CONSUMER BEHAVIOR

MKTG 3010-01; FALL 2016; CRN# 81998]

Instructor: E. Vincent [“Vince”] Carter, Ph.D. Class Room:Music Bldg. Room #112

Office: 107 BDCClass Time: T/Th1 – 2:15pm

Phone: (661) 654 - 6776 Office Hours: T/Th 2:15– 4pm & Monday 7 – 9:30pm

E-mail: Website:

REQUIRED TEXT:

Consumer Behavior,10th edition(2012). Solomon, Pearson/Prentice-Hall [ISBN# 013267184]

CSUB Bookstore by course number

Pearson Higher Ed

LEARNING OUTCOMES:

This course analyzes the individual and aggregate marketbehavior of consumers/customers. Students learn to apply theoretical knowledge andempirical consumer/customer information to develop marketingstrategy and policy. In particular, the following learning outcomes are achieved in the course:

1)An understanding of how brand strategy influences consumer/customer identity

2)An ability to analyze the relationships between consumer/customer self-concept and market decisions

3)An application of the decision making process of individual consumers and organizational customers

4)A knowledge of consumer/customer segment characteristics and the strategic value of market diversity

5)An understanding of global influences on consumer/customer behavior profiles and market patterns

6)A knowledge of digital market platforms and social media presence as customer relationship systems

7)An application of marketing ethics to align brand strategy (micro) with societal beliefs/boundaries (macro).

COURSE METHODOLOGY:

The learning method combines functional area knowledge, qualitative problem solving, and communication/teamwork:

  1. Marketing Functional Area Knowledge (Quizzes/Exams) – Textbook terminology and concept identification
  2. Marketing Qualitative Problem Solving (Lecture Concepts) – Consumer Behavior examples and concept understanding
  3. Marketing Oral Communication & Teamwork (Group Presentations) – “Real World” application of Consumer Behavior.

The first sectionrelies on the self-concept and cognitive factors to explain individual customeridentitymind profiles, and assessed by a Midterm Exam (40%), and a group presentation of a “real world” textbook chapter application (20%).

The second sectionapplies segmentation and brand strategy concepts to frameaggregate customer interactionmarket patterns, and assessed by a Final Exam (40%).

GRADE ASSESSMENT:

1) Individual Consumer/Customer Theory “Midterm Exam”40 pts.

2) “Real World” Group Consumer Behavior Presentation(15 minutes; 3 students max)20 pts.

7) Aggregate Consumer/Customer Theory “Final Exam”40 pts.

8) Class Attendance (point deductions for absences) ?

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Total Course Points 100 pts.

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* COURSE GRADE SCALE: Below 60 = F; 60 – 69 = D-/D/D+; 70 – 79 = C-/C/C+; 80 – 89 = B-/B/B+; 90 and above = A

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* TRANSLATION TO UNIV. GRADE SCALE: A = 3.8 – 4.0; A- = 3.7; B+ = 3.3 – 3.6; B = 3.0 -3.3; B- = 2.7 - 3.0; C+ = 2.3 – 2.6;

[Total Grade Points / 25]C = 2.0 – 2.2; C- = 1.7 – 1.9; D+ = 1.3 – 1.6; D = 1.0 – 1.2; D- = 0.7 – 0.9; F = Below 0.7

CONSUMER BEHAVIOR COURSE SYLLABUS (Continued)

(MKTG 3010; F16; Dr. Carter)

COURSE POLICIES:

1)ATTENDANCE & PUNCTUALITY IS REQUIRED: ONE (1) point is deducted for absence, lateness, and leaving early. Make up exams and assignments are ONLY provided for University sanctioned events, athletic or musical activities.

“Prior Notice” by e-mail is required for any extenuating circumstances that prevent meeting course responsibilities.

* 4 absences will result in the loss of one (1) grade level * 7 absences will result in the loss of two (2) grade levels

2)ASSIGNMENT FORMAT: All course assignments should be typed using Microsoft Office applications ONLY.

3)COURSE WEBSITE ACCESS – Students are REQUIRED to have access to the course website, which accessed mainly withMS Explorer browser. Cannot be access using WINDOWS 10 Edge. Most devices access the course website by pasting the ‘url’. Also paste the ‘url’ into “Compatibility View” space of the dropdown menu for the Tools “gear” icon (top of screen) and click the “refresh” icon. Ample course website access is available at on-campus PC labs.

4)ADJUSTMENTS & EXTRA-CREDIT: The instructor reserves the right to modify the schedule and assignments/points due to unforeseen time constraints, student performance, or classroom circumstances. Extra-Credit is provided for “performance bonuses,” assignments, and event attendance.

5)ACADEMIC INTEGRITY: This course fully complies with the University policy for Academic Integrity and Academic Dishonesty. Sanctions are enforced in accordance with the CSUB Catalog.

6)ACCOMMODATIONS FOR PHYSICAL OR LEARNING DISABILITIES: This course fully supports accommodations for physical and learning disabilities.

7)IN-CLASS DISCUSSIONS/PRESENTATIONS … Students are expected to attend ALL class sessions assigned for “Discussion or Oral Presentation,” in order to learn from ALL student input. Failure to attend ALL Discussion/Presentation class sessions will result in a ZERO grade.

COURSE SCHEDULE:

SECTION 1: INDIVIDUAL CUSTOMER DECISION MAKING (MIND CHOICES)

Week 1: Course Orientation and Introduction to Consumer/Customer Behavior (“the golden grail”)

1) Read syllabus and preview “Customer Orientation” & “Business Case for Marketing” slides (website)

2) Read chapters 1 – Consumer Behavior – Buying, Having, Being

5) Form groups of 3 maximum and select textbook chapter for presentation.

Weeks 2–4:Individual ConsumerIDENTITY Dimensions &Meanings – Why We Choose?

1)Access “Identity Diagram” as guide for maintextbook concept understanding

2)Read chapter 5– The Self

3)Read chapter 2– Perception

4)Read chapter 4 – Motivation

5)Read chapter 6 – Personality

Week 5:*** Consumer Identity“Real World” Group Chapter Presentations (20pts; 15 min; 3 students max) ***

Weeks6 - 9:Individual Consumer/Customer DECISION-MAKING(Theory)– How We Choose?

1)Read chapter 8– Decision Making

2)Read chapter 9 – Buying & Disposing

3)Read chapter 10 – Organizational & Household Decision Making

4)Midterm Exam Review

Week 9 (Thurs):Individual CustomerMIDTERM EXAM; Chapters 8 -10 … OCTOBER20th(20 items; 40 points)

Week 10:*** Consumer Decision Making“Real World” Group Chapter Presentations (20pts; 15 min; 3 students max) ***

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SECTION 2: AGGREGATECUSTOMER BRAND STRATEGY (MARKET CHOICES)

Weeks11 - 15: Aggregate Consumer/Customer Determinants & Methods … Why & How are Brands Targeted?

1)Review of Segmentation, Targeting, & Positioning (STP) from website links

2)Read chapter 11 – Reference Groups & Social-Media

3)Read chapter 12 – Social Class

4)Read chapter 13 – Subcultures

5)Ethics in Consumer Behavior & Brand Management (see website links)

6)Discuss “Real World” ETHICS Examples for “Extra-Credit”

7)Final Exam Review

Week 15 (Tues):AggregateCustomer Theory FINAL EXAM; Chs 11 –13 …DECEMBER6th(20 items; 40 points)

LET’S HAVE FUN LEARNING!!!

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