Syllabus

Consumer Behavior (MKT 301)

Class of :2nd semester 1437/1438
Instructor:Abdullah Aldarrab / (2016-2017)
Office: / Room 124,Floor 2, Department of Marketing, CBA
E-mail: /
Lecture Hours: / 1:00-2:20 pm

COURSE DESCRIPTION:

This course focuses on the study of the buying and consumption behaviour of individuals and families and the various factors influencing their buying decisions, including: cultural, social, psychological, and situational factors. It discusses the principles, concepts, and theories that stem from other social sciences such as psychology, social psychology, sociology, cultural anthropology, economics, and others, and apply them to the purchasing and consumption behaviour of individuals. The course gives special attention to the ways in which these principles, concepts, and theories can be applied effectively to marketing strategies.

COURSE GOAL:

To acquaint students with the role of consumer behavior in shaping the marketing strategies of business firms, along with a strong understanding of the culture, social, and psychological factors that influence consumer behavior.

It is vital at this point for students to have a full knowledge on how to benefit from the study of consumer behavior in developing and improving marketing strategy, through a solid understanding of the stages of buying decision process and the influencing factors.

REQUIRED TEXT BOOK:

Leon Schiffman and Leslie Kanuk, ‘Consumer Behaviour’. Prentice-Hall.

COURSE EXTERAL RESOURCES:

  • Following the strategic decision process of various global companies
  • Reading articles, and discussing case studies.

RECOMMENDED REFERENCES:

  • Henry Assael, Consumer Behavior- A Strategic Approach. Houghton Mifflin Company,2003 or latest.
  • Del I. Hawkins, Roger J. Best, Kenneth A. Coney, and David L. Mothersbaugh, Consumer Behavior. McGraw-Hill/Irwin. 2009.
  • Paul Peter and Jerry Olson, Consumer Behavior and Marketing Strategy. McGraw-Hill Higher Education.

COURSE EXPECTATIONS:

  1. Students are expected to come to class. You need to discuss any situations that are impacting your attendance – as they arise – and in advance. There are no make-up exams and no late assignments accepted.
  2. Students are expected to be prepared for class. You need to read the material designated for the day and be ready to participate in the order of business for the day.
  3. Part of the course will be covered by assignments. Therefore, students are expected to do and submit their own work. Be sure to cite any thing that is not your original thought!
  4. Students are expected to demonstrate professionalism and integrity.
  5. Students are expected to do two assignments.

EVALUATION CRITERIA

Performance in this course will be measured using the following key activities:

  1. Exams:Apart from the final exam, there will be twomid exams that will cover major concepts in the course. The formats for exams can include items that are multiple-choice, true/false, and essay questions (any combination).
  2. Case Study: Individual case study qiuz.
  3. Group project: explanation of consumer behavior model.
  4. Individual project:applying the consumer behavior model on any bought product.
  5. Grouppresentation: individual assessment
  6. Attendance and participation:

Attendance Policy: You should be in at the beginning of the hour. Students are expected to attend every class, having completed the reading assignments, and well prepared and ready to participate in class discussions, exercises, and homework. Use your own judgment; attendance usually has a high correlation with how well you do in a course. If you are late, please call back at the end of the class Don't knock the door to enter the class.

It is the university policy to insure that students take full advantage of their classes. In case of unexcused absences exceeding %25 of semester classes the student will be rewarded with ((حرمان.

Semester Grade

The final grade will be awarded as follows:

Academic Dishonesty:

If you were caught cheating, the Grade of F will be awarded automatically. University policy will be enforced with Zero tolerance.

Students with Disabilities:

If you are disabled, please inform me as soon as possible so that I can do my best to make the class handicap friendly. In the case of injuries that prevent a student from executing his daily course work, the student is advised to keep me posted to accommodate his needs.

LIST OF TOPICS

Date / Chapter / Topic and Assignment
Week 1 / Introduction in Consumer behavior
Week 2 / Ch 1 / Consumer Behavior: Meeting Changes and Challenges
Week 3 / Ch 4 / The Psychological concepts that account for individual behavior
Consumer Motivation
Week 4 / Ch5 / Personality and consumer Behavior
Week 5 / Ch 6 / Consumer Perception
Mid 1 Exam:
Week 6 / Ch 7 / Consumer Learning
Week 7 / Ch 9 / Communication and Consumer Behavior
Week 8 / Mid Term 1
Mid 2 Exam:
Week 9 / Ch 10 / Consumer in their social and cultural settings
The Family and Its Social Class Standing
Week 10 / Ch 11 / Influence of Culture on Consumer Behavior
Week 11 / Ch 12 / Subcultures and Consumer Behavior
Week 12 / Ch 14 / The consumer Decision Making Process and Ethical Dimensions
Consumer and the Diffusion of Innovation
Week 13 / Mid Term 2
Cases Study
Week 14 / Ch 15 / Consumer Decision Making and Beyond
Week 15 / Combined Project Presentation

Grading Plan

Points / Assessment / Notes
35 points / Mid Terms / Mid 1 exam covers 4 chapters+first assignment
Mid 2 exam covers 3 chapters+ second assignment
5 point / Casestudy / Quiz
10 points / 2 written projects / 1-Group project: explanation of consumer behavior model.
2-Individual project: application of consumer behavior model on a bought product
5 points / Group presentation / Combination of the two projects
5 points / Attendance / + class participation
40 point / Final Exam / Sellected chapters

Try to enjoy the journey in order to give excellent results.

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