Department of Management, Marketing, and International Business

MKT 355 - CONSUMER BEHAVIOR

College of Business, Stephen F. Austin State University

Note: This "standard" course syllabus is only a guide. Actual requirements for a particular course and section of this course are described in the course section syllabus, which should be obtained from the course instructor at the beginning of the respective semester. Requirements listed herein are subject to change without notice.

Catalog Description: - Behavior of consumer and influences on buyer behavior; consumption patterns; implications for marketing research and decisions.

Prerequisites: MKT 351

Course Objective: Upon completion, the student should be able to:

• identify the basic terms and concepts within the fields of human behavior studies (such as Psychology and Sociology) as well as the terms and concepts within the field of Marketing that are significant in understanding the field of Consumer Behavior, to be measured by performance on examinations.
• understand the ideas and reasoning that underlie these concepts, to be measured by performance on examinations.
• understand the relationship of these concepts to each other and their relationship to Marketing and/or business principles and practices, to be measured by performance on examinations.
• demonstrate how to apply and use these concepts in Marketing and/or business situations, to be measured by performance on examinations and on the term project.
• demonstrate preparation for entry into higher-level courses in Marketing, to be measured by overall performance in meeting the course's requirements.
• demonstrate preparation for entry into a career in Marketing and/or business, to be measured by overall performance in meeting the course's requirements.

Current Textbook: Schiffman & Kanuk.  Consumer Behavior, current edition (Pearson/ Prentice-Hall Publishing).

Evaluation: Students will be evaluated individually by major exams and by at least one oral report and one written report done as a team. Written analyses of the student's individual work and group work will be required for all team assignments.

Course Coordinator:  Dr. Larry R. O'Neal

Course Content:

Required Topics

• Marketing Concept
• Market Segmentation
• Marketing Research
• Need Theory
• Attitudes
• Human Behavior Models
• Consumer Behavior Models
• Perception
• Learning
• Culture
• Social Influences
• Family

Optional Topics

• Information Processing
• Buyer Decisions
• Public Policy
• Organizational Buying

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