ENTR 2280 – CONSUMER BEHAVIOR
Page 4 of 6
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.