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COURSE NAME: "Consumer Behavior "
SEMESTER & YEAR: Summer Session I 2017

INSTRUCTOR: Charles Schewe
EMAIL: [email protected]
HOURS: MTWTH 11:00 AM 12:45 PM
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS: After Class as Needed and By Appointment

This course focuses on the study of consumer decision processes, consumer behavior models and their impact on the development of marketing strategies. The emphasis is on researching and in-depth understanding of the consumer decision process. Teaching methodology includes case studies and an emphasis on experiential research.

The course will consist of lecture and class discussion geared to enhance material presented in the text.  Class sessions also will present some additional concepts not presented in the text.  You are expected to read the text and other assigned material prior to coming to class.  The beginning of the course will consist of laying the foundation of marketing activities that reflect a need for knowledge of buyer/consumer behavior.  Throughout the course, you will see real world examples of how marketing is performed in a variety of companies and how the deep understanding of the consumer plays a role in success or failure.   The theme of this course is “applied”…we will look at concepts from the behavioral sciences but focus on seeing them applied to actual companies and products and consumers.  Consistent with my research and consulting experiences, the course will address the aging process as a behavioral driver and will be used as a frequent overlay to the basics of consumer behavior.  Throughout the semester, students may carry out assignments that will bring home the conceptual material of the course.  These assignments will count towards the final grade.  Additionally, at points during the semester, we will “Flip the Classroom” wherein you will watch videos in class and we will use the classroom time to discuss how companies are/can be using the concepts of the course. 

Course Topics and Exams

Consumer Behavior and Marketing Management


Social Class

Generational Cohorts

Reference Groups and Family

Mid-Term Examination [Chapters 1, 8-11]


Learning and Memory and Values

Personality and Self

Attitudes and Attitude Change

The Buying Decision Process

Final Examination [Chapters 3-7, 14]

Bruce Wrenn, David Loudon, and Albert Della Bitta, Consumer Behavior: Putting Theory into Practice, 5th Edition, 2014, Textbook Media Press, St. Paul MN, ISBN 1-90789-81-5.  Price: $34.95

You will be instructed on how to obtain the ebook on the first day of classes.  Hard copies are available only in the U.S....if you wish a hard copy, you can buy it before coming to John Cabot University.


·      To grasp the underlying motivations and drivers of marketplace behavior.  To know why people buy.

·      To understand the social and individual forces which influence the buyer/consumer transaction.

·      To revisit the activities of marketing and present the principles and strategies needed to successfully perform these tasks.

·      To develop an awareness of the major customer-related marketing problems faced by a variety of organizations, with emphasis on sound approaches for addressing and resolving such problems.

·      To understand how to conduct marketing research to uncover consumer wants and desires.

·      To begin to cultivate a proficiency in developing consumer-oriented, competitive marketing strategies and tactics.

·      To provide a behavioral foundation for those students who plan to do advanced work in marketing and related functional areas of business.

Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Consumer Behavior: Putting Theory into Practice 5th Edition, 2014Bruce Wrenn, David Loudon and Albert Della BittaTextbook/Media, St. Paul MN1-930789-91-5  

Attendance will count along with Class Participation. The Mid-term Examination and Final Examination will count the most toward the grade. There may be weekly quizzes that would amount to 20% of your grade and thereby reduce the exam weighs to 40% each. This is to be determined.The weighs for each exam will be 50%.

AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for
BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to critically evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments.
CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
DThis level of performances demonstrates that the student lacks a coherent grasp of the material.Important information is omitted and irrelevant points included.In effect, the student has barely done enough to persuade the instructor that s/he should not fail.
FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.



You cannot make-up a major exam (midterm or final) without the permission of the Dean’s Office. The Dean’s Office will grant such permission only when the absence was caused by a serious impediment, such as a documented illness, hospitalization or death in the immediate family (in which you must attend the funeral) or other situations of similar gravity. Absences due to other meaningful conflicts, such as job interviews, family celebrations, travel difficulties, student misunderstandings or personal convenience, will not be excused. Students who will be absent from a major exam must notify the Dean’s Office prior to that exam. Absences from class due to the observance of a religious holiday will normally be excused. Individual students who will have to miss class to observe a religious holiday should notify the instructor by the end of the Add/Drop period to make prior arrangements for making up any work that will be missed.
As stated in the university catalog, any student who commits an act of academic dishonesty will receive a failing grade on the work in which the dishonesty occurred. In addition, acts of academic dishonesty, irrespective of the weight of the assignment, may result in the student receiving a failing grade in the course. Instances of academic dishonesty will be reported to the Dean of Academic Affairs. A student who is reported twice for academic dishonesty is subject to summary dismissal from the University. In such a case, the Academic Council will then make a recommendation to the President, who will make the final decision.
John Cabot University does not discriminate on the basis of disability or handicap. Students with approved accommodations must inform their professors at the beginning of the term. Please see the website for the complete policy.


The Mid-Term examination will be given near the middle of the 5 week course, approximately the 7th of June.  You will sit for the Final Examination on June 23, the date designated by John Cabot University for  final examinations.  If quizzes are added, they would be on Mondays, beginning May 29.  Again, that is to be determined.