CB-Syllabus_W11 - Syllabus Marketing 351-03 & 04...

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1 Syllabus Marketing 351-03 & 04 Consumer Behavior – Winter 2011 MKT351-03 Tuesday & Thursday 2:30 p.m. – 3:45 p.m. DEV 303 E MKT351-04 Tuesday 6:00 p.m. – 8:50 p.m. DEV 225 E Instructor: Dr. Douglas Robideaux Office: DEV 328C – Phones: (616) 331-7438 or 331-7495 (Marketing Department) Office Hours: Tuesday & Thursday 1:00 p.m.– 2:30 or by appointment During Finals Week: by appointment only Email: robidead@gvsu.edu web: www.robideaux.net and GVSU's Blackboard Recommended Text: Consumer Behavior: Building Marketing Strategy 11 th edition, by Hawkins and Mothersbaugh. Prerequisites MKT 350 Course Description The application of knowledge from the behavioral sciences to the study, analysis, and interpretation of consumer buying habits and motives. Individual, group, and cultural influences on consumer preferences and purchasing patterns are emphasized. Course Outcomes: Knowledge and Skills Objectives Knowledge Objectives To introduce the student to consumer behavior research, concepts, and theories, and to analyze their usefulness in development of marketing strategies. Students should be able to identify and explain the important consumer behavior concepts and apply them to business and consumer situations. Students should be able to locate sources of secondary information about consumer groups and product usage. Skill Objectives Applying these concepts, students should develop an ability to confidently and meaningfully analyze consumer behavior problems, thereby providing a solid foundation for subsequent situation analysis. The application of marketing research tools for measuring consumer behavior. Tests Three Tests: Test #1 & #2: 100 points Test #3: 120 points Tests One and Two are objective, and will include all materials covered in class or assigned outside of class, and any articles posted on the internet. Test Three is objective and short essay, and will include all materials covered in class or assigned
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CB-Syllabus_W11 - Syllabus Marketing 351-03 & 04...

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