CONSUMER BEHAVIOR
MKTG 301; SPRING 2006
[CRN# 23392]
Instructor: E. Vincent [“Vince”] Carter, Ph.D. Class Room:BDC 165
Office: 107 BDCClass Time:MWF 9:30 – 10:55am
Phone: (661) 654 - 6776
E-mail: Office Hours: MW 2:00 – 4:00pm
Website:
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 agri-foods 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 [Spring 2006]
COURSE SYLLABUS [Continued]
CONSUMER BEHAVIOR
[MKTG. 301]
GRADE ASSESSMENT[“UPDATED”]:
1) In-Class EXAM -- Customer Behavior Fundamentals [Friday 4/7] 20 pts.
2) Ethnic Value Matching & Agri/Food Customer Market Segmentation Project [Due: Friday 5/22]40 pts.
3) Consumer Decision Process “Cognitive Mapping” Brief [5/8 – 6/2] … ELIMINATED … 0 pts.
4) In-Class FINAL EXAM – Consumer Decision Process & Individual Determinants [6/8 @ 8AM] 40 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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Grading Policies:
1) Individual test and assignment scores are not curved. However, final course grades will be curved upward
if the class average is below 75%.
2) Late submission of course assignments and make-up exams are permitted with an official University excuse.
Course Administration Policies:
1)ATTENDANCE & PUNCTUALITY are strongly encouraged but not required. However, students are solely responsible for all information covered and provided while absent from class. Extra-credit points may be awarded to reward students that demonstrate consistent attendance and punctuality.
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 via e-mail attachment 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 the 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 [Spring 2006]
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
2)Sign e-mail attendance roster & e-mail professor name and brief bio
3) Discuss ethnic consumer diversity and multicultural marketing opportunity
• WEEK 1B: Consumer Behavior Conceptual Foundations – Define & Deduct
1)Read chapter 1 – Consumer Behavior definition, domains, and development
2)Apply Figures 1.1 and 1.4 to current market topic
3)Read chapter 1 – Consumer Behavior research and “underlying principles”
4)Apply Market Facts 1.1 and Table 1.1 “Consumer Bill of Rights” to current market topic 1.1
5)Read supplemental website references below:
CONSUMER RIGHTS & ETHICS:
• WEEK 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)
• WEEK 2B: 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)
3)Read supplemental website references below:
GLOBAL CONSUMER BEHAVIOR:
4) **Review chapters one and two for Conceptual Foundations Exam**
• WEEK 2C: CONCEPTUAL FOUNDATIONS MULTIPLE-CHOICE EXAM [April 7th; 20 points]
• WEEK 3: Consumer Behavior Critical Thinking – Ethnic Value Matching Project
[Fieldwork][Segmentation & Brand Architecture]
1)Select group members (3 maximum) using e-mail correspondence (see bios on website)
2)Choose ethnic American customer segment, and focal “agri-food” 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
Dr. Carter [Spring 2006]
COURSE SYLLABUS [Continued]
CONSUMER BEHAVIOR [MKTG 301]
COURSE SCHEDULE [Continued]:
*** Ethnic Value Matching in-Class Project Lab & Best Practice Sharing ***
[Use Supplemental Sheth Text Handout for all Chapter/Figure/Table References]
• WEEK 4A & B: Prepare Research Information on Target Ethnic Customers & Agri/Foodculture Offering
1)Research personal anecdotal and experiential information about ethnic segment
2)Research objective literature and statistical profiles regarding ethnic segment
3)Research cultural myths/history and objective literature/data about Agri/Food cultural offering
• WEEK 4C: Profile Market Value Characteristics for Target Ethnic Agri/Foodculture Customers
1)Frame collected information using the Market Value Characteristics [Figures 1.4 & 1.5]
2)*** PRESENT IN-CLASS BEST PRACTICES ***
• WEEK 5 & 6: Profile Determinants of Market Values for Target Ethnic Agri/Foodculture Customers
1)Frame collected information using Determinants of Market Values [Fig. 2.1 & Tables 2.1 - 2.6]
2)*** PRESENT IN-CLASS BEST PRACTICES ***
• WEEK 7: Present “ETHNIC VALUE MATCHING” Analysis of Ethnic Agri/Foodcultural Customers
1)Apply Market Value Characteristics & Determinants to 7 Step Ethnic Value Matching guide
2)Compose bibliography of all project reference sources
3)*** IN-CLASS FINAL PRESENTATIONS [20 Minute “INFORMAL” Summaries] ***
**ETHNIC AGRI/FOOD VALUE MATCHING PROJECT REPORTS [40 POINTS] DUE MAY 12TH **
Dr. Carter [Spring 2006]
COURSE SYLLABUS [Continued]
CONSUMER BEHAVIOR [MKTG 301]
COURSE SCHEDULE [“UPDATED”]:
*** Cognitive Mapping Concepts ***
[FINAL EXAM 40 POINTS … IN-CLASS COGNITIVE MAPPING OPTIONAL]
• WEEK 8B & C:Consumer Decision Process Concepts – “Specialized Meanings”
1)Read chapters 3 & 4 – Consumer Decision Process: Need Recognition & Information Search
2)Answer questions from “Final Exam Pool Items” for class
• WEEK 8C & 9B:Consumer Decision Process Concepts – “Specialized Meanings”
1)Read chapters 5 & 6 – Consumer Decision Process: Pre-Purchase Evaluation and Purchase
2)Answer questions from “Final Exam Pool Items”” for class
3)OPTIONAL – Participate in class “Cognitive Mapping Exercise with Spreadsheet”
• WEEK 9B & 9C:Consumer Decision Process Concepts – “Specialized Meanings”
1)Read chapters 8 & 10 – Consumer Decision Process: Post-Purchase
2)Answer questions from “Final Exam Pool Items” for class team
3)OPTIONAL – Participate in class “Cognitive Mapping Exercise with Spreadsheet”
• WEEK 10A:Consumer Decision Process Concepts – “Specialized Meanings”
4)Read chapters 8 & 10 – Consumer Decision Process: Post-Purchase
5)Answer questions from “Final Exam Pool Items” for class team
6)OPTIONAL – Participate in class “Cognitive Mapping Exercise with Spreadsheet”
*** FINAL EXAM [40 Points] on Chapters 3 – 6(all sections) and 8 & 10 (selected sections) ***
[JUNE 8TH 8am – 10:30am IN REGULAR CLASSROOM]
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