MKTG 3726 - Consumer Behavior
Summer 2026 Syllabus, Section 01, CRN 30010,
Credit hours: 3
Course Meeting Times
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Instructor
Kendra Fowler
Professional Qualifications:
PhD (2011), Marketing, Kent State University; Master’s, MBA (1995), Kent State University; Bachelor’s, BS (1993), Fashion Merchandising, Kent State University
Professor
Email: kfowler01@ysu.edu
Office: 3351 Williamson Hall
Office Phone: 330-941-2013
Preferred Contact Method: Email
Communication Expectations:
You can typically expect a response to an email or voicemail within the next business day when you contact me Monday through Thursday. Although I do occasionally check my messages on the weekends, any messages left on Fridays or over the weekend may not be answered until Monday. Please plan accordingly. Exams and assignments will typically be graded within a week and individual feedback will be left on Blackboard along with your grade.
How to Refer to me:
Either Dr. Fowler or Kendra is fine.
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Course Description
Course Readings
| Group | Title | Author | ISBN |
|---|---|---|---|
| Optional | Consumer behavior: Buying, having, and being | Solomon & Russell | 978-0-13-786509-3 |
Solomon, M.R. and Russell, C.A. (2024) Consumer behavior: Buying, having, and being. 14E ed. New York, NY: Pearson
The course readings are subject to change in the event of extenuating circumstances, research developments, current events, and/or to ensure better learning.
Assignments/Assessments
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Schedule - Due Dates are Sundays by midnight unless otherwise indicated
| Week of | Reading(s) | Proposed Topic | Due/To Prepare for Class |
|---|---|---|---|
| 5/11 | 1) Marketing Overview PowerPoint 2) Consumer Behavior Overview PowerPoint 3) LiL1: Marketing Foundations: Consumer Behavior by Drew Boyd, 41 min https://www.linkedin.com/learning/marketing-foundations-consumer-behavior?u=57694233 | Overview of Marketing and Consumer Behavior | Student Questionnaire #1, LIL 1, Exam 1 |
| 5/18 | 1) Segmentation, Targeting & Positioning PowerPoint 2) LiL2: Marketing: Customer Segmentation by Doug Ladd, 59 min https://www.linkedin.com/learning/marketing-customer-segmentation?u=57694233 | Segmentation, Targeting & Positioning | Written Assignment 1, LIL 2, Exam 2 |
| 5/25 | 1) Perception PowerPoint 2) Learning & Memory PowerPoint 3) LiL3: Consumer Behavior: Using Neuroscience to Improve Your Marketing by Madecraft, et al., 50 min https://www.linkedin.com/learning/consumer-behavior-using-neuroscience-to-improve-your-marketing?u=57694233 | Perception, Learning, Memory | Written Assignment 2, LIL 3, Exam 3 |
| 6/1 | 1) Consumer Decision Making PowerPoint 2) LiL4: Customer Experience: Creating Customer Personas by Myra Golden, 21 min https://www.linkedin.com/learning/customer-experience-creating-customer-personas?u=57694233 | Consumer Decision Making | Written Assignment 3, LIL 4, Exam 4 |
| 6/8 | Attitudes PowerPoint | Attitudes | Written Assignment 4, Exam 5 |
| 6/15 | 1) The Self PowerPoint 2) Personality PowerPoint 3) Measuring Personality: Crash Course Psychology #22 https://www.youtube.com/watch?v=sUrV6oZ3zsk&t=74s | Self & Personality | Written Assignment 5, Video Quiz 1, Exam 6 |
| 6/22 | 1) Culture PowerPoint 2) Subculture PowerPoint 3) Cultures, Subcultures, and Countercultures: Crash Course Sociology #11 https://www.youtube.com/watch?v=RV50AV7-Iwc | Culture | These are due on FRIDAY 6/26 instead of our usual Sunday due dates. Video Quiz 2, Exam 7, Student Questionnaire #2, Persona Project, Optional Final Exam* * The final exam is OPTIONAL. It covers all content for the course. If you take the OPTIONAL final exam and score higher than one of your weekly exams, I will use the grade on the OPTIONAL final exam in place of your lowest weekly exam score when calculating your course grade. If you take the OPTIONAL final exam and your score is worse than all of your weekly exams, I will simply ignore your final exam score when calculating your course grade. So, taking the OPTIONAL final exam may help your course grade (depending on your score), but it cannot hurt your grade. AGAIN - EVERYTHING IS DUE FRIDAY 6/26 by midnight. |
The course schedule, policies, procedures, and assignments in this course are subject to change in the event of extenuating circumstances, by mutual agreement, and/or to ensure better learning.