BUSI 335 Outline

THE KING'S UNIVERSITY

TERM:

2021-22 Winter

COURSE NUMBER:

BUSI 335

COURSE TITLE:

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:

This course is designed to help marketers understand why consumers behavior the way they do, and it examines how this can inform marketing decision making. Topics include various factors influence consumer behaviors such as psychology, sociology, economics, education, and culture.

Prerequisites: BUSI 200

REQUIRED TEXTS:

Solomon, White & Dahl, Consumer Behaviour: Buying, Having, and Being, Eighth Canadian Edition - eBook only. 8th edition ISBN: 9780135433942, Mandatory, Essential to Pass the Course

MARK DISTRIBUTION:


Individual Assignments	5%
Group Assignments	35%
Midterm Exam 1	20%
Midterm Exam 2	30%
Participation	10%

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. A student completing this course will be able to:

Explain how “Consumer Behaviour” fits into the larger framework of “Marketing.”
Apply a conceptual framework for understanding and influencing Consumer Behaviour.
Understand and explain the effects of diversity, social class, and household influences onconsumer motivation, choice, and buying behaviour.
Gain an understanding of business and cultural differences of international consumers..
Understand the ethical issues in researching and influencing Consumer Behaviour.

COURSE OUTLINE:

Introduction
Perception
Learning and Memory
Motivation and Affect
The Self
Personality
Attitudes
Group Research Presentations
Individual Decision Making
Group Influence and Social Media
The Psychology of Persuasion:

1. Weapons of Influence

2. Reciprocation

3. Commitment & Consistency

4. Social Proof

5. Liking

6. Authority

7. Scarcity

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.