motivation 课程大纲
组织行为学课程教学大纲(双语)
《组织行为学》(双语)课程教学大纲课程中文名称(英文名称):组织行为学(Organizational Behavior)课程代码:B27052课程类别:专业课程课程性质: 必修课课程学时:32学分: 2适用专业:人力资源管理专业先修课程:普通心理学一、课程介绍1。
分别从个体,群体和组织系统三个层面上帮助读者解释、预测和控制组织行为,内容包括:组织行为学导论、态度和工作满意度、情绪与心境、人格与价值观、知觉与个体决策、激励理论及其应用、群体行为的基本原理、工作团队、沟通、领导力、权力与政治、冲突与谈判、结构与组织行为、组织文化、组织变革等部分。
2.组织行为学是人力资源管理专业本科学生必修的专业课程,它的先修课程为普通心理学。
二、课程教学目的和任务本课程教学目的是使学生掌握组织行为学的基本知识与发展规律;指导学生阅读相关组织行为学案例,培养学生以现代组织行为学理论为依据,培养学生在团队建设与管理、人际沟通、领导、组织结构设计、组织文化建设、组织变革与发展、跨文化沟通、学习型组织建设等组织行为学的实务能力。
三、课程学时分配、教学内容与教学基本要求四、教学方法与教学手段1、阅读:本科程要求学生在阅读教材的基础上,泛读规定的参考教材。
老师随堂抽查学生阅读情况。
2、听课:本课程要求学生进课堂听讲全部课程,并做好笔记。
听课和笔记情况随时检查,记入平时成绩。
3、辅导:要求学生主动学习,随时提出问题,老师随堂辅导。
要求学生与老师建立电话、电子邮箱、QQ、微信联系,交流自学情况。
另外,每学期期末集中大型辅导1次.五、考核方式和成绩评定方法考核方式:期末闭卷考试成绩评定方法:平时成绩(含考勤、回答问题、作业等)占30%,期末考试成绩占70%六、教材与主要参考书目教材:《Essentials of Organizational Behavior》,Stephen P. Robbins等,中国人民大学出版社,2011年。
《组织行为学》课程教学大纲
《组织行为学》课程教学大纲、课程基本信息二、课程介绍《组织行为学》是工商管理类专业的专业基础课程。
组织行为学是系统地研究人在组织中所表现的行为和态度的学科,它是行为科学的一个分支,是一门以行为科学为基础,与心理学、社会学、人类学、工程学、计算机科学等学科相交叉的边缘性学科。
随着社会的发展,尤其是经济的发展促使了企业组织的发展,组织行为学越来越受到人们的重视,目前,”组织行为学”已经成为工商管理类各专业本科教学的核心课程之一。
加强此课程的研究与教学,对于学生毕业后提高管理水平,特别是对于提高各级管理人员对所属员工的心理和行为的预测、引导和控制的能力,及时协调个人、群体、组织之间的相互关系,充分发挥和调动人们的积极性和创造性,有效的实现组织目标,取得最佳经济效益和社会效益,具有十分重要的意义。
本课程将分成四大单元、共十一章进行讲授。
具体章节详见下表“课程内容”部分。
三、课程目标通过该课程的学习,使学生掌握组织行为相关的理论知识体系,形成组织行为能力发展的良好基础;同时要求学生对于组织行为方面的基本技能有所掌握,理解并能运用基本的组织行为技能。
在此基础上,要求学生能够分析个性差异、管理压力、防御挫折,具有良好的团队合作精神。
课程具体培养目标为:1、使学生强化对我们的民族自信和理论自信,更加坚定对马克思主义的信念;2、使学生全面了解组织行为学的体系,掌握组织行为学的基本概念、原理和基本分析方法,应用所学知识分析组织中人的行为、群体行为和组织行为;3、使学生建立分析、解决管理问题的能力,为学习相关的专业课程或深入研究组织行为理论打下基础;4、培养学生诚实守信、敬业爱岗、吃苦耐劳、团队合作、沟通表达、勤劳务实与细致耐心等职业精神。
七、课程教学方法本课程设计分四个模块依次进行教学:第一,组织行为学概述模块:采用课堂授课形式,着重讲解组织行为学的总体理论框架及其要点,掌握组织行为学了解组织行为学的内涵、地位和作用,此教学模块重在引导学生培养其对组织行为学的认知能力。
消费者行为学教学大纲
《消费者行为学》教学大纲
说明:1.不同学校可以根据具体情况按照32个学时或36个学时来安排。
2.案例分析、课堂讨论、课后实践汇报等环节已包含在各个章节的教学时间中。
3.本科生、研究生或MBA学生可以有不同的学时和学分安排。
六、考试方法
开卷或闭卷考试;
或者以课程论文形式考试
七、成绩评定方式
建议:期末考试成绩占50%,实践环节成绩占15%, 平时作业及研讨表现成绩占25%,考勤成绩占10%
八、学院(部)审批意见
执笔人签字:2021年6月20日
教研室主任签字:
教学院长(主任)签字:。
组织行为学课程大纲
组织行为学课程大纲一、课程简介本课程旨在帮助学生了解和理解组织行为学的基本概念、理论和实践应用。
通过课程学习,学生将能够深入了解组织中个体和团队的行为特征、组织结构和设计、领导力和决策等方面的重要考量。
二、课程目标1. 掌握组织行为学的核心概念和基本理论,包括个体行为、组织结构、领导力等;2. 理解和分析组织行为学的实践应用,包括人力资源管理、员工培训和发展等;3. 培养学生的团队合作能力和领导力,提高其组织行为学方面的综合素养;4. 培养学生的问题解决和批判思维能力,提高其在组织行为学领域的研究能力。
三、课程安排1. 第一模块:组织行为学导论- 组织行为学的定义和演变- 组织行为学的理论框架和基本模型2. 第二模块:个体行为分析- 个体特征和个性对组织行为的影响 - 动机理论及其应用- 情绪与情感管理- 个体决策与创新3. 第三模块:组织结构与设计- 组织设计的原则和方法- 组织文化与组织变革- 权力和政治在组织中的作用- 组织间关系与联盟策略4. 第四模块:领导力与团队管理- 领导力理论与实践- 团队动力与团队建设- 冲突管理与解决- 跨文化管理与全球团队5. 第五模块:组织行为学的实践应用 - 人力资源管理与员工激励- 组织员工培训与发展- 组织沟通与信息管理- 组织创新和知识管理四、教学方法本课程将采用多种教学方法,包括但不限于讲授、案例分析、小组讨论、演示和实践等。
学生将通过课堂参与、小组项目和论文撰写等方式提高其对组织行为学的理解和应用能力。
五、评估方式1. 平时表现(包括出勤率、讨论参与等):20%2. 个人或小组项目:30%3. 期中考试:20%4. 期末论文:30%六、参考教材1. Robbins, S. P., Judge, T. A., & Sanghi, S. (2016). Organizational Behavior. Pearson Education India.2. Kinicki, A., & Fugate, M. (2016). Organizational Behavior: A Practical, Problem-Solving Approach. McGraw-Hill Education.3. Colquitt, J. A., LePine, J. A., & Wesson, M. J. (2019). Organizational Behavior: Improving Performance and Commitment in the Workplace. McGraw-Hill Education.以上为组织行为学课程的大纲,希望通过本课程的学习,学生能够全面了解和应用组织行为学的理论和实践,提高其在组织中的个体和团队行为表现以及领导力水平。
《消费者行为学》课程教学大纲(2024)
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整合营销传播策略在实践中应用
整合营销传播策略
将不同的营销传播手段进行有机整合,形成统一的品牌形象 和声音,提高营销效果。
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实践应用
通过案例分析、市场调研和团队讨论等方式,让学生掌握整 合营销传播策略的实践应用技巧,提高解决实际问题的能力 。
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07 销售渠道选择与购物环境设计
品质定位
消费者对产品品质的认 知、信任感及购买意愿
价格定位
消费者对产品价格的心 理预期、敏感度及购买 能力
情感定位
消费者对产品的情感诉 求、品牌认同及购买动 机
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新产品开发中的消费者行为研究
新产品开发流程中的消费者参与
需求收集、概念测试、原型评估等
消费者对新产品的接受过程
认知、兴趣、评估、试用、采用等阶段
创新方向
结合线上便捷性和线下体验感,打造全渠道零售模式;运用大数据、人工智能等技术提升精准营销和 个性化服务水平。
实践案例
如某品牌通过线上线下融合,实现商品、会员、交易等数据共享,提供无缝衔接的消费体验;另一品 牌则运用AR/VR技术,打造沉浸式购物场景,提升消费者参与度。
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消费者权益保护与法规政策解
《中华人民共和国广告法》
该法规定了广告的真实性、合法性、公平竞争等原则,对于保护消费者免受虚假广告侵害 具有重要意义。
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企业经营中如何遵守相关法规政策
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建立健全内部管理制度
企业应制定完善的消费者权益保护制度,规范经营行为,确保产 品质量和服务质量。
加强员工培训
企业应对员工进行消费者权益保护相关法规政策的培训,提高员工 的法律意识和合规意识。
专注力课程大纲
专注力课程大纲一、课程简介本课程是针对提高学生专注力水平而设计的培训课程。
在当今信息爆炸的社会环境下,人们往往面临着许多干扰和诱惑,导致专注力不足。
通过本课程的学习,学生将掌握提高专注力的方法和技巧,培养专注注意力,提高学习和工作效率。
二、课程目标1.了解专注力的重要性以及专注力带来的益处;2.掌握提高专注力的有效方法和技巧;3.培养自我控制能力,提高专注力水平;4.通过实践和训练,提升专注力水平。
三、课程内容1. 专注力概念介绍(1)专注力的定义和分类;(2)专注力在学习和工作中的作用。
2. 专注力训练方法(1)注意力训练的基本原则;(2)专注力训练的常用方法和技巧;(3)通过游戏、练习等形式,提升专注力水平。
3. 专注力培养策略(1)制定合理的学习和工作计划;(2)调整环境,减少干扰因素;(3)锻炼自我控制,培养专注力;(4)学习放松和冥想技巧,提升专注力水平。
四、课程安排1. 课程时间:每周一次,每次2小时。
2. 课程地点:学校教室/线上教学平台。
3. 授课方式:理论讲解、案例分析、实践训练。
五、评估方式1. 定期考核:学生需通过考试检测专注力水平。
2. 作业表现:学生需完成相关作业,展示专注力提升情况。
六、教学团队1. 主讲老师:拥有丰富教学经验和心理学背景;2. 辅导老师:提供学生个性化指导和支持。
七、课程收益1. 提高学生专注力水平,提升学习和工作效率;2. 培养自我控制能力,增强自我管理能力;3. 培养学生良好的学习习惯和工作态度。
经过本课程的学习,相信学生会在提高专注力、改善注意力不集中问题上取得显著效果,为个人发展和成长打下坚实的基础。
MOT学习大纲
MOT课程大纲一,人类作业学Human Occupations1.人类作业学的简介2.自我维护-介绍,表现,评估(ADL,BI),治疗3.生产能力(工作能力)-介绍,表现,评估,治疗4.娱乐(成人)-介绍,表现,评估,治疗5.娱乐(儿童)-介绍,表现,评估,治疗6.人类作业角色的发展-介绍,基础理论7.儿童作业角色的发展-介绍,基础理论8.成人作业角色的发展-介绍,基础理论9.老年人作业角色的发展-介绍,基础理论10.人类作业活动目的:了解什么是作业及作业治疗的起源了解基本人类作业模式熟悉ADL及评估二,作业治疗理论与实践OT Theory & Process1.作业关注的方面-具体内容(作业活动,人,环境)2.PEO model基本理论3.PEO model实践分析4.MOHO 基本理论5.MOHO 实践分析6.作业治疗的核心概念7.作业治疗的思维方法及治疗方法6.OT的角色和功能及历史来源目的:熟悉作业活动所包含的内容掌握PEO model 和MOHO分析方法掌握作业治疗的核心概念及思维方法掌握小组活动的治疗方法了解OT起源及角色功能三,心理社会功能障碍的作业治疗OT for Psychosocial Dysfunction1.情绪障碍的概念,表现,评估,干预,如何进行小组治疗2.CBT的基本概念,方法实践3.焦虑症的概念,表现,评估,干预4.精神疾病患者的个案管理5.放松疗法及冥想治疗目的:掌握小组治疗的方法及技巧掌握情绪障碍及焦虑症的表现,评估掌握放松疗法及冥想的方法熟悉情绪障碍及焦虑症的干预方法了解CBT四,躯体功能障碍的作业治疗-骨骼肌肉康复OT for Physical Dysfunction I –Musculoskeletal Rehabilitation1.截肢后作业治疗2.幻肢痛的作业治疗3.手外伤的作业治疗4.手指骨折的作业治疗5.支具的应用和制作6.手部神经损伤的作业治疗7.烧伤的作业治疗8.风湿性关节炎的作业治疗9.软组织损伤(运动损伤)的作业治疗10.老年肌肉骨骼疾病及辅助技术11.腰背痛的评估及作业治疗12.脊髓损伤的评估及作业治疗13.活动分析(AA)目的:掌握活动分析掌握各病种的评估及治疗方法五,躯体功能障碍的作业治疗-内科与神经康复OT for Physical Dysfunction II –Medical & Neurorehabilitation1.颅脑损伤的评估与作业治疗2.中风的评估与作业治疗3.帕金森的作业治疗4.慢性疾病的作业治疗5.慢阻肺的作业治疗目的:掌握颅脑损伤的评估与作业治疗-认知掌握中风的评估与作业治疗了解帕金森、慢阻肺的、慢性疾病的作业疗法六,老年疾病的作业治疗OT Management in Geriatric Practice1.全球人口老龄化介绍2.老年人评估理念及方法3.人体功能的老化4.老年人社区康复模式5.老年痴呆症的概念,表现,评估,干预6.跌倒的预防7.家居安全目的:了解老年人的功能老化掌握对老年痴呆的干预掌握如何预防跌倒了解家居安全七,职业康复Occupational Therapy in V ocational Rehabilitation1.职业康复的评估方法2.精神疾病的职业康复3.发育障碍的职业康复4.躯体功能障碍的职业康复5.工作分析6.工作强化-原则与方法7.人体工效学-简介8.重返工作岗位目的:了解职业康复概念掌握职业康复的评估及治疗方法八,环境问题的作业治疗Environmental Issues in OT Practices1.环境干预的作业治疗理论2.通用设计与无障碍设计3.环境安全4.环境评估5.预防跌倒6.轮椅的评估与使用目的:掌握无障碍设计的原则与设计方法掌握家居环境评估掌握轮椅评估九,发育障碍的作业治疗OT for Developmental Dysfunction1.小儿脑瘫的作业治疗2.儿童发育迟缓的作业治疗3.儿童精细运动和粗大运动4.辅助技术目的:了解儿童发育过程熟悉儿童发育里程碑熟悉儿童评估量表掌握CP和DD的作业治疗方法作业治疗之身心功能基础学OT for Foundations in Human Performance康复心理学Rehabilitation Psychology:Basis for Understanding Dysfunction 医学管理Health Care Management。
消费者行为教学大纲
消费者行为教学大纲一、课程简介A. 课程名称:消费者行为B. 学时安排:总学时40小时,理论课20小时,实践课20小时C. 课程目标:通过本课程的学习,使学生掌握消费者行为的基本理论、方法和应用,能够运用消费者行为知识分析和预测消费者行为,并能够制定相应的营销策略。
二、教学方法A. 理论课:教师讲授、案例分析、小组讨论、学生报告B. 实践课:实地调研、问卷设计与分析、市场营销活动策划与执行三、教学内容A. 消费者行为基本概念1. 消费者行为定义及相关概念解释2. 消费者行为的影响因素3. 消费者决策过程及其模型B. 消费者需求与满足1. 消费者需求的分类与层次结构2. 消费者需求的动态变化和满足机制3. 消费者满意度与忠诚度的关系C. 消费者心理与认知1. 消费者心理过程与心理模型2. 感知、注意与记忆在消费者决策中的作用3. 消费者态度与行为意向的关系D. 消费者个体差异与社会文化影响1. 消费者个体差异的类型分析2. 文化、社会与子文化对消费者行为的影响3. 社会群体行为模式与消费者行为的关系E. 营销环境与消费者行为1. 市场、竞争与市场营销环境2. 广告、促销与消费者行为的关系3. 价格、品牌与产品决策对消费者行为的影响F. 营销策略与消费者行为研究方法1. 市场细分与目标市场选择2. 产品定位与差异化营销3. 消费者行为研究方法简介及案例分析四、考核与评价A. 平时成绩:作业、小组讨论、课堂表现B. 期末成绩:闭卷考试、实践项目报告五、教材及参考资料A. 主教材1. 刘明生,王姣,李娜编著,《消费者行为学》,中国人民大学出版社,2016年B. 参考资料1. Kotler, Philip, and Gary Armstrong. Principles of Marketing. Pearson, 2016.2. Solomon, Michael R., et al. Consumer Behavior: Buying, Having, and Being. Pearson, 2019.六、教学团队A. 主讲教师:XXXB. 助教:XXX七、备注以上教学大纲仅供参考,具体教学内容和形式将根据实际情况进行调整和完善,教学团队将根据学生的实际情况进行课堂教学的个体化指导和辅助。
专注力课程大纲
专注力课程大纲课程名称:专注力训练课程简介:专注力是现代社会中越来越重要的一项能力。
本课程旨在通过一系列的训练活动和学习内容,帮助学员提升专注力,提高工作和学习的效率。
通过有效的专注力训练,学员将能够更好地应对多任务情境,提升自我管理能力。
课程目标:1. 理解专注力的重要性和应用领域;2. 学习专注力的基本原理和技巧;3. 培养专注力的方法和策略;4. 提供实践机会,通过训练活动提升专注力;5. 培养自我管理和时间管理的能力。
课程大纲:第一章:专注力概述本章将对专注力进行概述,介绍专注力在生活和工作中的作用,以及专注力训练对个人发展的重要性。
1.1 什么是专注力- 专注力的定义和基本要素;- 专注力与思维能力的关系。
1.2 专注力的重要性- 专注力在学习和工作中的作用;- 专注力对工作效率和成果的影响。
1.3 专注力训练的意义- 提高专注力的好处;- 专注力训练的实际应用。
第二章:专注力的原理和技巧本章将介绍专注力的基本原理和提升专注力的技巧,帮助学员理解专注力背后的工作机制,并学会运用相关技巧提升自己的专注力水平。
2.1 专注力的神经科学基础- 大脑在专注状态下的工作方式;- 注意力网络与专注力的关系。
2.2 提升专注力的技巧- 分清主次,避免分心;- 控制外界干扰,营造专注的环境;- 制定明确目标,集中注意力;- 培养兴趣和好奇心,增强自主专注力。
第三章:专注力的训练方法本章将介绍一系列的专注力训练方法,通过实践训练活动,帮助学员逐步提升专注力能力。
3.1 基础训练活动- 呼吸训练:通过调整呼吸来培养专注力;- 观察练习:通过观察和描述提升专注力。
3.2 高级训练活动- 专注力游戏:通过挑战游戏提升专注力;- 长时间任务:通过持续进行任务锻炼专注力耐力。
第四章:自我管理与时间管理本章将介绍自我管理和时间管理的重要性,并提供相关技巧和策略,帮助学员有效管理个人资源,提高专注力和工作效率。
4.1 自我管理能力的培养- 目标设定与执行计划;- 自我激励与奖励机制。
MOT学习大纲
MOT课程大纲一,人类作业学Human Occupations1.人类作业学的简介2.自我维护-介绍,表现,评估(ADL,BI),治疗3.生产能力(工作能力)-介绍,表现,评估,治疗4.娱乐(成人)-介绍,表现,评估,治疗5.娱乐(儿童)-介绍,表现,评估,治疗6.人类作业角色的发展-介绍,基础理论7.儿童作业角色的发展-介绍,基础理论8.成人作业角色的发展-介绍,基础理论9.老年人作业角色的发展-介绍,基础理论10.人类作业活动目的:了解什么是作业及作业治疗的起源了解基本人类作业模式熟悉ADL及评估二,作业治疗理论与实践OT Theory & Process1.作业关注的方面-具体内容(作业活动,人,环境)2.PEO model基本理论3.PEO model实践分析4.MOHO 基本理论5.MOHO 实践分析6.作业治疗的核心概念7.作业治疗的思维方法及治疗方法6.OT的角色和功能及历史来源目的:熟悉作业活动所包含的内容掌握PEO model 和MOHO分析方法掌握作业治疗的核心概念及思维方法掌握小组活动的治疗方法了解OT起源及角色功能三,心理社会功能障碍的作业治疗OT for Psychosocial Dysfunction1.情绪障碍的概念,表现,评估,干预,如何进行小组治疗2.CBT的基本概念,方法实践3.焦虑症的概念,表现,评估,干预4.精神疾病患者的个案管理5.放松疗法及冥想治疗目的:掌握小组治疗的方法及技巧掌握情绪障碍及焦虑症的表现,评估掌握放松疗法及冥想的方法熟悉情绪障碍及焦虑症的干预方法了解CBT四,躯体功能障碍的作业治疗-骨骼肌肉康复OT for Physical Dysfunction I –Musculoskeletal Rehabilitation1.截肢后作业治疗2.幻肢痛的作业治疗3.手外伤的作业治疗4.手指骨折的作业治疗5.支具的应用和制作6.手部神经损伤的作业治疗7.烧伤的作业治疗8.风湿性关节炎的作业治疗9.软组织损伤(运动损伤)的作业治疗10.老年肌肉骨骼疾病及辅助技术11.腰背痛的评估及作业治疗12.脊髓损伤的评估及作业治疗13.活动分析(AA)目的:掌握活动分析掌握各病种的评估及治疗方法五,躯体功能障碍的作业治疗-内科与神经康复OT for Physical Dysfunction II –Medical & Neurorehabilitation1.颅脑损伤的评估与作业治疗2.中风的评估与作业治疗3.帕金森的作业治疗4.慢性疾病的作业治疗5.慢阻肺的作业治疗目的:掌握颅脑损伤的评估与作业治疗-认知掌握中风的评估与作业治疗了解帕金森、慢阻肺的、慢性疾病的作业疗法六,老年疾病的作业治疗OT Management in Geriatric Practice1.全球人口老龄化介绍2.老年人评估理念及方法3.人体功能的老化4.老年人社区康复模式5.老年痴呆症的概念,表现,评估,干预6.跌倒的预防7.家居安全目的:了解老年人的功能老化掌握对老年痴呆的干预掌握如何预防跌倒了解家居安全七,职业康复Occupational Therapy in V ocational Rehabilitation1.职业康复的评估方法2.精神疾病的职业康复3.发育障碍的职业康复4.躯体功能障碍的职业康复5.工作分析6.工作强化-原则与方法7.人体工效学-简介8.重返工作岗位目的:了解职业康复概念掌握职业康复的评估及治疗方法八,环境问题的作业治疗Environmental Issues in OT Practices1.环境干预的作业治疗理论2.通用设计与无障碍设计3.环境安全4.环境评估5.预防跌倒6.轮椅的评估与使用目的:掌握无障碍设计的原则与设计方法掌握家居环境评估掌握轮椅评估九,发育障碍的作业治疗OT for Developmental Dysfunction1.小儿脑瘫的作业治疗2.儿童发育迟缓的作业治疗3.儿童精细运动和粗大运动4.辅助技术目的:了解儿童发育过程熟悉儿童发育里程碑熟悉儿童评估量表掌握CP和DD的作业治疗方法作业治疗之身心功能基础学OT for Foundations in Human Performance康复心理学Rehabilitation Psychology:Basis for Understanding Dysfunction 医学管理Health Care Management。
消费者行为学实验课程大纲1
《消费者行为学实验》课程教学大纲一、课程基本信息课程代码:B04030660课程名称:消费者行为学实验课程性质:专业课适用专业:工商管理各专业开课学期:春季学期总学时:8学时总学分:0.5学分预修课程:管理学、市场营销学课程简介:实践教学是应用性学科教学方式的生命线。
鉴于本门课程的性质和其在专业中的重要地位,消费者行为学课程实验教学的内容主要包括两大方面:一是进行各种以体验与加深消费者行为分析理论的理解为目的的实践活动;二是各种培养学生进行实际消费者行为分析的技能的实践活动。
推荐教材:《消费者行为学》,甘瑁琴主编,北京大学出版社、中国农业大学出版社,2008年参考书目:[1] 符国群编,《消费者行为学》,武汉大学出版社, 2005 年出版[2]龚振编,《消费者行为学》,广东高等教育出版社, 2004 年出版二、课程总目标本课程实践教学的目的是为了加深学生对消费者行为理论的理解,培养学生从事消费者行为研究的能力和创新思维能力,同时提高学生将消费者行为研究的发现应用于营销决策的实践能力。
三、实践教学内容与目标(含学时分配)1.消费者行为认知(0.5学时):通过对某一产品或某一行业的消费者行为的分析,加深对消费者行为的认识。
实验内容:(1)访问一位商人,要求他或她为消费者行为下一个定义,同时请她或他谈谈了解消费者行为在改善其工作绩效方面所起的作用。
这些回答在多大程度上反映了现代市场营销观念?(2)访问一位经理或店主,询问那些变量是营销消费者行为的重要因素。
将这些因素与书中介绍的影响变量作比较,你从中可得出什么结论?2.测量消费者的购买动机并制定相应营销策略(1学时):掌握测量消费者购买动机的方法并如何利用动机知识吸引目标消费者。
实验内容:(1)总结出测量显性动机和隐性动机的方法,并找出一个直接迎合显性动机、间接迎合隐性动机的广告,解释该广告是怎样和为什么使用这两种方法。
以调查购买手机的大学生为对象进行研究。
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Dimensions of Motivation in Language LearningJeff TennantWEFLA 2004Universidad de Holguín“Oscar Lucero Moya”Course Overview IDefining motivationMotivation as an individual difference variable in second language acquisition (SLA)Some theories of motivation in psychologyCourse Overview IIRobert Gardner’s socio-educational modelDebates on the expansion of the modelEmpirical research studiesApproaches to motivating our studentsWhat is motivation?Brainstorming activity:What does the word “motivation” mean to you?Describe a situation in which you feel very motivated.Describe a situation in which you do not feel motivated.Dörnyei’s “10 Commandments” ISet a personal example with your own behavior.Create a pleasant, relaxed atmosphere in the classroom.Present the tasks properly.Develop a good relationship with the learners.Increase the learners’ linguistic self-confidence.Dörnyei’s “10 Commandments” IIMake the language classes interestingPromote learner autonomyPersonalise the learning processIncrease learners’ goal-orientednessFamiliarize learners with the target language cultureWHICH OF THESE ARE MOST IMPORTANT TO YOU AND WHY?Defining MotivationVast and complex concept referring to what makes people do what they doNot an easy concept to defineWays of defining it have evolved along with theories of human behavior and mindDefinition from Madsen (1959):“By motivation, psychologists mean that which gives impetus to behavior byarousing, sustaining, and directing it toward the attainment of goals.”Earlier theories of motivation IDrive theory (Hull, 1952):physiological needs which create drives; people are motivated to satisfythose drivesReinforcement theory (Skinner, 1953):behaviorist psychology: stimulus-response, behavior controlled byreinforcementsLocke & Latham (1994: 13): “based on the premise that human action could be understood without reference to consciousness. The premise iswrong…”Earlier theories of motivation IIHumanistic psychology (Maslow): satisfaction of basic needs:PhysiologicalSafetyLoveEsteemself-actualizationCurrent dominant paradigmsCognitive revolution:Chomsky’s review of Skinner’s Verbal Behavior contributed to a declineof behaviorist theories and the development of cognitive theories Cognitive and social theories:People viewed as autonomous, thinking beings with minds, who are opento influences from their environment and social context, but are not fullydetermined by those influences.Language Learning MotivationThe most influential approach to motivation in language learning: R.C. Gardner Individual difference variable reflecting affective dimension of learningMotivation:Desire + Effort + Attitude, directed toward a GoalOrientations:Integrative orientationLearning an L2 to communicate with the people who speak it, discovertheir culture, etc.Instrumental orientationLearning a language for a practical purpose, such as to obtainemployment or get by while travelingMotivation and orientationsClément & Kruidenier (1983) also add:Travel orientationFriendship orientationOxford and Shearin (1994): many examples of orientations that they confuse with motivations:Do businessMake friendsIntellectual stimulationPersonal challengeShowing off to friendsAiding world peaceLearn a private code that parents wouldn’t knowTheories in Motivational PsychologyExpectancy-value theoryGoal theorySelf-determination theoryExpectancy-Value Theory IA dominant cognitive approach in recent research on motivational psychology Focus on motivation as:A person’s expectancy of success in a taskThe value the person attributes to success in the taskThree theories of expectancy of successAttribution theorySelf-efficacy theorySef-worth theoryExpectancy-Value Theory IIAttribution theory (Bernard Weiner)Causal attributions of past successes and failures, which will affect future effortsPeople can attribute success to:AbilityEffortTask difficultyLuckOther factors.Attribution of failure to lack of effort can be less demotivating thanattributing it to lack of abilityExpectancy-Value Theory IIISelf-efficacy theory“people’s judgement of their capabilities to carry out certain specific tasks”(Dörnyei, 2001a: 22)Four factors in self-efficacy according to Bandura (1993)Previous performanceVicarious learning (by observing models)Verbal encouragement by othersPhysiological reactionsExpectancy-Value Theory IVSelf-worth theory (Covington)People are motivated to maintain a sense of self-worth (i.e. to feel goodabout themselves)This can lead them to avoid making an effort so that unsatisfactoryperformance can be attributed to lack of effort rather than lack of abilityExpectancy-Value Theory VValue (or valence) component of expectancy-value theories:“Does a person want to do the task?Elements that define the intensity of the motivation4 componentsAttainment value: importance to the person of mastering the skill or task Intrinsic value: interest, esthetic appreciation, enjoymentExtrinsic utility value: relation to goals, how it improves the person’squality of lifeCost: negative component: expended effort and time, anxiety, fear offailureGoal Theories IGoals replace the notion of needs of earlier theoriesVariables in goal setting theory:Specificity of goalDifficulty of goalGoal commitmentGoal Theories IIMain findings of goal theory research (Locke, 1996), quoted in Dörnyei (20001a: 26):The more difficult the goal, the greater the achievementThe more specific or explicit the goal, the more precisely performance isregulatedGoals that are both specific and difficult lead to the highest performance Commitment to goals is most critical when goals are specific and difficult High commitment to goals is attained when (a) the individual is convinced that the goal is important; and (b) the individual is convinced that the goal is attainable.Goal Theories IIIGoal orientation theoryMastery orientationFocus on learning, mastering content: “task-involvement goals”Performance orientationDemonstrate ability, get good grades, do better than others: “ego-involvement goals”Self-determination theory IDistinction between intrinsic and extrinsic regulation of motivationIntrinsic:To experience pleasure, satisfy curiosityExtrinsic:Means to an end, receive awards, avoid punishmentAmotivation:Lack of regulation: “there is no point”; “I don’t know why I’m doing this”feelingSelf-determination theory IIContinuum of different types of extrinsic regulation (Vallerand, Deci & Ryan, Noels et al.)External regulation (or extrinsic): least self-determined: doing somethingdue to external pressuresIntrojected regulation: doing something because you think you should: obeya rule, conform to an external expectationIdentified regulation: doing something because you recognize its personal importance (e.g. hobby)Integrated regulation: doing something because it is considered part ofone’s self-identityMotivation as an individual difference variable in SLASome individual difference variables that have been studied:AgeAptitudeCognitive styleStrategy useAttitudes and MotivationThe role of age in SLAThe Critical Period HypothesisIs there an age after which native-like proficiency in an L2 in no longerattainable?Sometimes called “sensitive period”Research findings mixed: “yes and no”Before age 7, native-like proficiency quite certain7 to 14: more variation in degree of accentednessAfter age 14, native-like proficiency sometimes considered impossible, but some succeedNo biological evidence for critical periodAccess to Universal Grammar (UG) in SLAResearch related to role of age focuses now on learning mechanisms involved:Do L2 learners have access to Universal Grammar (specialized cognitive structures for language)?Issue still the subject of hot debateSome research supports hypothesis of UG accessOther research points to use of general learning mechanisms: e.g. gender in FrenchAptitudeDifferences in natural ability to learn an L2Partly related to general intelligence, partly distinctHas been shown to play an important role in language learning achievement Aptitude is focused on less nowadays in L2 education: preference to think in terms of what can be changedComponents of language learning aptitudePhonemic coding abilityAbility to identify sounds, establish sound-symbol linksGrammatical sensitivityAwareness of grammatical patterns, structuresInductive language learning abilityAbility to infer form-meaning links from contextRote learning abilityAbility to form and remember associations; plays role in vocabulary learningCognitive styleThe way people approach mental tasksOften seen as contrast between field dependence and field independence Field independent learners:Can focus on specific parts of what is being learned, without beingdistracted by overall pictureField dependent learners:More oriented to overall picture with less focus on smaller parts of itRole of cognitive styleIs one cognitive style better than the other for language learning? It depends on what aspects of learning we are considering…Field independent: better at analytical tasks involving grammatical accuracy;stronger on accuracy than fluencyField dependent: better at synthesis, broader picture, general communicative skills, even if not with perfect accuracy; stronger on fluency than accuracyStrategy useLanguage learning strategies: practices that aid language learningRebecca Oxford’s (1990) classification:Direct strategiesCognitive, memory, compensationIndirect strategiesMetacognitive, affective, socialLanguage learning strategiesCognitive strategies: repeating, translating, taking notes, summarizingMemory strategies: associating, using keywords, physical response or sensationCompensation strategies: using clues, switching to L1, using gestureLanguage learning strategiesMetacognitive strategies: organizing, self-monitoring, overviewing and linking already known materialAffective strategies: making positive statements, using relaxation, discussing feelings with other peopleSocial strategies: asking for correction, cooperating with peers, developing cultural understandingA study of strategy useUWO French 021 studentsMemory and cognitive strategies linked to achievement (grades) in the course Memory strategies were least used -- training in them could be helpfulStudents thought strategies could benefit them and should be integrated in curriculumThe “Good language learner” 11.Has an effective personal learning style or positive learning strategies2.Has an active approach to the learning task3.Has a tolerant and outgoing approach to the target language and empathywith its speakers4.Has technical know-how about how to tackle a language5.Has strategies of experimentation and planning with the object of developingthe language into an ordered system and revising this system progressivelyThe “Good language learner” 21.Is constantly searching for meaning.2.Is willing to practise.3.Is willing to use the language in real communication.4.Has self-monitoring ability and critical sensitivity to language use.5.Is able to develop the target language more and more as a separatereference system and to learn to think in it.Gardner’s socio-educational modelLanguage learning is different from learning another subject matterNot just learning facts, but acquiring behaviour, ways of thinking and expressing oneself, that are those of another groupA central concept contributing to language learning success: the integrativemotiveImportance of attitudes:"an attitude is an evaluative reaction to some referent or attitude object,inferred on the basis of the individual's beliefs or opinions about thereferent” (Gardner, 1985: 9)Gardner’s AMTB ISurvey instrument, questionnaire: the Attitudes / Motivation Test Battery (AMTB)Validated in dozens of studies, the only one to have such convincing proof of its validity and statistical reliabilitySeveral questions for each trait studied, e.g. for motivational intensity:I actively think about what I have learned in my French class: a) veryfrequently (3); b) hardly ever (1), c) once in a while (2)A shorter version, the mini-AMTB: one question per traitGardner’s AMTB IIMotivation (mini-AMTB items)Desire: My desire to learn French is: Weak <-> StrongMotivational intensity: I would characterize how hard I work at learningFrench as: Very little <-> Very muchAttitudes toward learning the language: My attitude toward learning French is: Unfavourable <-> FavourableGardner’s AMTB IIIIntegrativeness (mini-AMTB items)Integrative orientation: If I were to rate my feelings about learning French in order to interact with Francophones, I would have to say they are: Weak <-> StrongAttitudes toward the target language group: My attitudes towardsFrancophones is: Favourable <-> UnfavourableInterest in foreign languages: My interest in languages other than French and English is: Very Low <-> Very HighGardner’s AMTB IVAttitudes toward the learning situation (mini-AMTB items)Attitudes toward the instructor: My attitude toward my French professor is: Favourable <-> UnfavourableAttitudes toward the course: My attitude toward my French classes is:Favourable <-> UnfavourableInstrumental orientation (mini-AMTB item):If I were to rate my feelings about learning French for practical purposessuch as to improve my occupational opportunities, I would say that theyare: Weak <-> StrongGardner’s AMTB VAnxiety (mini-AMTB items)French course anxiety: My anxiety level in my French classes is: Very Low <-> Very HighFrench use anxiety: My anxiety in speaking French outside of class is: Very Low <-> Very HighIntegrative motiveThe Integrative motive is composed of:IntegrativenessAttitudes toward the learning situationMotivationMotivation affects the success of learningAttitudes have an indirect effect on learning: their effects are mediated by motivationDebates on the expansion of the model ICrookes & Schmidt (1991): “Reopening the research agenda”, Oxford & Shearin (1994), Dörnyei (1994), criticisms of GardnerHis theory has dominated the field too muchHis approach to motivation doesn’t reflect teachers’ concernsHis theory is limited to the affective dimension from a social psychological approach, without considering other perspective from educationalpsychologyDebates on the expansion of the model IIGardner’s position:Some criticisms based on misinterpretations of his theory (e.g. the mistaken belief that the opposition between integrative and instrumental motivation isa central part of his model)Need to carry out empirical investigations to validate expanded theory« On with the challenge! »Empirical research studiesTremblay & Gardner (1995)Gardner, Tremblay Masgoret (1997): full empirical modelGardner at al. (2004): trait, state, changesGardner & Tennant: expanded mini-AMTBTremblay & Gardner (1995)Incorporation of new concepts in a causal model including socio-educational model elements:Goal-setting theory, Expectancy-value theoryStudy of students in French-language secondary schoolSome results:Language attitudes -> motivated behaviourGoal setting -> motivated behaviorAdaptive attributions -> self-efficiency -> motivated behaviourGardner, Tremblay & Masgoret (1997) I“Towards a full model of second language learning: An empirical investigation” 102 university students in intro FrenchComprehensive questionnaire including AMTB items, aptitude, field dependence/independence, self-confidenceGardner, Tremblay & Masgoret (1997) IIResults show links between:Attitudes and motivationAptitude and achievementMotivation and achievementMotivation and self-confidenceAchievement and self-confidenceStrategy use and achievement (negative correlation)Approaches to motivating our studentsWith all we know (and don’t know) about language learning motivation, can we language teachers motivate our students?We saw a number of suggestions in Zoltán Dörnyei’s “10 commandments’While these haven’t been demonstrated empirically to have definite effects on motivation, they are good tips to tryWilliams and Burden’s suggestions1.Recognize the complexity of motivation2.Be aware of both initiating and sustaining motivation3.Discuss with learners why they are carrying out activities4.Involve learners in decisions related to learning the language5.Involve learners in setting language learning goals6.Recognise people as individualsWilliams and Burden’s suggestions 21.Build up individuals’ beliefs in themselves2.Develop internal beliefs3.Help to move towards a mastery-oriented style4.Enhance intrinsic motivation5.Build up a supportive learning environment6.Give feedback that is informationalDörnyei’s Motivational Strategies ICreating the basic motivational conditions:Demonstrate and talk about your own enthusiasm for the course material, and how it affects you personallyTake the students’ learning very seriouslyDevelop a personal relationship with your studentsCreate a pleasant and supportive atmosphere in the classroomPromote the development of group cohesivenessDörnyei’s Motivational Strategies IIGenerating initial motivation:Raise the learners’ intrinsic interest in the L2 learning processPromote ‘integrative’ values by encouraging a positive and open-mindeddisposition towards the L2 and its speakers, and towards foreignness ingeneralPromote the students’ awareness of the instrumental values associatedwith the knowledge of an L2Increase the students’ expectancy of success in particular tasks and inlearning in generalIncrease your students’ goal-orientedness by formulating explicit classgoals accepted by themDörnyei’s Motivational Strategies IIIMaintaining and protecting motivation:Make learning more stimulating and enjoyable by breaking the monotony of classroom eventsPresent and administer tasks in a motivating wayUse goal-setting methods in your classroomBuild your learners’ confidence by providing regular encouragementHelp diminish language anxiety by removing or reducing the anxiety-producing elements in the learning environmentBuild your learners’ confidence in their learning abilities by teaching them various learner strategiesDörnyei’s Motivational Strategies IVEncouraging positive self-evaluation:Promote effort attributions in your studentsProvide students with positive information feedbackIncrease learner satisfactionOffer rewards in a motivational mannerUse grades in a motivating manner, reducing as much as possible theirdemotivating impactConclusionHave our ideas about motivation changed since the brainstorming at the beginning?。