The following is a prototypical syllabus for the Consumer Behavior class:
TEXTS
Henry Assael, Consumer Behavior and Marketing Action, 5th edition, Kent, 1995.
PREREQUISITES
MGM 625, MGQ 603 and MGQ 606 are firm prerequisites for this class. You are expected to
have an understanding of basic marketing management as well as a working knowledge of
statistical analysis.
COURSE DESCRIPTION AND OBJECTIVES
This course is designed to introduce the student to consumer behavior theory and to provide an appreciation for how empirical findings may have strategic implications for marketing management. The course draws considerably upon the fields of psychology and sociology and will stress in theoretical terms, why certain consumers behave in certain ways and why particular marketing strategies may or may not be appropriate based on psychological theory and empirical findings.
The objectives of the course are to:
1. Develop an understanding of pertinent theoretical and empirical findings about the behavior of consumers.
2. Develop an appreciation for how these findings can contribute to the formation of marketing strategy.
3. Develop hands-on experience in consumer research and analysis of field data using qualitative
as well as computer-based analyses.
COURSE MECHANICS
This course will use a combination of lectures, case discussion, discussion of outside readings
and a hands-on field project as the media for instruction. Lectures will emphasize key concepts
from the text. Lectures will not attempt to cover all of the text material but are intended to
provide a starting place for class discussion. A good deal of class time will be spent discussing
the outside readings and/or case(s) assigned for the day. Thus, advance preparation on the part of
the students is vital to the success of the class.
Note: Some outside reading and case reading assignments will be made throughout the course.
Assignments will always be made at least one week in advance.
Grading
Grades for the class will be based on your performance in three areas: class participation, a group project, and two exams.
The course will be graded out of 1,000 points. A tentative grade scale is presented below. The
cutoffs may be lowered during the course of the semester, but they will not be raised under any
circumstances.
Grade | Cutoff |
A | 920 |
B | 820 |
C | 720 |
D | 620 |
Plus and minus grades may be used in borderline cases. |
The following will be the points available on each of the different aspects of the course:
Aspect | Points |
Class Participation | 100 |
Midterm Exam I | 300 |
Midterm Exam II | 300 |
Group Project | 300 |
Class Participation
Participation in group discussions is an important element of this class. It is, therefore, very
important that you come to class prepared to discuss the assigned readings and/or cases. Believe
me, I take this very seriously. You will be graded daily on your participation. If you simply say
nothing during the course you will receive an "0" for this element of your grade. The frequency
of high quality contributions to class discussion will be rewarded. Quantity alone will not.
Dribble will be penalized. To ensure fairness in class participation grading, it is imperative that I
quickly learn your names. Therefore, I ask that each student bring a recent photograph of
him/herself by the second meeting of the class. You will not be able to earn class participation
credit until you turn in the picture.
Attendance
Failure to come to class will reflect negatively on your class participation grades.
Extra Credit
Students, in groups of 2 or 3, may earn extra credit by leading class discussion for the Gorn
article (Feb. 6), the Wheaton College Case (Feb. 8) or the McDonald's Case (Apr. 9). Volunteers
will be taken on a first come, first served basis. You will need to volunteer very early if you wish
to have a chance to do this.
Group Project
The class will be divided into groups of roughly 5 students each. Each group will be responsible
for collecting and analyzing data using the multi attribute attitude model. Each group will also
be responsible for making a short (10 - 15 minute) presentation of their findings to the class. A
short description of the project is appended to the back of this syllabus.
Exams
Two exams will be administered. Each exam will cover roughly of the assigned text material.
These exams may cover the text book, lectures, cases, outside readings, and any other material
covered in class, and will consist of objective questions and/or short essays. Make-up exams will
not be given without a verified medical excuse.
Academic Integrity
Cheating in this course will not be tolerated and will be dealt with severely. See your student
handbook for guidelines on academic integrity.
COURSE OUTLINE
The following is prototypical listing of course topics. These details may vary from semester to
semester as new developments in the field warrant.
Introduction
7 Keys to Consumer Behavior
Complex Consumer Decision Making
Learning & Low Involvement Decision Making
Contemporary Research in Classical Conditioning -- Gorn Article
Case Study of Decision Making --Wheaton College Case
Consumer Perception & Information Processing (Part 1)
Consumer Perception & Information Processing (Part 2)
Consumer Attitudes (Part 1)
Consumer Attitudes (Part 2)
Discussion of Group Project
Demographics
Psychographics
Using the Nielsen Ratings
Direct Marketing
Cultural, Cross-Cultural & Subcultural Influences on Buyer Behavior
Social Class & Reference Groups
Case Study -- McDonald's Case
Communication within Groups
Communication Across Groups
Situational Aspects of Consumer Behavior
Market Segmentation
GROUP PROJECT
Purpose
The final project is designed to provide students with some experience in the use of research
techniques to identify consumer attribute preferences and formulate marketing strategy.
Groups
Students should form groups comprised of four or five members. It is each student's responsibility to align herself or himself with a group. Each group should submit a list of group members to the instructor no later than XXX.
Any students who have not become associated with a group by that day will be assigned to a
group at random by the instructor. All group assignments will be posted on the instructor's door.
Group assignments are final when posted.
Assignment
Each group should select a product or retail establishment of relevance to the student population
or some other segment which is readily available for sampling purposes. A questionnaire should
then be developed, using a multi attribute attitude model to identify the salient attributes for the
product or store category, and to evaluate the product or store and its major competitors on those
attributes. Demographic and psychographic questions should also be included to facilitate
segmentation. The questionnaire should then be administered to a convenience sample selected
from the relevant population of at least 20 times the number of students in your group (25 would
be better). Students will be provided with computer accounts for the purpose of analyzing the
data. A paper should then be written which identifies and describes the product or store,
discusses its current approach to the relevant market segment, presents research results, and
develops strategic recommendations from those results. Each group will make a ten-fifteen
minute presentation of major results and recommendations toward the end of the semester.
Evaluation
The total project is worth 300 points. Approximately 10% of your grade on the written project
will be based on the effectiveness and correctness of your use of the English language (i.e.,
spelling and grammar count).
Papers are due at the beginning of class on XXX. Late papers will be assessed a penalty of 30
points per day.
Note: The instructor reserves the right to adjust individual project grades if your contribution to the project (or lack thereof) warrants it. Please do not make this necessary.
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