American University of Beirut
Suliman S. Olayan School of Business
BBA Course Syllabus
Course MKTG 240
Course Name: Consumer Behavior
Credit Hours: 3
Section Section 1, MWF 11:00 am – 11:50 am
Number and Section 2, MWF 12:00 pm – 12:50 pm
Instructor: Ms. Maya Farah
Office: School of Business Main Building, OSB 305
Phone: 01-374-374 Extension: 3948
Office Hours: MWF 13:00 pm – 14:00 pm
Materials: Consumer Behavior, Roger D. Blackwell, Paul W. Miniard & James F. Engel, 9th
edition, Harcourt, 2001.
Articles & outside readings will be posted on the web and/or announced in class during
the course time.
Prerequisites: MKTG 210 and business junior standing.
Course A course that focuses on the customer as the key to market success. Topics covered
Description: include the roles of a customer, market values a customer seeks, determinants of
customer behavior, the customer's mind-set, customer decision-making, and customer-
Relationship to Consumer Behavior is the course within the marketing curriculum that most directly
Other applies concepts, principles, and theories from the various social sciences to the study of
Coursework: the factors that influence the acquisition, consumption, and disposition of products,
services, and ideas. Knowledge of consumer behavior principles is becoming
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increasingly important for the marketing manager and the public policy maker. The
principles from a number of disciplines are used to describe and explain consumer
behavior, including economics, psychology, social psychology, sociology, and
The objectives of the course are for the students to:
• gain an understanding of how & why consumers make specific decisions and behave
in certain ways;
• get an insight into product, pricing, retail, advertising, and communication strategies
that will help the marketer understand consumers better;
• understand the ethical issues related to the dark side of consumer behavior;
• enhance necessary skills for future teamwork at the workplace through group
activities and projects.
Program This course examines the consumer decision process and the effect on consumer
Learning decision making of external environmental influences (culture, subculture, social class,
Goals reference groups, family, and personal influences) and of internal psychological
Emphasized influences (personality and lifestyle, learning, motives, perception, and beliefs and
attitudes). In studying CB, the student will learn how marketers identify and exploit
various sources of influence -from learning about the way we think and process
marketplace information to how our product choices and purchase decisions are shaped
by our relationships with others, even by our dreams and aspirations.
The BBA program learning goals are addressed throughout the course as follows:
Professional Business Competence - Students will be able to apply strategies
that will allow a firm to compete successfully within its environment.
Decision Making - Students will recognize and describe analytical-quantitative
approaches to business and managerial decision-making situations. They will
also demonstrate competency in the application of these approaches.
Ethics - Students will understand and explain ethical principles/rules/codes of
conduct and situational variables bearing upon business ethical dilemmas.
Teamwork - Students will apply teamwork principles in team exercise situations.
Communication - Students will experience (and exhibit) the need for effective
and efficient communication skills (through reports, papers and presentations)
commensurate with expectations from a senior-level undergraduate student.
Global Business Environment - Students will identify and define key
globalization factors and demonstrate their relevance on business
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Instructional Lecture, class discussion, individual case analysis and group project.
Performance Midterm 30%
Evaluation and Final 30%
Grading: Assignments and Final Project 30%
Attendance and Participation 10%
Summary of Hours % of Time
Topical Chp. 1: Consumer Behavior & Consumer Research 2.50 hrs. 6.67%
Coverage: Chp. 2: How consumer analysis affects business strategy 2.50 hrs. 6.67%
Chp. 3: The consumer decision process 2.50 hrs. 6.67%
Chp. 4: Pre-purchase processes: need recognition, search and
2.50 hrs. 6.67%
Chp. 5: Purchase 2.50 hrs. 6.67%
Chp. 7: Demographics, Psychographics and Personality 2.50 hrs. 6.67%
Chp. 8: Consumer Motivation 2.50 hrs. 6.67%
Chp. 10: Consumer intentions, attitudes, beliefs, and feelings 2.50 hrs. 6.67%
Chp. 11: Culture, Ethnicity and social Class (p. 313-329 & 346-
2.50 hrs. 6.67%
Chp. 12: Family and Household Influences 2.50 hrs. 6.67%
Chp. 13: Group and Personal Influence 2.50 hrs. 6.67%
Chp. 16: Helping consumers to remember 2.50 hrs. 6.67%
The remaining time is scheduled for in-class research work and
7.50 hrs. 20 %
37.5 hrs. 100%
Use of Students are expected to use MS word, excel (or SPSS) and PowerPoint for their
Academic Students are expected to complete all work with the highest standard of integrity in line
Honesty: with AUB’s Student Code of Conduct and OSB’s Honor Code. Plagiarism, forgery,
cheating or any form of academic misconduct will not be tolerated. Any of the above
may cause a student’s final course grade to be lowered significantly or the student may
receive a failing grade, depending on the severity of the offence. Plagiarism is the
presentation of the work of another as one’s own work.
Policies: Attendance: Students missing more than 3 classes will be penalized. Students
missing more than 6 classes may be dropped without notice. If your absences
accumulate after the drop deadline, you risk failing the course.
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Deadlines and Due Dates: These will be strictly enforced. Written assignments are
due at the beginning of class on the due date. Late submissions will automatically
lose one letter grade per day. Missing work will be assigned a grade of zero.
Group work: Individuals must contribute their fair share to any group effort
resulting in a deliverable to the instructor. Everyone in the group will be held
accountable for the quality, originality and proper sourcing of the entire group
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