Consumer BehaviourLaajuus (5 cr)

Objective

At the conclusion of the course students will:

1. Understand how the behavioral sciences (psychology, sociology, and anthropology) are applied to the study of consumer behavior.
2. Understand the internal dynamics of individuals as consumers: perception, learning, motivation, self-concept, personality and attitudes.
3. Understand how individuals make consumer decisions and how the influence of other people and groups, circumstances and the environment
impact the decision process.
4. Identify various ways to segment a consumer market.
5. Understand how income and social class affect the consumer’s decision process.
6. Understand how membership in various sub-cultures influence consumer behavior.
7. Understand how cultural differences impact consumer choices and how culture should dictate the choice of marketing strategies and
communications.

Content

This course is designed to introduce the study of behavioral concepts related to consumer behavior from an European perspective, although the instructor has a North American bias. Attention is directed toward understanding consumer needs, perceptions, attitudes, intentions and behavior within a strategic marketing and managerial framework. Emphasis is on predicting and understanding purchase behavior for best firm/consumer needs’ match.

Evaluation

Course Requirements and Grading Scheme

There will be two exams (30%), In/out of class assignments (30%), Mylab study assignments/chapter quizzes (20%), a group project (10%). Class attendance and participation will count for the remaining 10 percent. You must take both exams, chapter quizzes, and complete the group project to receive a passing grade.

Chapter Quizzes
You will have to complete online chapter quizzes that cover the reading assignments The quizzes will be open-book/note. They will be online, timed, and available to be completed prior to each exam. Your worst two quizzes will be dropped in determining your quiz grade.

Exams
Each exam will consist of two sections. The first section will be multiple choice questions to assess your understanding of the content covered in the book and class lecture/discussions. The second section of the exam will consist of short essay questions. You will be asked to select 3-4 questions out of 5-7 to write about. The short essay questions will be blind graded.

Group Work Evaluation
Each group will receive a class peer grade for the completed project/presentation. Your group peers’ will also provide an evaluation of your personal contribution towards the project. At the completion of the project, you will be required to evaluate your colleagues’ contributions or lack thereof. A group member may be “fired” from their group for poor performance and will either have to complete a project on his/her own or receive a zero for the assignment. To “fire” a group member, the decision must be a unanimous decision of the rest of group members and be approved by the instructor.

Attendance
Attendance and class participation is expected. Please notify me in advance if you will be absent for a scheduled exam so other arrangements can be made.

Grading
Your grade will be determined by your performance on exams, group project and attendance/participation.
The follow conventions will be used but are subject to my discretion:

A 93 - 100% B 83 - 86% C 73 - 76% D 63 - 66%
A- 90 - 92% B- 80 - 82% C- 70 - 72% D- 60 - 62%
B+ 87 - 89% C+ 77 - 79% D+ 67 - 69%

F Below 60%

Qualifications

Ideally, students should have an introductory course in marketing. Introductory courses in psychology, sociology, and anthropology are helpful.