Course Code MKTG 2126

Course Title Consumer Behaviour

Class Location Online (Blackboard)

Class Delivery Asynchronous w/ Optional Synchronous Meetups

Credits 3

Instructor Habib Zourrig

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

& Location
Online

Email haithemz@nipissungu.ca

CO U R SE OB J E CT I VE S

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.

L E S SO N O B JE CTI VE S

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.

M A I N CO N C E PT S

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

I N ST R U CT O R NO T E S

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.

COURSEMATERIAL

The course material is available on blackboard under “Weekly Content” folder and is organized
by week. These include the modules, the PowerPoints and the audio.

ASSIGNMENTS
There will be 4 assignments covering topics on CB such as Customer Satisfaction, Sensory
marketing etc. You are expected to answer the questions assignments and post your work on
Blackboard before the due date (see schedule to know about the deadlines). A 10% penalty per
day, will be deducted from the achieved grade of a late assignment.
WEEKLY QUIZZES
Throughout the semester, it is required that you complete 11 weekly quizzes. Each quiz consists of 10
multiple-choice questions and is timed, with a standard time limit of 10 minutes. The questions are randomly
selected from a pool of materials covering the week's course content.

To access the quizzes, you can find them in the designated "weekly quizzes" folder. However, please note
that they will only be visible for a specific duration, typically one week. Each quiz will have a set opening
and closing time, which can be found in the schedule section of the syllabus.

It is crucial to complete each quiz within the given timeframe, as missing a quiz will result in a grade of
zero. Please be advised that, there will be no opportunities for makeup quizzes.

E V A L U A T I ON

EVALUATION Due Dates TOTAL GRADE

Weekly Quizzes See the course 50 points

schedule, below

Assignment #1 June02nd 10 points

Assignment #2 July 07th 10 points

Assignment #3 July 21st 10 points

Assignment #4 August 04th 10 points

Final Exam August 05th 40 points

(Monday)

Total 130 points

 CO U R SE SCHE DULE

Week Module Readings Assignment

Week Starting Module 1 - an introduction to Chapter 1 Go on Blackboard, click on

May 06th consumer behavior “Discussions” on the left
menus, then post “introduce
yourself” to the “Welcome
to the MKTG 2126
Consumer Behaviour”
thread, in the General
Discussion forum.
Take Quiz #1.
opens on May 06th,and closes
on May 12st , at 11: 59 pm (no
makeup quiz)
Week Starting Module 2 – perception Chapter 2 Take Quiz #2.
May 13th opens on May 13th and closes
on May 19th , at 11: 59 pm (no
makeup quiz)
Week Starting Module 3 - motivation and affect Chapter 4 Take Quiz #3.
May 20th opens on May 20th, and closes
on May 26th, at 11: 59 pm (no
makeup quiz)

Week Starting Module 4 - personality, lifestyle, and Chapter 6 Take Quiz #4.
May 27th values opens on May 27th ,and
closes on June 02nd, at 11:
59 pm (no makeup quiz)

Assignment 1 is due by
June 02nd (Late
assignments are
subject to penalties)
Week Starting Module 5 – attitudes Chapter 7 Take Quiz #5.
June 03rd opens on June 03rd and closes
on June 09th, at 11: 59 pm (no
makeup quiz)
Week Starting Module 6 - attitude change and Chapter 8 Take Quiz #6.
June 10th interactive communications opens on June 10th and closes
on June 16th, at 11: 59 pm (no
makeup quiz)

Reading Week June 17-21

Week Starting Module 7 - individual decision Chapter 9 Take Quiz #7.

June 24th making opens on June 24th and
closes on June 30th at 11:
59 pm (no makeup quiz)

Week Starting Work on assignment 2 Assignment 2 due by July

July 01st 07th (Late assignments
are subject to
penalties)

Take Quiz #8.

Week Starting Module 8 - buying and disposing Chapter 11 opens on July 8th and closes
July 08th on July 14th, at 11: 59 pm (no
makeup quiz)
Week Starting Module 9 - income, social class, and Chapter 12 Take Quiz #9.
July 15th family structure opens on July 15th and
closes on July 21st at 11: 59
pm (no makeup quiz)

Assignment 3 due by July

21st (Late assignments
are subject to penalties)
Week Starting Module 10 – subcultures Read Module Take Quiz #10.
July 22nd opens on July 22nd and
closes on July 28th at 11:
59 pm (no makeup quiz)
Week Starting Module 11 - cultural influences on Chapter 14 Take Quiz #11.
July 29th consumer behaviour opens on July 29th and
closes on August 04th , at
11: 59 pm (no makeup
quiz)

Assignment 4 due by Aug

04th (Late assignments are
subject to penalties)
Final Exam: Monday, August 05th h

Please check WebAdvisor for the exact date and time.

COURSE INSTRUCTOR BIO

Dr. Habib Zourrig earned his Ph.D. in marketing from the University of Montreal. He also holds
an M.sc. from the University of Quebec in Montreal (UQAM).
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). Habib'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
CO U R SE T E XT BOOK
TITLE: Consumer Behaviour: Buying, Having, and Being

EDITION: 9th Cdn

AUTHORS: Solomon, Main, White, Dahl, Simpson

PUBLISHER: Pearson

ISBN-13: 9780137652167

Students are responsible for purchasing their textbooks.

Here is the link to Pearson publisher:

https://www.pearson.com/en-ca/subject-catalog/p/consumer-behaviour-canadian-
edition/P200000010236/9780137652167?utm_source=copystudentlink&utm_medium=ref
erral&utm_campaign=XXLEGP0423PCOM
ACADEMI C DI SHO NE ST Y

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

AN IMPORTA NT 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.

S U PP ORT IN G S T U DEN T S
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:

S T U DE N T DE VE L O PM E N T A N D S E R VI CE S

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

STU DENT RET EN TIO N ALERT

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

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

DO YO U ST I L L HA VE Q UE S TIO N S O R
DIFFICULTIES?
Contact your instructor for course or academic related issues.

Other non-technical questions? Choose the other services.

Contact the Technology Services Help Desk for technology issues.