Professor:
Office hours:
Contact Information:
Bryant University Marketing Department
MKT 311 CONSUMER BEHAVIOR
Fall,23
Wednesday’s, 630 -910pm
Classroom: AIC 235
Mehreen Pasha
Email or text for an appointment over zoom or face time
mpp4@bryant.edu
Mobile: 401-464-2492
COURSE MATERIALS
Text: Consumer Behavior, Building Marketing Strategy, Mothersbaugh, Hawkins, Kleiser, 15 th Edition
Register for the course using this Connect Registration link:
https://connect.mheducation.com/class/m-pasha-consumer20behaviorfall2320pasha20wednesdays20630-910pm
COURSE DESCRIPTION & OBJECTIVES:
Each of us is an active consumer in everyday life, purchasing everything from groceries to clothing to college educations.
However, our individual personalities and attitudes, our friends & our cultures are just a few factors that dictate no two
consumers are alike; we make unique choices. This makes it very challenging for marketers to create successful
strategies. Consumer Behavior applies concepts, principles and theories from various social sciences including
economics, psychology, social psychology, sociology, and anthropology to the study of the factors that influence the
acquisition, consumption, and disposition of goods, services, and deas. Knowledge of consumer behavior principles is
becoming increasingly important to marketing managers and public policy makers
The course provides a survey of marketing theory and practice associated with consumer behavior. Course objectives
are:
 To develop an understanding of the behavioral sciences and their impact on the marketing of goods and services
 To gain an understanding of consumer research methods
 To understand the changing environment and how it impacts consumer behavior
 The application of consumer behavior knowledge to the development of effective marketing strategy
 To acquaint students with key consumer-related phenomena.
 To assist students in becoming more knowledgeable and sophisticated consumers
 To contribute to the skills articulated in the Bryant University Mission and Objectives
CONDUCT OF THE COURSE:
Students should be engaged in the class, participate and offer relevant insight in class discussion. This is an
interactive class, cell phone and laptop use is prohibited.
ATTENDANCE AND OTHER POLICIES:
The marketing department attendance policy is detailed in Appendix A
In-Class Conduct: You should not be engaging in other activities while class is in session. Students must be respectful of
the opinions of others. Anyone is free to disagree with me or fellow students if done in a respectful manner.
Late Arrivals: You are expected to arrive on time to class. Any students who join after I have begun class will be
considered late. Students who are repeatedly late for class will be asked to withdraw from the class.
Academic Honesty: College rules of academic dishonesty (plagiarism, collusion, cheating, etc.) will serve as class policy.
See Appendix B for detailed policy
Teams: A number of assignments/activities in this course are team-based. Successful teams don't just "happen." Effective
teams "happen" when all members agree on the goals and tasks of the team, when there is open, constructive
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communication, and when each team member fully participates and is a responsible team member--in other words, when
a spirit of cooperation is present.
In this class, you must take this responsibility to your other team members very seriously. Each team member must pull
his/her own weight. At the end of the course, team members will be asked to evaluate each others’ contributions to team
projects using a peer evaluation form which I will administer. If a team member’s contributions are consistently
evaluated poorly, s/he will receive lower grades on team projects.
Participation: Engagement by all students is especially important in a virtual environment. It is imperative that you
come to class prepared to engage in discussion and offering comments in in the following meaningful ways:




Be prepared to pose questions and respond to them;
Link a course theory or concept to our discussions
Add to class agenda by offering to discuss interesting/pertinent articles from one of the readings or other
business publications
Cite personal examples relevant to class discussions
COURSE REQUIREMENTS AND GRADING:
Exams: These will consist of a mid-term and final exam
Make-up exam policy: If a student presents a compelling (documentable) reason for not being able to take an exam, he
or she may request permission to make it up during the scheduled final exam session. For this individual the make-up
examination will typically involve taking a comprehensive exam covering all the chapters/topics assigned in the course.
Readings
Make sure to read the chapters in advance so you are able to participate in class discussion. Articles will also be
sent out from reputable journals and websites to complement the textbook.
Assignments & In-class activities: Weekly assignments will be posted on Bb. Students should check Bb for these
assignment descriptions and due dates. In class activities will enhance the reading material.
Chapter reading schedule is attached. Please review.
Team Projects : There will be 2 team projects . More details to be added soon.
Grading:
Class participation
Chapter Connect assignments
Exams 1 & 2
Group Project 1
Group Project 2
5%
15%
40%
20%
20%
100%
Final Grades will be assigned according to the following schedule:
93-100
89- 92
87- 88
83- 86
79 – 82
77- 78
A
AB+
B
BC+
73 – 76
69 – 72
67 -68
60 – 66
Below 60
C
CD+
D
F
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Chapter Schedule
Schedule for Chapters is attached in the excel file.
APPENDIX A – MARKETING DEPARTMENT ATTENDANCE POLICY
The marketing department attendance policy is as follows:.
1.
Students will be allowed 2 unexcused absences for courses that meet three times a week (MWF), 1 unexcused
absence for courses that meet twice a week, (TTh or MF) and evening courses, without direct academic penalty
from their final grade.
a. Students with an unexcused absence will not be given the opportunity to make up material covered in
class, including in-class assignments, quizzes, or exams.
b. If assignments are due on the day of an unexcused absence, the assignment is still due and will not be
excused.
c. If a student exceeds the number of allowed unexcused absences, they will be penalized by subtracting
half of a grade from their final grade (A to A-, A- to B+, etc.) for each unexcused absence in excess of the
allowable amount.
2.
Students with excused absence(s) will be allowed to make up graded material covered in class, and exams.
a. Excused absences are allowed only for reasons stipulated in the University handbook, and in the case of
seniors, for job interviews with prior approval of the professor. Students must provide the professor
with written documentation for all* excused absences.
APPENDIX B - ACADEMIC HONESTY POLICY
A student’s education is the result of individual initiative and industry. A student indisposed to such an academic
commitment will not gain an education at Bryant University. Each Bryant student, accordingly, understands that to
submit work that is not his or her own is not only a transgression of University policy but a violation of personal integrity.
A high standard of conduct in academic experiences is expected of each student.
The academic community, therefore, does not tolerate any form of “cheating” – the dishonest use of assistance in the
preparation of outside or in-class assignments. Such violations, which include forms of plagiarism, are subject to
disciplinary action.
To preserve its commitment to the high standards of intellectual and professional behavior, Bryant University rewards
intellectual excellence and expects intellectual honesty.
Academic dishonesty includes but is not limited to:
·
plagiarism in any form;
·
copying from another student’s examination, term paper, homework or lab report;
·
intentionally missing an exam to gain an unfair advantage;
·
submitting the same paper or report in more than one course without permission of the Instructors;
·
falsification or invention of data;
·
unauthorized access to or the use of the computerized work of others;
·
misappropriation of examination materials or information;
·
giving illicit aid on exams, papers, or projects.
Lack of knowledge of the above is unacceptable as an excuse for dishonest efforts.
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