TKUC LogoTHE 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:
  1. Explain how “Consumer Behaviour” fits into the larger framework of “Marketing.”
  2. Apply a conceptual framework for understanding and influencing Consumer Behaviour.
  3. Understand and explain the effects of diversity, social class, and household influences onconsumer motivation, choice, and buying behaviour.
  4. Gain an understanding of business and cultural differences of international consumers..
  5. 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.

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