Consumer Behaviour

COURSE SYLLABUS

Course Code:

SOC 140

Instructor:     

Jean T. Holloway

E-mail: jeanholloway@forrestcollege.edu
Phone: (864) 338-0219 – Home

             (864) 933-2544 - Cell

Credit Hours:

4.5 credit hours awarded upon successful completion of course

Course Schedule:

This course meets in room 103 on Tuesdays and Thursdays from 10:05 am to 12:08 pm starting July 1, 2008 to September 13, 2008

Text:

Consumer Behavior, 10th edition, Blackwell, Miniard, Engle ©2006 Thomson Southwestern Publishing

Course Description:

Introduces the behavior science disciplines with an organized series of topics and activities designed to lead the student to an understanding of the needs and motivating factors directing consumer actions.

Course Objectives:

Upon the successful completion of this course, the students will be able to:

1.    List the underlying principles of consumer behavior (Chapter 1)

2.    Classify the Seven R’s of the marketing mix (Chapter 2)

3.    Describe the Consumer Decision Process (Chapter 3)

4.    Explain the consumer pre-purchase evaluation process (Chapter 4)

5.    Analyze the variables that influence the consumer purchase decision (Chapter 5)

6.    Summarize the importance of post-consumption evaluations (Chapter 6)

7.    Match the appropriate value type to the appropriate higher-order value domain on the Schwartz Value Scale.(Chapter 7)

8.    Apply Maslow’s Hierarchy of Needs to consumer motivation (Chapter 8)

9.    Calculate consumers’ attitude towards a product using Fishbein’s Multi-attribute Model (Chapter 10)

10.  Match the appropriate consumer activity with the correct life cycle stage (Chapter 12)

11.  Apply Roger’s Model of Innovation to a specific a product innovation (Chapter 13)

12.  List and define the different components of consumer opinion formulation (Chapter 15)

13.  Describe different strategies a company can use to help consumers remember a company’s product or service (Chapter 16)

Prerequisite:

None

Course Outline:

Note: Instructor reserves the right to modify the outline as the needs of the class dictate

First Class:        Introduction

Week 1:             Chapters 1 & 2

                          Select a company you will follow throughout the     quarter.  Write a one-page paper describing why you        selected this company. 

                          LIRN Presentation – Create a class presentation                           applying the seven R’s of the marketing mix to a                           product or service sold by your company.  Hand in                           an outline of your presentation.

Week 2:             Chapters 3 & 4          Resource Center

Week 3:             Chapters 5 & 6          TEST Chapters 3-6

Week 4:             Chapters 7 & 8          Resource Center

Week 5:             Chapters 10 & 12

Week 6:             Chapter 13

Week 7:             Chapter 13

Week 8:             Chapter 15

Week 9:             Chapter 16

Week 10:           Final Examination

Instruction Method:

A variety of instructional methods will be used. These methods include lecture, supervised class work, group assignments, and research, LIRN research, video tapes.

Grading:

Basis for determination of final grade along with grading scale will be:

Tests (2) ................................................................................................ 40%

Quizzes ................................................................................................. 20%

Homework ............................................................................................ 15%

Final Exam ............................................................................................ 15%

Class Participation ................................................................................ 10%

............................................................................................................. 100%

 

Grading Scale:

                                   90-100  =  A

                                   81-91  =  B

                                   72-81  =  C

                                   62-71  =  D

                                   61 or below =  F

Attendance:

Student attendance is vital.  Absences must be discussed with the instructor.  Students are responsible for securing information and/or materials missed due to an absence.

Make-up work:

All work is to be submitted on the assigned date.  Work that is submitted later than the assigned date will be subject to a penalty.  Extenuating circumstances can be discussed with the instructor.

Course Requirements

1.    Readings: Students are expected to complete reading assignments from the book, supplemental materials, handouts, and journal articles.

2.    Final Examination: Cumulative examination will be administered.  Exam will focus upon information, facts, and concepts covered in readings, discussions, and lectures.

3.    Homework:  Homework assignments will be given to reinforce instruction given in class.

4.    Quizzes:  Frequent quizzes will be given to reinforce instruction given in class.

5.    Class Participation: All students are expected to participate in class discussions and activities.

6.    Conciseness and Substance: All work is expected to be free from needless ambiguities and excess verbiage.  Work should reflect substance of thought and elegance in style.

7.    Neatness: Work is expected to be neat and free of errors.

8.    Academic Misconduct:  Avoid academic misconduct.  Any student engaged in cheating, plagiarism, or other forms of academic dishonesty is subject to discipline.  “The term ‘plagiarism’ includes, but is not limited to, the use, by paraphrase or direct quotation, of the published or unpublished work of another person without full or clear acknowledgement.  It also includes the unacknowledged use of materials prepared by another person or agency engaged in the selling of term papers or other academic materials.”  Cheating includes “the misrepresentation of papers, reports, assignments, or other materials as the product of a student’s sole independent effort.” (University of Memphis Student Handbook)