HB2504
University Of Houston-Victoria
Click here to open a new window to search Spring 2013 – Current Instructor & Course Information
Course Online Syllabus
Spring 2011
| Department | MKTG | Course Number | 4311 | Section Number | 23686 |
| Name of Course | Buyer Behavior | ||||
| Name of Instructor | Radighieri,Jeffrey | ||||
This information may not constitute all course policies; students are responsible for all course requirements established by their instructors during the semester and all institutional policies as established in the UHV student handbook. | |||||
Learning Objectives
As a result of this course, students will
- Comprehend and analyze the influence of communication, reference groups, family, social class and culture on buyer behavior
- Comprehend and apply consumer research, market segmentation
- Comprehend models of consumer decision-making
- Comprehend and analyze the influence subculture, cross-culture/international environment, opinion leadership, diffusion of innovations, on buyer behavior consumer
- Comprehend and analyze consumer personality, perception, learning, attitude and attitude change
- Comprehend and analyze buyer behavior and consumer motivation
Major Assignments/Exams
| Group Written Report | 35% | ||
| Exam I | 25% | ||
| Exam II | 25% | ||
| Discussion Board Postings | 15% |
Required Reading
Leon G. Schiffman and Leslie L. Kanuk, Consumer Behavior,10th ed., ISBN 0135053013.
Recommended Reading
No additional readings have been recommended for this course.
List of Discussion/Lecture Topics
- Student Introductions
- Course Introduction/Consumer Behavior Overview
- Motivation and Involvement
- Perception, Attention, and Information Processing
- Learning, Memory, and Knowledge
- Attitudes and Behavior
- Exam I
- Decision Making, Judgment, and Cognition
- Spring Break
- Personality and Individual Differences
- Communication and Persuasion
- Culture and Social Influence
- Exam II
- Segmentation and Targeting
- Diffusion of Innovations
- Work on Projects
- Finals Week
Social Networks
