ENTR 2280 – CONSUMER BEHAVIOR

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I. COURSE TITLE: Consumer Behavior

COURSE NUMBER: 2280 CATALOG PREFIX: ENTR

II. PREREQUISITE(S): NONE

III. CREDIT HOURS: 3 LECTURE HOURS: 3

LABORATORY HOURS: 0 OBSERVATION HOURS: 0

IV. COURSE DESCRIPTION:

Upon completion of this course the student should develop the knowledge and skills necessary to perform useful consumer analysis in developing marketing strategies. The student should understand why people buy things.

V. ADOPTED TEXT(S):

Consumer Behavior: Buying, Having and Being

12th edition, 2016, Pearson

Michael R. Solomon

ISBN: 978-0-13-412993-8

VI. COURSE OBJECTIVES:

1.  Understand consumer behavior

2.  Recognize consumer’s impact on marketing strategy

3.  Understand marketing ethics and public policy

4.  Recognize the dark side of consumer behavior

5.  Understand perception, sensory systems, thresholds, personal and stimulus selection factors and perceptional positioning

6.  Know the behavioral learning theories

7.  Understand the cognitive learning theory

8.  Discuss memory

9.  Understand the motivation process, motivational strength, needs versus wants, consumer involvement, and values

10.  Recognize perspective on the self

11.  Understand gender differences, sex-typed products, androgyny, male and female sex roles, and body image

12.  Recognize Freudian systems, Neo-Freudian theory, lifestyles, psychographics, and trait theory

13.  Understand the power and functions of attitudes

14.  Understand attitude change and interactive communications

15.  Recognize the steps in the decision-making process

16.  Understand buying and disposing, atmospherics, quality, the environment, and situational effects on consumer behavior

17.  Know about group influence and opinion leadership

18.  Understand consumer spending and economic behavior

19.  Understand ethnic, racial, and religious subcultures

20.  Understand age subcultures

21.  Understand cultural influences on consumer behavior

22.  Demonstrate understanding of global consumer cultures

VII. COURSE METHODOLOGY:

Standard lecture and discussion

VIII. GRADING

Grading will follow policy in college catalog.

Grading Scale:

A = 90 100

B = 80 89

C = 70 79

D = 60 69

F = 59 or below

IX. COURSE OUTLINE:

Upon completion the student should be able to understand why consumers behave the way they do, perform consumer analysis, and marketing strategies. Chapters will be covered in order, with one chapter per class. Additional time will be given to observe and discuss consumer behavior, locate and discuss marketing’s effect upon consumer behavior, ethnic subcultures, and how store design influences the consumer (see sample).

CONSUMER BEHAVIOR

COURSE OUTLINE

SAMPLE

Week 1

A.  Introduction

B.  Chapter 1: Consumer Rule

1)  Consumer behavior: People in the marketplace

2)  What is consumer behavior?

3)  Consumer’s impact on marketing strategy

4)  Marketing’s impact on consumers

5)  Marketing ethics and public policy

6)  The dark side of consumer behavior

7)  Consumer behavior as a field of study

C.  Discussion / Application

Week 2

D.  Chapter 2: Perception

1)  Sensory systems

2)  Exposure

3)  Attention

4)  Interpretation

E.  Discussion / Application

Week 3

F.  Chapter 3: Learning and Memory

1)  Learning

2)  Memory

G.  Discussion / Application

Week 4

H.  Chapter 4: Motivation and Values

1)  The motivation process: Why ask why?

2)  Consumer involvement

3)  Values

I.  Discussion / Application

Week 5

J.  Chapter 5: The Self

1)  What is the self?

2)  Sex roles

3)  Body Image

K.  Discussion / Application

Week 6

L.  Chapter 6: Personality and Lifestyles

1)  Personality

2)  Brand personality

3)  Lifestyles and psychographics

M.  Discussion / Application

Week 7

N.  Chapter 7: Attitudes and Persuasion

1)  The power of attitudes

2)  How do we form attitudes

3)  How do marketers change attitudes

O.  Discussion / Application

Week 8

P.  Chapter 8: Decision Making

1)  We are problem solvers

2)  Steps in the decision making process

Q.  Review for midterm

R.  Midterm Test

Week 9

S.  Chapter 9: Buying and Disposing

1)  Situational effects on consumer behavior

2)  The shopping experience

3)  Post-purchase satisfaction

4)  Product disposal

T.  Discussion / Application

Week 10

U.  Chapter 10: Groups

1)  Reference groups

2)  Opinion leadership

3)  Word-of-mouth communication

V.  Discussion / Application

Week 11

W.  Chapter 11: Organizational and Household Decision Making

1)  Organizational decision making

2)  The Family

3)  Children as decision makers: consumers-in-training

X.  Discussion / Application

Week 12

Y.  Chapter 12: Income and Social Class

1)  Consumer spending and economic behavior

2)  Social class structure

3)  Social class and consumer behavior

Z.  Discussion / Application

Week 13

AA.  Chapter 13: Ethnic, Racial, and Religious Subcultures

1)  Subcultures, micro cultures, and consumer identity

2)  Religious subcultures

BB.  Discussion / Application

Week 14

CC.  Chapter 14: Age Subcultures

1)  Age and consumer identity

2)  The youth market

3)  The mature market

4)  The gray market

DD.  Discussion / Application

Week 15

EE. Chapter 15:Cultural influences on consumer behavior

1)  What is culture

2)  Cultural stories and ceremonies

3)  Sacred and profane consumption

FF. Discussion / Application

GG.  Review for Final

HH.  Chapter 16: Global Consumer Culture

1)  Where does popular culture come from

2)  The fashion system

Week 16

II.  Final Exam

X. OTHER REQUIRED TEXTS, SOFTWARE, AND MATERIALS: NONE

None

XI. EVALUATION:

Midterm 40%

Final 60%

100%

XII. SPECIFIC MANAGEMENT REQUIREMENTS:

At the discretion of the instructor

XIII. OTHER INFORMATION:

·  No Cell phones allowed – must be turned off

·  Cheating or plagiarism will result in failure of the course

·  More than three absences may result in a lower grade

·  Disruptive behavior may result in expulsion from class or a lower grade

FERPA: Students need to understand that your work may be seen by others. Others may see your work when being distributed, during group project work, or if it is chosen for demonstration purposes.

Students also need to know that there is a strong possibility that your work may be submitted to other entities for the purpose of plagiarism checks.

DISABILITIES: Students with disabilities may contact the Disabilities Service Office, Central Campus, at 800-628-7722 or 937-393-3431.