TROY UNIVERSITY
MASTER SYLLABUS
SORRELL COLLEGE OF BUSINESS
MKT 4462
Consumer Behavior
Prerequisites
MKT 3300.
Description
A study of the consumer as a decision maker. The course examines social, cultural, and
psychological influences on purchasing decisions while emphasizing their implications for
marketing strategies.
Objectives
On completion of the course, the student should be able to:
1.
2.
3.
4.
Explain the essential theories, concepts, and principles of consumer behavior.
Identify the environmental factors that influence consumer behavior.
Apply consumer behavior theories and concepts to the design of marketing strategies.
Discuss the contributions of marketing research and other social-science disciplines to the
field of consumer behavior.
Purpose
To provide an overview of the theories, principles, and concepts that explain what products and
services consumers buy, as well as how and why they do so. This course also fosters the
development of the skills needed to analyze consumer behavior in specific markets, and to
develop appropriate marketing mix strategies for the markets. Marketing concentration
requirement.
Master Syllabi are developed by the senior faculty in each business discipline. This Master Syllabus must be used as the basis for developing the
instructor syllabus for this course, which must also comply with the content specifications outlined in the Troy University Faculty Handbook.
The objectives included on this Master Syllabus must be included among the objectives on the instructor’s syllabus, which may expand upon the
same as the instructor sees fit. The statement of purpose seeks to position the course properly within the curriculum and should be consulted by
faculty as a source of advisement guidance. Specific choice of text and other details are further subject to Program Coordinator guidance.
1 August 2005
Master Syllabus: MKT 4462
2
Approved Texts
Schiffman, L., & Kanuk, L. L. (2004 or current). Consumer behavior (8th ed.). Upper Saddle
River, NJ: Prentice Hall.
Solomon, M. R. (2012 or current). Consumer behavior (10th ed.). Upper Saddle River, NJ:
Prentice Hall.
Troy University Faculty Handbook (2010): Section 3.9.2.8 [extract] — essential elements of the syllabus (somewhat modified for space):
1. Course title
2. Course number +
section
3. Term
4. Instructor
5. Prerequisites
6. Office hours
7. Class days, times
8. Classroom
location
9. Office location +
e-mail address
10. Office telephone
11. Course
description,
objectives
12. Text(s)
13. Other materials
14. Grading methods, 16. General supports
criterion weights,
(computer works,
make-up policy,
writing center)
mid-term grade
17. Daily assignments,
reports
holidays, add/drop
15. Procedure, course
& open dates, dead
requirements
day, final exam
18. ADA statement
19. Electronic device
statement
20. Additional
services,
statements
21. Absence policy
22. Incomplete-work
policy
23. Cheating policy
24. Specialization
requirements
(certification,
licensure, teacher
competencies)