1、1Consumer Behavior SyllabusMKT 311 CONSUMER BEHAVIOR (3) Prerequisites: MKT 310A comprehensive study of behavioral models and concepts designed to help understand, evaluate, and predict consumer behavior. Deepens a students knowledge about consumer psychology and applies the knowledge from the persp
2、ective of a marketing manager. Stresses analytical thinking about consumer psychology and prediction of how marketing tactics may influence demand for products and services.Instructor Robert Baker, MBA, DBA (ABD)Class # 2187 Section 1 Units 3 Time Thursday 6:00 8:45 PM Bell Tower 1424Office: Sage Ha
3、ll Rm. 2016, Phone: (805) 490-1065 Office Hour: Thursday 5:00-6:00 PM.TH 7:00-9:00 PM Final Schedule Thursday 15 May 7:00-9:00 PMText: Consumer Behavior, Student Value Edition Plus 2012 MyMarketingLab with Pearson eText - Access Card Package, 10/EISBN-10: 0133033155 ISBN-13: 9780133033151Course Desc
4、ription This course is an introduction to the world of consumer behavior. The discipline borrows from several social sciences including psychology, sociology, and anthropology to explain behavior in the marketplace. In this course, the student will explore how perceptions, learning, memory, personal
5、ity, and attitudes influence consumption behavior, how consumption changes during ones life cycle, and how powerful cultural and subcultural influences are on consumers. Learning Objectives (Program Learning Goals)After completing this course, you should be able to:1. Analyze the meaning and influen
6、ces guiding the decisions and behaviors of culturally-driven phenomenon. (1,2,3,4,6)2. Question the power of individual influences on decision making and consumption. (1,2,3,4,6)3. Relate internal dynamics such as personality and motivation to the choices consumers make. (1,2,3,4,6)4. Relate group d
7、ynamics and the relative influence of various group members to the choices made by groups of people. (1,2,3,4,5,6)5. Evaluate the influence of culture and subculture on consumer consumption preferences. (1,2,3,4,6)6. Appraise the applicability of consumer behavior theories to interpreting why consum
8、ers behave as they do. (1,2,3,4,6)7. Assess the components and stages of the individual decision-making process. (1,2,3,4,6)8. Assess the components and stage of the group decision-making process. (1,2,3,4,6)9. Demonstrate a high proficiency of critical thinking through interpretation, evaluation, a
9、nd presentation of marketing concepts (orally and in writing), current events or other data sets. (1,2,3,4,6)Program Learning Goals1. Critical Thinking2. Oral Communication3. Written Communication4. Collaboration5. Conduct (Ethics)6. Competency in Discipline2/8CSUCI MKT 311 Spring 2014 BakerSyllabus
10、 Subject to changeCourse Requirements(points are approximate) Pointsa. Three chapter examinations at 75 pts.each. 225 b. Weekly homework assignments (12 for 20 points each) 240c. One promotion and ad campaign 25d. One group oral report graded individually 50e. One group written report 150f. One (1)
11、page paper describing contributions to group work. 25g. Class participation . 20h. Group participation 25Subtraction for excessive absences 25 points each class after 2Total 760Scale 90% =A, 80%-89.99%= B, 70%-79.99% = C, 60%-69.99% = D, 60% = F. Withdrawals and incompletes will be allowed under the
12、 policies in the Student Handbook with sufficient proof a students situation requires that grade. Utilization of office hours is not a requirement, but may be helpful if you need extra help understanding concepts, content or assignment requirements.Description of Assignments a. Three chapter examina
13、tions at 75 pts. each. 225 One exam will be in class and the other three will be take home. The in class Exam one, will include: fill in definitions, matching, short answers and short essay. Take home tests will contain questions types like those in Exam 1 plus integrated essays. Four exams will be
14、offered during the course. Your lowest score will be dropped. The fourth and Final Exam will be comprehensive.b. Weekly homework assignments (12 assignment 20 pts. each).240 Weekly assignments will be given based on the chapters we are covering each week. These will usually be selected from the Disc
15、uss, Apply or Case Studies at the back of the book. These assignments will be used to hone and demonstrate your critical thinking skills (see critical thinking rubrics at the end of this syllabus pgs 8/11 through 11/11 of this syllabus)c. One group promotion and ad campaign 25 pts. 25For a real or f
16、ictional event or product which I approve, prepare a small promotional campaign and ad. Your group will need to create brochure(s)/marketing pieces for the chosen event or product. Groups must create at least one sheet or brochure. An in-class discussion of your campaign will be 5 of the 25 points.
17、d. One group oral report 50Each group will present a 10-20 minute oral report/summary about you group project. Requirements include use of error-free media such as DVDs, overhead transparencies, and PowerPoints. Each person must prepare at least one handout and duplicate enough copies for each class
18、mate. For presentations, professional dress is required 3/8CSUCI MKT 311 Spring 2014 BakerSyllabus Subject to change(stockings, closed toe shoes, and jackets are required). A grade sheet will be provided in advance. e. One group Project: Consumption in a Cultural Context 150A research report (20 pag
19、es) will be assigned to each group of two or three people. The research must follow a template with an executive summary, background, statement of the problem, conclusions, and recommendations for future action. A proposal, or everything except the findings, conclusions, and recommendations, will be
20、 due during the semester. The completed group project those who have not should catch up by asking for help or going to a writing center. For each written assignment, any page not proofread will get a zero. 5/8CSUCI MKT 311 Spring 2014 BakerSyllabus Subject to changeScheduleThe schedule may change.
21、The most current syllabus and schedule will always be available in myCI & on MyMarketingLabWk Date Chap Topic1 1/23/2014 1 Introduction2 1/30/2014 2 Perception3 2/6/2014 3 Learning and memory4 2/13/2014 4 Motivation and values5 2/20/2014 5 The Self6 2/27/2014 6 Personality and Lifestyles7 3/6/2014 7
22、 Attitudes and Persuasion8 3/13/2014 Midterm chap 1-79 3/20/2014 8 Buying and Disposing/Team Meetings10 3/27/2014 SPRING BREAK11 4/3/2014 9 Individual Decision Making12 4/10/2014 10-11 Groups Organizational and Household Decision Making13 4/17/2014 12-14 Subcultures14 4/24/2014 12-14 Subcultures15 5
23、/1/2014 15-16 Cultural Influences16 5/8/2014 15-16 Cultural Influences/Presentations17 5/15/2014 Comprehensive Final Exam6/8CSUCI MKT 311 Spring 2014 BakerSyllabus Subject to changeProject: Consumption in a Cultural Context Instructions: The project for this course requires that you analyze and desc
24、ribe the consumption behaviors and sources of influence associated with some widely-recognized cultural occurrence. The cultural occurrence is yours to choose. However, the assignment will likely be easier to conduct if you choose a context that is occurring around the time of this course (e.g.,Supe
25、rbowl, Thanksgiving, Christmas, Chanukah, New Years Eve, Chinese New Year, and Yule etc.). The context must be one that is not simply an individual expression of self, but rather a consumption opportunity driven by individual, group, and cultural influences. Your primary task is to analyze the consu
26、mer behavior associated with the context of choice. Your analysis should be supported by examples and descriptions of the behaviors identified. Begin by describing the cultural context that will serve as the focus of your project. What is the historical relevance of the context? How did the current
27、culturally-accepted forms of consumption behavior become established over time (if available)? For example, the sending of cards at Christmas time evolved from the practice of giving small, inexpensive favors to wish distant family, friends, and acquaintances well over the holidays. Over time, this
28、custom gave way (largely due to marketing influences from greeting card companies) to the more widespread use of holiday cards to acknowledge both business and personal relationships. Describe the potential for consumption-related decision making given the cultural context in question. Provide examp
29、les of the purchases that might be involved for consumers participating in this context. For example, a high school prom provides the opportunity for the consumption of apparel, cosmetics, jewelry, personal care services, limousine services, and meals. What is the meaning of consumption as it relate
30、s to the cultural context youve chosen? To answer this question, apply the consumption typology described in your text. Are marketers manipulating consumer behavior relative to the context in question? Why or why not? Provide examples to support your position. For instance, some say that Christmas i
31、s too commercialized with Christian children unlikely to acknowledge the religious underpinnings of the holiday due to their obsession with gifts. One way to provide support for this position is to compare the number of gift-related messages to the number of messages related to the larger meaning of
32、 the holiday. How were consumers socialized to the cultural expectations surrounding the context? In other words, how did consumers learn what behaviors (purchase behaviors and others) were expected of them? Develop an associative network for the context. Are consumers responding to needs or wants w
33、hen they make consumption decisions related to the cultural context in question? Explain. What motivational conflicts do consumers wrestle with relative to this context? Maslows hierarchy of needs emphasizes that only an unsatisfied need motivates. Likewise, many decisions can be motivated by the di
34、fferent need levels, depending on the person. For example, one consumer may choose to shop at Whole Foods because 7/8CSUCI MKT 311 Spring 2014 BakerSyllabus Subject to changeof the esteem associated with shopping at an upscale market, while another may shop at Whole Foods because of her need for the
35、 safety of organic foods. Assess the levels of Maslows hierarchy that may be motivating consumption behaviors related to this cultural context. Identify the instrumental and terminal values expressed through consumer behavior surrounding the context. For example, young women may use consumption of p
36、roducts for a prom as a way of feeling pretty and popular (instrumental values), but ultimately seek happiness (terminal value). Assess the situational aspects affecting consumer behavior in this cultural context. Include analysis of the antecedent states and purchase environment (you do not need to
37、 evaluate the postpurchase processes for this project). Describe the reference groups that may be affecting consumers relative to this cultural context and provide examples. Is the influence from reference groups informative, utilitarian, or value-expressive? Explain. Does social comparison theory p
38、lay a role in consumer behavior? Explain. Apply the family life-cycle model to the cultural context. How do consumption behaviors vary according to stage? Provide examples to support your assessment. How might various subcultural components affect individual consumer behavior? Include a discussion o
39、f age, income, social class, money personalities, and consumer confidence. What are the status symbols associated with this cultural context? Explain and provide examples. What myths and rituals (including gift giving) are associated with this cultural context? Provide examples. Conclude your paper
40、with an assessment of the sources of influence on consumer behavior for this specific context. Do you expect to see changes in the future? Why or why not? How has your view of the cultural context changed as a result of your analysis? (A 20-page paper is required. 20 pages of prose. Title page, refe
41、rences, tables and charts dont count as pages). This assignment must be submitted via hard copy and electronically the day of or before the final is due.8/8CSUCI MKT 311 Spring 2014 BakerSyllabus Subject to changeMyLab & MasteringStudent Registration Instructions To register for MKT 311 Consumer Beh
42、avior Spring 2014:1. Go to .2. Under Register, click Student.3. Enter your instructors course ID: baker81124, and click Continue.4. Sign in with an existing Pearson account or create an account: If you have used a Pearson website (for example, MyITLab, Mastering,MyMathLab, or MyPsychLab), enter your
43、 Pearson username and password.Click Sign in. If you do not have a Pearson account, click Create. Write down your newPearson username and password to help you remember them.5. Select an option to access your instructors online course: Use the access code that came with your textbook or that you purc
44、hasedseparately from the bookstore. Buy access using a credit card or PayPal. If available, get 14 days of temporary access. (Look for a link near the bottomof the page.)6. Click Go To Your Course on the Confirmation page. Under MyLab & MasteringNew Design on the left, click MKT 311 Consumer Behavio
45、r Spring 2014 tostart your work.Retaking or continuing a course?If you are retaking this course or enrolling in another course with the same book,be sure to use your existing Pearson username and password. You will not need topay again.To sign in later:1. Go to .2. Click Sign in.3. Enter your Pearso
46、n account username and password. Click Sign in.4. Under MyLab & Mastering New Design on the left, click MKT 311 ConsumerBehavior Spring 2014 to start your work.Additional InformationSee Students Get Started on the website for detailed instructions onregistering with an access code, credit card, PayPal, or temporary access.
