Santa Monica College
Course Outline For
BUSINESS 26, Marketing Research And Consumer Behavior
Course Title: Marketing Research And Consumer Behavior
Total Instructional Hours (usually 18 per unit): 54
Hours per week (full semester equivalent) in
3.00
In-Class Lab: 0
Lecture:
Date Submitted:
Date Updated:
Transferability:
IGETC Area:
CSU GE Area:
SMC GE Area:
Degree Applicability:
Prerequisite(s):
Pre/Corequisite(s):
Corequisite(s):
Skills Advisory(s):
I.
II.
III.
Units: 3.00
Arranged:
May 2011
June 2011
Transfers to CSU
None
None
None
None
Catalog Description
The marketing research portion of the course includes the allocation and usage of
secondary as well as primary data sources, the understanding of basic concepts, the
collection of information, the proper analysis of the data acquired, and the screening of
sample applications. The consumer behavior section of the course will introduce the
student to knowledge, concepts, and models that use consumer behavior to generate
explanations for the behavior of individual consumers and groups, the decisions they
make, and the culture in which they live. The final section of the course focuses on the
application of marketing research and consumer behavior. Students will learn how
these skills can help them in business and how to build their own research study.
Examples of Appropriate Text or Other Required Reading: (include all publication
dates; for transferable courses at least one text should have been published within the
last five years)
1. Consumer Behavior (customized package), 10th, Blackwell, Cengage/SouthWestern © 2007
2. Essentials of Marketing Research, 2nd, Zikmund, Cengage/South-Western ©
2006
Course Objectives
Upon completion of this course, the student will be able to:
1.
2.
3.
4.
5.
6.
7.
8.
9.
IV.
V.
Explain basic marketing research concepts
Identify and evaluate secondary research sources
Develop comprehensive research designs for primary research
Analyze data acquired through marketing research
Apply marketing research to resolve marketing questions
Discuss individuals as consumers
Describe organizations as consumers
Analyze the key factors that influence consumer behavior
Describe the consumer and organizational decision-making process
Methods of Presentation:
Discussion , Lecture and Discussion , Other (Specify)
Other Methods: PowerPoints, videos
Course Content
% of
course
Topic
2%
Introduction to marketing research
3%
Establishing research objectives
5%
Understanding secondary research sources
10%
Designing primary research methodologies
10%
Understanding different sampling techniques
10%
Analyzing research data
5%
Applying research results to solve marketing problems
2%
Introduction to consumer behavior
15%
Analyzing the consumer as an individual: perception, memory, learning,
motivation, attitudes, and self-concept
15%
Analyzing the consumer as a group member: culture, demographics and
other subcultures
8%
Analyzing organizations as consumers
15%
Understanding the consumer decision-making process
100%
Total
VI.
Methods of Evaluation: (Actual point distribution will vary from instructor to
instructor but approximate values are shown.)
Percentage Evaluation Method
VII.
60 %
Exams/Tests
15 %
Research Projects - Research Report
10 %
Class Participation - Structured Discussions
15 %
Other - Consumer Behavior Paper
100 %
Total
Sample Assignments:
-
VIII.
Student Learning Outcomes
1. Students will present tangible merchandise in physical and print formats,
combining color theory, design principles and consumer focal interest points
incorporated with advertising and sales techniques.
2. Students will demonstrate comprehension of advertising display principles by
completing comprehensive examinations with a score of at least 70 percent.
3. Demonstrate a level of engagement in the subject matter that reveals their
understanding of the value of the course content beyond the task itself,
specifically as it relates to linking the relevance of course content to careers in
business and accounting and their personal lives.