MKTG 633.2 CONSUMER BEHAVIOR
SPRING 2006
Day & Time: Tues & Thurs 3:35-4:50 PM SCI 201
Instructor: Foo Nin Ho, Ph.D. (Email: ;
Course website: http://userwww.sfsu.edu/~fho/mktg633.html)
Teaching Assistant: Sameer Pimpalkhute (Email: )
Office: Science 333
Office Hours: Tues. & Thurs 5-7PM.
Telephone: 338-6287
COURSE DESCRIPTION AND OBJECTIVES
Marketing begins and ends with the consumer -- from determining consumer needs to providing consumer satisfaction. Thus, a clear understanding of consumers is critical in successfully managing the marketing function in any organization, whether profit or nonprofit. The purpose of this course is to introduce you to the study of consumer behavior. Sometimes, we will take the perspective of a marketing manager who needs an understanding of consumer behavior in order to develop, evaluate, and implement effective marketing strategies. These objectives will be accomplished by:
1. Lecture and class discussion of many concepts and theories from the behavioral sciences and analyze their usefulness for developing marketing strategies.
2. Pertinent articles related to consumer behavior (online on my web site or on reserve in the library).
The goal is for you to learn these key concepts and, more importantly, to develop your intellectual ability to apply them in analyzing consumer behavior and developing a deeper understanding of consumers.
TEXTBOOK
Required:
1. Solomon, Michael R. (2002), Consumer Behavior: Buying, Having, and Being, 6th ed., Prentice Hall.
2. Syllabus, PowerPoint files are available on my Web page (http://userwww.sfsu.edu/~fho/mktg633.html).
Periodicals:
Occasionally, outside articles will be assigned to supplement and elaborate certain concepts presented in the textbook. Most of these articles can be found on the instructor’s web page (links to the source of the articles). Students will be responsible for these articles and will be tested during exams.
PREREQUISITES
Each student must have taken and received a passing grade for MKTG 431 or equivalent in order to take this class. Students can’t take this class concurrently with MKTG 431 class.
GRADING
There are three examinations (including the final) and you are required to take all three exams. If you miss an exam, your grade for that exam will be zero (0) points. There are no make-up exams (except for very compelling reasons). Exams will be all multiple choice. Grades will be based on the following:
Exams (3 exams – 1/3 each) 95%
Research Experience* 5%
*The marketing dept requires every student in MKTG 633 to participate in two one-hour research sessions during the semester or turn in one written reading assignment in lieu of each research session.
You will be invited to participate in academic research sessions each lasting approximately one hour. These sessions will be announced in class and posted on the website. You will be asked to sign-in at the study so we can track attendance but individual answers to study questions are confidential. All analyses reported will be summaries of the answers of anonymous respondents. If you don't attend one or more research sessions, you can still receive credit by substituting a summary and critical analysis of a recent marketing research article that will be distributed in class two weeks before the end of the semester. You will need to write one summary for each missed research session in order to get the full 5% for research. You'll get five percent for completing two research sessions and/or summaries and 2.5% for just one. Most students find it more convenient to attend the research sessions.
A straight scale will be used in determining course grades:
94-100% A 77-79% C+
90-93% A- 74-76% C
87-89% B+ 70-73% C-
84-86% B 67-69% D+
80-83% B- 64-66% D
60-63% D-
less than 60% F
EXTRA CREDIT
Occasionally, extra credit assignments or class attendance bonus may be given. If assigned, only students who are present when roll is taken on the day the assignment is given qualify for the extra credit.
TENTATIVE CLASS SCHEDULE
Jan
31 / Course introduction, review of syllabus.
Feb
2 / Chapter 1: Introduction to Consumer Behavior.
7 / Consumer Analysis: Market Segmentation and the Marketing Mix.
9 / Consumer Analysis: Market Segmentation and the Marketing Mix (cont’d).
14 / Chapter 2: Perception.
16 / Chapter 2: Perception (cont’d).
21 / Chapter 3: Learning and Memory.
23 / Chapter 4: Motivation and Values.
Feb 27: Last Day To Drop Class Without Receiving A “W” Grade.
28 / Chapter 4: Motivation and Values (cont’d)
Mar
2 / Chapter 5: The Self.
7 / Chapter 5: The Self (cont’d)
9 / Chapter 6: Personality and Lifestyle.
14 / Exam 1 (Chapters 1-6; Special Topic).
16 / Chapter 7: Attitudes.
21 / Chapter 7: Attitudes (cont’d).
23 / Chapter 8: Attitude Change and Interactive Communications.
Mar 24. Last Day To Elect The CR/NC Grading Option. Register at www.sfsu.edu/student.
28 / Chapter 9: Individual Decision Making.
30 / Chapter 9: Individual Decision Making (cont’d).
Apr
4 / Spring Break. No Class.
6 / Spring Break. No Class.
11 / Chapter 10: Buying and Disposing.
13 / Chapter 11: Group Influence and Opinion Leadership.
18 / Chapter 11: Group Influence and Opinion Leadership (cont’d)
20 / Exam 2 (Chapters 7-11).
25 / Chapter 12: Organizational and Household Decision Making.
27 / Chapter 13: Income and Social Class.
Apr 28. Last Day To Withdraw From Course (WP Or WF) With Instructor’s Approval. Not Permitted Except For Serious And Compelling Reasons.
May
2 / Chapter 13: Income and Social Class (cont’d)
4 / Advising Day. No Class.
9 / Chapter 14: Ethnic, Racial, and Religious Subcultures.
11 / Chapters 15: Age Subcultures.
16 / Chapter 16: Cultural Influences on Consumer Behavior.
18 / Chapters 17: The Creation and Diffusion of Consumer Culture.
23 / Final Exam (Chapters 12-17; 1:30-4 PM).
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