The schedule below outlines the topics we will be covering in this course, along with the associated time frames and assignments.

Note that all dates reflect North American eastern time (ET). This ensures that all students have the same deadlines regardless of where they live. All lesson assignments must be submitted by 11:59 p.m. (ET) on the last day of the time frame indicated below for the lesson unless otherwise stated. Discussion forum first posts are due Thursday of the lesson week assigned.

Lesson 1: Introduction to Consumer Behavior

Readings	Textbook Chapter 1
Assignments	Lesson 1 Quiz Human Behavior Discussion

Lesson 2: Consumer Value

Readings	Textbook Chapter 2
Assignments	Lesson 2 Quiz Applied Learning: Perceptual Map and Value Proposition Canvas

Lesson 3: Consumer Perception

Readings	Textbook Chapter 3
Assignments	Lesson 3 Quiz Applied Learning: Positioning Statement Perception Discussion

Lesson 4: Consumer Learning

Readings	Textbook Chapter 4
Assignments	Lesson 4 Quiz Applied Learning: Schema Consumer Learning Discussion

Lesson 5: Consumer Motivation and Emotions

Readings	Textbook Chapter 5
Assignments	Lesson 5 Quiz Applied Learning: Benefits Ladder Motivation & Emotions Discussion Team Creation

Lesson 6: Lifestyles and Personalities

Readings	Textbook Chapter 6
Assignments	Lesson 6 Quiz Applied Learning: Brand Identity Group Assignment Brand Personality Discussion

Lesson 7: Consumer Attitudes

Readings	Textbook Chapter 7
Assignments	Lesson 7 Quiz Applied Learning: Schema-Based Affect and Attitude Change Group Assignment Attitude Discussion

Lesson 8: Group Influences on Consumer Behavior

Readings	Textbook Chapter 8
Assignments	Lesson 8 Quiz Applied Learning: Social Media Influencers Group Influence Discussion

Lesson 9: Consumer Cultures

Readings	Textbook Chapters 9 and 10
Assignments	Lesson 9 Quiz 1 and Quiz 2 Applied Learning: Cultural Influencers Culture Discussion

Lesson 10: Consumers in Situations

Readings	Textbook Chapter 11
Assignments	Lesson 10 Quiz Applied Learning: Retail Assignment Task Definition Discussion

Lesson 11: Consumer Decision-making

Readings	Textbook Chapters 12 and 13 Library Resources E-Reserve: Ethical Decision Making in Turkish Sales Managegment (Vasquez-Parraga & Kara, 1995)
Assignments	Lesson 11 Quiz 1 & Quiz 2 Applied Learning: Consumer Decision-making Process Group Assignment

Lesson 12: Consumer Satisfaction

Readings	Textbook Chapters 14 and 15 Article: Determinants of Business Student Satisfaction and Retention in Higher Education: Applying Herzberg's Two-Factor Theory
Assignments	Lesson 12 Quiz 1 and Quiz 2 Begin Final Presentation Applied Learning: Relationship Quality Satisfaction Discussion

Lesson 13: Consumer Misbehavior

Readings	Textbook Chapter 16 Article: Ethical Evaluations of Business Students in an Emerging Market: Effects of Ethical Sensitivity, Cultural Values, Personality, and Religiosity
Assignments	Lesson 13 Quiz Applied Learning: Misbehavior/Problem Behavior Consumer Misbehavior Discussion

Lesson 14: Final Presentation

Readings	None
Assignments	Complete Final Presentation Complete the Peer Evaluation

Lesson 15: Work Week

Readings	None
Assignments	Work on your Final Project Portfolio and incorporate instructor feedback

Final Exam Period

Readings	None
Assignments	Final Project Portfolio