MKT341 Consumer Behavior – Spring 2006Page 1 of 5
CONSUMER BEHAVIOR - Spring 2006
COURSE:
MKT 341-01 Consumer Behavior McD Room #257
12:10-1:40 p.m. TTh
INSTRUCTOR:
Patricia Holman Phone: (406) 657-2035
Office: McD 207 Hours: TTh 10:15-11:15 & 2:15-3:15
E-Mail: r by appointment
COURSE MATERIALS:
Required Text: Consumer Behavior and Marketing Strategy, 7th Edition,
Peter and Olson. Irwin McGraw-Hill, 2006.
COURSE DESCRIPTION:
Covers the consumer-firm relationship using concepts from contemporary behavioral sciences. Emphasizes the many problems encountered in marketing to various groups of consumers and the role theory plays in problem solving. (Prerequisite: MKT 340 Principles of Marketing or consent of the department.)
OBJECTIVES:
The primary objective is to develop the student’s knowledge and understanding of consumer behavior leading to the ability to apply the knowledge in developing effective marketing strategies. The associated course content objectives identify the topics students are expected to understand and apply. The performance objectives identify the skills students are expected to demonstrate. The mission mandated student competencies/skills address the expected outcomes relative to the mission of the College of Business.
Course Content Objectives
The course will integrate a basic body of knowledge gained from studying consumer behavior theory and concepts. At semester’s end, the “A” student will demonstrate the ability to discuss, integrate, and applyconsumer behavior concepts. Specifically, the student willdemonstrate success in:
- Developing a general understanding of the Wheel of Consumer Analysis as a tool for analyzing consumer behavior.
- Understanding affect and cognition referring to how consumers think and feel about various things such as products and brands.
- Understanding behavior referring to the physical actions of consumers, such as purchasing products and brands.
- Understanding the consumer environment that is everything external to consumers.
MKT341 Consumer Behavior – Spring 2006Page 1 of 5
- Influencing how consumers think, feel, and act, including such areas as advertisements or price information.
- Understanding and developing marketing strategies through marketing stimuli, such as products, packages, sales promotions, advertisements, websites, and price information placement in consumer environments to influence consumers’ affect, cognition, and behavior.
Performance Objectives
Upon completion of Consumer Behavior, each student will:
1.Have an understanding of the role and function of consumer behavior within the discipline of marketing as demonstrated in class, on exams, and in completing the final project.
2.Have an understanding of the "wheel of consumer analysis" and the interrelationships between the components of affect and cognition, behavior, environment, and marketing as demonstrated on exams and in the final project.
3.Be able to recognize the use of concepts and theoretical models of consumer behavior in specific marketing situations as demonstrated using practical examples.
4.Have a practical understanding of ethical practices when making marketing decisions in marketing consumer goods and services.
5.Use practical application of consumer behavior concepts in analysis of cases and problems; and use creative, critical thinking in applying consumer behavior knowledge to develop marketing strategies as demonstrated in the final paper.
COB Mission Student Competencies/Skill Emphasis
MKT 341 Consumer Behavior will contribute to the development of COB student competencies by placing the following relative emphasis on each of the competencies:
(Scale - 10 [low emphasis] to 50 [high emphasis])
- Critical Thinking (50) – students will improve business critical thinking skills through evaluating models, analyzing situations, and applying appropriate concepts in discussions, presentations, and applications of consumer behavior concepts.
- Oral and Written Communication (30) – students will improve oral and written communication skills through discussing cases, concepts, and the delivery of final presentations; and enhance writing competency through emphasis on clarity and conciseness in short summary papers, essay exam questions, and the final paper.
- Utilization of information technology for business decision-making (10) – students will improve research skills using Internet resources to supplement text materials in completing the final paper. Students will use PowerPoint or other appropriate technology in presenting examples and the final presentation.
STUDENT PARTICIPATION:
Successful students come to every class and contribute to the learning process. Your return on your investment in this course is directly proportional to the time, energy, and vision spent during the semester. Consumer behavior is exciting to study. The best learning occurs from the examples of consumer behavior in action you bring to class including ads, stories, samples, web pages and related items.
EXAMINATIONS - EXERCISES - PROJECT
1. Examination: Three unit exams (#1 - 60 points, #2 - 60 points
#3 - 100 points)220 points
Quizzes (count best 4 of 5) 80 points
NO MAKE-UPS ON QUIZZES
2. Exercises: Class Contribution - Examples of CB applied
Require 2 for each unit, up to 6 counted (5 pts each) 30 points
Class Activities and Exercises70 points
Note: Additional exercises will be factored in proportionately
3. Project:Individual or Team Paper100 points
WRITTEN ASSIGNMENTS
All written assignmentsare evaluated on content and quality of writing. Word-process all papers and staple multiple pages. Proofreading, writing in active voice, using correct sentence structure and clear communication of ideas are important business skills. Writing skills develop with practice and responding to feedback. Plan to use the appropriate tools (Spellchecker - set option to “Formal”, Grammar Check, etc.) to enhance the ability to communicate in writing. The writing lab, located in the building formerly known as the Computer Annex, is available to help students improve writing skills. Frequently, submission of homework requiring analysis is an electronic file on the campus network and in hard copy.
GRADES:
Your final grade in the course is determined and recorded as follows:
A+ 480+ points (96.7%) A 465 -479 (93.3%)A- 450- 478 (90.0%)
B+ 430-449 points (86.7%) B 415 - 429 (83.3%)B- 400-414 (80.0%)
C+ 380 - 399 points (76.7%) C 365 - 379 (73.3%)C- 350 - 364 (70.0%)
D+ 335-349 points (66.7%) D 320 - 334 (63.3%)D- 300 - 419 (60.0%)
F Less than 300 points
GENERAL POLICIES
Each class period is important to learning the concepts, theories, and application of consumer behavior. The manners and performance expectation of each individual reflect a highly valued, upwardly mobile executive qualified for rapid advancement. The following requests will prepare you to succeed in a competitive business culture.
Students are expected to arrive on time and remain through the entire class.
Do not plan to move in and out of the classroom during the class period!
Cellular phones are turned off during the class period including text messaging.
Out of respect for others, students are asked not to eat during the class period. Drinks are acceptable.
All students are expected to take all exams at the scheduled time. In rare instances, a unit exam may be re-scheduled to accommodate a special need. The circumstances must be documented. Assignments are due at the beginning of the class period.
Incompletes will follow the university policy published in the general catalog:
Incomplete “I” Grade: An Incomplete is given only when a student has attended for at least three-fourths of the semester but has been prevented by circumstances beyond his/her control from completing all of the requirements of the course. A student must provide adequate evidence to the instructor as to the reason why he/she was unable to complete the requirements for the course. If a grade of “I” Incomplete has been given, the instructor shall advise the Office of Admissions and Records in writing what the student must do to remove the deficiency.
An Incomplete must be made up within one calendar year. An “I” grade is not included in the computation of the GPA. An Incomplete grade not made up in the prescribed length of time automatically becomes an “F” grade. Once the grade of Incomplete has been converted to an “F” grade, the course must be repeated in order for the grade to be changed.
Academic misconduct will be handled according to Student Affairs Policies and Procedures, Part IX B.1. (Student Handbook,)
Students with disabilities, whether physical, learning, or psychological, who believe that they may need accommodations in this class, are encouraged to contact Disability Support Services as soon as possible to ensure that such accommodations are implemented in a timely fashion. Please meet with (DSS) staff to verify your eligibility for any classroom accommodations and for academic assistance related to your disability. Disability Support Services is located in the AcademicSupportCenter. If you have any questions or concerns, please call DSS at 657-2283. In addition, students with documented disabilities, who need academic accommodations, should make an appointment with the instructor as soon as possible.
Please contact the instructor to discuss any other issues of concern. Appointments may be scheduled outside of regular office hours.
MKT341 Consumer Behavior - Spring 2006Page 5 of 5
DATE READINGASSIGNMENT
JAN19 - Syllabus distributedRead Chapters 1 & 2
24 -Chapter 1 & Chapter 2
26 -Chapter 3
31 -Chapter 3Quiz - Chapter 3
Feb 2 - Chapter 4Final Paper Requirements
7 - Chapter 5
9 -Chapter 6Quiz – Chapters 5 & 6
14 -Chapter 7(Final day for Unit 1 Examples)
16 -EXAM #1 (Chapters 1-7)60 points
21 -Exam Review Topic for final paper DUE
23 - Career Fitness Fair
24 -Chapter 8
28 -Chapter 9
MAR 2 -Chapter 10Quiz – Chapter 9 & 10
4-12Spring Break
14 -Chapter 11
16 -Chapter 12Brief presentation of topic
22 -Chapter 13 Quiz - Chapter 12 & 13
24 -Chapter 14(Final day for Unit 2 Examples)
28 -EXAM #2 (Chapters 8-14)60 points
30 - Review Exam – Chapter 15Final paper scope (1 page)
APR 4 -Chapter 16
6 -Mini Break – NO Class
11 -Chapter 17
13 -Chapter 18Quiz – Chapter 17 & 18
18 -Chapter 19 (Final day for Unit 3 Examples)
20 -Review – Catch Up
25 -Individual/Team Presentations
27 -Individual/Team PresentationsFinal Paper DUE
MAY 2 -10:00 a.m. Final Exam100 points
(Comprehensive – major emphasis on Chapters 15-19)