Texas A&M University-Texarkana MKT 467
Consumer Behavior


Fall 2010


  1. FACULTY :

    Instructor : Dr. Robert S. Owen
    Office : 215 Academic Building
    Office phone : (903) 223-3010
    Department phone : (903) 223-3020 (Sue Hughes)
    Fax : (903) 223-3121
    Email : robert(dot)owen(at)tamut(dot)edu
    Web site : www.tamut.edu/~bowen/
    Office Hours : TW 1:00 - 5:00, R 3:00-5:00
    check twitter.com/robertowenphd for availability

  2. COURSE :

    1. Meeting Time and Place :

      T, 6:00-8:45, UC 335

    2. Course Material :

      Textbook : Peter & Olson (2010), Consumer Behavior and Marketing Strategy, Ninth Edition, ISBN 9780073404769.  McGraw-Hill
      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 :
      31 AUG  


      Week 2 :
      7 SEP  


      Week 3 :
      14 SEP  


      Week 4 :
      21 SEP  


      Week 5 :
      28 SEP  


      Week 6 :
      5 OCT  
      • Ch. 17, Promotion Strategy
      • Review


      Week 7 :
      12 OCT  


      Week 8 :
      19 OCT  
        to Class Client


      Week 9 :
      26 OCT  


      Week 10 :
      2 NOV  
      • Ch. 8, Introduction to Behavior
      • Ch. 9, Conditioning and Learning
      • Ch. 10, Influencing Consumer Behaviors


      Week 11 :
      9 NOV  


      Week 12 :
      16 NOV  


      Week 13 :
      23 NOV  
      • 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 :
      30 NOV  


      Week 15 :
      7 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 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.

    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.  For additional information see the university rules."

    11. University Accommodations Statement :
      "Students with disabilities may request reasonable accommodations through the A&M-Texarkana Disability Services Office by calling 903-223-3062."

    12. 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 skills.
      • 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 solutions.
      • Goal 7: Our graduates will be able to correctly analyze financial statements."

    13. "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 correspondence.  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 basis.  Faculty and students are required to utilize the university email account when communicating about coursework."