Consumer Behavior Building Marketing Strategy by cqe16545


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									Consumer Behavior                                                                                   page 1
MKT313.B1 Spring 2010 Blue Ash Campus
Mondays, 6:00 – 10:00pm March 8 – April 19, 2010
Lani Paz
Cell: 513/254-6017

                           Consumer Behavior Pre-assignment
Required Textbook: Consumer Behavior: Building Marketing Strategy,
                   Hawkins, Mothersbaugh, Best, 11th edition

All of these assignments must be generated from a PC; no handwritten assignments will be

1. Please email me from your preferred email address by Wednesday, March 3, 2010 or sooner. I
   will confirm receipt of your email address and alert you when WEBCT is updated with class
   information for you.

2. Carefully read the class syllabus. Pay strict attention to the following sections: General
   Policies, Attendance, and Writing Standards.

3. Please carefully read Chapters 1 and 2. Be prepared for an open book test on these chapters.
   This will be the only in-class test for the term.

4. Do Internet Exercises for Chapter One, numbers 4 and 6 only. Bring this completed
   assignment to the first class.

5. Do Review Questions for Chapter Two, numbers 8, 10, and 18 only. Bring this completed
   assignment to the first class.

6. Read and understand the following Accelerated Course Policies:

Accelerated courses, especially designed for working adults, are intense learning experiences with fewer
class contact hours and more independent study. Attendance at all class meetings is mandatory, and
students are required to complete a pre-assignment before the first class session.

The following are Wilmington College Cincinnati Branch policies regarding accelerated courses:

Pre-assignment: Students are expected to prepare for the first class by completing a pre-assignment
       before the first class session. Failure to do so may result in the student's being unprepared for a
       quiz or other form of evaluation that may be administered during the first class. These quizzes or
       other evaluative tools may not be made up.

Attendance: Students are expected to attend all class sessions. If a class must be missed, the student
      must communicate with the instructor before that class concerning the absence. Failure to
      communicate automatically constitutes an un-excused absence. A student may miss one class (or
      its equivalent) with an excused absence without penalty; more than one absence (excused or un-
      excused) results in a full letter grade deduction for each class missed.
Consumer Behavior                                                                                  page 2
MKT313.B1 Spring 2010 Blue Ash Campus
Mondays, 6:00 – 10:00pm March 8 – April 19, 2010

Lani Paz                                                               Office Hours by appointment only
Adjunct Professor
Cell: 513/254-6017

                                  Consumer Behavior Syllabus
Required Textbook: Consumer Behavior: Building Marketing Strategy,
             Hawkins, Mothersbaugh, Best, 11th edition

Consumer behavior is a subfield of business that studies and applies psychological principles
through the lens of marketing performance. Core areas of emphasis include external influences on
consumer behavior, internal influences on consumer behavior, and the consumer decision

General Policies:
           •   This is a condensed and accelerated class. You are responsible for reading all class
               material prior to class lectures and discussions. Come to class on time, prepared, with
               your textbook, and be ready to learn. You may bring your PC to class if you wish.
           •   Students are responsible for items discussed in class, quizzes, homework, and reading
               assignments. All work is to be turned in on time. Points are deducted for late
               assignments. All class information is available on WebCT. Check it regularly.
           •   You are here to learn. Make sure your cell phone and all other distractions are turned off
               or are silent.
Attendance: Regular, punctual attendance, and meaningful participation are an important part of this
class. Attendance will be taken.
           •   There are 7 classes this semester. As this is a condensed and accelerated class, you
               must punctually attend of all classes to pass the course. If there is a dire need to miss
               ONE class, the absence must be discussed with me in advance. If you have more than
               one absence or an unplanned absence, your final grade will be lowered one letter grade
               and could result in a failing grade.
           •   You must attend the first class. Failure to do so will result in expulsion from class.
           •   You must complete the class pre-assignment by the first class. If you do not have the
               class pre-assignment completed by the first class, you will receive zeros for the pre-
               assignment and the first night’s quiz.
           •   Your attendance and class participation are critical to your grade. Tardiness and leaving
               class early will be noted and may be reflected in your final grade.
Writing Standards: Any submitted written or electronically transmitted homework, projects, term
  papers, and all other forms of communications, such as email, shall be constructed with appropriate
  business, grammar, punctuation, spelling, and etiquette. The “text message” style of writing is
  inappropriate and is unacceptable. No handwritten assignments will be accepted.
Consumer Behavior                                                                                   page 3
MKT313.B1 Spring 2010 Blue Ash Campus
Mondays, 6:00 – 10:00pm March 8 – April 19, 2010

Academic Integrity: Students are expected to maintain the highest level of academic integrity.
Academic dishonesty will not be tolerated. Specifically, students are expected to do their own work.
Any student found to be academically dishonest by acts including (but not limited to) cheating,
plagiarism, and falsified research or work will receive a zero for the test, project, homework, or
ADA Accommodations: If you have a documented disability prescribed by the Americans with
Disabilities Act or Section 504 of the Rehabilitation Act, please inform me and the Academic Resource
Center (ext. 208) in the first week of the semester. Office personal will discuss with you the appropriate
academic accommodations that will provide you the greatest learning opportunities in this class; and
within reason make every attempt to provide you with the identified services.

This syllabus is subject to change.

  Dates       Week                                     Topics                                    Chapter
Monday,          1      Orientation
March 8                 Consumer Behavior and Marketing Strategy                                     1
                        Cross-Cultural Variations in Consumer Behavior                               2
Monday,          2      The Changing American Society: Values                                        3
March 15                The Changing American Society: Demographics and Social Stratification        4
                        The Changing American Society: Subcultures                                   5
Monday,          3      Group Influences on Consumer Behavior                                        7
March 22                Perception                                                                   8
                        Motivation, Personality, and Emotion                                        10
                                                               External Block Case Study Due
Monday,          4      Attitudes and Influencing Attitudes                                         11
March 29                Self-Concept and Lifestyle                                                  12
                        Situational Influences                                                      13
Monday,          5      Consumer Decision Process and Problem Recognition                           14
April 5                 Information Search                                                          15
                        Alternative Evaluation and Selection                                        16
                                                                Internal Block Case Study Due
Monday,          6      Outlet Selection and Purchase                                               17
April 12                Post purchase Processes, Customer Satisfaction, and Customer                18
                                                                                   Project Due
Monday,          7      Class Presentations
April 19
Consumer Behavior                                                                                   page 4
MKT313.B1 Spring 2010 Blue Ash Campus
Mondays, 6:00 – 10:00pm March 8 – April 19, 2010

Block Case Studies: You are responsible for two case studies. Select one case study from the end of
       each learning block from your textbook.
       I expect your responses to be thoughtful and insightful. Marketing, especially consumer
       behavior, is quite often a mix of quantitative analysis and subjective conjecture. I encourage you
       to include your insights and ideas into these case studies.
       All case studies are to be written and turned into me on the due date. They must be printed from
       a computer; no handwritten case studies will be accepted.
Testing: All exams are take-home exams. Exams answers are to be emailed back to me by noon,
       the Sunday before each class. Late tests will be dropped one letter grade (10 points.) Take
       home tests are open book/open notes.
Grading: Your final grade is calculated as indicated. Note: Total point value for the class may change.
       Tests (6 @ 100/each)                        600 points (Total test average must be 60% or higher)
       Pre-Assignment                              100 points
       Presentation Project                        100 points (Required class element)
       Block Case Studies (3 @ 50/each)            150 points (Required class element)
       Total possible points:                      950 points

       Scale: A = 90% or higher
              B = 80% - 89%
              C = 70% - 79%
              D = 60% - 69%
              F = 59% or lower

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