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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 310-2"
COURSE NAME: "Consumer Behavior"
SEMESTER & YEAR:
Summer Session I 2024
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SYLLABUS
INSTRUCTOR:
Andrew Thomas Carswell
EMAIL: [email protected]
HOURS:
MTWTH 1:30 PM 3:20 PM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
Prerequisite: MKT 301
OFFICE HOURS:
3:30 - 4:30 PM MW
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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.
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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.
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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
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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 | 978-0134734828 | | | | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments |
| Marketing Analytics | Winston, W. | Wiley | 978-1118373439 | | |
| Consumer Behavior: Buying, Having, and Being | Solomon, M.R. | Pearson Prentice Hall | 978-0134129938 | | |
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Midterm exam | | 20% |
| Final Exam | | 25% |
| MS Excel Homeworks (4) | | 20% |
| Group Presentation End-of-Term | | 20% |
| Class Participation and Quizzes | | 15% |
-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 ____________
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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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Date
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Topics
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Assignments
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Mon. 5/20
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Introduction
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Tue. 5/21
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Consumer Behavior and Technology
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Chap 1
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Wed. 5/22
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Market Segmentation
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Chap 2
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Thu. 5/23
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Consumer Motivation/Excel Introduction and HW1
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Chap 3
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Mon. 5/27
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HW 1 Explanation/Consumer Motivation (cont.)
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Chap 3
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Tue. 5/28
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Consumer Perception and Positioning
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Chap 4
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Wed. 5/29
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Consumer Learning
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Chap 5
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Thu. 5/30
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Consumer Attitude Formation/Excel HW2
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Chap 6
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Mon. 6/3
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HW 2 Explanation/Persuading Consumers
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Chap 7
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Tue. 6/4
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Social Media and Mobile Advertising
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Chap 8
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Wed. 6/5
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Mid-Term Exam
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Thu. 6/6
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Exam Coverage/Reference Groups and Communities/Excel HW 3
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Chap 9
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Mon. 6/10
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Excel HW3 Explanation/Reference Groups and Communities (cont.)
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Chap 9
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Tue. 6/11
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The Family and Its Social Standing
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Chap 10
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Wed. 6/12
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Cultural Values and Consumer Behavior
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Chap 11
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Thu. 6/13
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Consumer Sub-Cultures/Excel HW4
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Chap 12
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Mon. 6/17
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Excel HW4 Explanation/Cross-Cultural Behavior
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Chap 13
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Tue. 6/18
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Diffusion of Innovations
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Chap 14
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Wed. 6/19
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Consumer Research
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Chap 16
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Thu. 6/20
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Group Presentations
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Fri. 6/21
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Final exam (comprehensive)
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