CONSUMER BEHAVIOR
MKTG 301; SPRING 2009
[CRN#31263]
Instructor: E. Vincent [“Vince”] Carter, Ph.D. Class Room: DDH #107K
Office: 107 BDC Class Time: MW 9:30 – 11:35am
Phone: (661) 654 - 6776 Office Hours: MW 11:45am – 12:15pm
E-mail: & 2:30pm – 5:00pm
TEXT:
• Consumer Behavior, 10th edition. R.D. Blackwell, P.W. Miniard, J.F. Engel; Cengage/Thomson (2006)
[ISBN# 0324271972]
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 a Conceptual Foundations 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 examines the individual and psychological influences on consumer behavior more closely. Class discussions and online content are used to further student understanding. A Consumer Behavior Influences multiple choice exam is used to assess second section learning.
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 2009]
COURSE SYLLABUS
CONSUMER BEHAVIOR [MKTG. 301]
GRADE ASSESSMENT:
1) Conceptual Foundations Exam [MONDAY APRIL 27THth] 30 pts.
2) Consumer Behavior Influences Exam [WEDNESDAY MAY 13TH] 30 pts.
3) FINAL EXAM – Consumer Decision Process & Individual Determinants [WEDNESDAY MAY 27TH] 30 pts.
4) Attendance 10 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: ONE (1) point will be deducted for class absence, with possible points deducted for frequent late arrival and early departure. This policy preserves fairness for all students. 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) STUDENT CONTACT: Contact with students will ONLY be made using the e-mail address and/or phone number listed in the instructor’s MyCSUB file and students should plan to check those networks regularly
3) ASSIGNMENT SUBMISSION: 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.
4) ADJUSTMENTS: 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.
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. Eligible students should present themselves to the professor during office hours or before/after class to make appropriate arrangements.
Dr. Carter [SPRING 2009]
COURSE SYLLABUS
CONSUMER BEHAVIOR [MKTG 301]
COURSE SCHEDULE
• WEEK 1: Orientation to Consumer Behavior – the golden grail of business
1) Read syllabus and preview course subject matter
Consumer Behavior Conceptual Foundations – Define & Deduct
2) Read chapter 1 – Consumer Behavior definition, domains, and development
* Apply Figures 1.1 and 1.4 to current market topic
3) 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.consumersinternational.org/Templates/Internal.asp?NodeID=89647 http://www.corecentre.org/consumerism1_articles
http://www.ftc.gov/privacy/
• WEEK 2: 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:
http://www.worldbank.org/data/countrydata/countrydata.html
http://retailindustry.about.com/library/bl/02q2/bl_cgey042302.htm
• WEEK 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 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 topic
• WEEK 4: 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 topic
*** IN-CLASS CONSUMER BEHAVIOR FUNDAMENTALS EXAM – MONDAY APRIL 27TH -- (30 pts.) ***
Dr. Carter [SPRING 2009]
COURSE SYLLABUS
CONSUMER BEHAVIOR [MKTG 301]
COURSE SCHEDULE [Continued]:
• WEEKS 5 - 6: Individual & Psychological Consumer Behavior Influences
1) Read chapters 7, 8 & 10
2) Discus examples and learning material in class
*** IN-CLASS CONSUMER BEHAVIOR INFLUENCES EXAM – WEDNESDAY MAY 13TH -- (30 pts.)***
• WEEK 8: BEGIN COGNITIVE MAPPING” PHASE – Consumer Decision Process Concepts
1) Read chs. 3 & 4 – Consumer Decision Process: Need, Info. Search, Pre-Purchase Evaluation
2) Answer questions from “Final Exam Pool Items” for class
• WEEK 9: Cognitive Mapping -- Consumer Decision Process Concepts
1) Read chapters 5 & 6 – Consumer Decision Process: Purchase & Post-Purchase Evaluation
2) Answer questions from “Final Exam Pool Items”” for class
• WEEK 10: Consumer Decision Process Concepts Review
*** IN-CLASS FINAL EXAM -- WEDNESDAY MAY 27TH -- (30 pts.) ***
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