 - 20:00 Uhr, ZOOM
Di, 02.03.2021, 18:15 - 20:00 Uhr, ZOOM
Di, 09.03.2021, 18:15 - 20:00 Uhr, ZOOM
Di, 16.03.2021, 18:15 - 20:00 Uhr, ZOOM
Di, 23.03.2021, 18:15 - 20:00 Uhr, ZOOM
Di, 30.03.2021, 18:15 - 20:00 Uhr, ZOOM
Di, 13.04.2021, 18:15 - 20:00 Uhr, ZOOM
Di, 20.04.2021, 18:15 - 20:00 Uhr, ZOOM
Di, 27.04.2021, 18:15 - 20:00 Uhr, ZOOM
Di, 04.05.2021, 18:15 - 20:00 Uhr, ZOOM
Di, 11.05.2021, 18:15 - 20:00 Uhr, ZOOM |
| Umfang |
2 Semesterwochenstunden |
| Turnus |
weekly
via Zoom |
| Inhalt |
1
Wednesday
18.09
Introduction to Consumer Behavior
Required Readings
1. Brian Wansink, “New Techniques to Generate Customer Insights,”
- http://foodpsychology.cornell.edu/sites/default/files/unmanaged_files/marketing-insights-mr-2000.pdf 2
Wednesday
25.09
Exposure and Attention
Required Reading:
1. Ian Zimmerman (2014), “Subliminal Ads, Unconscious Influence, and Consumption
- https://www.psychologytoday.com/blog/sold/201406/subliminal-ads-unconscious-influence-and-consumption 3
Fri
4.10
(A) Perception
(B) Case Discussion: Inside Intel Inside, Harvard case packet
Required Reading:
Brian Wansink and Koert van Ittersum (2003), “Bottoms Up! The Influence of Elongation on Pouring and Consumption Volume,” Journal of Consumer Research, 30 (December), 455-463
- http://foodpsychology.cornell.edu/sites/default/files/unmanaged_files/pouring-jcr-2003.pdf
Wen T. (2014), “Food Color Trumps Flavor” The Atlantic, September 30,
2014, https://www.theatlantic.com/health/archive/2014/09/food-
color-trumps-flavor/380743/
(C) Learning and Memory
(D) Case Discussion: Branding in an Emerging Market, Harvard case packet
Yi Zhu and Anthony Dukes (2017), “When It’s Smart to Copy Your Competitor’s Brand Promise,” https://hbr.org/2017/03/when-its-smart-to-copy-your-competitors-brand-promise
Lehrer, Jonah (2011), “Ads Implant False Memories.”
Lehrer - False Memories 4
Wednesday
9.10
(A) Motivation and Emotions
(B) Case Discussion: Boston Beer, Harvard case packet
Required Readings:
Gerald Zaltman and Robin Higie Coulter (1995), “Seeing the Voice of the Customer”
Seeing the Voice of the Customer
Van Ossalaer et al. (2005), “Choices Based on Goals,”
http://bear.warrington.ufl.edu/cohen/choice_based_on_goals.pdf
Dimensions of Brand Equity for Nestle Crunch Bar: Harvard course packet 5
Friday
11.10
(A) Attitudes and Persuasion
(B) Case Discussion: Making Stickk stick, Harvard case packet
Required Readings:
1. Cialdini, R. “Harnessing the Science of Persuasion,” Harvard course packet
2. Gerald Zaltman, Kathryn Braun, Nancy Puccinelli, and Fred Mast (2002), “Implicit Predictors of Consumer Behavior,” Harvard course packet
(C) Decision Making
Required Readings:
1. Consumer Behavior and the Buying Process, Harvard course packet
2. Get Closer to Your Customers by Understanding How They Make Choices, Harvard course packet
(D) Decision making II: Social influence and Digital Consumer Journey
Required Reading:
1. Gladwell, Malcolm (2002). “The Law of the Few: Connectors, Mavens, and Salesmen,” Chapter 2 in The Tipping Point: How Little Things Can Make a Big Difference. Turtleback Books, available through course
2. David Edelman, “Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places,” Harvard course packet |
| Voraussetzungen |
Marketing course |
| Sprache |
Englisch |
| Anmeldung |
To attend the course / exercise, registration via e-learning platform OLAT is required. Registration is possible from 8 February to 5 March 2021. The students themselves are responsible for checking the creditability of the course to their course of study. Direct link to OLAT course:
https://lms.uzh.ch/url/repositoryentry/16940630330 |
| Abschlussform / Credits |
Case write-up / 3 Credits
|
| Hinweise |
***IMPORTANT*** In order to acquire credits, resp. to take the examination, registration via the Uni Portal within the examination registration period is ESSENTIALLY REQUIRED. Further information on registration: www.unilu.ch/wf/pruefungen |
| Hörer-/innen |
Ja |
| Kontakt |
suresh.ramanathan@doz.unilu.ch |