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Master Syllabus

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Administrative Unit: Business Administration Department
Course Prefix and Number: MKTG 331
Course Title: Consumer Behavior
Number of:
Credit Hours 3
Lecture Hours 3
Lab Hours 0
Catalog Description:

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):

MKTG 310.

Course Rotation for Day Program:

Offered Fall.

Text(s): Most current editions of the following:

Consumer Behavior
By Solomon (Prentice Hall)
By Babin (Cengage)
Course Learning Outcomes
  1. Describe the foundations of consumer behavior.
  2. Identify and explain the steps in the consumer decision process.
  3. Explain the individual determinants of consumer behavior.
  4. Analyze the cultural, sub-cultural, and cross-cultural variations in consumer behavior.
  5. Identify and analyze the reference groups important in the formation of individual consumer behavior.
  6. 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

Library Resources:

Online databases are available at the Columbia College Stafford Library.  You may access them using your CougarTrack login and password when prompted.

Prepared by: Joann Wayman Date: February 9, 2016
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.

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