Course Description
Psychological and socioeconomic factors affecting consumer motivation, behavior, and buying decisions. Emphasis on current research on, and theory about, behavior of consumers as individuals and as members of socioeconomic groups. Prerequisite: Grade of C or better in MKT 320; junior standing; major in ACCT, BADM, CARS, CYBE, CYMA, ECON, ECOS, ENTR, FINC, HTMT, HURM, INTB, ISSC, or MKTG.
Syllabus
Student Learning Outcomes, Goals, Objectives:
Students successfully completing this course will be able to:
- Understand the basic foundations of consumer behavior, including the consumer decision-making journey, motivation, perception, learning, and attitude formation.
- Describe how reference groups, family, social class, and culture influence consumer behavior and decision-making.
- Apply consumer behavior principles to real-world marketing activities, such as macro- and micro-environment analysis, SWOT, and segmentation, targeting, and positioning.
- Generate actionable consumer insights through primary data collection methods (e.g., surveys, in-depth interviews) to inform marketing decisions.
- Leverage key consumer behavior theories to develop an effective marketing mix strategy.
- Analyze the impact of technology on the relationship between consumer behavior and marketing.
- Critically observe and reflect on personal consumption behaviors, analyzing how individual decision-making aligns with consumer behavior theories.
Course Grading Information:
| Activity/Performance Measure | Percentage/Points |
|---|---|
| Quizzes (12, open book, two lowest scores dropped) | 10% |
| Discussion board (5) | 10% |
| Assignments (12) | 15% |
| Exam 1 (closed book) | 15% |
| Exam 2 (closed book) | 15% |
| Group project (7 components + a full report) | 7%+28%=35% |
| Total | 100% |
Grading Scale
| Percentage | Letter Grade |
|---|---|
| ≥ 93.0% | A |
| 90.0-92.9% | A- |
| 87.0-89.9% | B+ |
| 83.0-86.9% | B |
| 80.0-82.9% | B- |
| 77.0-79.9% | C+ |
| 73.0-76.9% | C |
| 70.0-72.9% | C- |
| 60.0-69.9% | D |
| <60.0% | F |
Attendance/Participation:
This course is delivered fully online and asynchronously. Students are expected to:
Regularly access the course site and review announcements.
View all required lecture recordings and course materials.
Complete assigned coursework by the stated deadlines.
Failure to submit assignments, participate in required online activities, or engage with course content for an extended period may impact the student's final grade and academic progress in the course.
Course Materials Purchased by the Students:
Consumer Behavior, 12th edition, Schiffman and Wisenblit, published by Pearson, ISBN-13: 9780137504503
Scholarly Perspectives
This course engages diverse scholarly perspectives to develop critical thinking, analysis, and debate and inclusion of a reading does not imply endorsement.