Touro College
Course Syllabus
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Business
Consumer Behavior
EBK 201
EBK 101. Required Course for all Management/Marketing
Majors
3
Ira Teich, Ph.D
12/03
Course Description:
This course examines marketing from the point of view of various behavioral science
concepts, relevant consumer research, and practical marketing applications. The course
also examines motivation, personality, perception learning attitude formation, and the
importance of group dynamics, social class and culture on behavior in the marketplace.
Department Objectives:
1. Understanding of the respective discipline from a theoretical basis.
2. Understanding of the respective discipline from a practitioner basis.
3. To familiarize the students with the appropriate level of the core concepts of the
specific subject area.
4. To show the students how the specific subject benefits an organization, its
targeted audience, its stakeholders, and home and host markets.
5. To delineate, analyze, and synthesize the various subject components.
6. To allow each student multiple opportunities to demonstrate acquired knowledge
via interactive and/or individual activities such as class participation, homework,
exams, presentations, and term projects.
7. To learn the importance of ethical individual and organizational behavior.
8. To develop an understanding of how local, regional, national, and world events
and changes impact organizational behavior.
9. To understand the impact of changing and new technologies, such as the Internet,
on business activities and decision-making.
10. To gain an appreciation of the dynamics of change.
11. To learn the specific terminology and definitions associated with each discipline.
Course Objectives:
1. To learn the historical development and perspective of consumer behavior
2. To understand those internal and external factors which may influence consumer
behavior
3. To learn the consumer decision-making process
4. To learn how perceived risk and cognitive dissonance affect brand purchase
Institutional Objectives:
1. To enrich students’ appreciation of the Jewish heritage.
2. To promote study of traditional liberal arts and sciences.
3. To foster an appreciation of scholarship and enhance research skills in business
disciplines.
4. To further professional and pre-professional career interests of students in the
fields of management and marketing.
5. To prepare students to contribute to society through education and community
service.
6. To develop students’ critical reading, listening, and reasoning skills.
7. To develop students’ abilities to solve problems, interpret data, and to foster
analytical and quantitative thinking.
8. To promote sensitivity to ethical issues and promote moral reasoning.
9. To prepare students to communicate clearly and effectively in spoken and written
forms.
10. To foster students’ abilities to access and evaluate information objectively and
effectively.
11. To introduce students to skills needed to function effectively in a technological
society.
12. To foster respect for and appreciation of cultural diversity.
13. To enhance a global perspective regarding economic, social, and cultural issues.
14. To meet the special needs of under-prepared students through developmental
skills courses in English, ESL, and mathematics.
Course Content:
Topical areas covered will include the historical development and importance of
consumer behavior since the industrial revolution to present and to the near future.
Selected theories of personality and consumer decision-making will be presented. Group
influences on the individual will be discussed. Factors of segmentation and targeting will
be developed and their importance to developing a cohesive marketing strategy will be
covered.
Hardware/Software/Materials Requirements
Not Applicable
Course Requirements:
At the direction of the instructor, students are required to obtain and read all assigned
materials prior to the due dates. All exams are to be taken. If homework and/or oral
and/or written assignments are given, students are required to deliver the assignments in
accordance with the instructor’s guidelines.
Grading Guidelines:
The instructor will determine the value and weighting of each course component as well
as the cut-offs for each letter grade in accordance with institutional suggestions and the
due dates of each. The instructor will determine the number and nature of exams and
assignments, which test students’ ability to learn the subject as well as demonstrate the
students’ ability in learning critical subject skills. The exact grading guidelines must
appear in the course outline section of this syllabus. At a minimum, there will be a mid-
term and final exam and an assessment of the students’ contribution to the topical
classroom lectures.
Assessment Methods:
Subject lectures will be enhanced using a combination of the following learning tools:
textbook, handouts, overhead transparencies, chalkboard, videos, guest speakers, case
studies, current articles found in newspapers and/or magazines, and Socratic classroom
environment. Other creative learning methods, as determined by the instructor, will also
be employed. At a minimum, each class session will employ two or more instructional
methods.
Course Text(s):
REQUIRED TEXT: Leon G Schiffman, Leslie Lazar Kanuk. Consumer Behavior.
Prentice Hall PTR. 04/2003. ISBN: 0-13-067335-8.
Bibliography:
Eric J Arnould, Linda Price, George M Zinkhan. Consumers. McGraw-Hill Companies,
02/2003. ISBN: 0-07-121426-7.
Eric J Arnould, Linda Price, George M Zinkhan. Consumers. McGraw-Hill Companies,
03/2003. ISBN: 0-07-253714-0.
Chip R Bell, Bilijack R Bell. Magnetic Service: The Secrets of Creating Passionately
Devoted Customers. Berrett-Koehler Publishers, Incorporated.
09/2003. ISBN: 1-57675-236-4.
Fred Crawford. The Myth of Excellence: Why Great Companies Never Try to Be the
Best at Everything. Crown Publishing Group. 05/2003. ISBN: 0-609-81001-4.
Anne M Cronin. Advertising Myths: The Strange Half-Lives of Images and
Commodities. Routledge. 11/2003. ISBN: 0-415-28173-3.
Bill Dodds. Managing Customer Value: Essentials of Product Quality, Customer Service,
and Price Decisions. University Press of America. 08/2003. ISBN: 0-7618-2631-9.
Maddy Dychtwald. Cycles: How We Will Live, Work, and Buy. Simon & Schuster.
02/2003. ISBN: 0-7432-2614-3.
Elliott Ettenberg. The Next Economy: Will You Know Where Your Customers Are?.
McGraw-Hill Trade. 01/2003. ISBN: 0-07-141295-6.
Andrew Griffiths. 101 Ways to Really Satisfy Your Customers: How to Keep Your
Customers and Attract New Ones. Allen & Unwin Pty., Limited. 07/2003. ISBN: 186508-744-0.
Del I Hawkins, Roger J Best, Kenneth A Coney. Consumer Behavior: Building
Marketing Strategy. McGraw-Hill Companies, 07/2003. ISBN: 0-07-253686-1.
Karl Hellman, Ardis Burst. The Customer Learning Curve: Creating Profits from
Marketing Chaos. American Marketing Association. 04/2003. ISBN: 0-87757-306-9.
James L Heskett, W Earl Sasser Jr, Leonard A Schlesinger. The Value Profit Chain: Treat
Employees Like Customers and Customers Like Employees. Simon & Schuster. 01/2003.
ISBN: 0-7432-2569-4.
Thomas Hine. I Want That!: How We All Became Shoppers. HarperTrade. 10/2003.
ISBN: 0-06-095983-5.
Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 15.
Consumer Satisfaction, Dissatisfaction & Complaining Behavior, Incorporated. 12/2002.
ISBN: 0-922279-15-2.
Diana LaSalle, Terry Britton. Priceless: Turning Ordinary Products into Extraordinary
Experiences. Harvard Business School Press. 12/2002. ISBN: 1-57851-746-X.
Ben McConnell, Jackie Huba. Creating Customer Evangelists: How Loyal Customers
Become a Volunteer Sales Force. Dearborn Trade, A Kaplan Professional Company.
12/2002. ISBN: 0-7931-5561-4.
Michele Micheletti (Editor), Andreas Follesdal (Editor), Dietlind Stolle (Editor). Politics,
Products, and Markets: Exploring Political Consumerism Past and Present. Transaction
Publishers. 10/2003. ISBN: 0-7658-0200-7.
Jack Mitchell. Hug Your Customers: The Proven Way to Personalize Sales and Achieve
Astounding Results. Hyperion Press. 06/2003. ISBN: 1-4013-0034-0.
Marieke de Mooij. Culture and Consumer Behavior: Convergence and Divergence. Sage
Publications, Incorporated. 08/2003. ISBN: 0-7619-2668-2.
John OShaughnessy, Nicholas Jackson OShaughnessy. The Marketing Power of
Emotion. Oxford University Press, Incorporated. 12/2002. ISBN: 0-19-515056-2.
Laura Byrne Paquet. The Urge to Splurge: A Social History of Shopping. E C W Press.
10/2003. ISBN: 1-55022-583-9.
Camille Passler Schuster, Donald F Dufek. The Consumer-- or Else!: Consumer-Centric
Business Paradigms. Haworth Press, Incorporated, 09/2003. ISBN: 0-7890-1568-4.
Louis Patler. Trendsmart: Winning Tactics for the Trends That Just Won't Go Away.
Sourcebooks, Incorporated. 11/2003. ISBN: 1-4022-0168-0.
Alissa Quart. Branded: The Buying and Selling of Teenagers. Perseus Publishing.
12/2002. ISBN: 0-7382-0664-4.
Mary Lou Quinlan. Just Ask a Woman: Cracking the Code of What Women Want and
How They Buy. John Wiley & Sons, Incorporated. 04/2003. ISBN: 0-471-36920-9.
S Ratneshwar (Editor), David Glen Mick (Editor), Cynthia Huffman (Editor). The Why
of Consumption: Contemporary Perspectives on Consumer Motives, Goals and Desires.
Routledge. 06/2003. ISBN: 0-415-31617-0.
Donald F Roberts, Ulla Goette Foehr. Kids and the Media in America. Cambridge
University Press. 09/2003. ISBN: 0-521-82102-9.
Dennis J Rourke. Managing Your Most Difficult Customers. BuilderBooks. 03/2003.
ISBN: 0-86718-547-3.
Joachim Scharioth (Editor), Margit Huber (Editor). Achieving Excellence in Stakeholder
Management.. Springer-Verlag New York, Incorporated. 01/2003. ISBN: 3-540-00255-3.
Michael R Solomon. Conquering Consumerspace: Marketing Strategies for a Branded
World. AMACOM. 03/2003. ISBN: 0-8144-0741-2.
Michael R Solomon. Consumer Behavior. Prentice Hall PTR. 09/2003. ISBN: 0-13140406-7.
Laurence Vincent. Legendary Brands: Unleashing the Power of Storytelling to Create a
Winning Marketing Strategy. Dearborn Trade, A Kaplan Professional Company.
12/2002. ISBN: 0-7931-5560-6.
David Wealleans. The People Measurement Manual: Measuring Attitudes, Behaviours
and Beliefs in Your Organization. Ashgate Publishing, Limited. 03/2003. ISBN: 0-56608380-9.
K. Wertime. BusIness Mythology: How to Connect with Consumers Using Archetypes.
John Wiley & Sons, Incorporated. 01/2003. ISBN: 0-470-82067-5.
Jennifer Wood, Barney Allan. Everything You Want: Re-Inventing Consumers, Brands
and Communications. John Wiley & Sons, Incorporated. 07/2003. ISBN: 1-84112-019-7.
Gerald Zaltman. How Customers Think: Essential Insights into the Mind of the Markets.
Harvard Business School Press. 02/2003. ISBN: 1-57851-826-1.
Sharon Zukin. Point of Purchase: How Shopping Changed American Culture. Routledge.
10/2003. ISBN: 0-415-94597-6.