• A-Z Site Index
• Campus Map
• Directory
• Contact Us
• WVU Home

*The following information is taken directly from the syllabus of this IMC course. While it is our intent to supply students with an accurate overview of the class, please note that the information was used in a previous session and, thus, is subject to change without notice.*

Course Description

This is an online course designed to provide you with an in-depth look at consumer behavior and its role in the integrated marketing communications process. During the semester, we'll examine consumer behavior in terms of three basic areas: 1) internal influences, 2) external influences; and 3) the consumer decision-making process.

Objectives

Upon successful completion of IMC 612, you will:

• Develop an understanding of the role consumer behavior plays both in and outside the context of IMC.
• Learn how consumer behavior is influenced by internal factors such as perception, positioning, personality, and attitudes.
• Understand how external factors such as societal values, demographics, families and other groups affect consumer behavior.
• Understand the basic steps of the consumer decision-making process.
• Learn how a basic understanding of consumer behavior concepts can help marketers to develop smart, effective IMC strategies

Grades

Each student should keep track of his/her own grades; this will assist you in charting your progress on a regular basis. There are a total of 415 points possible in this course, and grades will be based on the following:

• Four homework assignments worth 50 points each (200 total points).
• Nine weeks of class discussion worth 10 points each (90 total points).
• A group project worth 125 points. (105 points for the project, 20 points for the assessment)

Participation

I'll post one to two discussion questions per week. In turn, you will be required to:

• Post one answer to each of the weekly questions (due every Wednesday by 11:55 p.m.).
• Respond to a total of four of your classmates’ discussion postings (due every Friday by 11:55 p.m.).
• Read all of the postings each week.

Assignments

Each assignment is due by 11:55 p.m. Eastern Standard Time (EST) on the listed date. No late work will be accepted.

Group Project

For the last third of the course, you will work in small groups on a diary project related to the issue of temporal and situational factors in consumer behavior. Details for the project can be found in Assignment 6.

Weekly Schedule