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.