| Course Title: | Consumer Behavior |
|---|---|
| Course Number: | MKTG310 |
| Course Description: | Students in this course analyze consumer purchasing behavior as |
| Course Prerequisites: | BUSN319 / 4-4. |
Syllabus
Course Information
Course Specific Requirements
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Software Citation Requirements
This course uses open-source software, and as the end users of this software, students are required to cite the software for any student work, such as assignments, labs, or projects, where the software has been utilized. Open-source software does have end-user license agreements, and all students should read the entire agreement for a software prior to installation or usage. In order to use the software in this course, software citations have been created for students and can be located on the Open Source Applications page. These software citations must be included in all student work submissions that have used the software.
Textbooks and Resources
Required Textbooks
The following books are required for this course:
Consumer Behavior: Buying, Having, and Being
11th Edition
by Michael R. Solomon
2015 Pearson Education, Inc.
2014 MyMarketingLab—Instant Access. You may also have Instant Access for this book in the Pearson eText tab under Course Home —for Consumer Behavior: Buying, Having, and Being, 11/E
E-book Details
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Step 3: Access the Desktop and Mobile Versions
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Campus Additional Information
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Terminal Course Objectives
DeVry University course content is constructed from curriculum guides developed for each course that are in alignment with specific Terminal Course Objectives. The Terminal Course Objectives (TCOs) define the learning objectives that the student will be required to comprehend and demonstrate by course completion. The TCOs that will be covered in detail each week can be found in the Objectives section for that particular week. Whenever possible, a reference will be made from a particular assignment or discussion back to the TCO that it emphasizes.
1
Given that consumer behavior is an essential element of marketing strategy, define the steps in a marketing strategy and explain their link to consumer behavior.
2
Given that smart marketing requires businesses to stay on top of demographic trends, demonstrate a solid understanding of generations and their marketing implications.
3
Given the cultural diversity between and within countries, demonstrate an understanding of what variances in values exist across cultures.
4
Given that the household is the basic purchasing and consuming unit and therefore of great importance to marketers, demonstrate knowledge of the household life cycle stages and their role in segmenting the market.
5
Given that perception is a critical part of information processing for consumer decision making, gain an in-depth understanding of the nature of perception as it relates to marketing strategy.
6
Given the importance of psychological factors (learning, memory, motivation, personality, and emotions) in consumer behavior, explain the difference between these factors as well as their role in designing marketing strategy.
7
Given that marketers ultimately want to change behaviors or response tendencies, understand the components of an attitude (cognitive, affective, and behavioral) and how marketers change these components to influence consumer behavior.
8
Given that marketers constantly strive to better understand their target markets, explain the value of psychographics or lifestyle as well as the popular systems that quantify lifestyle (e.g., VALS).
9
Given that all behavior takes place within the context of a situation, demonstrate an understanding of how situational influences relate to marketing strategy.
10
Given that the consumer decision process helps marketers understand emotion, environment, and attribute based decisions, demonstrate a thorough understanding of the process.
11
Giving that Online and Social Media users are constantly growing, demonstrate a solid understanding of what marketers can do to effectively and efficiently tailor their marketing efforts to learn about consumers' behavior online and fulfill their wants and needs.
Lab Schedule
Week 1
None
Citrix
RKON
Skillsoft
Toolwire
WebServer
ACC COMAT
ACC NonCOMAT
CWP
EDUPE (MySQL)
Week 2
None
Citrix
RKON
Skillsoft
Toolwire
WebServer
ACC COMAT
ACC NonCOMAT
CWP
EDUPE (MySQL)
Week 3
None
Citrix
RKON
Skillsoft
Toolwire
WebServer
ACC COMAT
ACC NonCOMAT
CWP
EDUPE (MySQL)
Week 4
None
Citrix
RKON
Skillsoft
Toolwire
WebServer
ACC COMAT
ACC NonCOMAT
CWP
EDUPE (MySQL)
Week 5
None
Citrix
RKON
Skillsoft
Toolwire
WebServer
ACC COMAT
ACC NonCOMAT
CWP
EDUPE (MySQL)
Week 6
None
Citrix
RKON
Skillsoft
Toolwire
WebServer
ACC COMAT
ACC NonCOMAT
CWP
EDUPE (MySQL)
Week 7
None
Citrix
RKON
Skillsoft
Toolwire
WebServer
ACC COMAT
ACC NonCOMAT
CWP
EDUPE (MySQL)
Week 8
None
Citrix
RKON
Skillsoft
Toolwire
WebServer
ACC COMAT
ACC NonCOMAT
CWP
EDUPE (MySQL)
Course Schedule
| Week, TCOs, and Topics | Readings and Class Preparation | Activities and Assignments |
|---|---|---|
| Week 1 TCOs 1 and 10 Decision Making | Chapter 1: Buying, Having, and Being Chapter 2: Decision Making and Consumer Behavior | Case Study, "Honda's Asimo" Graded Discussion Topics |
| Week 2 TCO 3 Culture | Chapter 3: Cultural Influences on Consumer Decision Making Chapter 4: Consumer and Social Well-Being | Video Assignment: Does Green? Graded Discussion Topics |
| Week 3 TCOs 5 and 6 Perception | Chapter 5: Perception Chapter 6: Learning and Memory | You Decide Assignment Graded Discussion Topics |
| Week 4 TCO 7 Attitudes | Chapter 7: The Self Chapter 8: Attitudes and Persuasions | Graded Discussion Topics Midterm Exam |
| Week 5 TCOs 2, 4 and 9 Group Effects | Chapter 9: Group and Situational Effects on Consumer Behavior Chapter 10: Consumer Identity I: Sex roles and Subcultures | Case Study, "Furnishing An Experience" Graded Discussion Topics |
| Week 6 TCO 8 Social Class | Chapter 11: Consumer Identity II: Social Class and Lifestyles | Video Assignment: Nike Graded Discussion Topics |
| Week 7 TCO 11 Social Media | Chapter 12: Networked Consumers Behavior: Word-of-Mouth, Social Media, and Fashion | Case Study, "Never Stay Here! The Power of Negative Online Reviews" Graded Discussion Topics |
| Week 8 All TCOs | Final Exam | |
Blended E-Learning
This course is an 8-week, intensive course that includes both classroom-based and e-learning activities. Your participation in both areas is essential to your success in this course. You should expect to spend time each week participating in the prescribed activities both before and after our class meeting.
Participation before, during, and after class meetings is critical to your success in this intensive environment.
To get the most out of our weekly class meetings, it is essential that you come to class prepared. The weekly readings listed in the Course Schedule will prepare you for class. Our class meetings, in turn, will prepare you for upcoming exams and assignments.
Through the DeVry e-learning platform, you will be able to
- review the Syllabus and weekly assignment information;
- submit completed work for grading;
- take quizzes and exams;
- obtain copies of class handouts and notes;
- e-mail the instructor and other students; and
- participate in online discussion of class material.
Due Dates for Assignments & Exams
Unless otherwise specified, the following applies.
- Access to most weeks begins on Sunday at 12:01 a.m. mountain time (MT).
- All assignments are to be submitted on or before Sunday at the end of the specified week that they are due, by 11:59 p.m. (MT).
- All quizzes and exams are to be completed on or before Sunday at the end of the specified week that they open, by 11:59 p.m. (MT).
Week 8 opens at 12:01 a.m. (MT) on the ending Sunday of Week 7. Any assignments or exams must be completed by 11:59 p.m. (MT) Saturday of the eighth week.
Due Dates for Assignments & Exams
All assignments, quizzes, and exams are to be completed per the schedule indicated by your instructor.
Assignment Values and Letter Grades
The maximum score in this class is 1,000 points. The categories, which contribute to your final grade, are weighted as follows.
| Assignment | Points | Weighting |
|---|---|---|
| Discussions (40 points, Weeks 1–7) | 280 | 28% |
| Video Assignments (55 points, Weeks 2 and 6) | 110 | 11% |
| Case Studies (70 points, Weeks 1, 5, and 7) | 210 | 21% |
| You Decide Activity (100 points, Week 3) | 100 | 10% |
| Midterm | 150 | 15% |
| Final Exam | 150 | 15% |
| Total Points | 1,000 | 100% |
All of your course requirements are graded using points. At the end of the course, the points are converted to a letter grade using the scale in the table below.
Final grades are based on the percentage equivalent in the chart below and are not rounded to the next higher letter grade.
| Letter Grade | Points | Percentage |
|---|---|---|
| A | 900–1,000 | 90% to 100% |
| B | 800–899 | 80% to 89.9% |
| C | 700–799 | 70% to 79.9% |
| D | 600–699 | 60% to 69.9% |
| F | 599 and below | Below 60% |
DeVry Graduate Academic Policy and Relevant Resources
DeVry Undergraduate Academic Policy and Relevant Resources
Frequently Asked Questions
When are grades calculated, and how can I view my grades?
- You must complete any quizzes and post your written assignments (if necessary) to the weekly Dropbox by Sunday 11:59 p.m. (MT) each week, except Week 8 which closes at 11:59 p.m. (MT) Saturday.
- Once your work is reviewed, you should see comments and total points for each assignment in the Gradebook. Instructors should have Discussion work graded by the following Tuesday and all other assignments by the following Friday.
- You may check your progress at any time by going to the Gradebook, selecting the week and then your name.
- Click on the points earned for each assignment in the Gradebook to see any instructor comments.
What should I do if a discrepancy is found with my grade?
- Double-check the error and try to determine what caused it.
- Send your instructor an email explaining your findings.
- Trust that any error in grading will be corrected quickly
What if I cannot get my work submitted on time?
- If you have an emergency that will cause your work to be late, please contact your instructor in advance of the due date so that arrangements can be made. Your instructor may reserve the right to deduct points for work turned in late based on the reason and the timeliness of notice.
- If a technical problem prevents you from meeting the scheduled due date, please contact the Help Desk at 1-800-594-2402 and immediately email your instructor about the situation.
How can I get extra credit?
Extra credit is not an option.
Questions and Concerns
Please feel free to contact me for help with coursework or other areas that may impact your progress. Here are some examples.
- Do you have general questions about attendance, deadlines regarding your courses, student financial aid, or other areas?
- Are you a member of the military service? Do you need to adjust your schedule due to active duty, or do you have questions about your GI Bill® benefits or have other unforeseen military and veteran-related issues that have developed?
- Do you need supplementary student assistance? Please let me know if you are having academic difficulty and would like an ADA accommodation. Although I can talk with you about getting assistance, an excellent point of contact is the Office of Student Disability Services. You can reach the Office by calling 877-496-9050, option 3, or by e-mailing adaofficer@devry.edu or adaofficer@keller.edu.
Regardless of your situation, please feel free to contact me for assistance in whatever area of concern you might have. I will do everything I can to assist you or put you in contact with University colleagues who are trained to assist you in whatever area of concern you might have.
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