- FACULTY :
- COURSE :
- Meeting Time and Place :
T, 6:00-8:45, UC 335
- Course Material :
Peter & Olson (2010),
Consumer Behavior and Marketing Strategy,
Ninth Edition, ISBN 9780073404769.
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, Introduction to Consumer Behavior
- Ch. 2, A Framework for Consumer Analysis
| Week 2 :
- Ch. 3, Affect and Cognition
| Week 3 :
- Ch. 4, Knowledge and Involvement
| Week 4 :
- Ch. 5, Attention and Comprehension
| Week 5 :
- Ch. 6, Attitudes and Intentions
| Week 6 :
- Ch. 17, Promotion Strategy
| Week 7 :
|Week 8 :
- PRINT MESSAGE PRESENTATIONS
to Class Client
| Week 9 :
- Ch. 7, Consumer Decision Making
| Week 10 :
- Ch. 8, Introduction to Behavior
- Ch. 9, Conditioning and Learning
- Ch. 10, Influencing Consumer Behaviors
| Week 11 :
- Ch. 11, Introduction to the Environment
- Ch. 12, Cultural and Cross-Cultural Influences
- Ch. 13, Subculture and Social Class
- Ch. 14, Reference Groups and Family
| Week 12 :
| Week 13 :
- Ch. 16, Product Strategy
- Ch. 18, Pricing Strategy
- Ch. 19, Electronic Commerce and Channel Strategy
- YES, WE HAVE CLASS: Thanksgiving break starts on Thursday
| 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 for an
assigned business or organization,
accompanied by a brief discussion regarding theory
associated with with each version.
Loosely described: you will be proposing a persuasive message that
is expected to be most effective under low involvement
and/or knowledge conditions,
and another that is expected to be most effective under high
involvement and/or knowledge conditions.
Project 2 will require that you write
a report that is an analysis of the atmospherics of
an assigned 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 Accommodations Statement :
"Students with disabilities may request
reasonable accommodations through the A&M-Texarkana
Disability Services Office by calling 903-223-3062."
- Program Goals :
"At the completion of the BBA program, a BBA degree
recipient should have the following skills and competencies:
- Goal 1: Our graduates will be competent in the broad
business disciplines that underlie the BBA degree.
- Goal 2: Our graduates will be competent in the discipline
of their chosen major or concentration.
- Goal 3: Our graduates will demonstrate critical thinking
- Goal 4: Our graduates will be able to communicate effectively
in writing and in front of a group.
- Goal 5: Our graduates will be competent in the use of
analytical tools via business software tools.
- Goal 6: Our graduates will be able to properly integrate
business disciplines in developing holistic, multi-functional
- Goal 7: Our graduates will be able to correctly analyze
- "Upon application to Texas A&M University-Texarkana
an individual will be assigned an A&M-Texarkana email account.
This email account will be used to deliver official university
Each individual is responsible for information sent and received
via the university email account and is expected to check the
official A&M-Texarkana email account on a frequent and consistent
Faculty and students are required to utilize the university
email account when communicating about coursework."