Texas A&M University-Texarkana MKT 467
Consumer Behavior


Fall 2005


  1. FACULTY :

    Instructor : Dr. Robert S. Owen
    Office : 215 Academic Building
    Office phone : (903) 223-3010
    Department phone : (903) 223-3021 (Loretta Williams)
    Fax : (903) 223-3121
    Email : robert(dot)owen(at)tamut(dot)edu
    Web site : www.tamut.edu/~bowen/
    Office Hours : TWR 3:50-5:50

  2. COURSE :

    1. Meeting Time and Place :

      T, 6:00-8:45, 108/111 Akin

    2. Course Material :

      Textbook :
      Hawkins, Best, & Coney (2004), Consumer Behavior: Building Marketing Strategy, ninth edition, ISBN 0-07-253686-1.  Irwin.
      Materials :
      Access to the World Wide Web is required.

    3. Catalog Description :

      "The development of an accurate and comprehensive understanding of the consumer buying process and the important psychological variables that influence that process.  Prerequisite: MKT 363."

    4. Course Objectives :

      Throughout this course, students should be able to demonstrate:

      • knowledge and understanding of consumer behavior concepts, theory, and terminology
      • an understanding of consumer behavior from a variety of perspectives (multicultural, interdisciplinary, etc.)
      • an understanding of how marketing research, marketing strategy, and basic research on intra- and interpersonal processes play multiple roles in the discipline of marketing
      • an understanding of peoples' consumption-related behaviors
      • the ability to develop and evaluate marketing strategies intended to influence consumer behaviors
      • the ability to present analyses in written and oral form
        as an individual and/or team member

    5. Major Topics :

      These are approximate dates. 

      Week 1 :
      23 AUG  


      Week 2 :
      30 AUG  


      Week 3 :
      6 SEP  


      Week 4 :
      13 SEP  


      Week 5 :
      20 SEP  


      Week 6 :
      27 SEP  


      Week 7 :
      4 OCT  


      Week 8 :
      11 OCT  
        to Class Client


      Week 9 :
      18 OCT  
      • Appendix A, Consumer Research Methods


      Week 10 :
      25 OCT  


      Week 11 :
      1 NOV  


      Week 12 :
      8 NOV  


      Week 13 :
      15 NOV  


      21-25 NOV  
      • THANKSGIVING - no class


      Week 14 :
      29 NOV  


      Week 15 :
      6 DEC  
        to Class Client


    6. Term Projects :

      We will be doing two consulting projects for real class clients.  Project 1 will require that you construct two versions of a persuasive message for print ads.  Loosely described: you will be proposing a persuasive message that is expected to be most effective under low involvement conditions, and another that is expected to be most effective under high involvement conditions. 

      Project 2 will require that you write a report (perhaps ten pages), associated with the atmospherics of a business or organization. 

      These are consulting projects for real clients, so the exact assignment in each case will be determined after we meet with our clients.

    7. Attendance :

      Students are expected to attend and participate in all class sessions.  Exams will be based in large part on issues discussed in class. 

    8. Evaluation Methods :

      Students will be evaluated on the basis of performance on two tests, a persuasive message proposal, and an atmospherics study.  Scores on the team written and oral work might be adjusted by ratings that each team member makes of each colleague.

    9. Grading System :

      Final grades will be based on the following totals in points:

       A=540-600 points
       B=480-539 points
       C=420-479 points
       D=360-419 points
       E=000-359 points
       150=Exam 1
       150=Exam 2
       150=Message Proposal (Project 1, written and oral)
       150=Atmospherics Study (Project 2, written and oral)

    10. University Academic Honesty Statement :

      "Academic honesty is expected of students enrolled in this course.  Cheating on examinations, unauthorized collaboration, falsification of research data, plagiarism, and copying or undocumented use of materials from any source constitute academic dishonesty and may be grounds for a grade of 'F' in the course and/or disciplinary action.  The student is responsible for reading and understanding the University Policy on Academic Integrity."