Consumer Behavior & Marketing

Bachelors Degree in Marketing Management

MKT 350

Breyer State University

Instructor: Shawn C. George, MS, BSW

SYLLABUS

COURSE OVERVIEW: Welcome to Marketing Management. This is a very interesting course - I am sure you will agree and will enjoy your learning experience in this class.

TIME FRAME: This is a five (5) semester hour course. This course is allotted ten weeks of time. You must complete all of the requirements for the course successfully by the end of the ten-week period. The first day of week one will begin the day that you register for the course, or the day that you notify me, your instructor, through email that your textbook has arrived and you are ready to begin your studies. Please be cognizant of the time frame.

TEXTBOOKS: The required textbook for this course is:

Book 1: Shopper, Buyer, and Consumer Behavior, 3E. Jay Lindquist, PhD & M. Joseph Sirgy, PhD. Atomic Dog.

Full ordering information for the hard copy and online version of this book is provided upon enrollment in this course.

GRADING: You will receive a letter grade, based on your over all score achievement. The grading scale is as follows:

90-100%    = A
80-89%      = B
70-79%      = C
Below 70% = Fail

COURSE OBJECTIVES: Upon completion of this course you will be able to:

1). Understand consumer benefits and the total Product concept.
2). Identify consumer decision process action options.
3). Review consumer benefits and alternative evaluation.
4). Understand product and service consumption.
5). Review symbolic consumption and how symbols influence consumer behavior.
6). Identify how consumers accept, retain and retrieve market information.
7). Understand how human needs motivate consumers to buy.
8). Review the definition and nature of culture, including its components.
9). Understand sub-culture and society.
10). Review social class and class membership.
11). Consider the household as a consumption unit.
12). Understand the regulation of marketing practices and associated rights.
13). Review the development of the consumer society.
14). Consider the organizational consumption unit and the roles of organization members.

COURSE CONTENT:

Chp 1 - Consumer Behavior and Marketing Management.
Chp 2 - Problem Recognition and Information Search.
Chp 3 - Alternative Evaluation and Choice.
Chp 4 - Consumption and Post-Purchase Behavior.
Chp 5 - Symbolic Consumption, Self-Image and Personality.
Chp 6 - Personal Values, Lifestyles, Psychographics and Relationships.
Chp 7 - Memory, Learning and Perception.
Chp 8 - Motivation, Emotion, Mood and Involvement.
Chp 9 - Beliefs, Affect, Attitude and Intention.
Chp 10 -Communication and Persuasion.
Chp 11 - Cultural Influences: Perspectives.
Chp 12 - Cultural Influences: Generalizations and Cross-Cultural Perspectives.
Chp 13 - Sub-cultural Influences.
Chp 14 - Social Class and Reference Group Influences.
Chp 15 - Household and Family Influences.
Chp 16 - Public Policy and Consumer Advocacy.
Chp 17 - Consumer Behavior and Society.
Chp 18 - Organizational Buying and Diffusion of Innovation.

INSTRUCTOR CONTACT: There have many avenues of access to me. You may contact me anytime you have questions, would like clarification, etc. Your interaction with me is one-on-one and this is highly beneficial as you proceed through the course. Upon official enrollment, you are provided full contact information.

Apply	Pay Online	Refund Policy
Payment Plan	Email for Info	Register for a Course