OF BUSINESS ADMINISTRATION
DEPARTMENT OF MANAGEMENT, OPERATIONS, AND MARKETING
CALIFORNIA STATE UNIVERSITY, STANISLAUS
Our College Mission: "The CSU Stanislaus College of Business Administration is a publicly-supported, regional teaching institution. Our mission is to deliver a professional business education that offers our students the knowledge and skills to succeed in their careers and in society."
MKT 4400 Consumer Behavior (4
Credit Hours-Hybrid Course)
Tuesday 4-7:30 p.m. (C235) or Thursday 4-7:30 p.m. (C235)
Dr. Kaylene C. Williams
Office Phone: 667-3513/3507
Office: DBH (Professional Schools Building) 234
Tuesday & Thursday 7:30 – 10:00 p.m.
Other times by apt.
"Learn to know yourself to the end that you may improve your powers, your conduct, your character. This is the true aim of education and the best of all education is self-education." - Rutherford B. Hayes
Examination of consumer and organizational markets and
behavior. Topics include consumer decision process, industrial marketing
process, internal and external buyer influence, target markets and
segmentation, industrial and consumer marketing mix, and consumer and
organizational strategies. Prerequisite: MKT 3410. (Spring) You
must have completed the prerequisite to be in the class.
Purpose of Course
This course examines decision processes and behaviors that influence individual and organizational acquisition, consumption, and disposition of goods, services, and experiences. Complex intrapersonal and interpersonal forces are presented that affect buyer behavior in the marketplace including lifestyle, culture, group and organizational influences, information processing, perception, learning, attitudes, motivation, and situational influences. In addition, behavioral research and analysis of consumer and business-to-business decisions are related to socially responsible and ethical marketing management activities and strategies that build customer value and satisfaction.
The purpose of this required upper division marketing course is to provide an in-depth study of the processes of consumer and organizational decision making, their determinants, and their implications for marketing strategy and consumerism. Seven major areas in consumer and organizational buyer behavior are presented: (1) an introductory overview of consumer and organizational buyer behavior, (2) consumer and organizational target markets, (3) environmental influences, (4) external and internal determinants of consumer behavior, (5) consumer and organizational decision/buying processes, (6) formulating and evaluating organizational marketing strategy, and (7) trends and regulations in consumer and organizational buyer behavior. By the end of the semester, students should understand and be able to apply advanced concepts regarding consumer and organizational buyer behavior and their implications for marketing strategy. Also, students should become more conscious and astute as consumers and buyers of goods and services.
Personal experience, class discussions and participation, cases, class lectures, student presentations, trade publications and journals, videos, Internet, and guest speakers will be used in the course. As a result, students should be able to apply advanced marketing concepts in case situations. That is, each student should develop an ability to meaningfully analyze marketing information pertinent to consumer and organizational buyer behavior. Also, each student should become a more practiced, confident, and effective presenter of marketing strategy relevant to consumer and organizational buyer behavior.
"Search and see if there is not some place where you may invest your humanity." - Albert Schweitzer
Students successfully completing this course will be able to:
· Demonstrate fundamental marketing concepts with regard to consumer and organizational buyer behavior including customer value, market analysis and segmentation, ethics and social responsibility, culture, values, social stratification, subculture, family and household decision making, reference group influence, learning, memory, motivation, personality, emotion, attitudes, self-concept, lifestyle, consumer decision process, influences on the consumer decision process, outlet selection, evaluation process, customer satisfaction, organizational buyer behavior, marketing regulation, relationship marketing, organizational decision process, e-commerce, and demographic diversity. [LO1, M1]
· Prepare and present a cohesive, coherent oral argument or illustration. [LO2b, M4]
· Demonstrate marketing’s impact on individual and organizational consumer decision processes. [LO3, M3]
· Develop communication and teamwork skills pertinent to marketing. [LO3, M4]
· Work effectively as member of a team to define a business- related problem, identify alternative courses of action, collect relevant information, and select and support a reasonable course of action. [LO3, M2, M4, and M5]
· Prepare a presentation using an electronic medium such as PowerPoint. [LO2b, M4]
· Demonstrate how demographic diversity impacts organizations. [LO3, M3]
· Gather, synthesize, and use information for marketing decisions. [LO3, LO4, M2, M5]
· Demonstrate knowledge of how the Internet, digital media, websites, blogs, or social networking can be used as vehicles for marketing ideas, activities, and processes. [LO1, LO2a, and LO3]
Hawkins and Mothersbaugh (2013), Consumer Behavior, 12th ed., Irwin/McGraw-Hill. (Required)
One paperback book (2012 or later) regarding consumer behavior or organizational buyer behavior for the roundtable. See Sample List of Roundtables. (Required)
As a general practice, each student should read or skim current issues of business newspapers and magazines to be aware of what is happening in the business world.