I. Course Prefix/Number: MKT 230
Course Name: Consumer Behavior
Credits: 3 (3 lecture; 0 lab)
III. Course (Catalog) Description
IV. Learning Objectives
Students will be able to:
1. Assess the external influences that shape consumer behavior.
2. Assess the internal influences that shape consumer behavior.
3. Determine the sociological and psychological factors that contribute to different patterns
4. Evaluate the consumer decision process and the factors that contribute to their purchases
5. Apply the knowledge of what shapes consumer behavior to the development of successful marketing strategies.
6. Identify specific characteristics and strategies in developing generation marketing.
7. Identify specific characteristics and strategies in developing ethnic marketing.
Students will accomplish these objectives by developing and presenting market plans for specific target markets using the theories and strategies outlined in the text and readings.
V. Academic Integrity
• plagiarism (turning in work not written by you, or lacking proper citation),
• falsification and fabrication (lying or distorting the truth),
• helping others to cheat,
• unauthorized changes on official documents,
• pretending to be someone else or having someone else pretend to be you,
• making or accepting bribes, special favors, or threats, and
• any other behavior that violates academic integrity.
There are serious consequences to violations of the academic integrity policy. Oakton's policies and procedures provide students a fair hearing if a complaint is made against you. If you are found to have violated the policy, the minimum penalty is failure on the assignment and, a disciplinary record will be established and kept on file in the office of the Vice President for Student Affairs for a period of 3 years.
Details of the Code of Academic Conduct can be found in the Student Handbook.
VI. Sequence of Topics
• Investigation of external influences on consumer behavior
• Investigation of internal influences on consumer behavior
• Consumer Decision process and problem recognition
• Doing Information searches
• Looking at the post purchase process and consumer satisfaction
• Looking at industry (organizational) buyer behavior
• Consumerism and Regulatory Issues
• Target market strategies
• Marketing to specific generation markets
• Marketing to diverse markets
VII. Methods of Instruction
Course may be taught as face-to-face, media-based, hybrid or online course.
VIII. Course Practices Required
IX. Instructional Materials
Varies by instructor.
X. Methods of Evaluating Student Progress
case studies 20%
ad clips 20%
final presentation 30%
XI. Other Course Information
If you have a documented learning, psychological, or physical disability you may be entitled to reasonable academic accommodations or services. To request accommodations or services, contact the Office of Access, Equity and Diversity. All students are expected to fulfill essential course requirements. The College will not waive any essential skill or requirement of a course or degree program.