CONSUMER BEHAVIOR
COURSE SYLLABUS
Marketing 481/5481
CRN 10644
Section BA2
Marketing (3 hours)
John Brandon
TABLE OF CONTENTS
IMPORTANT INFO ........................................................................................................................................... 2
COURSE DESCRIPTION .................................................................................................................................... 2
COURSE RATIONALE........................................................................................................................................ 2
COURSE OBJECTIVES ....................................................................................................................................... 3
ACADEMIC INTEGRITY ..................................................................................................................................... 3
ATTENDANCE REQUIREMENTS ....................................................................................................................... 4
DROP DATE ..................................................................................................................................................... 4
GRADING SCALE .............................................................................................................................................. 4
METHODS OF INSTRUCTION ........................................................................................................................... 5
COURSE REQUIREMENTS ................................................................................................................................ 5
HOMEWORK CASES ......................................................................................................................................... 5
CB PROJECT ................................................................................................................................................... 5
TESTS ............................................................................................................................................................ 5
CLASS DECORUM ............................................................................................................................................ 5
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IMPORTANT INFO
Time:
Monday and Thursday evenings from 7:50 P.M. until 10:00 P.M.
Where:
Self Hall – Room 202 (subject to being moved)
Instructor:
Mr. John Brandon
Contact:
Mississippi Development Authority
Woolfolk State Building (corner of High & Northwest Street) 4th Floor
Post Office Box 846 – Jackson, Mississippi 39205
Office Telephone: (601) 359-2399 (voice mail is acceptable)
Office E-mail: jbrandon@mississippi.org
Cell Telephone: (601) 862-1808 (voice mail is acceptable; NO calls after 10:00 PM)
Home E-mail: johnmbrandon@hotmail.com
Mississippi College E-mail: Brando00@mc.edu
Textbook:
CB3 (3rd Edition); Babin, Barry J. – Louisiana Tech University, Harris, Eric – Pittsburg State University;
Southwestern Publishers – Cengage Learning; Published 2012; 384 pages; ISBN #0840058519 or
ISBN #9780840058515
COURSE DESCRIPTION
Consumer Behavior is a course about the processes involved when people select, purchase, use, and dispose
of goods, services, ideas and experiences. This course examines the strategic implications of the internal,
external and decision-making factors that impact consumer purchasing patterns with emphasis on
managerial applications.
COURSE RATIONALE
The field of consumer behavior is one of the most intriguing and important fields in the social sciences. Dr.
Michael Solomon of Auburn University perhaps summarizes it best:
“In many courses, students are merely passive observers, learning about topics that affect them only
indirectly, if at all. Not everyone is a plasma physicist, or a medieval French scholar, or even an
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industrial marketer. We are, however, all consumers. As a result, many of the topics dealt with in
this course are of both professional and personal relevance to the student. . .”
An adequate understanding of consumer behavior is essential for the prosperity of any marketing enterprise,
whether it be selling home computers, providing legal services, supplying industrial chemicals, running for
political office, promoting a musical group, marketing a document duplicating service. Working in an area
that is so critical to almost every business activity brings a high degree ot excitement and a justifiable sense
of importance. Consumer Behavior is a required course for marketing majors and fulfills the requirement for
a Marketing elective at the 300 or 400 level.
COURSE OBJECTIVES
The overall goal of this course is to provide students with a thorough understanding of the internal and
external factors that influence consumer behavior, and to develop an appreciation of the importance of
consumer behavior in marketing and in today’s business world. Therefore, your major objectives for this
course as follows:
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To learn about the consumer decision –making process and its implications for marketers.
To understand the major psychological influences on consumer behavior and their practical significance.
To discern how individuals and groups influence consumer behavior, and how marketers utilize this
knowledge to help achieve organizational objectives.
To comprehend the role of cultural norms and values in consumer behavior..
To gain a better understanding of consumer and marketer ethics and ethical issues surrounding
consumer behavior.
To integrate and apply the concepts learned in the course through experiential activities and
assignments.
ACADEMIC INTEGRITY
Academic integrity will be expected from all students in every endeavor. Further, students at Mississippi
College and in this class are expected to be scrupulously honest. Dishonesty, such as cheating or plagiarism,
or furnishing false information, including forgery, alteration or misuse of College documents, records or
identification, will be regarded as a serious offense subject to severe penalty, including, but not limited to,
loss of credit and possible dismissal. Guidelines regarding the responsibility of students in the areas of
academic honesty, plagiarism, and cheating may be found in the 2011-2012 Mississippi College
Undergraduate Bulletin and in the Tomahawk (the Student Handbook). You will find reference to Policy 2.19.
Both of these publications are available on the university website or from the Vice President of Academic
Affairs office or you may download it directly at: http://mc.edu/resources/publications/handbook/20112012Handbook.pdf.
Due to a recent increase in cheating in the School of Business, increased security will be take place during
exams including (but are not limited to) separating students, using cover sheets, or allowing students to keep
any electronic devices. Be prepared. You will not be allowed to take the exam if you do not comply.
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ATTENDANCE REQUIREMENTS
Class attendance is required and accurate records of attendance will be kept. Cumulative absences may
result in a lowered grade or loss of credit for the course. While every effort should be made to attend class, a
limited number of absences may occur. Whether an absence is excused or not, the student is responsible for
the material covered, assignments given and the learning that took place during the absence.
Tardiness is also subject to penalty; as is any failure to complete required class work on time. Any student
coming to class after it begins will be considered tardy for that class. Any student leaving class before it is
completed for the evening will be considered tardy. A student who accumulates four (4) tardy notices will
receive one (1) absence.
Any student who is absent from class more than three (3) times, whether
excused or unexcused, will receive a grade of “F” in the course.
A student registering late will be charged for all absences occurring prior to his/her reporting to class,
although these may be treated as excused absences.
Appeal – If a student is absent more than 4 class periods as specified in university policy found in the
Tomahawk and in the 2011-2012 Undergraduate Catalog and believes that there is a reasonable explanation
for the absences, he/she may appeal the absences to the Dean of the School of Business. Students may
obtain a Student Absence Appeal Form from the Dean’s office.
DROP DATE
Students should be aware the drop date for this course November 18, 2011. This is the last day students can
drop this class or withdraw academically.
GRADING SCALE
A: 91 – 100
B: 81 – 90
C: 71 – 80
D: 61 – 70
F: 60 and below
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METHODS OF INSTRUCTION
This course will utilize lecture and class discussion. Students will be expected to read the textbook,
understand the materials and be prepared with homework as assigned. The student will also be given
examinations of assigned work.
COURSE REQUIREMENTS
HOMEWORK CASES: Each student is expected to review the course materials before class. Homework
cases will be assigned during several class periods. Each homework case will be graded from 1-100 points.
There will be NO makeup homework. The total number of points received will be divided by the total
amount of homework given to get an average homework score. (25% of grade)
CB PROJECT: Each student will have an opportunity to work on a semester project. This project will involve
application of the concepts learned during the course. Students will be given the opportunity to work
individually or in small teams on the project. However, each student is expected to turn in his/her own work.
The project will be graded from 1-100 points. There will be NO makeup after the due date. (25% of grade)
TESTS: There will be two (2) tests or examinations of course materials given. Each exam is designed to
determine the student’s ability to understand the concepts that were discussed in the classroom. Each
student should take both tests. There will be NO makeup exams. If a student is unable to take any test, it
will result in a test grade of zero (0). The exam schedule is:
Test #1
Monday, November 14 - Chapters 1 thru 10
(25% of grade)
Test #2
Monday, December 12 - Chapters 1 1thru 16
(25% of grade)
CLASS DECORUM
Until proven otherwise, it is assumed that all students in this class are adults and act accordingly. That
includes respect for fellow students. Students are expected to behave as ladies and gentlemen including, but
not limited to, the following:
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No talking out of turn.
No disruptive behavior.
No cellular devices on during class.
No extra materials brought to class.
No hats/improper apparel.
No food or drink is in the classroom.
The instructor reserves the right to make any and all needed changes during the semester
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