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									                                     American University of Beirut
                                   Suliman S. Olayan School of Business
                                          BBA Course Syllabus

Course            MKTG 240
Number:
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
Time:
Instructor:       Ms. Maya Farah

Office:           School of Business Main Building, OSB 305

Phone:            01-374-374 Extension: 3948

E-mail:           mf32@aub.edu.lb

Office Hours:     MWF 13:00 pm – 14:00 pm

Required          Text:
Materials:        Consumer Behavior, Roger D. Blackwell, Paul W. Miniard & James F. Engel, 9th
                  edition, Harcourt, 2001.

                  Other:
                  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-
                  focused marketing.

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
             anthropology.

             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
                    competitiveness.




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Instructional    Lecture, class discussion, individual case analysis and group project.
Methodology:

Performance       Midterm                                           30%
Evaluation and    Final                                             30%
Grading:          Assignments and Final Project                     30%
                  Attendance and Participation                      10%
                  Total                                            100%
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%
                  evaluation
                  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%
                  355)
                  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 %
                  case studies.
                  Total Hours
                                                                                          37.5 hrs.       100%

Use of           Students are expected to use MS word, excel (or SPSS) and PowerPoint for their
Technology:      projects.
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.


Other Course
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.




                                                Page 3 of 4                         Last Approved: January 31, 2007
   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
    product.




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