Consumer Behavior – BUSI 332

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 12/12/2022

Course Description

Students in this course demonstrate their knowledge of customer acquisition, consumption, and disposal of products and services. Students analyze buyer behavior of individual consumers, businesses, and governments and evaluate the influence that demographics, popular culture, and subcultures have on consumer behavior.

For information regarding prerequisites for this course, please refer to the Academic Course Catalog.


Consumers are presented with an array of choices when it comes to acquisition, use, and disposition products. It is essential for marketers to understand consumer needs, desires, and motives in addition to cultural and environmental influences on customer behavior to develop marketing strategies for competitive advantage. The better we are able to understand the consumer, the better we are able to predict and meet their needs profitably.

Course Assignment

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 the Course Overview.

Discussions (4)

Discussions are collaborative learning experiences. Therefore, the student will create a thread in response to the provided prompt for each forum. Each thread must be 400 – 500 words, demonstrate course-related knowledge, and incorporate at least 2 peer-reviewed resources, the Babin and Harris textbook, and scriptural support. In addition to the thread, the student will reply to at least 2 classmates’ threads. Each reply must be 250 – 350 words and incorporate at least 1 peer-reviewed resource and the Babin and Harris textbook. Current APA format must be used.

Consumer Behavior Profile Assignment

The student will construct a consumer behavior profile of at least 1,000 words for a target market segment of an existing product brand. In the profile, the student will provide details on demographic, psychographic, and buyer behavior information. The profile must include a title page and a reference page. The title page and reference page do not count towards the required word count. Current APA format must be used.

Case Study: Maya's Decision-Making Process Assignment

The student will read and respond to questions on a case study scenario. The written response must be at least 1,000 words and contain a minimum of 2 scholarly sources in addition to the Bible. A title page and reference page must be included. The title page and reference page do not count towards the required word count. Current APA format must be used.

Marketing Plan Assignment

The student will develop a 12 – 15 page marketing plan to increase demand for an existing product brand based on the consumer profile information captured in the Consumer Behavior Profile. The paper must include at least 10 scholarly sources, a title page, abstract, and reference page. The title page, abstract, and reference page do not count towards the required word count. Current APA format must be used.

Quizzes (8)

The quizzes are open-book/open-notes and comprised of 30 multiple-choice and true/false questions with 30 contiguous minutes to complete each quiz, as it must be completed in one sitting. Each quiz will cover the Learn material for the Module: Week in which it is assigned.