|
|
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:
- Recognize the external factors that influence consumer decision process
- Understand the conscious and unconscious 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 Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
| Consumer Behavior, What’s new in marketing | Schiffman, L.G. and Wisenblit, J.L. | Pearson Prentice Hall | 13: 978-0134734828 | | | | | |
|
REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments |
| Consumer Behavior: Buying, Having, and Being | Solomon, M.R. | Pearson Hall | 13: 978-0134129938 | | |
|
GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| 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
|
|
|
|
|
| |
|
|
| |
|
|
| |
|
|
| |
|
|
| |
|
|
| |
|
|
| |
|
|
| |
|
|
| |
|
|
| |
|
|
| |
|
|
| |
|
|
| |
|
|
| |
|
|
| |
|
|
| |
|
|
| |
|
|
| |
|
|
| |
|
|
| |
|
|
| |
|
|
| |
|
|
| |
|
|
|
|
| |
|
| |
|
| |
|
| |
|
| |
|
| |
|
| |
|
| |
|
| |
|
| |
|
| |
|
| |
|
| |
|
| |
|
| |
|
| |
|
| |
|
| |
|
| |
|
| |
|
| |
|
| |
|
|
|
|