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DRAFT
Consumer and Industrial Buying Behavior
MARK 60550-01
Spring 2008
Professor: Kevin D. Bradford
Class meeting time: Monday and Wednesday: 3:00 to 4:50
Office Hours: Tuesday: 2:00 to 4:00
Office Room: 388 Mendoza College of Business
Office Phone: 574-631-5057
Home Phone: 574-340-6931
Email: Kevin.Bradford.11@nd.edu
Course pack: Readings packet which includes case materials and readings
OVERVIEW OF THE COURSE:
This course is an introduction to the fascinating field of consumer behavior. Emphasis will
be given to appreciating its scope, understanding the essentials underlying consumer
decisions, and relating such understanding to issues in marketing. This course emphasizes
theory and empirical research in social sciences. We will see how these theories and
methods provide the foundation for evaluating alternative courses of action in decisions
involving product development, pricing, advertising, market segmentation, product
positioning, as well as other marketing variables.
The course will be managed with expectations that students conduct themselves
professionally. Students will also be expected to communicate their ideas, challenge existing
thought, and contribute to topics in the class. These expectations are for both written and
oral-discussion based assignments. Students will be challenged continuously their opinion
and ideas regarding consumer behavior topics and will be asked to succinctly and effectively
communicate their points of view in both written and oral formats.
OBJECTIVES:
The objectives of the course are:
1. To inform students of the major concepts and theories used to explain consumer
behavior and their implications for marketing and public policy decision making.
2. To develop students’ abilities to use these concepts and theories in developing strategies
and approaches to deal with various marketing management situations.
3. To inform students of the major concepts associated with organizational buying
behavior.
4. To assist in the development of student’s communication, creative, and analytical skills.
Course Format/Class Conduct
Instruction will be provided through a mix of business case analyses, discussions, and
lectures. The class is structured to facilitate students’ active participation in class
proceedings and case discussions. Thus, daily preparation and completion of class and/or
homework assignments is required. Students will be expected to understand some key
behavioral, qualitative, and quantitative aspects of consumer behavior. Although the class
will engage in somewhat challenging quantitative analyses periodically, no more than
arithmetic and minimal algebra is required.
The lectures and class discussions are designed to go the required readings. The lectures
may cover particularly important aspects of marketing and may be on topics not in the text.
In addition, all assigned reading material is the responsibility of the students. There will be
ample opportunity to ask questions in office hours to clarify or explain concepts not covered
in the lecture or in the case analyses. So that you will receive maximum benefit from this
course, it is expected that all material will be read prior to class for which it is assigned.
Evaluation
There are sixteen classes in this semester plus a final examination period. During this time
you will be evaluated in the following manner.
Course component Number % of grade
Case Analyses Three 30
Consumer Behavior Two Pagers Three 20
Two Pager presentation One 10
Class participation, preparation, and attitude All semester 20
Final exam: Take Home One 20
Total 100%
Course Components
Case Analyses. Cases analyses deal with topic areas that provoke discussion and relate to
important topics in consumer behavior. Cases studies are relevant and the discussions prove
to be insightful. There will be three case studies assigned. Directions for these assignments
are in the attachment along with the questions for the assignment. The case studies are
group assignments. Case study assignments
Consumer Behavior Two Pagers. The Two Pagers are homework assignments with the
goal of challenging students to investigate a consumer behavior topic in depth to share with
the class. Two pager topics will be assigned in the first week of class and are to be done
individually. The Two Pagers will be handed in and distributed by me to the rest of the class
to provide reference to classmates on central consumer behavior topics. Each week
beginning with week three, students will present a 10 minute overview of their Two Pager
topic so as each student presents at least once. Two Pagers (including the front and back
thus 4 pages in reality) will be graded in comparison with others who are assigned the same
topic.
Class participation, preparation, and attitude. Active participation in the class is an
essential part of the learning experience. Meaningful participation includes careful
preparation for class by reading the text, preparing written assignments or discussion
questions as well as making a contribution to our class discussion.
The class is designed to reward the student that professionally participates. That means
those who attend class, arrive on time, and are prepared to participate in meaningful dialogue
about assigned consumer behavior topics. Absences will be noted and will affect your grade
in accordance with the grading policies of the University of Notre Dame. Tardiness and
absence will directly affect the participation portion of your grade.
Oftentimes, professors can detect whether a student positively affects a class by his or her
attitude toward the class. Students can positively affect their grades by demonstrating a
positive, helpful, professional, and respectful attitude in class. On the other hand, students
that disrupt and present a perceivable negative effect on the class by his or her behaviors or
attitudes can expect their grades to be negatively affected.
Final exam: Take Home. The final exam is a case study that will be graded on a forced
curve, thus they will be ranked in terms of thoroughness, insights, command of the material,
resourcefulness, and creativity. These exams are to be done individually.
Grading Scale
Grades will be assigned using the +/- system. The following is the grading scale for this
course:
Letter Grade Score
A 97-100
A 94-96
A- 90-93
B+ 87-89
B 84-86
B- 80-83
C+ 77-79
C 74-76
C- 70-73
D+ 67-69
D 64-66
D- 60-63
F Below 60
Special Accommodations
If you have any condition, such as a physical or learning disability, which will make it
difficult for you to carry out the work as we have outlined it or which will require academic
accommodations, please notify Professor Bradford during the first of the course and will
strive to accommodate you.
Other Course Policies
1. Attendance and punctuality are expected. Class participation will be computed as part of
your overall course grade.
2. It is expected that all assigned materials have been read prior to class. You will be asked
to answer questions, give examples, and explain items covered in the reading
assignments.
3. On occasion, additional material will be assigned and/or distributed in class.
4. Computers are not to be used or cell phones are not to ring in the class.
5. Only those students enrolled in this class are allowed to attend unless arrangements are
made with the instructor.
6. Important course announcements (e.g., changes in the syllabus, etc.) and various
suggestions and hints will be posted to a list serve created from your e-mail address, so
please make sure we have your correct address. Please check your e-mail regularly.
7. No late work will be accepted. If you know you must miss a class, you may always turn
an assignment in early.
8. All assignments must be typed and placed on hard copies unless otherwise specified.
Tentative COURSE DETAIL
Date Class preparation Topics
M,1 • Syllabus
Hoyer, Wayne D. and Deborah J. MacInnis, Consumer Behavior. Houghton • Definition of consumer behavior
Mifflin Company. Chapter 19: Consumerism and Public Policy Issues. • Role of the marketing manager
• Types of demand
o Types of marketing
• How the study of consumer behavior is used
• Introduction to Segmenting, Targeting, and Positioning
W,2 Harvard Business School Module Note: Market Segmentation, Target • Segmentation process
Market Selection, and Positioning. By Miklos Sarvary and Anita Elberse; (2006) • Importance of segmentation
• How segmentation is used
Rediscovering Market Segmentation. By Daniel Yankelvich and David Meer.
• Geographic Segmentation Variables
Harvard Business Review. (2006).
Market Customization: Market Segmentation, Targeting, and
Positioning. Excerpted from Marketer’s Toolkit: the 10 Strategies You Need
to Know to Succeed. Harvard Business School Publishing Company. Chapter 4.
M,3 WRITTEN ASSIGNMENT: Harvard Business School Case Study: Li Ning • Geographic Segmentation Variables
Anything is Possible • Demographic Segmentation Variables
W,4 • Demographic Segmentation Variables
M,5 • Behavioral Segmentation Variables
• Segmenting Business Markets
• Special topics
W, 6 WRITTEN ASSIGNMENT: Harvard Business School Case Study: Zipcar: • Special topic: Consumer Decision Making and Attitude
Influencing Customer Behavior Formation
M, 7 • Segmenting Business Markets
• Requirements for Effective Segmentation
• Evaluating Market Segments
W, 8 • Target Marketing Strategies
• Choosing a Target-Marketing Strategy
M, 9 • Socially Responsible Targeting and Positioning: Children,
Women, and Elderly
• Problem Recognition and Information Search
W,10 WRITTEN ASSIGNMENT: Kellogg School of Management Case Study:
Vermont Teddy Bear
M, 11 Marketing Malpractice. By Clayton M. Christensen, Scott Cook, and Taddy • Positioning
Hall. Harvard Business Review Case. (2005). • Choosing a Positioning Strategy
Find your Sweet Spot. By Rob Marley, Gerard du Toit, and James Allen.
Harvard Management Update. 2006
W,12 Customer Intimacy and other Value Disciplines. By Michael Treacy and • Atmospherics
Fred Wiersema. Harvard Business Review. (1992) • Customer intimacy
M, 13 • Industrial Buying Behavior
• Purchasing department’s contribution to the firm
• Roles in the buying center
• Trends affecting buying center
• Environmental factors
W,14 • Final Exam
