CONSUMER BEHAVIOR
MKT 351 Course Syllabus
Spring 2016 INSTRUCTOR: Dr. Allen Schaefer Email: allenschaefer@missouristate.edu
Textbook Hawkins and Mothersbaugh Consumer Behavior: Building Marketing Strategy, 11th edition ISBN: 978-0-07-1288415 Course Overview
Contemporary approaches to business emphasize the importance of adopting a consumer focus. Marketing, in particular, begins and ends with the consumer – from determining his or her needs to ensuring post-purchase satisfaction. The primary goal of this course is to enhance your understanding of consumer behavior. By the end of the course you will be knowledgeable about consumer psychology and ways of better meeting people’s needs with product offerings. During this process, you will grow to better understand yourself as a target of marketing influence. You will also learn to appreciate how an understanding of consumer behavior can be used to develop powerful marketing strategies, techniques and tactics.
Course Grading Performance Evaluation: Course grading will be as follows: 90 to 100% = A, 80 to 89% = B, 70 to 79% = C, 60 to 69% = D, below 60% = F.
|Course component |Points |
|Discussion questions ( ≈8 @ 4 points each) | ≈ 32 pts |
|Lecture attendance points ( ≈ 18 @ 2 points each) | ≈ 36 pts |
|Written assignments ( ≈2 @ 15 points each) | ≈ 30 pts |
|Exams (3 @ 150 pts each) |450 pts |
|Quizzes as needed 4 points each |≈