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MKT510
Preview: MKT510 : Consumer Behavior
Course Guide
Prerequisites
Course Description
Instructional Materials
Course Learning Outcomes
Analyzes the concepts and principles of consumer behavior in relation to marketing decision
making. Examines the psychological processes of consumer decision making and how they impact
purchasing decisions and customer satisfaction. Emphasis will be placed on consumer behavior
and the different marketing approaches and their implications on marketing strategies.
Required Resources
David Mothersbaugh. 2020. Consumer Behavior: Building Marketing Strategy. MKT510
McGraw-Hill 14th edition textbook available at https://www.strayerbookstore.com/
Evaluate an advertisement in terms of content, targeted audience, and cultural
values.
1
Evaluate how consumer decision-making behavior is influenced by
advertising and brand messaging.
2
3
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Weekly Course Schedule
Week 1 - To Do List
Learn: Read Chapters 1 and 2 from Consumer
Behavior:
Building
Marketing
Strategy.
Learn: Review the Chapters 1 and 2 PowerPoints.
Learn: Read the additional learning materials.
Discuss: Introduce yourself and complete the discussion, Evaluate Your Own Consumer Behavior.
Quiz: Complete the Chapters 1 and 2 Quiz.
Prepare: View Kaltura instructional videos in preparation for the Week assignment. 10
Week 2 - To Do List
Learn: Read Chapters 3 and 4 from Consumer
