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MKT 355: Consumer Behavior

Abstract: This open textbook has been adopted in a Marketing course for Business major students by Kirti Sawhney Celly at California State University, Dominguez Hills. The openly available collection of notes, audio, and video resources provides students with a cost-effective assortment of learning materials that offers up to date industry knowledge. The main motivation to adopt an open textbook was that I am an advocate for strong applied, experiential, and service learning approaches to education. Most student access the open textbook in digital format through Blackboard.


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About the Textbook

Textbook Title: No required text

Description: Brief notes on topics and readings, audio and video materials online (free and paid for) 

Authors: varied 

Formats: Audio, video, html 

About the Course

MKT 355: Consumer Behavior

Description:  Consumer buying patterns, motivation, and search behavior; consumer decision-making process; interdisciplinary concepts from economics, sociology, psychology, cultural anthropology, and mass communications; case analysis and research projects. 

Prerequisites: Principles of Marketing

Learning outcomes:  

• Identify important consumer behavior concepts and apply them to business and practical situations. 

• Explain the pre-purchase, purchase, and post-purchase activities in consumer decision making. 

• Demonstrate an ability to apply consumer behavior theories to marketing practice. ProfC’s Consumer Behavior, Spring 2020 2 

• Identify issues pertaining to self, personality, and lifestyle as they relate to consumers as individuals. 

• Explain how group influence and opinion leadership affect buying decisions. 

• Demonstrate a foundation in consumer behavior that can be used professionally. 

Curricular changes: I changed the text, syllabus, learning activities, assessment (though I do not formally use rubrics), and developing additional materials and Interactions. I also have added longer office hours, found ways to bring in current affairs (this semester the pandemic). I have also added office hours and 'intrusive' interactions with students. Finally, students have extensive individual feedback on the content and communication of their work and see others' work. 

Teaching and learning impacts: 

I Collaborate more with other faculty Yes/No
I use a wider range of teaching materials: Yes/No
I believe my students' learning has improved Yes/No/Unsure
I believe student retention has improved : Yes/No/Unsure
There have been unexpected results: Yes/No (please describe)

Share other lessons learned from using OER.

Sample syllabus 

Textbook Adoption

OER Adoption Process

Describe the main motivation for adopting the open textbook e.g. saving students money, better control over instructional materials, ability to customize for students needs, etc.

Describe any external materials that you used to supplement the textbook.

Student access: Brief notes on topics and readings, audio and video materials online (free and paid for) available within Blackboard

Student feedback about using OER:  There is verbal appreciation across students for the 'free' and 'inexpensive' materials. 

Kirti Sawhney Celly

I am a Marketing professor at the California State University, Dominguez Hills . I teach Principles of Marketing and Consumer Behavior.

Our students are inspirational when we create the spaces in which they can rise to the occasion and thrive. My students in classes with OER have gone on to earn graduate degrees (J.D., MBA, Ph.D).