Introduction to individual and environmental determinants of the behavior of consumers. Use of knowledge of consumers' behavior to plan, implement and control marketing activities. Prerequisite: MKTG 310.
Prerequisite(s) / Corequisite(s):
Course Rotation for Day Program:
Most current editions of the following:
By Solomon (Prentice Hall) Recommended
By Babin (Cengage) Recommended
Course Learning Outcomes
Describe the foundations of consumer behavior.
Identify and explain the steps in the consumer decision process.
Explain the individual determinants of consumer behavior.
Analyze the cultural, sub-cultural, and cross-cultural variations in consumer behavior.
Identify and analyze the reference groups important in the formation of individual consumer behavior.
Assess the impact of social media and globalization on consumer behavior.
Major Topics/Skills to be Covered:
This course may include a written and/or oral presentation component.
Overview of consumer behavior
Consumers in the marketplace
Consumers as individuals
Consumers as decision makers
Consumers and subcultures
Consumers and culture
Recommended maximum class size for this course: 35
NOTE: The intention of this master course syllabus is to provide an outline of the contents of this course, as specified by
the faculty of Columbia College, regardless of who teaches the course, when it is taught, or where it is taught. Faculty members teaching this
course for Columbia College are expected to facilitate learning pursuant to the course learning outcomes and cover the subjects listed in the Major Topics/Skills to be Covered section.
However, instructors are also encouraged to cover additional topics of interest so long as those topics are relevant to the course's
subject. The master syllabus is, therefore, prescriptive in nature but also allows for a diversity of individual approaches to course material.