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Graduate Course Proposal Form Submission Detail - MAR6555

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Current Status: -
Campus: Tampa
Submission Type: New
Course Change Information (for course changes only):

  1. Department and Contact Information

    Tracking Number Date & Time Submitted
    5358 2016-01-06
    Department College Budget Account Number
    Marketing BA 140600
    Contact Person Phone Email
    Anand Kumar 9746205

  2. Course Information

    Prefix Number Full Title
    MAR 6555 Consumer Behavior Insights

    Is the course title variable? N
    Is a permit required for registration? N
    Are the credit hours variable? N
    Is this course repeatable? Y
    If repeatable, how many times? 2

    Credit Hours Section Type Grading Option
    3 D - Discussion (Primarily) R - Regular
    Abbreviated Title (30 characters maximum)
    Consumer Behavior Insights
    Course Online? Percentage Online
    C - Face-to-face (0% online) 0


    MAR 6815


    Course Description

    Students will gain insight into customers' latent needs up to and including to post-consumption experiences. Topics include coverage of underlying psychological processes and an overview of relevant research tool(s) that could be applied to gain insights.

  3. Justification

    A. Please briefly explain why it is necessary and/or desirable to add this course.

    Replacing Selected Topics with Permanent number; already listed in program

    B. What is the need or demand for this course? (Indicate if this course is part of a required sequence in the major.) What other programs would this course service?

    40 students per semester.

    C. Has this course been offered as Selected Topics/Experimental Topics course? If yes, how many times?

    Yes, 3 or more times

    D. What qualifications for training and/or experience are necessary to teach this course? (List minimum qualifications for the instructor.)

    Ph.D. in Business with a specialization in Marketing.

    MS in Marketing/MBA with at least 18 graduate credit hours in marketing and appropriate work experience.

  4. Other Course Information

    A. Objectives

    The focus of the course will be on developing the students’ abilities to derive strategic customer insights based on an understanding of the psychological processes that influence consumers’ thoughts and behaviors in the market place. The course will focus on how managers can take actions based on insights about these processes that can facilitate changing (or influencing) consumer beliefs, attitudes, and eventually their actions.

    B. Learning Outcomes

    The course will give students an opportunity to apply the concepts learned in the course to a practical situation via case discussions and a mini assignment/project. The project aspect of the course will enable the students to come up with creative ways to utilize the various concepts learned in the course and apply them to a business problem.

    C. Major Topics

    Qualitative and quantitative tools to gain customer insights.

    Creativity and analytics in the marketers tool kit.

    Customer goals and data needs.

    Laddering, story telling, and projective techniques.

    Customer motivation.

    Information processing.

    Categorization and knowledge structures.

    Attitudes and emotions.


    Customer satisfaction.

    Decision making models.

    D. Textbooks

    Consumer Behavior, by Hoyer and MacInnis, Houghton Mifflin Co., Boston: MA. (Available at USF bookstore).

    E. Course Readings, Online Resources, and Other Purchases

    As assigned by instructor via Canvas.

    F. Student Expectations/Requirements and Grading Policy


    Customer Insights Project 25%

    Cases/Assignments 20%

    Exam 45%

    Class Participation 10%

    Total 100%

    Score in Class Grade

    93% and above A

    90% - 92.9% A-

    87% - 89.9% B+

    83% - 86.9% B

    80% - 82.9% B-

    77% - 79.9% C+

    73% - 76.9% C

    70% - 72.9% C-

    Scores below 70% are basically a failing grade.

    G. Assignments, Exams and Tests

    Customer insights group project, case analysis, and exams.

    H. Attendance Policy

    Course Attendance at First Class Meeting – Policy for Graduate Students: For structured courses, 6000 and above, the College/Campus Dean will set the first-day class attendance requirement. Check with the College for specific information. This policy is not applicable to courses in the following categories: Educational Outreach, Open University (TV), FEEDS Program, Community Experiential Learning (CEL), Cooperative Education Training, and courses that do not have regularly scheduled meeting days/times (such as, directed reading/research or study, individual research, thesis, dissertation, internship, practica, etc.). Students are responsible for dropping undesired courses in these categories by the 5th day of classes to avoid fee liability and academic penalty. (See USF Regulation – Registration - 4.0101,

    Attendance Policy for the Observance of Religious Days by Students: In accordance with Sections 1006.53 and 1001.74(10)(g) Florida Statutes and Board of Governors Regulation 6C-6.0115, the University of South Florida (University/USF) has established the following policy regarding religious observances: (

    In the event of an emergency, it may be necessary for USF to suspend normal operations. During this time, USF may opt to continue delivery of instruction through methods that include but are not limited to: Blackboard, Elluminate, Skype, and email messaging and/or an alternate schedule. It’s the responsibility of the student to monitor Blackboard site for each class for course specific communication, and the main USF, College, and department websites, emails, and MoBull messages for important general information.

    I. Policy on Make-up Work

    Dependent on the instructor.

    J. Program This Course Supports

    MS in Marketing

  5. Course Concurrence Information

    MBA program.

- if you have questions about any of these fields, please contact or