ࡱ> WYVa bjbj BGAbAb$$$$$0$0$0$8h$d$D0$=%%%%%%%%=======$q?'B4=$%%%%%4=$$%%I=1)1)1)%^$%$%=1)%=1)1)6:;%+ —xI&d`;<_=0=|;dB&BB8;;&B$<%%1)%%%%%4=4='B%%%=%%%%B%%%%%%%%%B ":  GROSSMONT COLLEGE Official Course Outline BUSINESS 149 CONSUMER BEHAVIOR Course Number Course Title Semester Units Semester Hours BUS 149 Consumer Behavior 3 3 hours lecture: 48-54 hours 96-108 outside-of-class hours 144-162 total hours Course Prerequisites None. Corequisite None Recommended Preparation None. Catalog Description This course provides students with an introduction to the complexities involved in consumers selecting, purchasing, using and disposing of products and services in our marketplace. Students will investigate and learn about factors affecting consumer decisions such as personality, culture, attitudes, motivations, perceptions and reference groups. Course emphasis will be on understanding the decision-making process and its application to the development of sound marketing strategy. Course Objectives The student will: a. Develop appropriate marketing decisions utilizing knowledge of consumer behavior concepts. b. Analyze the influences of culture, domestic and global, on consumer trends. c. Compare and contrast consumer behavior concepts to their own buying patterns. d. Evaluate issues related to consumer well-being including commercial, environmental, and ethical issues. e. Formulate purchase decisions by applying knowledge of consumer behavior principles. f. Analyze how consumers form attitudes and make decisions towards products and services. 5. Instructional Facilities Standard classroom. 6. Special Materials Required of Student None. 7. Course Content The consumption process Types and stages of consumer decision making Fives main types of Consumer risk Influences of possessions on the way consumers feel about themselves and relate to others. The speed of new developments and the effects on trends and purchases BUSINESS 149 CONSUMER BEHAVIOR Page 2 7. Course Content (continued) General influence of culture on consumer behavior Focus on the role of ethics in marketing to consumers Effects of attitudes, personality, motivation and perception on consumer choices Market segmentation strategies Consumers in their social and cultural settings The perception process and its effects on consumers Application of consumer behavior to marketing programs. 8. Method of Instruction a. Lecture b. Discussion c. Role playing, simulations, and other immediate feed-back situations. d. Class project with class presentation. 9. Methods of Evaluating Student Performance a. Quizzes, midterm and a final exam all with written components, b. One group presentation and research project c. Class participation and exercises de d. Individual writing assignments covering topics such as culture and consumer behavior, ethics in marketing, and the effects of attitude on the consumer. 10. Outside Class Assignments a. Outside reading for individual writing assignments. b. Reading and assignments from textbook and supplementary texts. c. Group research and presentation application of concepts such as consumer decision making, predictions and influencing buying behaviors and developing a marketing strategy in an actual business. 11. Texts a. Required Text(s): Solomon, Michael R. Consumer Behavior: Buying, Having, and Being, 12 Edition. Hoboken, NJ: Pearson, 2017. b. Supplementary texts and workbooks: (1) Cialdini, Robert B. Influence: The Psychology of Persuasion, Revised Edition. New York, NY: William Morrow & Company, 2006. (2) Deci, Edward L. Why We Do What We Do.Understanding Self-Motivation,1st Edition. New York, NY: Penguin Group, 1996. (3) Gladwell, Malcolm. The Tipping Point. How Little Things Can Make a Big Difference. New York, NY: Little, Brown & Co, 2002. (4) Gladwell, Malcolm (2008). Outliers. The Story of Success. New York, NY: Little, Brown & Co, 2008. (5) Pink, Daniel H. Drive.The Surprising Truth About What Motivates Us. New York, NY: Riverhead Books, 2009. (6) Underhill, Paco (2008), Why We Buy: The Science of Shopping (Updated and Revised for the Internet, The Global Consumer and Beyond), Simon and Schuster: New York (available on amazon.com). BUSINESS 149 CONSUMER BEHAVIOR Page 3 Addendum: Student Learning Outcomes Upon completion of this course, our students will be able to do the following: When presented with business marketing scenarios (case studies) and with the use of a concept learning aid, develop at least two marketing tactics that integrate that consumer behavior concept into their marketing plan. When presented with a personal purchase decision scenario and without the use of learning aids [unaided], students will always be able to identify at least two consumer behavior strategies that the marketer is using to encourage purchase. When evaluating their own personal motivations and drives, students will, without the use of learning aids [unaided], always be able to recall at least two psychological concepts that are contributing to those motivations and drives. 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