This course is a comprehensive examination into the consumer or buyer, how the consumer makes purchases, why consumers make the purchases that they do, and how the consumer is influenced by society. Interrelationships and understanding of the consumer decision-making processes are stressed.
Learning Objectives:
Understand how different factors such as culture, demographics, social class, and values influence the buyer's behavior.
Explain the role of the buyer in the today's economy.
Describe the individual differences that exist based on the buyer's attitude, culture, motivation, knowledge, values, personality and lifestyle.
Internal and external influences on consumer behavior and perception, learning, product positioning, memory, motivation, personality, emotion, attitudes, self-concept, and lifestyle.
Consumer Behavior, by Hawkins, Best, and Coney, Ninth Edition. McGraw Hill, 2003/2004. ISBN: 0072536861
Supplementary Resources:
The students are encouraged to become familiar with other sources, especially those located electronically.
Assessment:
Read 6 case study assignments covering different aspects of accounting within the business environment.
Write a twelve page Reflective Paper on Buyer Behavior using the APA style (5th Edition).
Academic Requirements:
All students are expected to "attend" the course by completing all course assignments in an academic manner and with complete preparation.
Grammar, punctuation, spelling and overall composition will be including in the grading of all assignments.
Students are required to complete each unit within a one-week time frame. At the students request, and successful completion of a unit in less than one week, the instructor will provide students with subsequent units of homework in advance.
Plagiarism will not be tolerated.
Method of Instruction:
BU611 – Buyer Behavior is a distance-learning course offered through Canyon College. Because this class is a partially self-paced program in that you may complete a specific weeks work at anytime during that week timeframe, it is essential that the student review all available materials located in the text, classroom, e-mail, and syllabus. Course examinations will be administered on-line during the fourth and eighth weeks of class. Prior to the submission of the first assignment each student is required to submit via e-mail to the instructor the following information:
Name, e-mail address, course expectations, professional work experience, educational background and anything else you would like the instructor to know about you.
Course Schedule and Assignments:
Week 1
Unit 1: Read an academic article or case on the demographic aspects of buyer behavior. Submit a two-page analysis of the materials read.
Week 2
Unit 2: Read an academic article or case on the economic aspects of buyer behavior. Submit a two-page analysis of the materials read.
Week 3
Unit 3: Read an academic article or case on the marketing aspects of buyer behavior. Submit a two-page analysis of the materials read.
Week 4
Unit 4: Submit a detailed description of the Reflective/Term Paper you have chosen covering a topic in finance, including the purpose of the study and the limitations of the study. This can be done in two to three pages. Wait for the professor's comments.
Week 5
Unit 5: Read an academic article or case the psychological aspects of buyer behavior. Submit a two-page analysis of the materials read.
Week 6
Unit 6: Read an article or case on analysis of buyer behavior. Submit a two-page analysis of the materials read.
Week 7
Unit 7: Read an article or case containing statistical data on buyer behavior. Submit a two-page analysis of the materials read.
Week 8 - Final Exam
Unit 8: Submit your twelve-page Reflective Paper to the instructor.
Grading criteria:
Exercises:
50%
Reflective Paper:
50%
* This syllabus is subject to change at the discretion of the instructor.
