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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 310-1"
COURSE NAME: "Consumer Behavior "
SEMESTER & YEAR: Fall 2017
SYLLABUS

INSTRUCTOR: Alessandro Signorini
EMAIL: [email protected]
HOURS: TTH 3:00-4:15 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS: Tuesday 14-15

COURSE DESCRIPTION:
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.
SUMMARY OF COURSE CONTENT:
Theories in consumer behavior, market segmentation and segmentation strategies, consumer needs, consumer motivations and perceptions, external culture and sub-culture, consumerism and ethics, communication process and strategies.
LEARNING OUTCOMES:

At the end of the course, students should be able to:

  1. Recognize the external factors that influence consumer decision process
  2. Understand the conscious and unconscious factors behind consumer choices
  3. Evaluate the interactions and complexities for internal and external factors influencing consumer behavior
  4. Utilize consumer behavior factors to design comprehensive marketing strategies
  5. Develop effective written and oral communication tools that address consumer behavior and involvement
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Schiffman, L.G. and Kanuk, L.L.Schiffman, L.G. and Kanuk, L.L.Pearson Prentice Hall978-0135053010  
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Midterm exam 20%
Final exam 35%
Group Presentation mid-term 15%
Group Presentation final-term 20%
Class participation and quizzes 10%

-ASSESSMENT CRITERIA:
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 the course.
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.

-ATTENDANCE REQUIREMENTS:
Class attendance is absolutely mandatory and critical to the success of class discussions. After the first two unexcused absences, the students will lose 5 percentage points of their overall weighted average for the each successive absence
ACADEMIC HONESTY
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.
STUDENTS WITH LEARNING OR OTHER DISABILITIES
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.

SCHEDULE

Date

Topics

Assignments

 

 

 

Mon. 

Read syllabus/Introduction to consumer behavior

 

Wed. 

Origins and strategic application of consumer behavior

Chap 1

 

 

 

Mon. 

Consumer Motivation

Chap 4

Wed. 

Consumer Motivation (cont’d)

Chap 4

 

 

 

Mon. 

Personality and Consumer Behavior

Chap 5

Wed. 

Personality and Consumer Behavior (cont’d)

Chap 5

 

 

 

Mon. 

Consumer Perception

Chap 6

Wed. 

Consumer Perception (cont’d)

Chap 6

 

 

 

Mon. 

Consumer Learning

Chap 7

Wed. 

Consumer Learning (cont’d)

Chap 7

 

 

 

Mon. 

Group Presentations

 

Wed. 

Group Presentations

 

 

 

 

Mon. 

Group Presentations

 

Wed. 

Revision day

 

Fri.

Mid-term exam Chapters 1, 4-7

 

 

 

 

 

 

 

Mon

Reference Groups and Family Influences

Chap 10

Wed. 

Reference Groups and Family Influences (cont’d)

Chap 10

 

 

 

Mon

Social Class and Consumer Behavior

Chap 11

Wed. 

Social Class and Consumer Behavior (cont’d)

Chap 11

 

 

 

Mon

The Influence of Culture in Consumer Behavior

Chap 12

Wed. 

The Influence of Culture in Consumer Behavior (cont’d)

Chap 12

 

 

 

Mon

Subcultures and Consumer Behavior

Chap 13

Wed. 

Subcultures and Consumer Behavior (cont’d)

Chap 13

 

 

 

Mon

Consumer Influence and the Diffusion of Innovations

Chap 15

Wed. 

Consumer Influence and the Diffusion of Innovations (cont’d)

Chap 15

 

 

 

Mon

Case Study exercise

 

Wed. 

Group Work

 

 

 

 

Mon

Group Presentations

 

Wed.

Group Presentations

 

 

 

 

Mon

National Holidays, no classes

 

Wed. 

 

Revision day

 

 

 

 

 

Final exam Chapters 10-13, 15