SRJC Course Outlines

8/14/2020 1:43:37 PMBMK 59 Course Outline as of Fall 2002

New Course (First Version)

Discipline and Nbr:  BMK 59Title:  CONSUMER BEHAVIOR  
Full Title:  Consumer Behavior
Last Reviewed:5/9/2016

UnitsCourse Hours per Week Nbr of WeeksCourse Hours Total
Maximum1.50Lecture Scheduled1.5017.5 max.Lecture Scheduled26.25
Minimum1.50Lab Scheduled05 min.Lab Scheduled0
 Contact DHR0 Contact DHR0
 Contact Total1.50 Contact Total26.25
 Non-contact DHR0 Non-contact DHR Total0

 Total Out of Class Hours:  52.50Total Student Learning Hours: 78.75 

Title 5 Category:  AA Degree Applicable
Grading:  Grade or P/NP
Repeatability:  00 - Two Repeats if Grade was D, F, NC, or NP
Also Listed As: 

Catalog Description:
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Using consumer data and the study of emerging cultural shifts in forward planning for marketing and business.  Topics include the effects of evolving consumer activity and the influence of trends, fads, buzz, pop culture and lifestyle swings on business and consumer behavior.


Recommended Preparation:
Eligibility for ENGL 100 or ESL 100.

Limits on Enrollment:

Schedule of Classes Information
Description: Untitled document
The relationship and influence of culture, society, and marketing on consumer purchasing decisions.  Topics include trends, fads, buzz, pop culture and lifestyle shifts.
(Grade or P/NP)

Recommended:Eligibility for ENGL 100 or ESL 100.
Limits on Enrollment:
Transfer Credit:CSU;
Repeatability:00 - Two Repeats if Grade was D, F, NC, or NP


Associate Degree:Effective:Inactive:
CSU GE:Transfer Area Effective:Inactive:
IGETC:Transfer Area Effective:Inactive:
CSU Transfer:TransferableEffective:Fall 2002Inactive:
UC Transfer:Effective:Inactive:

Certificate/Major Applicable: Not Certificate/Major Applicable


Outcomes and Objectives:
Upon completion of the course, students will be able to:
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At the end of the course, students will be able to:
1. Evaluate the relationship between perception, learning, memory and
2. Compare the roles of self and gender in modern marketing.
3. Examine how consumer attitudes are shaped and influenced.
4. Analyze individual and household buying and decision making behavior.
5. Distinguish between trends and fads.
6. Measure the impact of pop culture on product development and marketing.
7. Formulate an effective lifestyle analysis study.
8. Differentiate and relate cultural and societal behavioral data.

Topics and Scope
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The student will be required to apply the following concepts:
1. Marketing strategy
2. Changing societal values
3. Demographics and social stratification
4. Subcultures, reference groups, families and households
5. Group influences on consumer behavior
6. Product perception
7. Learning, memory and product positioning
8. Consumer motivation and personality
9. Hype, unpredictability and product failure
10.Cultural trends and their impact on consumer behavior

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1. Examine and discuss case studies
2. Track market indicators and culture trends
3. Prepare a lifestyle analysis
4. Participate in creative team activities
5. Written homework assignments
6. Group projects

Methods of Evaluation/Basis of Grade.
Writing: Assessment tools that demonstrate writing skill and/or require students to select, organize and explain ideas in writing.Writing
30 - 40%
Written homework, project report
Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills.Problem Solving
10 - 30%
Homework problems, team activities
Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams.Skill Demonstrations
10 - 30%
Class performances, subjective evaluations of messaging materials
Exams: All forms of formal testing, other than skill performance exams.Exams
20 - 40%
Multiple choice, Completion
Other: Includes any assessment tools that do not logically fit into the above categories.Other Category
5 - 20%

Representative Textbooks and Materials:
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"Consumer Behavior: Buying, Having, and Being" by Michael Solomon.
Published by Prentice Hall copyright 2002

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