BUSI 399 Outline 2016/17 Winter Consumer Behaviour

COURSE NUMBER:

BUSI 399

COURSE TITLE:

Special Topics in Business - 2016/17 Winter: Consumer Behaviour

NAME OF INSTRUCTOR:

Dr Daniel Kim

CREDIT WEIGHT AND WEEKLY TIME DISTRIBUTION:

credits 3(hrs lect 3 - hrs sem 0 - hrs lab 0)

COURSE DESCRIPTION:

A course on a topic of figure of special interest to a member of the business faculty and offered on a non-recurring basis.

Prerequisites: Consent of the instructor

2016/17 Winter

This course is designed to provide a basic conceptual framework that enables marketers to serve consumers’ true needs and wants. Topics include various factors influence consumer behaviors such as psychology, sociology, economics, education, and culture.

Prerequisites: BUSI 396 Introduction to Marketing

REQUIRED TEXTS:

Solomon, White and Dahl. Consumer Behaviour: Buying, Having and Being, Sixth Canadian Edition Pearson.
Cialdini, R. B. Influence: The Psychology of Persuasion, HarperCollins.
Reading materials: Case Studies, Newspaper & Magazines, Academic Journals

MARK DISTRIBUTION IN PERCENT:

Individual Assignments	15%
Group Assignments	25%
Midterm Exam 1	20%
Midterm Exam 2	30%
Participation	10%

	100%

COURSE OBJECTIVES:

This is a foundational Marketing course that equips students to consider the personal and environmental factors that influence consumer decisions and enables them to apply the knowledge of consumer behavior to product development, advertising, pricing, and distribution strategies.

Many cases will be presented in lectures, discussions, articles, videos in order to analyze real-world consumer behavior problems and discussions will be followed to find appropriate marketing implications.

COURSE OUTLINE:

Introduction
Perception
Learning and Memory
Motivation and Affect
The Self
Guest Lecture
Personality
Attitudes
Attitude Change and Interactive Communications
Individual Decision Making
Group Influence and Social Media
Income, Social Class, and Family Structure
Cultural Influences on Consumer Behaviour
The Psychology of Persuasion:

1. Weapons of Influence

2. Reciprocation (Individual A)

3. Commitment & Consistency(Individual B)

4. Social Proof(Group A)

5. Liking(Group B)

6. Authority (Group C)

7. Scarcity (Group D)

Group Field Project Presentations and Review

Required texts, assignments, and grade distributions may vary from one offering of this course to the next. Please consult the course instructor for up to date details.