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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 310"
COURSE NAME: "Consumer Behavior "
SEMESTER & YEAR: Fall 2019
SYLLABUS

INSTRUCTOR: Alina Sorgner
EMAIL: [email protected]
HOURS: MW 4:30-5:45 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS: 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:
Theories in consumer behavior, market segmentation, consumer needs, consumer motivations and perceptions, consumer learning, reference groups, the influence of culture on consumer behavior, sub-cultures, consumerism and ethics, diffusion of innovations.
LEARNING OUTCOMES:
Upon successful completion of this course students will be able to:
- Recognize the external factors that influence consumer decision process;
- Understand the conscious and unconcious factors behind consumer choices;
- Evaluate the interactions and complexities for internal and external factors influencing consumer behavior;
- Utilize consumer behavior factors to design comprehensive marketing strategies;
- Develop effective written and oral communication tools that address consumer behavior and involvement.
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Consumer BehaviorSchiffman, L.G. and Kanuk, L.L.Pearson Prentice Hall13: 978-0135053010  
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Mid-term exam 30/100
Mid-term group project 15/100
Final exam (non-cumulative) 30/100
AttendanceFull credit for attendance will be given to students with three or fewer unexcused absences. Four or more absences will result in a proportional reduction of the grade.10/100
End-term group project 15/100

-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

Full credit for attendance will be given to students with three or fewer unexcused absences. Four or more absences will result in a proportional reduction of the grade. Coming late to class or leaving early will be possible only with permission of the instructor.

Major exams (midterm or final) cannot be made up 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.
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
1Introduction to consumer behaviorChapter 1  
2Origins and strategic application of consumer behavior Chapter 1  
3Consumer motivationChapter 4  
4Consumer motivation (cont'd)Chapter 4  
5Personality and consumer behaviorChapter 5  
6Personality and consumer behavior (cont'd)Chapter 5  
7Consumer perceptionChapter 6  
8Consumer perception (cont'd)Chapter 6  
9Consumer learning Chapter 7  
10Consumer learning (cont'd)Chapter 7  
11In-class work on projects   
12Group presentations   
13Group presentations   
14Revision dayChapters 1, 4-7  
15Mid-term exam (chapters 1, 4-7)   
16Reference groups and family influencesChapter 10  
17Reference groups and family influences (cont'd)Chapter 10  
18Social class and consumer behaviorChapter 11  
19Social class and consumer behavior (cont'd)Chapter 11  
20The influence of culture in consumer behaviorChapter 12  
21The influence of culture in consumer behavior (cont'd)Chapter 12  
22Subcultures and consumer behaviorChapter 13  
23Subcultures and consumer behavior (cont'd)Chapter 13  
24Consumer Influence and the Diffusion of InnovationsChapter 15  
25Consumer Influence and the Diffusion of Innovations (cont'd)Chapter 15  
26Group presentations   
27Group presentations   
28Revision day  See University's schedule for date and time of the final exam.