Course Catalog Description:

Consumer Behavior 2371- 72499A study of how marketing meets consumer needs. Covers consumer behavior as it affects marketing. Topics include needs, motivations, perceptions, and attitudes of consumers, and the influence of social class, culture and subculture on consumer behavior and behavior research are discussed in depth. Course addresses strategies for creating customer values and trends in customer behavior. Case studies are used extensively. Skill(s): R Course Type: W

Credit Hours: 3

Couse Rational:

Marketing attempts to influence the way consumers behave. We are all consumers, and we are all members of society, so consumer behavior, and attempts to influence it is critical to all of us. This course is basically the psychology course of Marketing. Marketers want to know why consumers do what they do. In other words, why do you go to this retailer instead of that other one, or this restaurant instead of that restaurant. To know the way consumers, behave is critical since we are all so different and can mean success or failure to a business.

Marketers spend billions of dollars attempting to influence what, when, and how you and I buy and consume. Marketers not only spend billions attempting to influence our behavior, but also spend hundreds of millions of dollars studying our behavior. With the knowledge of consumer behavior marketers can increase the success of their products.

Prerequisites: There are no prerequisites for this course

Required Texts/Materials

Consumer Behavior, Building Marketing Strategy by Mothersbaugh, Hawkins, and Kleiser 15th edition, McGraw Hill Publisher

We will cover the entire book in one semester. In addition, we will be using McGraw Hill ConnectPlus software since the majority of the assignments will use this software. You cannot purchase the ConnectPlus access code without purchasing the e-text. During the course, you will also be required to complete a variety of assignments that will be delivered via ConnectPlus, an innovative online learning system that is integrated with the text and proven to help student achieve greater success. Assignments completed ConnectPlus will make up a significant portion of your total grade in this course so you should arrange access immediately.

Reading assignments consist of 20 chapters in the e-book and PowerPoints for each chapter.

Chapter 1 Consumer Behavior & Marketing Strategy
Chapter 2 Cross-Cultural Variations in Consumer Behavior
Chapter 3 The Changing American Society: Values
Chapter 4 The Changing American Society: Demographics and Social Stratification
Chapter 5 The Changing American Society Subcultures
Test 1 M/C and Essay
Chapter 6 The American Society: Families & Households
Chapter 7 Group Influences on Consumer Behavior
Chapter 8 Perception
Chapter 9 Learning, Memory, & Product Positioning
Chapter 10 Motivation, Personality & Emotion
Test 2 M/C and Essay
Chapter 11 Attitudes & Influencing Attitudes
Chapter 12 Self-Concept & Lifestyle
Chapter 13 Situational Influences
Chapter 14 Consumer Decision Process & Problem Recognition
Chapter 15 Information Search
Test 3 M/C and Essay
Chapter 16 Alternative Evaluation & Selection
Chapter 17 Outlet Selection & Purchase
Chapter 18 Post purchase Processes, Customer Satisfaction & Customer Commitment
Chapter 19 Organizational Buyer Behavior
Chapter 20 Marketing Regulations and Consumer Behavior
Test 4 M/C and Essay

Connect Mini SIMs 1 - 9 (You will apply your knowledge to real-world scenarios through an interactive simulator).

Each chapter has for 4 to 5 objectives. These are the main topics of the chapters and are listed in each chapter in the Quality Matters form. All should review these objectives prior to reading the chapter to become familiar with the main topics of the chapter. Then, after the chapter is read, the student should go back to the chapter objectives to discover if they have mastered these topics. These chapter objectives are also listed in Blackboard in the Course Content, Unit and Chapter links in the section titled Objectives.