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Mar223_consumerbeh_F21_syl_EVE.doc - CONSUMER BEHAVIOR -...

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CONSUMER BEHAVIOR - MAR 223(75485) W 4:35-7:35pmPace UniversityFall 2021Dr. Mary LongE-mail: [email protected]Office Hours: by appointmentFace Coverings and Social Distancing in Indoor and Outdoor Spaces:With the Delta variant of COVID-19 now dominant, New York City and Westchester are bothdesignated as areas of “high community transmission.” Under current guidance from the Centers forDiseases Control and Prevention, face coverings are recommended in such areas.Effective immediately, Pace University is requiring face coverings to be worn indoors on all ourcampuses. We are also encouraging face coverings outdoors, in situations when distance cannot bemaintained. This policy will be re-evaluated as conditions change.Vaccines are required for everyone in our community coming to campus, beginning on August 16,2021. If you have not yet uploaded your vaccine record, please do so immediately via theconfidentialPatient Portal.More information is available on theReturn to Campus website.Instructional Method:Web-assisted (WA): This course is taught with both on-campus sessions and online sessions. Whenyou are not physically in the classroom, you will be utilizing Zoom and completing your assignmentsonline. See the schedule at the end of this document for details.The schedule is subject to change.Make sure you have enabled Announcements to be sent to your email.Course Description:This course is designed to explore essential consumer decision making and consumption-relatedbehavioral concepts.Particular attention will be given to concepts linking human diversity and thecore marketing concept of "market segmentation."Examples and applications illustrating consumerbehavior concepts will be drawn from both the for profit and not-for-profit domains. Students areencouraged to relate course material to their everyday lives.Course Objectives:Communicate effectively using appropriate consumer behavior termsUnderstand and apply models of consumer behavior to decision makingApply non-marketing theories from psychology, anthropology, and sociology to consumerbehaviorExplore and analyze consumer behavior from two perspectives: (a) as a consumer who mustmake a multitude of decisions every day about what products to buy and (b) as a marketingmanager who needs the knowledge of consumer behavior in order to develop, evaluate, and1
implement effective marketing strategies.Required Text:Schiffman and Wisenblit, Consumer Behavior, 12th edition, Pearson Education 2019. (One versionback is also ok, but you are responsible for all material covered in class.)Recommended:Grammar counts! If you need help with your writing skills, I recommend you purchase The Elementsof Styleby Strunk and White.Supplemental Materials:- Selected news and professional articles; selected exercises; spot assignmentsClass Policy on Electronic Devices:Turn off and place physically in a briefcase or bag or pocket all laptops, tablets, cell phones andcommunications devices before class begins.

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