UHV Quick Links

University Of Houston-Victoria

Click here to open a new window to search Spring 2013 – Current Instructor & Course Information

← Back to Search Resultspage

Course Online Syllabus

Spring 2012

Department MKTGCourse Number4311 Section Number24035
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

  1. Comprehend and analyze consumer personality, perception, learning, attitude and attitude change
  2. Comprehend and apply consumer research, market segmentation
  3. Comprehend and analyze the influence subculture, cross-culture/international environment, opinion leadership, diffusion of innovations, on buyer behavior consumer
  4. Comprehend and analyze buyer behavior and consumer motivation
  5. Comprehend models of consumer decision-making
  6. Comprehend and analyze the influence of communication, reference groups, family, social class and culture on buyer behavior

Major Assignments/Exams

Group Written Report 25%
Case Report 10%
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