MKTG 3323 consumer behavior master

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Rogers State University-Claremore *

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3323

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Marketing

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Feb 20, 2024

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MKTG 3323 Consumer Behavior Fall 2023 Course Department: Business Name: Consumer Behavior Course Start Date: August 14, 2023 End Date: October 6, 2023 Official Course Language: English Time Zones: Central Daylight Savings Time Course and instructor Course Description: An integrative strategic marketing approach to consumer behavior analyzing the acquisition, consumption, and disposition of goods and services by consumers and organizations. Topics will include internal and external variables that influence buying decisions, buying processes, buyer- seller relationships, positioning and branding, information processing. Issues of ethics and global marketing are considered. Course Prerequisite: MKTG 3113 Principles of Marketing Skills Instructor Name(s): Dr. Dana Moore Gray Phone: 918-812-9220 E-Mail: dgray@rsu.edu Availability: Please email any time. Available by cell phone weekdays 10 am to 7 pm. Course Objectives (CO)  CO1 Describe current knowledge about the theory and practices of consumer behavior.  CO2 Define the buying decision making processes and principles.  CO3 Describe how consumers are influenced by attitudes, environment, and motivations that influence purchasing decisions.  CO4 Explain the business buying process.  CO5 Describe how to apply buying behavior principles to marketing problems. Module Objectives (MO) Module 1 Chapter 1  MO1-1 Define consumer behavior Chapter 2  MO1-2 Analyze the concept of culture  MO1-3 Describe the role of global demographics

MKTG 3323 Consumer Behavior Fall 2023 Chapter 3  MO1-4 Identify core American cultural values Chapter 4  MO1-5 List the concepts of generations and discuss the generations that exist in the U. S.  MO1-6 Discuss your demographic cohort and explain how it affects your purchasing decisions. Chapter 5  MO1-7 Identify subcultures and their influence on unique market behaviors Module 2 Chapter 6  MO2-1 Explain the household life cycle's various stages and marketing implication Chapter 7  MO2-2 Analyze reference groups and the criteria used to classify them  MO2-3 Define opinion leaders (both online and offline) and their importance to marketers Chapter 8  MO2-4 Identify the nature of perception and its relationship to consumer memory and decisions  MO2-5 Identify how perception can enhance strategies for retailing, branding, advertising, and packaging Chapter 9  MO2-6 Analyze the nature of learning and memory  MO2-7 Define high- and low-involvement learning Chapter 10 MO2-8 Discuss motivation and summarize the motivation sets put forth by Maslow Module 3 Chapter 11  MO3-1 Define attitude and its role in consumer behavior Chapter 12  MO3-2 Define self-concept, how it is measured, and how it is used to position products  MO3-3 Explain lifestyle and its relationship to the self-concept and to psychographics  MO3-4 Explain general lifestyle typologies for VALS and PRIZM Chapter 13  MO3-5 - Explain situational influence Chapter 14  MO3-6 Identify problem recognition as a step in the consumer decision process

MKTG 3323 Consumer Behavior Fall 2023 Chapter 15  MO3-7 Discuss the awareness set, evoked set, inert set, and inept set Module 4 Chapter 16  MO4-1 Discuss the types of choice processes in which consumers engage Chapter 17  MO4-2 Identify the Internet and mobile as parts of multi-and omni-channel shopping Chapter 18  MO4-3 Discuss post-purchase dissonance Chapter 19  MO4-4 Identify the organizational purchase process Chapter 20  MO4-5 Identify regulation concerns when marketing to adults regarding product and price Textbook  Hawkins, Mothersbaugh, & Best (2020). Consumer Behavior, 14th edition . McGraw-Hill Irwin. ISBN 978-1- 260-10000404 hardbound OR IBSN 978-1-260- 15819-9 loose-leaf. No course access code required.  Myler, L. (2016, Jan 19). Market segmentation: Sell more by selling to fewer. Forbes . https://www.forbes.com/sites/larrymyler/2016/01/19/market-segmentation-sell-more-by- selling-tofewer/#569b0009232d . Equipment Computer Speakers to listen to videos on YouTube Videos  Gray, D. (2020, Aug 20). MKTG 3323 Consumer behavior - text overview. https://www.youtube.com/watch?v=GxKEmyV3Zdk&feature=youtu.be  Gore, K. (2014, May 8). Market sensing: Demographic influences. https://www.youtube.com/watch?v=qWlIAwKhiW4.  Gore, K. (2014, May 12). Market sensing: Consumer behavior influences. https://www.youtube.com/watch?v=LuK1dHcEjcQ&t=57s.  Gray, D. K. M (2020, April 14). Consumer Behavior introduction. https://youtu.be/oxE4l7VGWIc.  Hagger Clothing Co (2018, Oct. 10). Haggar x ASPCA Fall 2018 Campaign. https://www.youtube.com/watch?v=uTap7W7ae9g.

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MKTG 3323 Consumer Behavior Fall 2023  Marie, L. (2017, March 27). Funny, But True: Cultural Differences. https://www.youtube.com/watch?v=2xJ_hbD4TQA.  Agnew, M. (2019, Aug 8). Growing Up | Samsung commercial making fun of Apple removing headphone jack. https://www.youtube.com/watch?v=wQ4ys-R1B_8.  Dyson (2020, April 18). Discover a new way to style and curl hair. Dyson Airwrap™ styler TV commercial. https://www.youtube.com/watch?v=ylO5odWAigk.  Mountain Dew (2017, Nov. 30). Danny and Red @ Jackson Hole | Mountain Dew. https://www.youtube.com/watch?v=wDiF0de0tg0.  Fabulessly Frugal (2017, May 16). Sam's Club Scan and Go App Review by Fabulessly Frugal. https://www.youtube.com/watch?v=EpjZG5GveVQ . Technology skills Learners must have a working knowledge of computers, MS Windows, and the Internet as well as have the ability to keyboard, save work, use and read student email, and watch online videos. Please note that Office 365 - Free is also available from the left navigation pane. Delivery Modality This course is an 8-week or 16-week course delivered completely online. The course is divided into eight modules. Please click on coursework to view each module and its respective course and module objectives. Types of Learning Activities Types of learning activities include reading, watching videos, discussion forums, assignments, and quizzes. Grading Scale Points Percentage Grade 900-1000 90-100% A 800-899 80-89% B 700-799 70-79% C 600-699 60-69% D 599 and below 59% and below F Assessment/Evaluation Techniques Evaluation methods Assessment Points Total Points

MKTG 3323 Consumer Behavior Fall 2023 20 quizzes 30 points each 600 3 assignments 50 points each 150 6 discussions 20 points each 160 Final exam 100 points 100 1000 Grade Turnaround Time Assignments will be graded and returned no later than one week after the assignment deadline. I am available by phone, text, and email daily from about 9 am to 7 pm and will strive to respond within 24 hours or less. Late Assignment and Make-Up Policy Flexibility is designed into the course. The entire course is open on the first day of class so learners may work ahead. Be sure to meet the module deadlines, however, because no makeup exams or assignments are allowed. Participation Policy Learners are expected to actively invest in their own learning. This means learners should actively participate in module discussions and complete assignments by the deadline. Please log into the course at least 3-5 times per week, check student email daily, and spend 3 hours per week minimum engaging with the learning material, with peers, and with the instructor. Module # Due dates Assignments and assessments Course objectives Alignment 1 Aug 14-27, 2023 Read chapters 1, 2, 3, 4, and 5 Complete quizzes for chapters 1, 2, 3, 4, 5 In each discussion forum, post an initial post and respond to at least one classmates' post providing new information or insights. Complete the individual assignment CO1 – Describe current knowledge about the theory and practices of consumer behavior. CO2 - Define the buying decision making processes and principles. Module 1 - Please read chapters 1, 2, 3, 4, and 5 and complete the quizzes for each chapter. Post to the two discussion forums and respond to at least one peer's post in each discussion. Watch the videos and complete the individual assignment. The chapters, video, discussion, and assignment

MKTG 3323 Consumer Behavior Fall 2023 provide information about consumer behavior and cross-cultural variations from a marketing context. These align with the module 1 topic of overview and cross-cultural variations, and align with the module 1 objectives. 2 Aug 28 – Sep 10, 2023 Read chapters 6, 7, 8, 9, and 10 Complete quizzes for chapters 6, 7, 8, 9, 10 In each discussion forum, post an initial post and respond to at least one classmates' post providing new information or insights. Complete the individual assignment. CO1 – Describe current knowledge about the theory and practices of consumer behavior. CO2 - Define the buying decision making processes and principles Module 2 - Please read chapters 6, 7, 8, 9, and 10, and complete the quizzes for each chapter. The chapters, video, and discussion provide insights regarding influences on consumer behavior. These align with the module 2 topic of influences on consumer behavior and align with the module 2 objectives. 3 Sept 11 - 24, 2023 Read chapters 11, 12, 13, 14, and 15 Complete quizzes for chapters 11, 12, 13, 14, and 15 In each discussion forum, post an initial post and respond to at least one classmates' post providing new CO3 - Describe how consumers are influenced by attitudes, environment, and motivations that influence purchasing decisions. CO5 - Describe how to apply Module 3 - Please read chapters 11, 12, 13, 14, and 15 and complete the quizzes for each chapter. The chapters, video, and discussion provide insights regarding consumer influences and the

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MKTG 3323 Consumer Behavior Fall 2023 information or insights. Complete the individual assignment. buying behavior principles to marketing problems. CO6 - Evaluate how to analyze consumer and buyer behavior to guide marketing decisions. consumer decision making process. These align with the module 3 topic of consumer influences and the consumer decision making process, and align with the module 3 objectives. 4 Sep 24 – Oct 3, 2023 Read chapters 16, 17, 18, 19, and 20 Complete quizzes for chapters 16, 17, 18, 19, and 20 In each discussion forum, post an initial post and respond to at least one classmates' post providing new information or insights. Complete the final exam. CO4 - Explain the business buying process. CO5 - Describe how to apply buying behavior principles to marketing problems. CO6 - Evaluate how to analyze consumer and buyer behavior to guide marketing decisions. Module 4 - Please read chapters 16, 17, 18, 19, and 20 and complete the quizzes for each chapter. The chapters, video, and discussion provide more information about the consumer decision making process from a marketing perspective. These align with the module 4 topic of the consumer decision making process, and align with the module 4 objectives. Final exam All

MKTG 3323 consumer behavior master

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