Course Code MKTG 2126

Course Title Consumer Behaviour

Class Location Online (Blackboard)

Class Delivery Asynchronous w/ Optional Synchronous Meetups

Credits 3

Instructor Dr. Haithem Zourrig

Office Hours Tuesday & Thursday from 12:00-2:00

& Location
Online

Email haithemz@nipissungu.ca

COURSE OBJECTIVES

This course investigates consumer behaviour through psychological lenses and from a sociological
perspective. The course covers consumer motivations, personality, psychographics and lifestyle
research, social classes, attitude formation and change, decision processes, and the effects of
culture.
While the text material draws upon a number of social science fields to understand the complexity
of human behaviour, the focus of this course is marketing. Specifically, the instructor has designed
this course to help students and learners recognize the important role of consumer behaviour in
designing and implementing marketing strategies.

With this in mind, the assignments and study questions in this course have been designed to allow
you to apply consumer behaviour concepts to the service industry. This will allow you to leverage
some of your current expertise and knowledge while helping you to build a relevant marketing
skill-set. At the end of this course, you should learn new ways of approaching and understanding
consumer behavior. The use of social science models and frameworks will help you develop a
more disciplined approach to problem-solving and marketing applications.

Online Content: As in any course, students are encouraged to read critically and to make notes
where necessary. The online course content should serve as a workbook directing students to
review the textbook chapters more efficiently. In addition to the textbook chapters to be read, the
online content in this course consists of the following components:
COURSE OBJECTIVES

This section highlights the key concepts and ideas for each Lesson. Students are encouraged to
pay particular attention to these chapter objectives since they are central to the course material.

LESSON OBJECTIVES

Several questions are listed at the beginning of each lesson. It is expected that you will be able to
answer these questions upon the completion of the lesson. It is your responsibility to ensure that
you can answer all of these questions before proceeding to the next lesson. The answers to these
questions can be found within the respective textbook chapters.

These questions will help you confirm that you have learned the key material for each lesson.
Moreover, since these questions are based on the Chapter Objectives, they also serve as key
indicators for the Final Exam. In fact, many of the Final Exam questions may be identical to the
questions posed for the Lesson Objectives.

INADEQUATE ANSWERS

Upon completion of the lesson, students should be able to elaborate on these issues and clarify
any misconceptions.

MAIN CONCEPTS

This component of the manual states the key terms of the chapter allowing students an
opportunity to preview their definitions.

INSTRUCTOR NOTES

Throughout the lessons, there will be short sections with information relating to the chapter you
have just read. These are typically historical perspectives or articles that would be used in a
classroom setting to allow students to discuss issues relating to Consumer Behaviour, or in some
cases supplemental material from other sources selected by the Instructor. These materials are
included to enhance your learning by illustrating some real-life situations.
 E V A L U A T I ON

EVALUATION Date TOTAL GRADE

Assignment #1 May 29th 15%

Assignment #2 July 03rd 15%

Assignment #3 July 17th 15%

Assignment #4 July 30th 15%

Final Exam TBD 40%

COURSE SCHEDULE

Week Module Readings Assignment

Week Starting Module 1 - an introduction to Chapter 1

May 02nd consumer behavior

Week Starting Module 2 – perception Chapter 2

May 09th

Week Starting Module 3 - motivation and affect Chapter 4

May 16th
Week Starting Module 4 - personality, lifestyle, and Chapter 6 Assignment 1 due by May
May 23rd values 29th (Late assignment
will not be accepted,
and will get zero mark)

Week Starting Module 5 – attitudes Chapter 7

May 30

Week Starting Module 6 - attitude change and Chapter 8

June 06th interactive communications

Reading Week June 13-17

Week Starting Module 7 - individual decision Chapter 9

June 20th making

Week Starting Work on assignment 2 Assignment 2 due by July

June 27th 03rd (Late assignment
will not be accepted,
and will get zero mark)

Week Starting Module 8 - buying and disposing Chapter 10

July 04th

Week Starting Module 9 - income, social class, and Chapter 12 Assignment 3 due by July
July 11th family structure 17th (Late assignment
will not be accepted,
and will get zero mark)
Week Starting Module 10 - subcultures Chapter 13
July 18th

Assignment 4 due by July 30

Week Starting Module 11 - cultural influences on Chapter 14 (Late assignment will not
July 25th consumer behaviour be accepted, and will get
zero mark)

Final Exams: July 30-August 13th

Please check WebAdvisor for the exact date and time.

COURSE INSTRUCTOR BIO

Dr. Haithem Zourrig earned his Ph.D. in marketing from HEC Montreal. He holds an M.sc. from
the University of Quebec in Montreal (UQAM) and a bachelor's degree from the ESC-Tunis.

His major research and teaching interests lie in consumer behavior, customer relationship
management, and services marketing. He published his research in the Journal of Business
Research (JBR), Journal of Service Management (JOSM), Journal of International Consumer
Marketing (JICM), the International Journal of Quality and Service Industry (IJOQSI), and City,
Culture and Society and he also attended several peer-review conferences, held in Europe, Asia,
and North America.

His research has been rewarding. He won several Best Paper Awards discerned by the American
Society of Business and Behavioral Sciences (Las Vegas, 2008, 2009, and 2010) and the
Association of Collegiate Marketing Educators (Albuquerque, 2013 and 2014). Haithem's hobbies
are varied: he loves playing soccer, fishing and he enjoys traveling around the world, meeting with
people from different cultures, and learning more about their cultures. haithemz@nipissingu.ca

COURSE TEXTBOOK
 Consumer Behaviour: Buying, Having, and Being (Includes
TITLE: MyMarketingLab with Pearson eText --Access Card Package)

EDITION: 8th Cdn

AUTHORS: Solomon, White, Dahl

PUBLISHER: Pearson

ISBN: 9780135433942

eText ISBN: 9780135642368

Students are responsible for purchasing their textbooks.

Textbooks can be ordered online from Nipissing University using the following
website: http://www.nipissingu.bkstr.com
ACADEMIC DISHONESTY

The University takes a very serious view of such offenses against academic honesty such as
plagiarism, cheating, and impersonation. Penalties for dealing with such offenses will be strictly
enforced. The complete policy on Academic Dishonesty can be found in the Policies section of
the Academic Calendar.

The Academic Dishonesty section of the Academic Calendar can be found at the following URL:

• https://academiccalendar.nipissingu.ca/Catalog/ViewCatalog.aspx?catalogid=7&ch
apterid=579&pageid=viewcatalog&topicgroupid=2746
Link to Policy
AN IMPORTANT MESSAGE FROM STUDENT
SERVICES

Students who may require academic accommodations as a result of a temporary or permanent

disability are encouraged to contact Student Accessibility Services (SAS) to discuss their
individual needs and the academic accommodations available to distance learners.
The disabilities we accommodate include but are not limited to:

• Learning Disabilities
• Mental Health
• ADHD
• Vision Impairments
• Medical Disabilities
• Physical Disabilities
• Acquired Brain Injury
• Hearing Impairments
Students requesting academic accommodation are required to provide SAS with current
documentation from a regulated health care professional who is licensed to diagnose the
disability.

Academic Accommodations, such as testing accommodations, adaptive technology, classroom

and/or clinical accommodations are based on functional limitations outlined by the student's
documentation. An Accessibility Consultant will work with eligible students to determine
appropriate academic accommodations and arrange additional support, where necessary.

To begin the registration process, complete the Self-Identification Form found on our website.
Upon receipt of the Self-Identification Form, an Accessibility Consultant will connect with you
and guide you through the remainder of the registration process; the Consultant will be available
to connect with distance students via email or audio/video conferencing.

For more information visit www.nipissingu.ca/sas, or connect with SAS at sas@nipissingu.ca.

SUPPORTING STUDENTS
Your success and well-being are important. If you find yourself struggling while at Nipissing
University and it is having a negative impact on your academic progress, success, or mental
health, please be aware there are many supports available to help through Student
Development and Services (SDS). Academic writing, math, and science support; peer tutoring;
individualized accommodations for students with disabilities; personal or group counseling; and
sexual violence prevention and education awareness, are only a few of the support services
aimed at helping you succeed.

SDS also works closely with faculty to support your success while in class. One of the ways this
is done is through Student Retention Alert. Student Retention Alert is an early alert referral
system that allows faculty and staff to identify a concern regarding your academic progress or
well-being and connect you with resources or support services on campus. You are under no
obligation to follow through with a referral unless you want to; it is your choice unless otherwise
stated (i.e. a breach of the Code of Student Rights and Responsibilities).

Student Retention Alert does not affect your academic standing, transcript, or overall academic
record and your information is kept private and confidential; it is only accessible to authorized
University personnel who will reach out to you to see how they can help.

For more information or to reach out for support contact:

STUDENT DEVELOPMENT AND SERVICES

Visit https://www.nipissingu.ca/sds or email sds@nipissingu.ca

STUDENT RETENTION ALERT

Visit www.nipissingu.ca/nusuccess or email nusuccess@nipissingu.ca

Nipissing University is committed to supporting your success and well-being!

Link to Message

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