Southern Utah University

Course Syllabus

Southern Utah University
Southern Utah University
Summer Semester 2026

Buyer Behavior (Online)

MKTG 3030-30I

Course: MKTG 3030-30I
Credits: 3
Term: Summer Semester 2026
Department: MESA
CRN: 20245

Course Description

An examination of influences on consumer and organization buying behavior and the implications for marketing. Utilizes concepts from various relevant disciplines. (Fall, Spring, Summer) [Graded (Standard Letter)] Registration Restriction(s): Acceptance into the School of Business OR permission from a School of Business advisor OR have an approved Marketing minor

Required Texts

Both are required, though students can pass the course without the Godin book.

Title: CB9: Consumer Behavior Authors: Barry J. Babin and Eric Harris

Edition: 9th Edition

Publisher: Cengage Learning (4LTR Press)

Physical Textbook (Print Only) * ISBN-13: 978-1-337-40711-3

  • ISBN-10: 1-337-40711-2

Title: This Is Marketing: You Can't Be Seen Until You Learn to See Author: Seth Godin

Edition: 1st Edition (Standard)

Publisher: Portfolio / Penguin

Standard Hardcover Edition * ISBN-13: 978-0-525-54083-0

  • ISBN-10: 0-525-54083-0

Paperback Edition * ISBN-13: 978-0-241-37014-8

  • ISBN-10: 0-241-37014-0

Learning Outcomes

Students will be able to learn what consumer behavior is, explain various consumer behaviors using principles taught in the class, and demonstrate practical marketing skills for use in business situations. 

Course Requirements

  • 30%: CB9 textbook quizzes
    • complete approximately 50 short quizzes
  • 30%: Case Studies
    • complete 12 Case Studies
  • 30%: Final Video project
    • complete final video as specified in course materials
  • 10%: Godin book quizzes
    • complete 23 short quizzes

Course Outline

Part I: The Consumer Perspective (Babin & Harris, CB9)

  • Topic 1: What is Consumer Behavior? The Value Framework and the basic consumption process.

  • Topic 2: Perception and Learning How consumers process information and the psychology of sensory marketing.

  • Topic 3: Motivation and Emotion The "why" behind consumption and the role of homeostasis and hedonic value.

  • Topic 4: Personality, Lifestyles, and Self-Concept Trait theory, psychographics, and how consumers express identity through brands.

  • Topic 5: Attitudes and Persuasion The hierarchy of effects and changing consumer mindsets through communication.

  • Topic 6: Consumer Culture The influence of micro-culture, subculture, and global social movements.

  • Topic 7: Group and Interpersonal Influence Reference groups, social media influence, and the power of word-of-mouth.

  • Topic 8: Consumer Decision Making (Process) Need recognition and the search for information.

  • Topic 9: Evaluation of Alternatives and Choice Compensatory and non-compensatory models of decision making.

  • Topic 10: Consumption and Post-Consumption Consumer satisfaction, dissatisfaction, and the concept of value-in-use.

  • Topic 11: Consumer Misbehavior and Marketing Ethics Dark side consumption, shoplifting, and the ethical responsibilities of the firm.

  • Topic 12: Retail and Online Environments Atmospherics, e-commerce behavior, and the "Servicescape."

  • Topic 13: Integrated Social Science in Marketing Advanced applications of social psychology and behavioral economics in consumer research.

Part II: Modern Marketing Philosophy (Godin, This Is Marketing)

  • Topic 14: Empathy, Status, and Tension Moving beyond "mass marketing" to find the "Smallest Viable Market." Understanding the role of status and how to create positive tension for change.

  • Topic 15: Better Stories, Better Results Building trust and creating a narrative that resonates with the "people like us" who do "things like this." Final synthesis of marketing as the act of helping people become who they want to be.

Instructor's policies on late assignments and/or makeup work

Late work receives a 10% deduction per day.

Attendance Policy

This is an online course

ADA Statement

Students with medical, psychological, learning, or other disabilities desiring academic adjustments, accommodations, or auxiliary aids will need to contact the Disability Resource Center, located in Room 206F of the Sharwan Smith Center or by phone at (435) 865-8042. The Disability Resource Center determines eligibility for and authorizes the provision of services.

If your instructor requires attendance, you may need to seek an ADA accommodation to request an exception to this attendance policy. Please contact the Disability Resource Center to determine what, if any, ADA accommodations are reasonable and appropriate.

Academic Credit

According to the federal definition of a Carnegie credit hour: A credit hour of work is the equivalent of approximately 60 minutes of class time or independent study work. A minimum of 45 hours of work by each student is required for each unit of credit. Credit is earned only when course requirements are met. One (1) credit hour is equivalent to 15 contact hours of lecture, discussion, testing, evaluation, or seminar, as well as 30 hours of student homework. An equivalent amount of work is expected for laboratory work, internships, practica, studio, and other academic work leading to the awarding of credit hours. Credit granted for individual courses, labs, or studio classes ranges from 0.5 to 15 credit hours per semester.

Academic Freedom

SUU is operated for the common good of the greater community it serves. The common good depends upon the free search for truth and its free exposition. Academic Freedom is the right of faculty to study, discuss, investigate, teach, and publish. Academic Freedom is essential to these purposes and applies to both teaching and research.

Academic Freedom in the realm of teaching is fundamental for the protection of the rights of the faculty member and of you, the student, with respect to the free pursuit of learning and discovery. Faculty members possess the right to full freedom in the classroom in discussing their subjects. They may present any controversial material relevant to their courses and their intended learning outcomes, but they shall take care not to introduce into their teaching controversial materials which have no relation to the subject being taught or the intended learning outcomes for the course.

As such, students enrolled in any course at SUU may encounter topics, perspectives, and ideas that are unfamiliar or controversial, with the educational intent of providing a meaningful learning environment that fosters your growth and development. These parameters related to Academic Freedom are included in SUU Policy 6.6.

Academic Misconduct

Scholastic honesty is expected of all students. Dishonesty will not be tolerated and will be prosecuted to the fullest extent (see SUU Policy 6.33). You are expected to have read and understood the current SUU student conduct code (SUU Policy 11.2) regarding student responsibilities and rights, the intellectual property policy (SUU Policy 5.52), information about procedures, and what constitutes acceptable behavior.

Please Note: The use of websites or services that sell essays is a violation of these policies; likewise, the use of websites or services that provide answers to assignments, quizzes, or tests is also a violation of these policies. Regarding the use of Generative Artificial Intelligence (AI), you should check with your individual course instructor.

Emergency Management Statement

In case of an emergency, the University's Emergency Notification System (ENS) will be activated. Students are encouraged to maintain updated contact information using the link on the homepage of the mySUU portal. In addition, students are encouraged to familiarize themselves with the Emergency Response Protocols posted in each classroom. Detailed information about the University's emergency management plan can be found at https://www.suu.edu/emergency.

HEOA Compliance Statement

For a full set of Higher Education Opportunity Act (HEOA) compliance statements, please visit https://www.suu.edu/heoa. The sharing of copyrighted material through peer-to-peer (P2P) file sharing, except as provided under U.S. copyright law, is prohibited by law; additional information can be found at https://my.suu.edu/help/article/1096/heoa-compliance-plan.

You are also expected to comply with policies regarding intellectual property (SUU Policy 5.52) and copyright (SUU Policy 5.54).

Mandatory Reporting

University policy (SUU Policy 5.60) requires instructors to report disclosures received from students that indicate they have been subjected to sexual misconduct/harassment. The University defines sexual harassment consistent with Federal Regulations (34 C.F.R. Part 106, Subpart D) to include quid pro quo, hostile environment harassment, sexual assault, dating violence, domestic violence, and stalking. When students communicate this information to an instructor in-person, by email, or within writing assignments, the instructor will report that to the Title IX Coordinator to ensure students receive support from the Title IX Office. A reporting form is available at https://cm.maxient.com/reportingform.php?SouthernUtahUniv

Non-Discrimination Statement

SUU is committed to fostering an inclusive community of lifelong learners and believes our university's encompassing of different views, beliefs, and identities makes us stronger, more innovative, and better prepared for the global society.

SUU does not discriminate on the basis of race, religion, color, national origin, citizenship, sex (including sex discrimination and sexual harassment), sexual orientation, gender identity, age, ancestry, disability status, pregnancy, pregnancy-related conditions, genetic information, military status, veteran status, or other bases protected by applicable law in employment, treatment, admission, access to educational programs and activities, or other University benefits or services.

SUU strives to cultivate a campus environment that encourages freedom of expression from diverse viewpoints. We encourage all to dialogue within a spirit of respect, civility, and decency.

For additional information on non-discrimination, please see SUU Policy 5.27 and/or visit https://www.suu.edu/nondiscrimination.

Pregnancy

Students who are or become pregnant during this course may receive reasonable modifications to facilitate continued access and participation in the course. Pregnancy and related conditions are broadly defined to include pregnancy, childbirth, termination of pregnancy, lactation, related medical conditions, and recovery. To obtain reasonable modifications, please make a request to title9@suu.edu. To learn more visit: https://www.suu.edu/titleix/pregnancy.html.

Disclaimer Statement

Information contained in this syllabus, other than the grading, late assignments, makeup work, and attendance policies, may be subject to change with advance notice, as deemed appropriate by the instructor.