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Online · School of Business · Graduate Business

Consumer Behavior
MRKT-640

  • CG
  • Section 8WK
  • 11/08/2019 to 04/16/2020
  • Modified 07/28/2020

Course Description

Students will gain a strong foundation for critical thinking in the area of consumer decision making. A focus will be on the concepts and theories that are used to evaluate and predict consumer behavior, in addition to forecasting and analyzing the demand for products and services.

Requisites

Prerequisite

BUSI 520

Rationale

Marketing strategies are best formulated when grounded in an understanding of the needs and wants of the firm’s stakeholders, specifically the consumer. Modern day firms face unique challenges as consumer preference, taste, and other forces that drive consumer behavior rapidly evolve. Each element of the firm’s marketing plan benefits from understanding the consumer decision process. Understanding both current and potential consumer needs, wants, and desires enables the firm to more efficiently operate in the present, predict future buying decisions, and thus plan strategically.

Measurable Learning Outcomes

Upon successful completion of this course, the student will be able to:

  1. Integrate biblical principles within the context of consumer behavior.
  2. Evaluate consumer behavior theoretical models.
  3. Evaluate consumer behavior in the marketplace based on predictive theoretical models.
  4. Analyze the demand for products and services.

Course Resources

Required Resource Purchase

Hawkins, D. I., & Mothersbaugh, D. L. (2016). Consumer behavior: Building marketing strategy (13th ed.). New York, NY: McGraw-Hill. ISBN: 9781259232541.

Disclaimer: The above resources provide information consistent with the latest research regarding the subject area. Liberty University does not necessarily endorse specific personal, religious, philosophical, or political positions found in these resources.

Additional Materials for Learning 

    1. Computer with basic audio/video output equipment
    2. Internet access (broadband recommended)
    3. Blackboard recommended browsers
    4. Microsoft Office
    5. APA formatting information: http://ezproxy.liberty.edu/login?url=http://APAStyleCENTRAL.apa.org

Course Assignments

Textbook readings and lecture presentations

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in Module/Week 1.

Discussion Board Forums (5)

Discussion boards are collaborative learning experiences. Therefore, the student is required to provide a thread in response to the provided prompt for each forum. Each thread must be at least 600 words and demonstrate course-related knowledge. In addition to the thread, the student is required to reply to 2 other classmates’ threads. Each reply must be at least 450 words. Each thread and reply must include a biblical integration and a minimum of 2 peer-reviewed source citations in current APA format. The course textbook may also be used.

Research Project

Annotated Bibliography

The student must research 10 scholarly articles from peer-reviewed journals to establish research for the final submission of the Research Project. The student will use a provided template to annotate each source. Proper APA formatting must be present. The student will submit the final version of the Annotated Bibliography. The student is required to read all instructor feedback and implement it on future assignments.

Outline

The student must work to complete a full sentence outline in preparation for the final submission of the Research Project. The outline will include a thesis statement, the research question(s)/issues being answered/addressed, how much space will be allotted to each section of the paper, and a preliminary reference list of at least 10 sources. The student will submit the final version of the Outline. The student is required to read all instructor feedback and implement it on future assignments.

Final Document

The student will work on a 10 page, current APA-formatted paper, complying with the formatting and content instructions. The topic of the paper will be selected from a list of five theoretical approaches to the study of consumer behavior early on in the course. The student will submit the final version of this assignment.

Quizzes (8)

The student will complete 8 quizzes covering the Reading & Study material from the assigned module/week. Each quiz will be open-book/open-notes, contain 30 multiple-choice questions, and have a 45-minute time limit.

Course Grading

Course Requirements Checklist

10

Discussion Board Forums (5 at 60 pts ea)

300

Quizzes (8 at 15 pts ea)

120

Research Project

Annotated Bibliography

150

Outline

150

Final Document

280

Total

1010

Policies

Late Assignment Policy

Course Assignments, including discussion boards, exams, and other graded assignments, should be submitted on time.

If the student is unable to complete an assignment on time, then he or she must contact the instructor immediately by email.

Assignments that are submitted after the due date without prior approval from the instructor will receive the following deductions:

  1. Late assignments submitted within one week after the due date will receive up to a 10% deduction.
  2. Assignments submitted more than one week and less than 2 weeks late will receive up to a 20% deduction.
  3. Assignments submitted two weeks late or after the final date of the course will not be accepted outside of special circumstances (e.g. death in the family, significant personal health issues), which will be reviewed on a case-by-case basis by the instructor.
  4. Group projects, including group discussion board threads and/or replies, and assignments will not be accepted after the due date outside of special circumstances (e.g. death in the family, significant personal health issues), which will be reviewed on a case-by-case basis by the instructor.

Disability Assistance

Students with a disability and those with medical conditions associated with pregnancy may contact Liberty University’s Online Office of Disability Accommodation Support (ODAS) at [email protected] for accommodations.  Such accommodations require appropriate documentation of your condition.   For more information about ODAS and the accommodations process, including how to request an accommodation, please visit https://www.liberty.edu/online/online-disability-accommodation-support/. Requests for accommodations not related to disabilities or pregnancy must be directed to the Registrar’s Office, which generally handles medical needs support.

If you have a complaint related to disability discrimination or an accommodation that was not provided, you may contact ODAS or the Office of Equity and Compliance by phone at (434) 592-4999 or by email at [email protected].  Click to see a full copy of Liberty’s Discrimination, Harassment, and Sexual Misconduct Policy or the Student Disability Grievance Policy and Procedures.

Course Attendance

In an effort to comply with U.S. Department of Education policies, attendance is measured by physical class attendance or any submission of a required assignment within the enrollment dates of the course (such as examinations, written papers or projects, any discussion board posts, etc.) or initiating any communication with one’s professor regarding an academic subject. More information regarding the attendance policy can be found in the Academic Course Catalogs. Regular attendance in online courses is expected throughout the length of the term. Students who do not attend within the first week of a sub-term by submitting a required academic assignment (such as the Course Requirements Checklist, an examination, written paper or project, discussion board post, or other academic activity) will be dropped from the course. Students who wish to re-engage in the course are encouraged to contact Academic Advising to discuss their enrollment options. Students who begin an online course, but at some point in the semester cease attending, and do not provide official notification to withdraw, will be assigned a grade of “FN” (Failure for Non-Attendance). Students wishing to withdraw from courses after the official start date should familiarize themselves with the withdrawal policy.

Grading Scale

A- B+ B B- C+ C C- D+ D D- F
940-1010 920-939 900-919 860-899 840-859 820-839 780-819 760-779 740-759 700-739 680-699 679 and below

For courses with a Pass/NP final grade, please refer to the Course Grading section of this syllabus for the assignment requirements and/or point value required to earn a Passing final grade.

Add/Drop Policy

The full policy statement and procedures are published in the Policy Directory.

Honor Code

Liberty University comprises a network of students, Alumni, faculty, staff and supporters that together form a Christian community based upon the truth of the Bible. This truth defines our foundational principles, from our Doctrinal Statement to the Code of Honor. These principles irrevocably align Liberty University’s operational procedures with the long tradition of university culture, which remains distinctively Christian, designed to preserve and advance truth. Our desire is to create a safe, comfortable environment within our community of learning, and we extend our academic and spiritual resources to all of our students with the goal of fostering academic maturity, spiritual growth and character development.

Communities are predicated on shared values and goals. The Code of Honor, an expression of the values from which our Doctrinal Statement was born, defines the fundamental principles by which our community exists. At the core of this code lie two essential concepts: a belief in the significance of all individuals, and a reliance on the existence of objective truth.

While we acknowledge that some may disagree with various elements of the Code of Honor, we maintain the expectation that our students will commit to respect and uphold the Code while enrolled at Liberty University.

Adherence to the principles and concepts established within facilitates the success of our students and strengthens the Liberty community.

The Code of Honor can be viewed in its entirety at http://www.liberty.edu/index.cfm?PID=19155.

Schedule

MRKT 640

Textbook: Hawkins & Mothersbaugh, Consumer Behavior: Building marketing strategy (2016).

Module/Week

Reading & Study

Assignments

Points

1

Hawkins & Mothersbaugh: ch. 1

1 presentation

Course Requirements Checklist

Class Introductions

DB Forum 1

Quiz 1

10

0

60

15

2

Hawkins & Mothersbaugh: chs. 2–4

1 presentation

DB Forum 2

Quiz 2

60

15

3

Hawkins & Mothersbaugh: chs. 5–7

1 presentation

Research Project: Annotated Bibliography

Quiz 3

150

15

4

Hawkins & Mothersbaugh: chs. 8–12

1 presentation

Research Project: Outline

Quiz 4

150

15

5

Hawkins & Mothersbaugh:chs. 13–15

1 presentation

DB Forum 5

Quiz 5

60

15

6

Hawkins & Mothersbaugh: chs. 16–18

1 presentation

DB Forum 6

Quiz 6

60

15

7

Hawkins & Mothersbaugh:chs. 19

1 presentation

Research Project: Final Document

Quiz 7

280

15

8

Hawkins & Mothersbaugh: ch. 20

1 presentation

DB Forum 8

Quiz 8

60

15

Total

1010

DB = Discussion Board

NOTE: Each course module/week (except Module/Week 8) begins on Monday morning at 12:00 a.m. (ET) and ends on Sunday night at 11:59 p.m. (ET). The final module/week ends at 11:59 p.m. (ET) on Friday.