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CONSUMER BEHAVIOR


Professor: Robert Owen, Ph.D.
Contact at: Please post questions on the SyKronix Marketing Researcher's Forum

 
Target Audience:

  • College students who are currently enrolled in a traditional Consumer Behavior course and who would like some additional materials to review.

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  • Advertising practitioners, marketing researchers, and others who would like to learn a little about Consumer Behavior without taking a full college course.
 
Required Textbook:
None.  However, if you are learning marketing for the first time, these notes and exercises will not provide you with the required depth that a textbook and in-class experience can provide.
 
Course Objectives:
  • To develop an understanding of consumer behavior from a variety of perspectives (multicultural, interdisciplinary, etc.).

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  • To develop and appreciation for and understanding of how marketing research, marketing strategy, and basic research on intra- and interpersonal processes play multiple roles in the discipline of marketing.

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  • To develop an understanding of peoples' consumption-related behaviors and to develop and evaluate marketing strategies intended to influence those behaviors.
 
Grading/Certification:
None.  You are on your own to assess your performance on any exercises that are developed.

 


COURSE OUTLINE

1:  INTRODUCTION TO CONSUMER BEHAVIOR
2:  INTRINSIC INFLUENCES
3:  EXTRINSIC INFLUENCES