In today's era of surging digitalization, the rapid development of technology, especially the wide application of Artificial Intelligence (AI), is profoundly changing consumer preferences, purchasing behaviors, decision-making processes and interaction patterns. The field of consumer behavior is undergoing an unprecedented transformation. In order to respond to this trend, theSino-German Department of Branding offers a compulsory course "Consumer Behavior and Insight" for the 23rd grade students of Advertising (Sino-German 2+2) major, with Prof. Xu Xiaogou as the instructor.
Course Introduction
The Consumer Behavior and Insights course provides an in-depth analysis of consumer behavior in an AI environment by blending theoretical frameworks with practical applications, including key elements such as consumer preferences, marketing strategies, decision-making mechanisms, and purchasing patterns. Through this course.Students will learn to actively adapt to the dynamic changes in consumer behavior in the digital age, utilize AI tools to enhance their investigative and research skills, and lay a solid foundation for their future careers.
Mentor Introduction
Xu Xiaogou, PhD, Nanyang Technological University, Singapore, has been teaching in Beijing, Hong Kong, Singapore, Malaysia, Botswana and Ningbo since 1989. He teaches more than ten undergraduate and postgraduate courses, including Creative Economy and Management, Brand Sustainability: Circular Economy and Design, and Social Media and Creative Content. Since founding the International Mobile Research Institute (IMRI) in 2012, Prof. Xu has been committed to promoting mobile research and has made outstanding contributions to the development of global mobile research through the founding of the Institute, editing of book series, and the organization of summer schools, workshops and conferences. In addition, Prof. Xu is the Editor-in-Chief of the AWTT series of IGI Global Publishing, and has published 91 books and edited volumes on cutting-edge research, with a focus on the impact of artificial intelligence on mobile media, the Internet of Everything, and mobile communication.
Course Features
1 Theoretical plurality, layer by layer
Prof. Xu Xiaoge is known for his"Artificial Intelligence in Decoding Consumer Thinking and Reinventing Modern Behavior" as the Core, through 14 units of intensive instruction, systematically leads students to explore the mysteries of consumer behavior in depth. Starting from the basic concepts and theories of consumer behavior, the course gradually delves into the various dimensions of consumer perception, motivation, learning/memory, attitudes and beliefs, forming a layer-by-layer knowledge system. At the same time, the course also emphasizes the comprehensive impact of artificial intelligence, society and culture on consumer behavior, and analyzes the application of artificial intelligence in sentiment analysis, market segmentation, recommender systems, consumer decision-making capabilities, consumer experience and consumer insights from multiple dimensions.Students gained a more comprehensive and in-depth understanding of "artificial intelligence" and "consumer behavior"..
2 "OBC" Teaching Philosophy, "3C, 3D, 3M" Teaching Structure
This course adopts the Outcome-Based-Coaching (OBC) teaching philosophy, which is an outcome-oriented teaching methodology that emphasizes student learning outcomes and practical applications. Combined with3C (Curious, Critical, and Creative), 3D (Detect, Dissect, and Discover), and 3M (Map, Measure, and Monitor)The teaching and learning structure of the program further enhances students' independent learning ability and creativity.
3C: Encourage students to develop Curiosity, Critical Thinking and Creativity. Students are stimulated to be inquisitive and innovative by asking questions, analyzing cases, and participating in discussions.
3D: Guides students to deep learning, including detecting (Detect) problems, dissecting (Dissect) the nature of problems and discovering (Discover) solutions. Through activities such as group work, case studies, and hands-on projects, students develop problem solving and teamwork skills.
3M: Helping students to master mapping (Map) the problems and challenges identified in the 3D process, measuring (Measure) the severity of the problems and the size of the challenges, and monitoring (Monitor) the changes in these problems/challenges, as well as new problems and challenges that may arise, will help students to better understand the nature and scale of the problems in their learning and practical projects, develop effective solutions that are continuously optimized and improved.
3 Student-driven, mentor-supported
In the course, students take the lead in completing brand research and consulting reports independently, tracking changes in brand consumers and documenting their personal insights; they also work with their group members to complete a report based on"Decoding Consumer Thinking: the Role of Artificial Intelligence in Shaping Modern Behavior"The brand research paper themed on the topic, with the help of AI tools cross-disciplinary collection of knowledge in cross-disciplinary fields, such as artificial intelligence, consumer psychology, marketing and data science, explored the far-reaching impact of mobile AI on the consumer decision-making process. Professor Xu Xiaogou, on the other hand, provided professional tutoring through classroom discussions and group work arrangements with students to help them improve their understanding, application and analysis of consumer behavior in the age of AI.
Student Outcomes & Evaluation
Under the careful guidance of Prof. Xu Xiaogou, the students achieved fruitful results. The following are the highlights of the students' survey on "Consumer Attitudes and Beliefs in the Environment of Artificial Intelligence":
Members: Jiang Zhanfan, Liu Hanxin, Zhou Jiayao
Members: Sun Wenqi, Bai Jin Yi, Zhang Jie
Members: Kung Ka Yan, Chen Li Yang, Xiong Yiting
After receiving the "3C3D3M" teaching methodology from Prof. Pigeon, my biggest gain is that I have learned toThink critically, especially about online sources and screening of AI responses.Many times when looking for information about a brand we are personally researching, the information that can be found with AI is very limited, which requires us to search on our own on a search engine using different keywords. the AI answers are sometimes very broad so theLearn to use appropriate inscriptions by incorporating your own ideas and reflections while using AI, is very important.Mr. Xu Xiaogou used AI-generated videos in the class to explain the cutting-edge AI technologies used to gain insights into consumer behavior, and recommended many AI platforms and tools related to consumer insights work, which greatly expanded my horizons.
--Advertising (2+2) 23A1 Jie Zhang
In the class "Consumer Behavior and Insights" by Ms. Xu Xiaogou, I gained a lot of professional knowledge and my leadership skills have been improved. The teacher got us to work in groups through theInnovative methods such as "3C", "3D" and "3M" allow us to always look at problems with a unique critical thinking.The teacher also taught us how to use artificial intelligence software to assist us in our studies so that we could complete our assignments more efficiently. This course has helped us to develop our organizational skills, and through the combination of theory and practice, we have been able to have fun while learning.
--Advertising (2+2) 23A1 Zhang Feifan
In the age of digital artificial intelligence
Consumer Behavior Quietly Changing
Led by Ms. Xu Xiaogou
Students Leverage Artificial Intelligence
Enabling research studies
Strengthened theoretical knowledge of the profession
Expanded international perspective
Strong foundation for a career path
English