Faculty Syllabus

Course Catalog Description:

Consumer Behavior 2371- 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

Course Schedule

Grading System

Course Grade 

This is how your course grade will be determined:

A = 1000 to 900 points

B = 899 to 800 points

C = 799 to 700 points

D = 699 to 600 points

F = Below 600 points

 No late assignments or tests will be accepted. I will allow one retake of the MC test for a maximum of 70% within one week of the due date. You have 48 hours after the due date to contact me by email to arrange a retake. There is no make-up for the Test 4.

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.

Course Schedule

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
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
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
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
 

Connect Mini Sims 1 - 8 (You will apply your knowledge to real-world scenarios through an interactive simulator).

• Buyer Behavior Mini Sim
• Market Segmentation Mini Sim
• Planning and Marketing Mix Mini Sim
• Integrated Marketing Communication Mini Sim
• Marketing Research Mini Sim
• Marketing Metrics Mini Sim
• Retail Strategy Mini Sim
• Pricing Mini Sim

1. Describe consumer behavior and how it applies to marketing strategies.
2. Identify and analyze the internal and external influences on consumer behavior.
3. Analyze and explain the consumer decision making process.
4. Identify how cultures and subcultures affect marketing and how it applies to market segmentation.
5. Describe how marketing strategies for organizational consumers differ from individuals.
6. Describe the values that impact consumer behavior.
7. Identify the roles that children play in consumer purchasing.
8. Explain and identify the effects of learning and memory.
9. Analyze and identify how marketers gain consumers' attention and interest.
10. Analyze and describe how retailing is evolving.