MGT 321 – Consumer Behaviour
Course Syllabus
Instructor: Aziz MadiTime: 3:30 - 5:00 M.W
E-mail: Room: B201
Website:
Course Description:
This course introduces the students to the study of consumer behavior. We will cover a number of topics and areas that are essential for those seeking to understand and influence consumer behavior. Although theoretical concepts play an important role in this course, the dominant focus of material covered in class will be on its pragmatic implications for marketing practice. This is a very intense and demanding course which will require the student to assimilate a substantial amount of information in a short amount of time. Yet a very interesting course that will “sharpen” your personalities and minds.
Course Objectives:
After studying this course, students will be able to:
1. Provide a perspective on the study of consumer behavior.
2. Develop an understanding of the consumer decision making processes and their relevance to marketers and public policy makers
3. Identify the major topics that must be addresses in order to have a basic understanding of the consumer.
4. Develop an appreciation of the practical importance of understanding consumer’s beliefs and attitudes as well as various approaches to assessing such beliefs and attitudes.
5. Identify the major factors that influence consumer behavior and identify how consumers process and store marketing information (e.g. price, brand name, advertisements…etc)
6. Introduce the various techniques available to marketers for modifying consumers’ behavior
7. Identify the major demographic and lifestyle trends that are changing the marketplace
8. Provide the students with a sound foundation for the study of marketing management through discussion of the psychological, sociological, and economic factor underlying consumer behavior.
Required Text:
Main text: (more recent editions of the following, or at least)
- Solomon M. (2007) Consumer Behavior; buying, having and being, 7th Edition, Prentice Hall
- Solomon M. (2004) Consumer Behavior; buying, having and being, 6th Edition, Prentice Hall
Other readings:
-Arnould, Price, Zinkhan. (2004) Consumers (2nd Edition)
- Kotler P. (2002) Marketing Management, 11th edition, Prentice Hall
Student Responsibilities:
- Attend all class sessions and participate constructively in discussions and activities.
- Complete assigned readings and come to class prepared.
- Complete all written assignments in a professional manner.
- Be accountable for the contributions you are to make in any team activities.
- Ask questions.
Evaluation system & course activities:
1)Two exams (70%)
a)Mid-term exam 30%
b)Final exam 40%
2)Team presentation (10%)
3)Team paper assignment (10%)
4)Individual research paper/reports (5%).
5)In-class activities and discussions (5%)
Special Policies:
- ORIGINAL WORK: Work done for this class should be new work or be a significantmodification of past efforts. Modifications of previous work done should be first approved by the instructor. Plagiarized work will, minimally, result in a zero for the assignment.
- GROUP WORK: It is expected that each person will contribute equally in any group activities.It is up to each person to ensure that they have an equal share of work.
- SUBMITTED WORK: Unless told otherwise, assignments should be computer-generated and a hard copy submitted (be sure to staple multiple pages together). Report covers are optional.
Assessment Criteria:
Presentation:
(A copy of the slides & supporting material shall be submitted at the presentation) (details of the project to be assigned later)
- Content
- Structure
- Verbal communications & body language
- Use of visual aids
- Effective team working & preparation
Report:
(a bound copy of the report & an electronic copy are to be submitted) (details of the project to be assigned later)
- Appropriateness, creativity, & workability of the proposed plan (content andScope).
- Appropriateness of the theoretical framework and concepts.
- Ability to apply theory and concepts to practice in creative, effective ways.
- Quality of structure and presentation of the idea, concept and examples.
- Effective team working & preparation
Methodology
The module will consist of lecture inputs, seminars, role playing, investigativeresearch, class discussions and student led workshops, in addition to case study material, academic journal articles, and other readings relating tomarketing that will be provided to enhance the learning experience.
It is expected that students will complete the required case study reading material and through the learning environment be able to make a full contribution to classdiscussions on a variety of marketing related issues.
Homework will be assigned for each chapter, and these will contribute to the final mark in this course.
Consumer Behavior (MGT 321) Course Schedule
The following is a tentative schedule and may be adjusted as appropriate.
Date / Week / Chapter / Ch#18-Feb / 1 / Consumer rule / 1
20-Feb
25-Feb / 2 / Perception / 2
27-Feb
3-Mar / 3 / Learning and memory / 3
5-Mar
10-Mar / 4 / Motivation and values / 4
12-Mar
17-Mar / 5 / The self / 5
19-Mar
24-Mar / 6 / Personality and lifestyle / 6
26-Mar
31-Mar / 7 / Attitudes / 7
2-Apr
7-Apr / 8 / Mid-term exam
9-Apr / 8 / Attitude change and interactive communication / 8
14-Apr / 9 / Individual decision making / 9
16-Apr
21-Apr / 10 / Buying and disposing / 10
23-Apr
28-Apr / 11 / Group influence and opinion leadership / 11
30-Apr
5-May / 12 / Organizational and household decision making / 12
7-May
12-May / 13 / Income and social class / 13
14-May
19-May / 14 / Ethnic, Racial and religious subculture + age subculture / 14+15
21-May
26-May / 15 / Cultural influences on consumer behavior / 16
28-May / 16 / The creation and diffusion of global culture / 17
17 / Final exam week