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Transcript
MGT 321 – Consumer Behaviour
Course Syllabus
Instructor : Aziz Madi
E-mail: [email protected]
Website: www.amadi.weebly.com
Time: 3:30 - 5:00 M.W
Room: B201
Course Description:
This course introduces the students to the study of consumer behavior. We will cover a
number of topics and areas that are essential for those seeking to understand and influence
consumer behavior. Although theoretical concepts play an important role in this course, the
dominant focus of material covered in class will be on its pragmatic implications for
marketing practice. This is a very intense and demanding course which will require the
student to assimilate a substantial amount of information in a short amount of time. Yet a very
interesting course that will “sharpen” your personalities and minds.
Course Objectives:
After studying this course, students will be able to:
1. Provide a perspective on the study of consumer behavior.
2. Develop an understanding of the consumer decision making processes and their relevance
to marketers and public policy makers
3. Identify the major topics that must be addresses in order to have a basic understanding of
the consumer.
4. Develop an appreciation of the practical importance of understanding consumer’s beliefs
and attitudes as well as various approaches to assessing such beliefs and attitudes.
5. Identify the major factors that influence consumer behavior and identify how consumers
process and store marketing information (e.g. price, brand name, advertisements…etc)
6. Introduce the various techniques available to marketers for modifying consumers’ behavior
7. Identify the major demographic and lifestyle trends that are changing the marketplace
8. Provide the students with a sound foundation for the study of marketing management
through discussion of the psychological, sociological, and economic factor underlying
consumer behavior.
Required Text:
Main text: (more recent editions of the following, or at least)
- Solomon M. (2007) Consumer Behavior; buying, having and being, 7th Edition, Prentice
Hall
- Solomon M. (2004) Consumer Behavior; buying, having and being, 6th Edition, Prentice
Hall
Other readings:
- Arnould, Price, Zinkhan. (2004) Consumers (2nd Edition)
- Kotler P. (2002) Marketing Management, 11th edition, Prentice Hall
Student Responsibilities:
1.
2.
3.
4.
5.
Attend all class sessions and participate constructively in discussions and activities.
Complete assigned readings and come to class prepared.
Complete all written assignments in a professional manner.
Be accountable for the contributions you are to make in any team activities.
Ask questions.
Evaluation system & course activities:
1) Two exams (70%)
a) Mid-term exam 30%
b) Final exam 40%
2) Team presentation (10%)
3) Team paper assignment (10%)
4) Individual research paper/reports (5%).
5) In-class activities and discussions (5%)
Special Policies:
1. ORIGINAL WORK: Work done for this class should be new work or be a significant
modification of past efforts. Modifications of previous work done should be first
approved by the instructor. Plagiarized work will, minimally, result in a zero for the
assignment.
2. GROUP WORK: It is expected that each person will contribute equally in any group
activities. It is up to each person to ensure that they have an equal share of work.
3. SUBMITTED WORK: Unless told otherwise, assignments should be computergenerated and a hard copy submitted (be sure to staple multiple pages
together). Report covers are optional.
Assessment Criteria:
Presentation:
(A copy of the slides & supporting material shall be submitted at the presentation) (details of
the project to be assigned later)
1. Content
2. Structure
3. Verbal communications & body language
4. Use of visual aids
5. Effective team working & preparation
Report:
(a bound copy of the report & an electronic copy are to be submitted) (details of the project to
be assigned later)
1. Appropriateness, creativity, & workability of the proposed plan (content and Scope).
2. Appropriateness of the theoretical framework and concepts.
3. Ability to apply theory and concepts to practice in creative, effective ways.
4. Quality of structure and presentation of the idea, concept and examples.
5. Effective team working & preparation
Methodology
The module will consist of lecture inputs, seminars, role playing, investigative research, class
discussions and student led workshops, in addition to case study material, academic journal
articles, and other readings relating to marketing that will be provided to enhance the learning
experience.
It is expected that students will complete the required case study reading material and through
the learning environment be able to make a full contribution to class discussions on a variety
of marketing related issues.
Homework will be assigned for each chapter, and these will contribute to the final mark in
this course.
Consumer Behavior (MGT 321) Course Schedule
The following is a tentative schedule and may be adjusted as appropriate.
Date
18-Feb
20-Feb
25-Feb
27-Feb
3-Mar
5-Mar
10-Mar
12-Mar
17-Mar
19-Mar
24-Mar
26-Mar
31-Mar
2-Apr
7-Apr
9-Apr
14-Apr
16-Apr
21-Apr
23-Apr
28-Apr
30-Apr
5-May
7-May
12-May
14-May
19-May
21-May
26-May
28-May
Week
Chapter
Ch#
1
Consumer rule
1
2
Perception
2
3
Learning and memory
3
4
Motivation and values
4
5
The self
5
6
Personality and lifestyle
6
7
8
8
Attitudes
Mid-term exam
Attitude change and interactive communication
7
9
Individual decision making
9
10
Buying and disposing
10
11
Group influence and opinion leadership
11
12
Organizational and household decision making
12
13
Income and social class
13
14
15
16
17
Ethnic, Racial and religious subculture + age subculture
Cultural influences on consumer behavior
The creation and diffusion of global culture
Final exam week
8
14+15
16
17