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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 310-2"
COURSE NAME: "Consumer Behavior"
SEMESTER & YEAR:
Fall 2016
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SYLLABUS
INSTRUCTOR:
Jeff Link
EMAIL: [email protected]
HOURS:
MW 10:00AM 11:15AM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
Prerequisite: MKT 301
OFFICE HOURS:
Monday 11:15-13:15
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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.
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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:
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 | Schiffman, L.G. | Pearson | 978-0132544368 | | | | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Group Project 1 | Research project and presentation | 20% |
| Group Project 2 | Research project and presentation | 20% |
| Class Participation | Students' preparation, participation and performance on in-class exercises will be evaluated. | 20% |
| Final Individual Project | Submit final draft on or before Final Exam date *TBD*
| 40% |
-ASSESSMENT CRITERIA:
A - Work 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
B - This 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.
C - This is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
D - This 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.
F - This 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:
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. 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. Missing an exam because of other conflicts, such as job interviews, family celebrations, travel difficulties, student misunderstandings or personal convenience, will not be excused.
IMPORTANT: The final exam will be administered during the week of December 3-9. The exact place, date and time will be determined by the university administration during the semester. Do not make travel plans that may conflict with the final exam as they cannot be accommodated.
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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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Wk
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Date
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Unit
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Topic
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Text
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1
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Aug 29, 30
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I
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Introduction to the study of Consumer Behavior
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Chap 1
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2
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Sep 5, 7
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I
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Market Segmentation, Targeting, and Positioning
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Chap 2
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3
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Sep 12, 14
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II
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Consumer Motivation and Personality
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Chap 3
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4
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Sep 19, 21
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II
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Consumer Perception and Learning
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Chap 4, 5
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5
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Sep 26, 28
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II
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Consumer Attitude Formation and Change
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Chap 6
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6
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Oct 3, 5
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Group Presentations
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7
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Oct 10, 12
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III
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Persuading Consumers
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Chap 7
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8
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Oct 17, 18
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III
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Mass Media; P2P
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Chap 8, 9
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9
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Oct 24, 26
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IV
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The Family and Its Social Standing
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Chap 10
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10
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Oct 31,Nov 2
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IV
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Culture’s Influence on Consumer Behavior; Subcultures
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Chap 11, 12
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11
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Nov 7, 9
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IV
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Cross-Cultural Consumer Behavior: An International Perspective
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Chap 13
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12
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Nov 28, 30
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Group Presentations
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13
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Nov 14, 16
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V
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Consumer Decision-Making and Diffusion of Innovations
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Chap 14
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14
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Nov 21, 23
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V
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Marketing Ethics and Social Responsibility; Consumer Research
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Chap 15, 16
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Finals
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Dec. 3-9
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Final Project - submit on or before exam date *TBD*
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