Consumer Behavior
Fall 2010
The Institute of International Management is dedicated to providing a quality teaching and
research environment to provide students with a broad, integrated knowledge of management
in preparation for successful careers in business, government or academia.
General learning goals
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Students should be able to communicate effectively verbally and in writing.
Students should solve strategic problems with a creative and innovative approach.
Students should demonstrate leadership skills and ethics demanded of a person in
authority.
Students should possess a global economic and management perspective.
Students should possess the necessary skills and values demanded of a true professional.
Instructor:
Office Hours:
Class Meetings:
Tien Wang
Tuesday 9:30 – 11:50 am or by appointment
Tuesday, 2:00 – 5:00pm
Textbook (Required)
Consumer Behavior: Building Marketing Strategy, 11th edition by Hawkins and Mothersbaugh
ISBN-13: 9780070171008
Course Description
This course is designed to introduce the study of consumer behavior. It mainly includes:
 The external and internal factors that influence consumer behaviors.
 How consumers make purchase decisions.
 The influences of consumer behaviors on marketing strategies.
Course Objectives
To understand consumer behaviors is important to marketers. We will explore the factors that
influence consumers’ purchase decisions. Upon completing this course, students should be able
to identify the elements involved in consumers’ decision-making process and develop and
implement effective marketing strategies.
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Course Grading
Your grade will be based on your performance in class, including attendance, exams, and case
write-ups. However, this grading system might be changed if necessary. Students should pay
attention to any announcements in class.
Item
Attendance
Case write-up/presentation
Midterm Exam
Final Exam
Total
Percentage of
Final Points
5%
20%
25%
25%
100%
Type
Individual
Group/Individual
Individual
Individual
Final Grades
Grade information will not be given via privately. The following grading scale will be utilized for
determining each student’s final grade based on total points earned on attendance, cases, and
exams.
Letter Grade
A
B
C
D
F
Final Points
89.5
79.5
69.5
59.5
******
Notes:
 After the grade is posted, you have one week to submit any inquiries. I will accept no
inquiries once one week has passed by. It is your responsibility to check the accuracy of your
grades.
Case Write-up & Presentation
We will have several case write-ups throughout this semester. This may be a group or individual
activity. More details about case write-up and presentation will be announced in class.
Exams
Exams will be based on materials from the textbook, slides, and any information given by the
instructor. The exam dates are arranged in the course schedule. No Make-up exams will be
given without prior permission from the instructor.
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Tentative Course Schedule
Changes to the syllabus: I reserve the right to make changes to the syllabus as needed
throughout the semester. Changes will be mentioned in class. It is the student’s responsibility to
know about and follow these announced changes in the syllabus.
Date
Week 1
Topic
Chapter
Course introduction/Syllabus
Consumer Behavior and Marketing Strategy
1
Week 2
Cross Cultural Variations in Consumer Behavior
2
Week 3
The Changing American Society: Values,
Demographics, and Social Stratification
3
4
Week 4
The Changing American Society: Subcultures,
Families, and Households
5
6
Week 5
Perception
8
Week 6
Learning, Memory, and Product Positioning
9
Week 7
Motivation, Personality, and Emotion
10
Week 8
Attitudes and Influencing Attitudes
11
Week 9
Self-concept and Lifestyle
12
Week 10
Midterm Exam
Week 11
Situational Influence
13
Week 12
Consumer Decision Processes and Problem
Recognition
14
Week 13
Information Search
15
Week 14
Alternative Evaluation and Selection
16
Week 15
Outlet Selection and Purchase
17
Week 16
Postpurchase Processes, Customer Satisfaction,
and Customer Commitment
18
Week 17
Organizational Buyer Behavior
19
Week 18
Final Exam (comprehensive)
3
Activity Due-Dates