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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 310-2"
COURSE NAME: "Consumer Behavior"
SEMESTER & YEAR: Spring 2016
SYLLABUS

INSTRUCTOR: Susan Fuller
EMAIL: [email protected]
HOURS: MW 1:30PM 2:45PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS: Tuesday 15:00-17:00

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 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:

I.                    Recognize the external factors that influence consumer decision process

II.                  Understand the conscious and unconscious factors behind consumer choices

III.                Evaluate the interactions and complexities for internal and external factors influencing consumer behavior

IV.                Utilize consumer behavior factors to design comprehensive marketing strategies

V.                  Develop effective written and oral communication tools that address consumer behavior and involvement

TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Consumer Behavior 11th Global editionLeon G. Schiffman and Joseph WisenblitPearson Education Ltd. 201510: 0-273-78713-6     
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
ExamsMidterm Exam 20% Final Exam 30%50%
Team presentationsMidterm Project Presentation 15% Final Project Presentation 20%35 %
Class participation and quality of homework assignments 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 cours
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

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


 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 ____________
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

Topics

Class 1 Introduction to the course

I.  Consumers, Marketers and Technology

Class 2 Text Chap 1

Technology-Driven Consumer Behavior (The Marketing Concept and Enriched Exchange)

Class 3 Text Chap 2

                Segmentation, Targeting and Positioning (Bases for segmentation, behavioral targeting competitive positioning)

II.      The Consumer as Individual

Class 4  Text Chap 3

Consumer Motivation and Personality (Needs, goals, personality)

 

Class 5  Text Chap 4

Consumer Perceptions (Elements of Perception)

Class 6 Text Chap 5

Consumer learning (Behavioral, Cognitive)

Class 7 Chap 5 cont.

Consumer learning (Behavioral, Cognitive (cont’d)

Class 8 Text Chap 6

Consumer Attitude Formation and change (models)

Class 9 Text Chap 6 cont 

Consumer Attitude Formation and change

Class 10 Chap 7

Persuading Consumers

Class 11 Text Chap 8

From Print and Broadcast to Social and Mobile Media

Class 12 Text Chap 8 cont.

From Print and Broadcast to Social and Mobile Media

Class 13

Revision day

Class 14 Mid-term exam Chapters 1-8

Class 15 Group Presentations

Class 16  Text Chapter 9

Reference Groups and Family Influences (Word of mouth and opinion leaders)

 

III Consumers in their Social and Cultural Settings

Class 17 Chap 10

Family and its    Social Standing (Roles, Family Life Cycle, Social Class)

Class 18 Chapter 10 cont.

Social Class and Consumer Behavior

Class 19 Text Chapter 11

The Influence of Culture in Consumer Behavior

Class 10 Text Chapter 12

Subcultures and Consumer Behavior

Class 21 Chapter 13

Cross-cultural Consumer Behavior (An international Perspective

 

IV Consumer Decision Making, Marketing Ethics, and Consumer Research

Class 22 Chapter 14

Consumer Influence and the Diffusion of Innovations

Class 23 Chapter 14 cont.

Consumer Influence and the Diffusion of Innovations

Class 24 Chapter 15

                Marketing Ethics and Social Responsibility

Class 25 Chapter 16

                Consumer Research

Class 26 Group Presentation

Class 27 Group Presentation

Class 28 Revision day

Final exam Chapters 9 - 15