HIGHLIGHT KEY for UPDATES: Green = 1st Update; Blue = 2nd Update; Yellow = 3rd Update; Red = Cancelled
CONSUMER BEHAVIOR
MKTG 301; FALL 2007
[CRN# 42363]
Instructor: E. Vincent [“Vince”] Carter, Ph.D. Class Room: BDC 155
Office: 107 BDCClass Time: MW 3:30 – 5:35pm
Phone: (661) 654 - 6776 Office Hours: MW 6 – 7:30pm
E-mail: Website: http://www.csub.edu/~ecarter2/CB.F.07.htm
TEXTS:
• Required: Consumer Behavior, 10th edition. R.D. Blackwell, P.W. Miniard, J.F. Engel; Thomson-South-Western 2006
[ISBN# 0324271972]
• Supplemental Handouts: Customer Behavior, 2ND edition. J.N. Sheth, and B. Mittal, Thomson-South-Western. 2004
LEARNING OUTCOMES:
The course goal is to facilitate the following learning outcomes:
1) An understanding of consumer behavior concepts and consumer research for creating marketing strategies and customer-centric organizations
2) A knowledge of key factors impacting consumer behavior – individual determinants and external influences
3) An ability to discern “market value characteristics and determinants” for the three primary customer roles
4) An ability to think critically about customer/product markets, and apply market segmentation/profiling strategy
5) An understanding of ethnic American consumer culture, values, and market opportunities
6) A competence in both business-to-consumer/home and business-to-business/institution market analysis
7) An ability to analyze customer decision processes to support traditional and digital marketing strategy
8) An understanding of customer relationship management strategy
9) An awareness of the ethical principles supporting customer oriented marketing strategy.
COURSE METHODOLOGY:
The first section of this course examines the conceptual foundations of consumer behavior using a combination of text-based lectures and class discussions based on current market topics. This first section is evaluated by an in-class multiple-choice exam covering the following:
a) Definition of consumer behavior and its relevance to the market economy and marketing strategy (ch.1)
b) Deduction of underlying consumer behavior principles; sovereignty, global, diversity/unity, rights (ch.1)
c) Derivation of customer-oriented marketing strategies and customer-centric organizations (ch.2)
d) Description of customer focused market analysis and marketing strategy techniques (ch.2)
The second section of the course imparts “critical thinking” skills through an “Ethnic Value Matching” project that frames market characteristics that determine ethnic American customer segmentation profiles for effective “ethnic brand architecture” strategies. This second section allows students to work in groups to profile their chosen ethnic American target market and create original ethnic branding strategies for the fashions market
The third section of the course analyzes customer decision processes more directly. Students analyze the cognitive choice stages that determine customer brand preference, satisfaction, and relationship approaches. The third sections combines text concept lecture and discussions, with an in-class “cognitive mapping” exercise. The in-class exercise provides intuitive insight regarding the decision processes impacting traditional and digital marketing strategy. The “final exam” tests third section “consumer decision process” and “determinants of consumer behavior” concepts.
Dr. Carter [FALL 2007]
COURSE SYLLABUS [Continued]
CONSUMER BEHAVIOR
[MKTG. 301]
GRADE ASSESSMENT:
1) In-Class EXAM -- Customer Behavior Fundamentals (Chs. 1, 2, 11, 12, 13) [Wednesday 10/3] 20 pts.
2) Consumer Behavior Fundamentals Class Discussion Report [DUE: Monday 10/8 @ 5pm] 5 pts.
3) Ethnic Fashion In-Class Powerpoint Presentation [Weeks 8 & 9; 10/29, 10/31, & 11/5]10 pts.
4) Ethnic Fashion Report [Final Draft DUE: Friday 11/19 @ 11:59pm]30 pts.
6) FINAL EXAM – Consumer Decision Process & Individual Determinants [11/26 @ 5:00 – 7:30pm] 35 pts.
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Grading 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
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COURSE POLICIES
1) ATTENDANCE & PUNCTUALITY IS REQUIRED. 1 Point will be deducted for each class absence,with possible point deductions for persistent late arrival and early departure. Students are solely responsible for all information covered and provided while absent from class. Make up exams and assignments are ONLY provided for University sanctioned events, such as athletic or musical performances.
2) All course assignments are expected to be typed using Microsoft Word application ONLY, and where appropriate Powerpoint presentation graphics and Excel spreadsheet documents may be used to supplement typed documents. Assignments may be submitted electronically or in hardcopy form.
3) The instructor reserves the right to modify the course schedule and assignment/point requirements based on unforeseen time constraints, student performance, or classroom circumstances. Students will be notified in advance of any proposed course modifications.
4) ACADEMIC INTEGRITY: This course fully complies with the University policy for Academic Integrity and Academic Dishonesty. Sanctions are enforced in accordance with pages 80 & 81 of CSUB Catalog.
5) ACCOMMODATIONS FOR PHYSICAL OR LEARNING DISABILITIES: This course fully supports accommodations for physical and learning disabilities. Eligible students should present themselves to the professor during office hours or before/after class to make appropriate arrangements.
Dr. Carter [FALL 2007]
COURSE SYLLABUS [Continued]
CONSUMER BEHAVIOR [MKTG 301]
COURSE SCHEDULE
• WEEK 1A: Orientation to Consumer Behavior – the golden grail of business
1) Read and explain syllabus and course
2)E-mail professor name and brief bio
Consumer Behavior Conceptual Foundations – Define & Deduct
3) Read chapter 1 – Consumer Behavior definition, domains, and development
* Apply Figures 1.1 and 1.4 to current market topic
4) Read chapter 1 – Consumer Behavior research and “underlying principles”
* Apply Market Facts 1.1 and Table 1.1 “Consumer Bill of Rights” to current topic 1.1
Consumer Rights & Ethics:
http://www.ftc.gov/privacy/
• WEEK 1B & 2A: Consumer Behavior Conceptual Foundations – Derive & Describe
1) Read chapter 2 – Consumer-centric marketing strategy
2) Apply Figure 2.2 [“market segmentation”] \with Table 2.1 to
“Consumer Behavior and Marketing 2.2 (p.46)
3) Read chapter 2 – Customer brand value creation and delivery
4) Apply Figure 2.5 [“marketing mix” & “implementation”] with Tables 2.2, 2.3 & 2.4 to
“Consumer Behavior and Marketing” 2.3 (p.57)
Consumer Behavior Conceptual Foundations – Derive & Describe
1) Read chapter 2 – Global consumer behavior marketing strategy
2) Apply 3 “Thinking Globally” reasons for understanding global customer markets (p.58)
Global Customer Behavior:
• WEEK 2B & 3A:Consumer Behavior Conceptual Foundations – Dimensions & Directions
1)Read chapter 12 – Family & Household Influences
2) Apply Fig.12.3 [Husband/Wife], Fig.12.4 [Income Life Cycle], & Fig.12.10 [Moms], along with Tables 12.1 & 12.2 to in-class article topic
• WEEK 3B:Consumer Behavior Conceptual Foundations – Dimensions & Directions
1)Read chapter 13 – Group and Personal Influences [stop@ p.544 “Diffusion of Innovations”]
2) Apply Table 13.1 & 13.2 along with Fig.13.7 & Fig.13.8 to in-class article topic
• WEEK 4A:Consumer Behavior Conceptual Foundations – Dimensions & Directions
1)Read chapter 11 – Culture, Ethnicity, and Social Class
2) Apply Fig.11.1 [Influences on Culture], Fig.11.3 [Values Transfusion], & Tables 11.1, 11.4
to in-class article topic
• WEEK 4B (10/3):*** IN-CLASS CONSUMER BEHAVIOR FUNDAMENTALS EXAM (20 pts.) ***
*** Consumer Behavior Fundamentals In-Class Discussion Report Due Monday 10/8 @ 5pm (5Pts.) ***
Dr. Carter [FALL 2007]
COURSE SYLLABUS [Continued]
CONSUMER BEHAVIOR [MKTG 301]
COURSE SCHEDULE [Continued]:
*** Ethnic Value Matching Project ***
[Use Supplemental Sheth Text Handout for all Chapter/Figure/Table References]
• WEEK 4 & 5: Consumer Behavior Critical Thinking – Ethnic Value Matching Project Orientation
[Segmentation & Brand Architecture]
*** FIELDWORK GUIDELINES ***
1) Select group members (3 maximum) using e-mail correspondence (see bios on website)
2) Choose ethnic American customer segment, and focal “fashion” product
3) Skim Sheth Text Supplemental Handouts [chapters 1 & 2]
4) View “Ethnic Value Matching Presentation” on course website
5) Read “Ethnic Value Matching Process Steps” from course website
6) Prepare preliminary outline of reasons for choosing ethnic “People” & “Product”
7) Access reference sources from links in project material and Stein Library
• WEEK 6 & 7: Complete “Field” Searches for PEOPLE & PRODUCT Content Links
1) Use Project Guide & Starter Links, as well as “Benchmark” documents on course website
2) Research personal anecdotal and experiential information about ethnic segment
3) Research objective literature and statistical profiles regarding ethnic segment
4) Research cultural myths/history and objective literature/data about fashion cultural offering
• WEEK 8 & 9A:PRESENTATIONS of “ETHNIC FASHION” Insight & Understanding
1) Explain PEOPLE & PRODUCT Findings
2) Compose bibliography of all project links and reference sources
3) Informal Pre-view summary Powerpoint Presentations of In-Process Ethnic Fashion Reports
[10 points and approximately 15 minutes – all members must present]
• WEEK 8 & 9:Frame PEOPLE/PRODUCT Content with Text Frameworks & Complete PROCESS (3Ts)
1) Frame collected information using the Market Value Characteristics [Figures 1.4 & 1.5]
2) Frame collected information using Determinants of Market Values [Fig. 2.1 & Tables 2.1 - 2.6]
3) Complete “PROCESS” Brand Architecture – Triangulation, Target, Taste
*** Ethnic Fashion Report (30 pts.) & Presentation (10pts.) DRAFTS Submit Between 11/2 and 11/12 ***
*** FINAL VERSION Reports & Presentations DUE for Final Grade by 11/19 @ 11:59pm ***
Dr. Carter [FALL 2007]
COURSE SYLLABUS [Continued]
CONSUMER BEHAVIOR [MKTG 301]
COURSE SCHEDULE [Continued]:
• WEEK 9B:BEGIN COGNITIVE MAPPING” PHASE – Consumer Decision Process Concepts
1) Bring REQUIRED TEXT to class
2) View “Cognitive Mapping” Text Chapter Slides Link on Course Website
3) Scan Final Exam Pool Item Link on Course Website
4) Read chs. 3 & 4 – Consumer Decision Process: Need, Info. Search, Pre-Purchase Eval.
5) Answer questions from “Final Exam Pool Items” for class
• WEEK 10:Cognitive Mapping -- Consumer Decision Process Concepts
1) Read chapters 5 & 6 – Consumer Decision Process: Purchase & Post-Purchase Eval.
2) Answer questions from “Final Exam Pool Items”” for class
*** THE ORIGINAL WEEK 10 TEXT CONTENT BELOW IS CANCELLED DUE TO TIME CONSTRAINTS ***
• WEEK 10A:Consumer Decision Process Concepts -- Individual Cognitive Determinants
1) Read chapter 8 – Motivation (CORRECTED CHAPTER TOPIC)
2) Answer questions from “Final Exam Pool Items” for class team
• WEEK 10B:Consumer Decision Process Concepts -- Individual Cognitive Determinants
1) Read chapter 10 – Beliefs & Attitudes (CORRECTED CHAPTER TOPIC)
2) Answer questions from “Final Exam Pool Items” for class team
*** FINAL EXAM 11/26 5-7:30pm [35 Points] on Chapters 3 – 6 ***
NOTE CHANGE:
Official FINAL EXAM Period – NOV. 26TH @ 5:00-7:30pm in Regular Classroom
LET’S HAVE FUN LEARNING!!!
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