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Consumer Behavior

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Tue, 2011-02-22 21:54 — Sam Abdalqader Fares Alfoqahaa
Course Code: 
57329
Course Outline: 

Text Book:

Michael R. Solomon. (2009), Consumer Behavior, 8th Edition, Prentice Hall  ISBN-10: 0-13-601596-4             

Course Objectives: This course is designed to provide knowledge of:
1) the psychological foundations of consumer behavior
2) the specific research tools to generate knowledge about customers
3) how to engage these mechanisms in building persuasive communications and improving marketing decisions
 

Methods of Teaching and Learning

These will consist of textbook readings, case studies, active discussions, practice quizzes, First, Second and Final examinations.

Course Requirements

  • Regular attendance is highly required.
  • Classroom participation and presentation is highly recommended.
  • Personal improvements, as long as we proceed, is needed.
  • Assignment: Case Study and Solution:
    This assignment helps students to develop their abilities in dealing with different real situations. Students are expected to study the assigned cases methodologically and to submit a written report on these cases as well.

Grading

 

First Hour Exam

20%

Second Hour Exam

20%

Classroom preparation and active discussion and Assignments fulfillment

10%

Final Exam

50%

Total

100%

COURSE OUTLINE

 

Week

Topic

1-2

Chapter 1: Consumers Rules

3-4

Chapter 2: Perception

5

Chapter 3: Learning and Memory

6

Chapter 4: Motivation and Values

7-8

Chapter 5: The Self  

 

First Exam

9

Chapter 6: Personality and Lifestyles

10

Chapter 7: Attitudes

11

Chapter 8: Attitude Change and Interactive Communications

12

Chapter 9: Individual Decision Making

 

Second Exam

13

Chapter 10: Buying and Disposing

Chapter 11: Group Influence and Opinion Leadership

14

Chapter 14: Ethnic, Racial, and Religious Subcultures

15

Chapter 15: Age Subcultures

Chapter 16: Cultural Influences on Consumer Behavior

16

Final Exam
 

 

 

Suggested References

  1. Consumer Behaviorby Wayne D. Hoyer and Deborah J. MacInnis (Hardcover - Dec 23, 2008)
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