Dr. Z. S. Demirdjian

Office: CBA 353

Office Phone: (562) 985-4764

Office Hours: M-W-F 9:50 - 11:00 and by appointment

TEXTBOOK: Consumer Behavior: Building Marketing Strategy, 7th ed.
by Hawkins, Best and Coney

COURSE OBJECTIVES:

Since the consumer has become the focal point of our economic system, our emphasis in this
course will be laid on the nature and dynamics of consumer markets and their implications to the
marketing practitioner. Furthermore, our efforts will be directed toward understanding concepts
and constructs employed to delineate and measure market segments (consumers) as essential input
information for marketing strategy formulation. In addition, we shall discuss relevant topics of
interest, such as the consumerism movement and its impact on marketing.

CLASS ACTIVATES:

Method of instruction will comprise lectures, case analyses, videos, and discussion of controversial
topics in Consumer Behavior.

CASE ANALYSIS
.

The class will be divided into small groups and each group will have the option to choose either to
write a short paper (3 to 5 pages) or give an oral presentation (2 to 3 page summary) based on library and/or original research findings. Additional information about the case analysis will be provided on or before September 28.

GRADING METHOD:

The point system will be adopted to make continuous self-evaluation in terms of grades possible.

First Exam 100 pts.
Midterm Exam 100 pts.
Case Analysis 100 pts.
Final Exam 100 pts.
TOTAL: 400 pts.

EARLY EXAMS, MAKE-UP EXAMS, AND LATE PROJECTS WILL BE PENALIZED BY A LOSS OF l0 POINTS PER DAY. Also, self and peer evaluations will be conducted to determine individual contributions to the term project.
 

ATTENDANCE POLICY:

Attendance is much encouraged for this course because of the nature of the organization of the
lectures in class. Remember, poor attendance would result in poor performance in this course.

EXAMS AND PROJECTS:

Due to office space limitations, exams and projects will be disposed of fifteen days after you had a chance to see them in class (after feedback).  Always remember to make copies of your projects for your file.

Schedule of Assignments

August 30 Course Orientation

Sept. 1 Consumer Behavior and Marketing Strategy, Chapter 1

EXTERNAL INFLUENCES

6 Labor Day

13 The Changing American Society: Values and Gender, Chapter 3

15 & 20 The Changing American Society: Subcultures, Chapter 5

22 The Changing American Society, Chapter 5 (Cont.)

27 Group Influences on Consumer Behavior, Chapter 7

29 Group Communications and Diffusion of Innovations Chapter 8

INTERNAL INFLUENCES

Oct. 4 Perception, Chapter 9

6 Types of Perception; Chapter 9 (Cont.); First Exam

11 Learning, Memory, and Product Positioning, Chapter 10

18 Learning, Memory, and Product Positioning, Chapter 10 (Cont.)

20 Learning, Memory, and Product Positioning, Chapter 10 (Cont.)

25 Motivation, Personality, and Emotion, Chapter 11

27 Motivation, Personality, and Emotion, Chapter 11(Cont.)

Nov. 1 & 3 Attitudes and Influencing Attitudes, Chapter 12

8 Self-Concept and Lifestyles, Chapter 13; Midterm Exam

10 Self-Concept and Lifestyles, Chapter 13 (Cont.)

15 Consumer Decision Process and Problem Recognition, Chapter 15

17 Consumer Information Search, Chapter 16; Case Analysis Projects are Due

22 Alternative Evaluation and Selection, Chapter 17

24 Outlet Selection and Purchase, Chapter 18

25 - 26 Thanksgiving Day!

29 Postpurchase Processes, and Customer Satisfaction, Chapter 19

Dec. 1 Consumerism and Regulatory Issues, Chapter 21

6 Consumerism and Regulatory Issues, Chapter 21 (Cont.)

8 Future Trends in Consumer Research/Review

13 - 18 FINAL EXAMS
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