CONSUMER BEHAVIOR

MKTG 301-01 SPRING 2015

[CRN# 32064]

Instructor: E. Vincent [“Vince”] Carter, Ph.D. Class Room:BDC #155B

Office: 107 BDCClass Time: M/W 3 – 5:05pm

Phone: (661) 654 - 6776 Office Hours: M/W 5 – 7:30pm

Course Website:

REQUIRED TEXTS:

  • MAIN TEXT: Consumer Behavior,10th edition (2012). Solomon, Pearson/Prentice-Hall [ISBN# 013267184]
  • WORKBOOK: Test-Drive Marketing, Carter, Sentia [ISBN# 978-0-9905993-4-0]

Ordering Link …

Publisher Facebook Page … facebook.com/sentiapublishing

Customer Service Ph# (512) 784-7497

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 learning method combines educational lectures and experiential lessons.

  1. Educational lecture (Quizzes/Exams) – Explains assigned textbook chapters with Powerpoint slides
  2. Experiential lessons (Activities/Cases) – Engages students in autonomous projects and case analysis.

The first sectionrelies on the self-concept and cognitive factors to explain individual customeridentitymind profiles, and assessed by a Midterm Exam (35%). A supplementalgroup learning activity is included (15%).

The second sectionapplies segmentation and brand strategy concepts to frameaggregate customer interactionmarket patterns, and assessed by a Final Exam (35%). A supplementalgroup 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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* 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

COURSE SYLLABUS -- CONSUMER BEHAVIOR [MKTG 301]

COURSE POLICIES:

1)REQUIRED TEXTBOOKS PROOF OF PURCHASES 1ST WEEK: In order to apply an equal standard to ALL students, proof of purchases must be emailed to the instructor by THURSDAY APRIL 2ND OR LOOSE 100 COURSE POINTS.

2)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” (48 hours) by e-mail is required for any extenuating circumstances that prevent meeting course responsibilities.

MORE THAN 3 ABSENCES WILL RESULT IN THE LOSS OF ONE (1) ENTIRE GRADE LEVEL

MORE THAN 6 ABSENCES WILL RESULT IN THE LOSS OF TWO (2) ENTIRE GRADE LEVELS

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

4)COURSE WEBSITE ACCESS – Students are REQUIRED to have access to the course website, which is ONLY accessible using MS Explorer browser. Ample access is available at on-campus PC labs.

5)All Assignment DEADLINES are precise to the minute and LATE submissions will receive ZERO POINTS.

6)STUDENT COMMUNICATION RESPONSIBILITY: Students must email the professor regarding all course concerns.

7)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.

8)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.

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

COURSE SCHEDULE:

*NOTE: (a) Read assigned textbook chapters and pages in the order listed below and not in the numerical sequence

(b) Test-Drive Marketing workbook chapters & assignments posted on course website when discussed & due

Week 1: 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

3) View “Customer Mind” Video and recall key historical events

4)Study “Business Case for Marketing” slides on course website

Customer/Consumer Behavior Review & In-Class Group Workbook Case Discussion (7pts.)

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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

3)Read chapter 4 – Motivation

4)Read chapter 6 – Personality(stop @ p.226)

IndividualCustomer Identity Profiles Assignment Report (15pts.), DUE By Email SUN APRIL 26th @ 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 Customer Theory MIDTERM EXAM (35pts.); Chapters 8 -10 …MONMAY4th

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SECTION 2: AGGREGATE CONSUMER/CUSTOMER INTERACTION PATTERNS (MARKET STRATEGY)

Weeks6 & 7: 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 CustomerInteraction PatternsAssignment Report (15pts.) … DUE By Email SAT MAY 23rd@ 11pm

Weeks 8 - 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

AggregateCustomer Theory FINAL EXAM (35pts.); Chapters 11 –13 …MONJUNE8th

LET’S HAVE FUN LEARNING!!!

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