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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 310-2"
COURSE NAME: "Consumer Behavior"
SEMESTER & YEAR:
Fall 2017
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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
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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.
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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.
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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
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TEXTBOOK:
Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
Consumer Behavior | Schiffman, L.G. and Kanuk, L.L. | Pearson Prentice Hall | 978-0135053010 | | | | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
Assignment | Guidelines | Weight |
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 course | 25% |
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_______
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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.
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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.
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SCHEDULE
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Session | Session Focus | Reading Assignment | Other Assignment | Meeting Place/Exam Dates |
08/29 | Read syllabus/introduction to consumer behavior | | | |
08/31 | Origins and strategic application of consumer behavior | Chap 1 | | |
09/05 | Consumer Motivation I/II | Chap 4 | | |
09/07 | Consumer Motivation II/II | Chap 4 | | |
09/12 | Personality and Consumer Behavior I/II | Chap 5 | | |
09/14 | Personality and Consumer Behavior II/II | Chap 5 | | |
09/19 | Consumer Perception I/II | Chap 6 | | |
09/21 | Consumer Perception II/II | Chap 6 | | |
09/26 | Consumer Learning I/II | Chap 7 | | |
09/28 | Consumer Learning II/II | Chap 7 | | |
10/03 | Consumer Attitude Formation and Change I/III | Chap 8 | | |
10/05 | Consumer Attitude Formation and Change II/III | Chap 8 | | |
10/10 | Consumer Attitude Formation and Change III/III | Chap 8 | | |
10/12 | Revision day | | | |
10/17 | Class exercise | | | |
| Mid-term exam Chapters 1, 4-8 | | | 10/19 |
10/24 | Presentation | | | |
10/26 | Presentation | | | |
10/27 | Presentation (make up day for Thanksgiving Holiday) | | | |
10/31 | Reference Groups and Family Influences | Chap 10 | | |
11/02 | Presentation | | | |
11/07 | Presentation | | | |
11/09 | Social Class and Consumer Behavior | Chap 11 | | |
11/14 | Presentation | | | |
11/16 | The influence of Culture in Consumer Behavior | Chap 12 | | |
11/21 | Subculture and Consumer Behavior | Chap 13 | | |
11/23 | ***Thanksgiving Holiday*** | | | |
11/28 | Case Study exercise (tbd) | | | |
11/30 | Case Study exercise (tbd) | | | |
12/05 | Revision day | | | |
| Final exam | | | 12/07 |
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