- FACULTY :
| Instructor :
Dr. Robert S. Owen
| Office :
215 Academic Building
| Office phone :
| Department phone :
(903) 223-3021 (Loretta Williams)
| Fax :
| Email :
| Web site :
| Office Hours :
- COURSE :
- Meeting Time and Place :
T, 7:00-9:45, 116 Akin
- Course Material :
Hawkins, Mothersbaugh, & Best (2007),
Consumer Behavior: Building Marketing Strategy,
tenth edition, ISBN 0073261548.
Access to the World Wide Web is required.
- 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."
- 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
- Major Topics :
These are approximate dates.
| Week 1 :
- course overview
- Ch. 1, Consumer Behavior and Marketing Strategy
| Week 2 :
| Week 3 :
- Ch. 9, Learning, Memory, and Product Positioning
| Week 4 :
- Ch. 10, Motivation, Personality, and Emotion
| Week 5 :
- Ch. 11, Attitudes and Influencing Attitudes
| Week 6 :
- Ch. 12, Self Concept and Lifestyle
| Week 7 :
|Week 8 :
- PRINT MESSAGE PRESENTATIONS
to Class Client
| Week 9 :
- Appendix A, Consumer Research Methods
| Week 10 :
- Ch. 13, Environmental and Situational Influences
- Ch. 14-18, Consumer Decision Making
| Week 11 :
- Ch. 2-7, Group Influences
| Week 12 :
- Ch. 19, Organizational Buying Behavior
| Week 13 :
- Ch. 20, Consumerism, Public Policy, and Ethics
| Week 14 :
| Week 15 :
- ATMOSPHERICS PRESENTATIONS
to Class Client
- 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
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.
- Attendance :
Students are expected to attend and participate in all class sessions.
Exams will be based in large part on issues discussed in class.
- Evaluation Methods :
Students will be evaluated on the basis of performance on
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
- Grading System :
Final grades will be based on the following totals in points:
150=Message Proposal (Project 1, written and oral)
150=Atmospherics Study (Project 2, written and oral)
600 TOTAL POINTS POSSIBLE
- 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.
For additional information see the university rules."
- University Accomodations Statement:
"Accommodations - Accommodations can be provided
for students with a disability only after the student
requests an accommodation and provides the appropriate
written documentation of a disability.
To request accommodations for this course students
are responsible for the following:
- contact the A&M-Texarkana Student Services Office to
request appropriate accommodations;
- provide documentation of a disability to the
A&M-Texarkana Student Services Office and documentation
must be less than 5 years old; and
- contact the instructor to discuss implementation of
accommodations for this course.
The Student Services Office is located in room 227 in the
Akin building or you can call 903-223-3062 for additional