University of New York, Tirana
Faculty of Business and Economics
Department of Marketing and Management

Course Description

Macit Koc, Ph.D. Candidate
Administrative Building-First Floor macitkoc@gmail.com or macitkoc@unyt.edu.al

3 hours per week- 15:00-18:00- Thursday’s, Class Room: 3A Course Website: https://sites.google.com/site/introtomkt/ 14:00-17:00 Tuesday’s
Or by appointment, please drop an email in advance.

If urgent, Open-Door Policy.

The main purpose of the course is to help students to understand the role of consumer behaviour in the decision making process within a marketing oriented company. Students will understand the importance of each step of the process and will be able to describe the stages of NPD, and analyse the factors contributing to a product’s success or failure. Students will learn the basic principles of Consumer Behavior analyze case studies and participate in discussions. Finally, students will practice and put in to practice focus groups for the purpose of testing consumer behavior.

Textbook:
Michael R. Solomon. (2007), Consumer Behavior,7th h Edition Pearson Education: NJ: Pearson Prentice Hall.

RELEVANT WEBSITES: http://bambooweb.com/articles/l/i/List_of_marketing_topics.html http://www.netmba.com/consumerbehavior

Student Learning Objectives: Upon completion of this course, students will be able to:

Product, product classifications, brand, brand decisions

  •   Customer needs and perceptions
  •   Creativity on the way to innovation, newness vs. modification
  •   Product failures
  •   Risks and analysis
  •   Decision taking, planning
  •   Key stages of the NPD process

TOPICS & DELIVERY PLAN:

Week

Lecture Topics

Lecture and Class Discussion Topics

Assignments

Week 1

Introduction –Consumer Behavior Discussions-1

Brief outline of the course A copy of course outline given to class.

Read
Chapters 1 and 2

Week 2

Consumer Needs

Lecture and Class Discussions

Read
Chapter 5 and 6

Week 3

Consumer Perception

Lecture and Class Discussions

Group Project Assigned

Week 4

Consumer Learning

Lecture and Class Discussions

Week 5

Consumer Personality

Lecture and Class Discussions

Briefing about the Group Assignment

Week 6

Consumer Attitudes

Review

Week 7

Mid-Term Exam

Week 8

Culture and Stages Social Class

Lecture and Class Discussions

Week 9

Consumer Motivation

Lecture and Class Discussions

Week 10

B2B-Consumer Behavior Process

Lecture and Class Discussions

Week 11

On Line Shopping

Lecture and Class Discussions

Case Study: 2 Name TBA

Week 12

B2C-Consumer Behavior

Week 13

TBA-Could be a field trip or a guest speaker

Lecture and Class Discussions

Assigning presentations

Week 14

Group Presentations Start

Lecture and Class Discussions

Week 15

Group Presentations Continue and Final Exam Review

Review

Week 16

FINAL EXAM

Note-The delivery plan has been drafted assuming that the classes will begin from 1st March 2012 and Final Exams will commence from the scheduled date.

METHOD OF EVALUATION:

Components

Weighting

 Class Attendance and Participation

10 %

 Assignment (Report -10% and Presentation-10%)

20%

 Class Test/Quiz and/or Homework/Case study

10%

 Mid-Term Exam

25 %

 Final Exam

35 %

Total

100 %

Note: The Final Exam format is designed to reflect students’ critical thinking abilities and to effectively express his/her self on a variety of topics covered during the course of action.
FORMAT OF WRITTEN REPORT:
1. Type in A4 paper, single space; font type and size = Arial 12; margin = 1 inch for all sides.

2. Include your group name and student ID no. in the cover page.
3. Be original and creative, APA Style recommended.
4. Include any references if some ideas were taken from books, magazines, or the Internet. 5. Number of pages (excluding the cover page): Between 5-8 Pages.
GRADING SYSTEM:

Numerical Range

Letter Equivalent

Descriptive Equivalent

96-100

A

Outstanding

90-95

A-

87-89

B+

Good work, distinctly, above average

83-86

B

80-82

B-

77-79

C+

Acceptable work

73-76

C

70-72

C-

67-69

D+

Work that is significantly below average

63-66

D

60-62

D-

0-59

F

Fail

TIPS FOR GOOD GRADES:

  •   Do not miss any classes; be punctual in the class – come on time.
  •   Try to participate/interact in class discussions.
  •   Seek your teacher’s professional help if you do not understand something.
  •   Work on your assignments and submit them early/on time.
  •   Be original in your work. Avoid cut-and-paste or download-and-print work. Never plagiarize!
  •   Do not just memorize concepts; rather, understand and think how you can use them in real-life

    situations.

  •   If you have any difficulties in learning and understanding some concepts during the class, do not be

    afraid to ask questions.

  •   When you are in a team, cooperate and help. Share your suggestions and offer your views.
  •   Plan effectively your free/available time to study your subjects. Balance your time between your

    studies and recreation.

    ACADEMIC HONESTY:

    The issue of academic honesty is taken very seriously in this class. Plagiarism and cheating on assignments and exams will not be tolerated. Clear cases of intentional cheating will result in failure in the course. Students are required to provide a reference for all materials quoted or from which the student obtains ideas and papers and presentations. References should be substantive enough so that anyone interested can find the material referenced.

    March 2012. Best of Luck to you!