Cultural Market and Consumer Research

LIN Yung-Neng
Course Objectives
Cultural Market and Consumer Research aims to provide students with a fundamental understanding of how consumers decide and behave in the cultural marketplace. The course is to enable students to critically reflect on the current theoretical discourse related to consumer behavior.
Course Outline

1.Definition of consumer behavior  
2. Brand and product awareness
3. Interpretation Processes
4. Branding and Identity
5.. Attitude and Satisfaction
6. Customer Loyalty
7. Managing Price Perceptions
8. Cultural Market
9. Market Analysis

Implementation method

Panel discussion
Case study

Grading Policy
Assistance (20%)
Oral presentations (40%)
Final essay (40%)

Assael, H. (2004). Consumer behavior: A strategic approach. Boston: Houghton Mifflin.
Kotler, N. G., & Kotler, P. (1998). Museum strategy and marketing: Designing missions, building audiences, generating revenue and resources. San Francisco: Jossey-Bass.
Additional readings will be posted on the course web site.