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
Culture
Social Class
Generational Cohorts
Reference Groups and Family
Mid-Term Examination [Chapters 1, 8-11]
Perception
Learning and Memory and Values
Personality and Self
Attitudes and Attitude Change
The Buying Decision Process
Final Examination [Chapters 3-7, 14]
Textbook: 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.