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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 310"
COURSE NAME: "Consumer Behavior"
SEMESTER & YEAR: Fall 2023
SYLLABUS

INSTRUCTOR: Alessandro Signorini
EMAIL: [email protected]
HOURS: TTH 4:30 PM 5:45 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS: Tuesday 1:30-2:30

COURSE DESCRIPTION:
This course focuses on the study of consumer decision-making processes, consumer behavior models and their impact on the development of marketing strategies and tactics. Topics discussed include consumers’ impact on marketing strategy, consumer involvement, cultural influences on consumer decision making, perception, learning, memory, attitudes and persuasion, situational effects, and the social power of groups and collective decision making. The emphasis is on understanding how the consumer decision-making process works and how it may be influenced by organizations. 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 NumberCommentsFormatLocal BookstoreOnline Purchase
Consumer Behavior, What’s new in marketing Schiffman, L.G. and Wisenblit, J.L. Pearson Prentice Hall13: 978-0134734828     
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Consumer Behavior: Buying, Having, and BeingSolomon, M.R. Pearson Hall13: 978-0134129938  
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

 

 

 

Tue. 1/18

Read syllabus/Introduction to consumer behavior

 

Thur. 1/20

Origins and strategic application of consumer behavior

Chap 1

 

 

 

Tue. 1/25

Consumer Motivation

Chap 4

Thur. 1/27

Consumer Motivation (cont’d)

Chap 4

 

 

 

Tue. 2/1

Personality and Consumer Behavior

Chap 5

Thur. 2/3

Personality and Consumer Behavior (cont’d)

Chap 5

 

 

 

Tue. 2/8

Consumer Perception

Chap 6

Thur. 2/10

Consumer Perception (cont’d)

Chap 6

 

 

 

Tue. 2/15

Consumer Learning

Chap 7

Thur. 2/17

Consumer Learning (cont’d)

Chap 7

 

 

 

Tue. 2/22

Group Presentations

 

Thur. 2/24

Group Presentations

 

 

 

 

Tue. 3/1

Revision day

 

Thur. 3/3

Mid-term exam Chapters 1, 4-7

 

 

 

 

 

 

 

DATE

Topics

Assignments

 

 

 

Tue. 3/8

Reference Groups and Family Influences

Chap 10

Thur. 3/10

Social Class and Consumer Behavior

Chap 11

 

 

 

Tue. 3/15

Social Class and Consumer Behavior

Chap 11

Thur. 3/17

Consumer Influence and the Diffusion of Innovations

Chap 15

 

 

 

Tue. 3/22

Spring Break

 

Thur. 3/24

Spring Break

 

 

 

 

Tue. 3/29

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

Chap 15

Thur. 3/31

Group Presentations

 

 

 

 

Tue. 4/5

Group Presentations

 

Thur. 4/7

Group Presentations

 

 

 

 

Tue. 4/12

The Influence of Culture in Consumer Behavior

Chap 12

Thur. 4/14

Subcultures and Consumer Behavior

Chap 13

 

 

 

Tue. 4/19

Case Study exercise

 

Thur. 4/21

Case Study exercise

 

 

 

 

Tue. 4/26

Case Study exercise

 

Thur. 4/28

Revision day

 

 

 

 

5/2-5/6

Final exam Chapters 10-13, 15