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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 310-2"
COURSE NAME: "Consumer Behavior"
SEMESTER & YEAR: Fall 2017
SYLLABUS

INSTRUCTOR: Alessandro Signorini
EMAIL: [email protected]
HOURS: TTH 1:30-2:45 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS: After class as needed and by appointment

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:
The course focusses on the study of consumer decision processes, their internal and external influencing factors, consumer behavior modells and theories as well as their impact on the development of marketing strategies. Teaching methodology includes exercises, case studies, and the study of actual research literature.
LEARNING OUTCOMES:
At the end of the course, students should be able to:
1. Describe consumer decision process and it's internal and external influencing factors.
2. Understand the most important conscious and unconscious drivers of consumer behavior and their interactions.
3. Grasp theories of consumer behavior and their application to design marketing strateies.
4. Develop a critical mindset to evaluate marketing activities from the consumers' perspective
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Consumer BehaviorSchiffman, L.G. and Kanuk, L.L.Pearson Prentice Hall978-0135053010     
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Mid-term Exam  35%
Final Exam  30%
Presentation approx. 30-40 minutes presentation on an article (a study), list of articles will be provided at the beginning of the course25%
Class participation  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:
ATTENDANCE REQUIREMENTS AND EXAMINATION POLICY
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. The final exam period runs until _____07.12.2017_______
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

SessionSession FocusReading AssignmentOther AssignmentMeeting Place/Exam Dates
08/29Read syllabus/introduction to consumer behavior   
08/31Origins and strategic application of consumer behaviorChap 1  
09/05Consumer Motivation I/IIChap 4  
09/07Consumer Motivation II/IIChap 4  
09/12Personality and Consumer Behavior I/IIChap 5  
09/14Personality and Consumer Behavior II/IIChap 5  
09/19Consumer Perception I/IIChap 6  
09/21Consumer Perception II/IIChap 6  
09/26Consumer Learning I/IIChap 7  
09/28Consumer Learning II/IIChap 7  
10/03Consumer Attitude Formation and Change I/IIIChap 8  
10/05Consumer Attitude Formation and Change II/IIIChap 8  
10/10Consumer Attitude Formation and Change III/IIIChap 8  
10/12Revision day   
10/17Class exercise   
 Mid-term exam Chapters 1, 4-8  10/19
10/24Presentation    
10/26Presentation    
10/27Presentation (make up day for Thanksgiving Holiday)   
10/31Reference Groups and Family InfluencesChap 10  
11/02Presentation    
11/07Presentation    
11/09Social Class and Consumer BehaviorChap 11  
11/14Presentation    
11/16The influence of Culture in Consumer BehaviorChap 12  
11/21Subculture and Consumer BehaviorChap 13  
11/23***Thanksgiving Holiday***   
11/28Case Study exercise (tbd)   
11/30Case Study exercise (tbd)   
12/05Revision day   
 Final exam   12/07