*** INCLUDES OLD TO NEW TEXT CHAPTER TRANSLATION ON LAST PAGE ***
CONSUMER BEHAVIOR
MKTG 301-50 Bakersfield [CRN# 30763] & MKTG 301-55 Antelope Valley [CRN# 30764]
SPRING2014
Instructor: E. Vincent [“Vince”] Carter, Ph.D. Class Room:WS Lib Studio B (ITV)
AV100 123 Studio D (ITV)
Office: 107 BDCClass Time:M/W5:15 – 7:20pm
Phone: (661) 654 - 6776 Office Hours: M/W2-5pm
E-mail:
TEXT:
• Consumer Behavior, 10th edition (2013). Publisher: Pearson/Prentice-Hall. Author: M. Solomon [ISBN# 013267184]
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)An understanding of the wants and needs of different consumer/customer segments
5)An ability to develop consumer/customer segment profiles based on market and media data patterns
6)An application of critical thinking skills to formulate brand strategy based on market/media patterns
7)A knowledge of consumer/customer segment characteristics and the strategic value of market diversity
8)An understanding of global influences on consumer/customer behavior profiles and market patterns
9)A knowledge of digital market platforms and social media presence as customer relationship systems
10)An application of marketing ethics to align brand strategy (micro) with societal beliefs/boundaries (macro).
COURSE METHODOLOGY:
The learning outcomes are achieved by combining consumer/customer behavior theory and market/media analysis techniques. Both sections use a conceptual lecture to explain consumer/customer behavior theory, as well asinteractive discussionsand learning activity to demonstrate practical consumer/customer strategy relevance.
The first sectionrelies on the self-concept and cognitive factors to explain consumer/customer individualidentitymind profiles, and assessed by a Midterm Exam (35%). Supplemental learning activity is included (15%).
The second sectionapplies segmentation and brand strategy concepts to frameconsumer/customeraggregate interactionmarket patterns, and assessed by a Final Exam (35%). Supplemental learning activity is included (15%).
GRADE ASSESSMENT:
1) Individual Consumer/Customer Identity Profiles Learning Activity 15 pts.
2) Individual Consumer/Customer Theory “Midterm Exam”35 pts.
3) Aggregate Consumer/Customer Interaction Patterns Learning Activity 15 pts.
4) Aggregate Consumer/Customer Theory “Final Exam”35 pts.
5) Class Attendance (point deductions for absences)
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Total Course Points 100 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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Dr. Carter [SPRING 2014]
COURSE SYLLABUS
Consumer Behavior[MKTG 301]
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 extenuating circumstances that prevent meeting course responsibilities.
NOTE: MORE THAN 5 ABSENCES WILL RESULT IN THE LOSS OF ONE (1) ENTIRE GRADE LEVEL
MORE THAN 10 ABSENCES WILL RESULT IN THE LOSS OF TWO (2) ENTIRE GRADE LEVELS
2)ASSIGNMENT FORMAT: All course assignments should be typed using Microsoft Office applications ONLY.
3)ADJUSTMENTS & EXTRA-CREDIT: 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. Likewise, a range of Extra-Credit point opportunities will be provided in the form of individual or group assignments/activities.
4)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.
5)ACCOMMODATIONS FOR PHYSICAL OR LEARNING DISABILITIES: This course fully supports accommodations for physical and learning disabilities. Eligible students can contact the professor.
COURSE SCHEDULE
(NOTE: Read assigned textbook chapters and pages in the order listed below and not in the numerical sequence)
Week 1 (Wed): Course Orientation and Introduction to Consumer/Customer Behavior (“the golden grail”)
1) Read syllabus and preview course website “Customer Orientation” slides
2) Read chapter 1 – Consumer Behavior – Buying, Having, Being
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SECTION 1: INDIVIDUAL CONSUMER/CUSTOMER IDENTITY PROFILES (MIND SCHEMA)
Weeks2 & 3:Individual Consumer/Customer DimensionMeanings
1)Read chapter 5– The Self(stop @ p.177)
2)Read chapter 2 – Perception (updated)
3)Read chapter 4 – Motivation
4)Read chapter 6 – Personality(stop @ p.226)
Individual Consumer/Customer Profiles Learning Activity (15pts.) … DUE By Email SAT APRIL 19th @ 11pm
Weeks4 & 5:Individual Consumer/Customer DecisionModels
1)Read chapter 8 – Decision Making
2)Read chapter 9 – Buying & Disposing
3)Read chapter 10 – Organizational & Household Decision Making
4)Midterm Exam Review using course website pool items
Individual Consumer/Customer Theory Midterm Exam (35pts.); Chapters 8 -10 …WEDAPRIL30th
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SECTION 2: AGGREGATE CONSUMER/CUSTOMER INTERACTION PATTERNS (MARKET STRATEGY)
Weeks6 - 8: Aggregate Consumer/Customer Brand Strategy Anchors
1)Review of Segmentation, Targeting, & Positioning (STP)
2)Read chapter 5– The Self (from p.178)
3)Read chapter 6 – Personality (from p. 227)
Aggregate Consumer/Customer Patterns Learning Activity (15pts.) … DUE By Email SAT MAY 31st @ 11pm
Weeks 9 & 10:Aggregate Consumer/Customer Brand Strategy Applications
1)Read chapter 11 – Reference Groups & Social-Media
2)Read chapter 12 – Social Class
3)Read chapter 13 – Subcultures
4)Final Exam Review using course website pool items
AggregateConsumer/Customer Theory Final Exam (35pts.); Chapters 11 –13 …MON JUNE 9th
LET’S HAVE FUN LEARNING!!!
CHAPTER CONVERSION TABLE FROM “NEW” TEXT (11th edition) TO “OLD” Text (10th edition)
Prof. Carter Designed the Course & Conducts Class Using the “Old” (10th edition)
*** Table Updates in Red ***
New Textbook (11th Edition) / Old Textbook (10th edition)Ch. 1 “Introduction (p. 17 – 22) / Ch. 4 “Motivation”
Ch. 2 “Decision Making” / Ch. 8& Ch. 9
Ch. 3 “Cultural Influences” / Ch. 14 “Culture” &
Ch. 4 “Motivation and “Global Values” (p.138 – 155)
Ch. 5 “Perception” / Ch. 2
Ch. 7 “The Self” / Ch. 5
Ch. 7 “The Self” … Also Includes “Personality”
(pp.258 – 278) / Ch. 6 Personality (Trait Theory & Branding)
… NOT Psychographics
Ch. 8 “Attitudes & Persuasion”
(May use for extra-credit) / Ch. 7
Ch. 9 “Group & Situational Effects” / Ch. 11 “Groups”
Ch. 10 Consumer Identity I: “Sex Roles” / Ch. 5 “Sex Roles” (p.178 – 190)
Ch. 10 Consumer Identity I: “Subculture” / Ch. 13 “Subcultures”
Ch. 11 Consumer Identity II:
“Social Class & Lifestyles”(Psychographics) / Ch. 12& Ch. 6 “Psychographics”
Ch. 12 “Networked Consumer Behavior” / Ch. 11 “Social Media”
*NOTE: Only includes chapters that could be used in the course (check syllabus)
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