Bus 3302 Consumer Behavior

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Course Outline

BUS 3302: Consumer Behavior

Prerequisites:

BUS 2201: Principles of Marketing

Course Description:

This course provides the student with a comprehensive theoretical and practical foundation of knowledge regarding the forces (such as economic, social, psychological, and cultural factors) that shape the attitudes and behaviors of consumers of products and services.

Required Textbook and Materials:

The main required textbooks for this course are listed below, and can be readily accessed using the provided links. There may be additional required/recommended readings, supplemental materials, or other resources and websites necessary for lessons; these will be provided for you in the course’s General Information and Forums area, and throughout the term via the weekly course Unit areas and the Learning Guides.

The reading assignments for each unit can be found in this archive.

Software Requirements/Installation:

No special requirements.

Learning Objectives and Outcomes:

By the end of this course students will be able to:

  1. Demonstrate an understanding of consumer decision‐making process and implications thereof.
  2. Distinguish between quantitative, qualitative, and secondary research related to marketing.
  3. Obtain and evaluate relevant marketing data coming from the library, the internet, and original empirical studies.
  4. Discuss the influences of neurophysiology, learning, memory, cognition, motivation, attitudes, and culture on consumers.
  5. Develop strategies for targeting market segments and developing a “marketing buzz”.

Course Schedule and Topics:

This course will cover the following topics in eight learning sessions, with one Unit per week. The Final Exam will take place during Week/Unit 9.

Week 1: Unit 1 – What is Consumer Behavior?

Week 2: Unit 2 – Secondary Research

Week 3: Unit 3 – Qualitative Research

Week 4: Unit 4 – Quantitative Research

Week 5: Unit 5 – Physiology, Learning and Memory

Week 6: Unit 6 – Motives and Attitudes

Week 7: Unit 7 – Decision Making

Week 8: Unit 8 – Segmentation

Week 9: Unit 9 – Course Review and Final Exam