• Customer relationship management
• Differentiation strategy
• New product adoption
• Positioning strategy
• processes (e.g. motivation, perception, memory, attitudes, persuasion, judgment, and decision-making, etc.) and marketplace behaviors (e.g. in retail settings, online, post-purchase, etc.).
• Research Analysis
• Research Methodology
• Research Planning
• Segmentation strategy
• Strategy formulation
• Strategy implementation
• The Marketing Mix
• The role of culture, psychological
• Value-based pricing

OVERVIEW OF COURSE GRADING
The grades earned for the course will be derived using City University of Seattle’s decimal grading system, based on the following:
Overview of Required Assignments % of Final Grade
Individual Paper: Consumer Behavior Theory and its Application to Effective Product Development 20%
Individual Paper: Consumer Behavior and Motivation 20%
Individual Paper: Identify and Illustrate How the Socio-cultural Environment Affects Consumer Purchasing Decisions 20%
Team Project Paper and Slide Presentation: Consumer Behavior Research Plan 30%
Instructor Determined Activities, Participation, and Discussions 10%
TOTAL 100%

SPECIFICS OF COURSE ASSIGNMENTS

The instructor will provide grading rubrics that will provide more detail as to how this assignment will be graded.

Individual Paper: Consumer Behavior Theory and its Application to Effective Product Development

Students will write a paper and develop a slide presentation identifying, describing and assessing Consumer Behavior Theory models and examine, analyze and reflect on how Consumer Behavior contributes to and influences effective product development, the Marketing Mix and marketing strategy. Analysis will focus on how understanding and integrating Consumer Behavior Theory contributes to the development and marketing of successful products and services.