Northwestern Oklahoma State University
Division of Business
MRKT 3413/PSYC 3313: CONSUMER BEHAVIOR
Course:
Location:
Instructor:
Phone:
E-mail:
MRKT 3413: Consumer Behavior
ONLINE
Dr. Etienne Musonera
(678) 547-6117 (office); (678) 908-7039 (cell)
EMUSONERA@NWOSU.EDU
Required Textbook: CB2, 2nd Edition, CENGAGE, © 2011, by Barry J. Babin and Eric Harris
ISBN-10: 032482999X
ISBN-13: 9780324829990
Course Description
Study of consumer motives, attitudes, expectations, and behavior and their relationship to
developing effective marketing programs. CB is the study of behavioral science research
findings, principles, and theories, especially those from psychology and sociology, as they relate
to the determinants of consumer buying behavior. A variety of learning strategies are utilized to
develop the skills necessary to develop creative marketing strategies that are applicable in
specific consumer situations.
Prerequisites: MRKT 3043: Marketing Principles
Course Objectives
The most complex aspect of marketing is to understand the mind and heart of the consumer, and
key to the course is demonstrating how an understanding of buyer behavior can help to improve
strategic decision making. Knowledge of consumer behavior principles is becoming increasingly
important for the marketing manager and the public policy maker. In addition, in order to make
good decisions the manager must have a good understanding of how consumers are likely to
respond to the actions of the firm or government. This course introduces a wide range of
behavioral concepts and explores the strategic implications of customer behavior for marketers.
This course will focus on providing you with the basic tools to better understand consumer
behavior and we will address managerial, psychological and personal applications of consumer
behavior. The course will also heighten our awareness of ethical, technological, demographic,
and global issues in regards to consumer behavior research activities.
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Learning Objectives:
By the conclusion of MRKT 3413 Consumer Behavior, students should be able to:
1. Explain psychological foundations of consumer behavior.
2. Compare and contrast external influences on buying behavior.
3. Compare and contrast internal influences on buying behavior.
4. Explain the decision making process and how it relates to consumers and industrial
buyers.
5. Analyze mechanisms of influence that are most likely to lead consumer to change their
attitudes, beliefs, and actions.
6. Explain the usage of a tool for analyzing consumer behavior.
7. Articulate consumption behavioral patterns and motives.
Academic Honesty
Any student that engages in any form of academic misconduct, including plagiarism, will be
subject to the maximum allowed disciplinary action including suspension and expulsion. The
minimum penalty will be a zero on the assignment. Plagiarism is the use of ideas, facts, phrases,
or additional information such as charts or maps, from any sources, without giving proper credit
to the original author. Using direct quotations, paraphrases, or reproductions of any material that
is not the student’s own authorship without citation is also considered plagiarism. Failure to
reference any such material used is both ethically and legally improper.
Class Policies
Each student is expected to read the assigned readings. The student is also responsible for all
announcements which are made using Blackboard.
Communication Skills Philosophy:
Oral and written skills (presentation, grammar, spelling, typographical layout, etc.) are an
important component of this course, as such, they are also an important component in the
grading criteria. Well-developed communication skills, both written and oral, are of vital
importance to a successful career. Your ability o express yourself has a significant impact on
other’s perceptions of your performance. All assignments performed will be assessed for both
content and communication skills.
Expectations
Students will have opportunity to demonstrate their understanding of the material through
discussion board, cases analysis, exams, and individual participation. It is your responsibility to:
(1) read and understand the material in the text; (2) do the homework; (3) take an active part in
discussion board and video case analysis; (4) and study early for any tests or exams. If you have
any problem, please notify me preferably by e-mail or telephone as soon as possible. Grading
scale is as follows:
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Grading Scale: Your grade for the semester will be based on the following percentage scale:
A=90-100%
B=80-89%
C=70-79%
D=60-69%
F=Below 60%
Grading Weights
Participation/Discussion
Board
10%
Case Assignments
Exam 1
Exam 2
TOTAL
10%
40%
40%
100
Exams (80%):
You will have several opportunities to demonstrate your knowledge and understanding of Consumer
Behavior in this course. There will be two exams for this class and will be worth 80% of grade.
The format on the exam may include essay, short answer, multiple choice or objective questions.
Students may raise or lower their grade because of the exams (see grading procedure). Exams
must be taken at their scheduled times. In the event of extraordinary circumstances, the student
must contact me in advance of the scheduled exam.
Discussion Board-Case Assignments (20%):
Students are expected to participate in all class activities, complete written material as scheduled, and
turn in all case assignments on time. Failure to do so may result in a reduced final grade. Case analysis is
often necessary to maximize the learning process and your grade will suffer if you choose not participate
in case discussions. Creativity and applied imagination are essential in the solution of consumer
behavior and marketing problems. Students are encouraged and expected to raise questions at any
time when something is not clear or when further amplification is desired.
Schedule:
N.B. This is a tentative schedule. Syllabus, schedule and contents are subject to revision at the
instructor's discretion. My objective is for you to be successful in this course. If you do not understand a
topic after appropriate study, please contact me. I will try to answer questions within 24 hours.
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Tentative Schedule:
Wee
k
1
Chapter
Discussion Board
Chapter 1: What is CB?
Chapter 2 – Value and the
Consumer Behavior Value
Framework
-Introductions
-Chapter 1
-Chapter 2
2
Chapter 3 – Consumer
Learning Starts Here:
Perception
Chapter 4 – Comprehension,
Memory, and Cognitive
Learning
Chapter 3
Chapter 4
-Chapter 3: Case 3Discussion, “Golf
Buggy”: Answer Questions 1-3, page 58
-Video Case Part 1: North Face
Shopping Experience
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Chapter 5 – Motivations and
Emotion: Driving Consumer
Behavior
Chapter 6 – Personality,
Lifestyles, and the SelfConcept
Chapter 5
Chapter 6
-Chapter 5: Case 5 discussion:
“Coolhunters”. Answer Questions 1-3, p.
100
- Video case par 2: (Internal Influence)
Shopping for a new apartment
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Chapter 7 – Attitudes and
Attitude Change
EXAM 1
Chapter 7
Discussion question “How did you pick
your college?”
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Chapter 8 – Consumer
Culture
Chapter 9 – Group Influence
Chapter 8
Chapter 9
Video case par 3: ( External Influences)
Fantasy Inn
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Chapter 11 – Decision
Making I
Chapter 12 – Decision
Making II
Chapter 11
Chapter 12
-Chapter 12-Case 12 Discussion:
“Cameras”
- Video Case Part 4: Wireless Zone
and Verizon
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Chapter 13 – Consumption
to Satisfaction
Chapter 14 – Consumer
Relationships
Chapter 13
Chapter 14
Chapter 13 Case: eBay, p. 262. Answer
questions 1-5, p. 263
-Video Case Part 5: (Post Consumption
Process) Making a Return
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Chapter 16 – Marketing
Ethics, Misbehavior, and
Value
EXAM 2
Chapter 16
FINAL EXAM
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Assignment & Video
Cases Analysis
Chapter 1 Case, Vous Vois Vision.
Answer Questions 1-4, p. 21
Division of Business Mission Statement:
The Division of Business provides a quality, student-centered learning environment to prepare students
to be competent, ethical business professionals, entrepreneurs and leaders in the regional workplace and
in the world. The division accomplishes this by offering quality education delivered by qualified,
involved faculty dedicated to improvement processes in order to prepare our alumni to contribute to the
intellectual and economic vitality of regional stakeholders and beyond.
Ethics statement:
The Division of Business has adopted a Student Code of Ethics applicable to all students
majoring, minoring or taking courses offered by the Division of Business. The Student Code of
Ethics may be found online at: http://www.nwosu.edu/business-student-code-of-ethics. All
students taking this class are governed by this code of ethics. Likewise, the Division of Business
has adopted a Faculty Code of Ethics. The Faculty Code of Ethics can be found online at:
http://www.nwosu.edu/business-faculty-code-of-ethics. All Division of Business faculty are
governed by this ethical code.
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