Division of Business Administration

Course Syllabus

Consumer Behavior
BUS 327
Fall 2008

Class Hours: Monday, Wednesday & Friday 10:00- 10:50 Location: Mossman Hall, Room 107
Professor: Dr. Saeed Yazdani Office: Moss 110
E-Mail: saeed.yazdani@sckans.edu Office Hrs: Posted on the office door
Phone: 620-229-6292

Course Materials: Consumer Behavior- Building Marketing Strategy, 10th Ed.

Del Hawkins, Roger Best, and Kenneth Coney
McGraw-Hill Companies
ISBN# 0-07-310137-0

Course Description:
A study of buyer’s information, acquisition, evaluation, purchasing, and post-
purchasing evaluation process. Emphasis is placed upon social and
psychological theories and their implications on the understanding and
prediction of consumer’s behavior. The student will apply behavioral science
concepts to the problems of planning, pricing, and promotional decisions.
Prerequisites: BUS 318 and BUS 394.

Course Objectives:
1) To develop an understanding of consumer behavior, why we study it, and
how it impacts society and business.
2) To learn and understand the importance that external influences have in
consumer behavior.
3) To learn and understand the various internal influences which effect
consumers.
4) To describe and apply the consumer decision process.
5) To discuss and explain how organizations and companies are also
consumers.
6) To explain and understand the importance marketing regulations in regards
to consumer behavior.

Course Approach: Class sessions will be a combination of instructor-facilitated discussion and

cooperative-group activities. Discussion will be of required reading from
assigned text as well as Internet research, group activities, speakers, case
studies, written and oral presentations, and videos.

Attendance: Regular Attendance is required and expected. Absences and frequent tardies
WILL affect your grade. Two tardies will result in one absence. Every three
absences will result in the drop of one letter grade.

BUS 327 – Consumer Behavior – Syllabus Fall 2008 – Dr. Saeed Yazdani 1
Schedule and material covered subject to change based on the class overall progress.
Assessments: There will be four equally weighted exams. These will NOT be open book.
Your grade will consist of the four tests as well as a combination of the
following: quizzes, study guides, group activities, portfolios, and regular
assigned work.

Homework: Homework assignments are expected to be completed PRIOR to class and

will be collected at the beginning of each class. Anything handed in after I
have collected assignments will be considered LATE. All work must be typed
in a 12 font, which is to include 1) your name 2) class day and time 3) date of
the assignment 4) page or description of assignment.

Participation: The success of the course and the value received from it depends upon your
contribution to it. Class participation is mandatory for group work and your
grade will suffer on such assignments if you choose NOT to participate in your
group activities.

Computers: Laptops will NOT be used in class unless specifically requested. Don’t open
and turn them on unless I request them for class.

Cheating/Plagiarism: Cheating or plagiarism is not accepted and is taken very seriously by the
college. This has many serious consequences, including failure. Please
reference the college’s Academic Integrity Policy at www.sckans.edu.

Evaluation: Grades:
A 93% +
A- 90-92%
B+ 87-89%
B 84-86%
B- 80-83%
C+ 75-79%
C 72-74%
C- 69-71%
D+ 66-68%
D 65-63%
D- 62-60%
F 59% and Below

Date Chapters Topics/Activities

Wed. Aug 27 Introduction to class Teacher and students’ introduction. Syllabus review. Begin
discussing chapter 1.

Fri. Aug 29 Discuss Ch. 1 Consumer Behavior and Marketing Strategy

Mon. Sept 01 Labor Day Holiday

Wed. Sept 03 Discuss Ch. 1 Consumer Behavior and Marketing Strategy

Fri. Sept 05 Discuss Ch. 2 Cross-Culture Variations in Consumer Behavior

Mon. Sept. 08 Discuss Ch. 3 The Changing American Society: Values

Wed. Sept. 10 Discuss Ch. 3 The Changing American Society: Values

BUS 327 – Consumer Behavior – Syllabus Fall 2008 – Dr. Saeed Yazdani 2
Schedule and material covered subject to change based on the class overall progress.
Fri. Sept. 12 Groups formation For Video Assignments

Mon. Sept 15 Catch Up Review and In-class Activity

Wed. Sept. 17 Discussion Ch. 4 The Changing American Society: Demographics and
Social Stratification

Fri. Sept. 19 Ch. 4 Continue Discussion Ch. 4. Review and In-class Activity continue.

Mon. Sept. 22 Catch Up Review and In-class Activity

Wed. Sept. 24 Assessment Day No Class

Fri. Sept. 26 EXAM (Ch. 1-4) Ch. 1-4). Assignment: Read Ch. 5

Mon. Sept. 29 Discussion Ch. 5 The Changing American Society: Subcultures

Wed. Oct. 01 Discuss Ch. 5 Continue

Fri. Oct. 03 Discussion Ch. 7 Group Influences on Consumer Behavior

Mon. Oct. 06 Discuss Ch. 7 Continue

Wed. Oct. 08 Discussion Ch. 8 Perception

Fri. Oct. 10 Discussion Perception (Continued)

Mon. Oct. 13 Midterm Exam Review

Wed. Oct. 15 Midterm Exam Chapters: 5, 7 & 8

Oct. 17 – 21 Fall Break

Wed. Oct. 22 Discussion Ch. 9 Learning, Memory, and Product Positioning

Fri. Oct. 24 Discussion Ch. 9 Continued

Mon. Oct. 27 Discussion Ch. 9 Continued

Wed. Oct. 29 Discussion Ch. 10 Motivation, Personality, and Emotion

Fri. Oct. 31 Discussion Ch. 10 Continued

Mon. Nov. 03 In Class Group Activity Made in Mexico Case Study and Group Presentation

Wed. Nov. 05 In Class Group Activity

Fri. Nov. 07 Discussion Ch. 12 Self-Concept and Lifestyle

Mon. Nov. 10 Discussion Ch. 12 Continued

BUS 327 – Consumer Behavior – Syllabus Fall 2008 – Dr. Saeed Yazdani 3
Schedule and material covered subject to change based on the class overall progress.
Wed. Nov. 12 Discussion Ch. 12 Continued

Fri. Nov. 14 Discussion Ch. 13 Situational Influences

Mon. Nov. 17 Discussion Ch. 13 Continued

Wed. Nov. 19 Presentation

Fri. Nov. 21 Review for Exam# 3 And Presentation

Mon. Nov. 24 Exam# 3 Chapters 9, 10 & 12

Nov. 26-30 Thanksgiving Holidays Assignment: Read Ch. 13

Mon. Dec. 01 Discussion Ch. 14 Consumer Decision Process and Problem Recognition

Wed. Dec. 03 Discussion Ch. 14 Continued

Fri. Dec. 05 Discussion Ch. 15 Information Search

Mon. Dec. 08 Discuss Ch. 15 Continued

Wed. Dec. 10 Discussion Ch. 17 Alternative Evaluation and Selection

Fri. Dec. 12 Discussion Ch. 17 Ch. 17 Completion and Final Exam Review

Wed. Dec. 17 FINAL EXAM

BUS 327 – Consumer Behavior – Syllabus Fall 2008 – Dr. Saeed Yazdani 4
Schedule and material covered subject to change based on the class overall progress.