CONSUMER BEHAVIOR
BA 424 Kimberly Folkers, MIM, FLMI
Fall 2007 Associate Professor of Marketing
MWF 1:15 p.m. WBC 215
Office: WBC 102 Phone: 352-8424 Email: Kimberly.Folkers@wartburg.edu
Office Hours: MW 2:30-3:30; TH 3:00-4:00 p.m. Other times by appointment.
Prerequisite: BA 353 Marketing. Psychology 101 recommended.
Text:
Consumer Behavior: Buying Having, and Being; Solomon, 7th edition, 2007, Pearson/Prentice Hall.
My Wartburg and Email: We will be using the my.wartburg site for our course for the posting of many course materials. Be sure you know how to access this site and check it regularly. Also, please check your Wartburg email account regularly as I will be using it to communicate with the class throughout the term.
Turnitin.com: Please be aware that I will be submitting student work to Turnitin.com
COURSE OUTCOMES:
At the conclusion of this course, you will be able to:
-Explain the connections between the study of consumer behavior and the broader social sciences.
-Articulate an understanding of the cognitive, psychological, sociological, and environmental factors that shape consumer behavior.
-Apply this understanding to an analysis of a specific consumer purchase process. (Consumer Behavior Project)
-Appreciate the connection between making strategic marketing decisions and having a sound knowledge of consumer behavior concepts. (Consumer Behavior Project)
COURSE STRUCTURE:
4 exams (total points may vary slightly) 400 points
Consumer Behavior Project 400 "
Personal Consumption Journal 100 “
Participation/Cases/Exercises 100 "
TOTAL 1,000 points
EXAMS: Exams will be given as scheduled on the syllabus. Any change in exam dates will always be announced in advance. The only make-up exams given will be if you have a doctor-excused absence. Chapter exams will be a combination of multiple choice and short essay. We will discuss the format and subject matter of each test beforehand and I will distribute a review sheet to help with your test preparation.
No hats may be worn during exams and you may not leave the classroom during an exam unless it is an emergency. Please come prepared with extra pencils, Kleenex, etc., in order to be comfortable during the exam.
CONSUMER BEHAVIOR PROJECT – ANATOMY OF A PURCHASE DECISION: You will form teams of three students for this semester-long project. Once your group has been established, identify a consumer purchase decision that you will analyze throughout this project. For instance, purchasing a dog, life insurance, home theater, furniture, cell phone, MP3 player, or refrigerator – note that these topics were done in Fall 2006 and are NOT available this term. Your work throughout the term will be to analyze the consumer behavior related to this purchase process and to develop an understanding of the consumers making this kind of purchase. Your analysis will require a thorough understanding of consumer behavior concepts. This knowledge base will grow gradually during the term as we cover new material. The project will also require that you seek input from secondary research sources - CB articles, websites, books, as well as, primary data sources - feedback from consumers who have engaged in your particular purchase process, input from marketers involved in the product category and its purchase, and your own firsthand observations and insights.
The attached project outline provides some probing questions that may be helpful as you analyze the purchase process and the typical consumer decision making related to that type of purchase.
Groups will be asked to share feedback with the rest of the class at regular intervals throughout the term as we cover relevant material and chapters. At the end of the term each group will be asked to write a final paper, not to exceed 20 pages, covering key findings and insights about the purchase process and the consumers engaging in this process, and an executive summary that focuses on what marketers should know about consumers and how they approach the purchase.
Each group will then have 20 minutes to present their executive summary and key findings to the class.
Groups must be formed by Wed., Sept. 12. A project proposal is due Mon., Sept. 17. Your group will turn in four rough drafts throughout the term. Due dates as follows:
Wed., Oct. 3 Ch. 1-4
Wed., Oct. 31 Ch. 5-8
Wed. Nov. 21 Ch. 9-12
Wed. Dec. 5 Ch. 13-17
The final paper is due Mon., Dec. 10 at the beginning of our final session. Part of your grade will include peer evaluations of your work.
Individual Assessment 100 pts. (based on self, peer, and instructor evaluation)
Group Assessment 300 pts.
Project Total: 400 pts. (additional info on grading rubric will be provided)
Final Project Portfolio must include:
-final paper with citations in APA form
-rough drafts of paper with my feedback
-transcripts of interviews, if used
-copies of any visuals used in presentation, including PPT slides
PERSONAL CONSUMPTION JOURNAL: This is an incremental three-part assignment. Part One requires that you keep a personal consumption journal for one month. Parts Two and Three will require you to analyze the data collected in your four weeks of journal entries. Details will be posted on my.wartburg at appropriate times during the term. Points and due dates are allocated as follows:
Part One 40 points Weeks 1-2 Sept. 21; Weeks 3-4 Oct. 12
Part Two No points Oct. 12
Part Three 60 points Nov. 5
CASES AND EXERCISES: We will be utilizing a number of end-of-chapter assignments-questions, cases, activities, as well as, supplemental cases to apply conceptual material. As assigned, prepare the case/activity and be ready to discuss it in class and in some instances, hand in the assignment. Points will vary.
READINGS: Throughout the term I will assign articles for outside reading. These readings will be posted on My.Wartburg and whenever possible will include a hot link to the article. We will discuss article assignments as they come up during the term.
In addition, you may want to read from the Wall Street Journal, Fortune, Marketing News, Advertising Age, American Demographics, Journal of Consumer Marketing, Journal of Consumer Psychology, and other marketing and psychology journals for additional background material.
PARTICIPATION AND ATTENDANCE: 100 points will be used to evaluate your participation in class discussions. You are an important part of the learning process and your input adds to our discussion of the text and other material. Be sure to come prepared every day.
Attendance is required. Please call me BEFORE class if you will be gone for any reason. After three unexcused absences I will deduct 1/3 of a letter grade from your final grade for each additional unexcused absence.
Groups should use time immediately before and after class to communicate with each other. Also, there will be days when I will give in-class time to meet and this will not always be announced in advance.
LATE PENALTIES: Any assignment turned in late will be subject to a "25% per day" penalty. (Note: Assignments are due at the beginning of class on due dates. If not turned in at the beginning of class, it will be considered late and will be subject to the 25% penalty.)
ETHICS: You are to exhibit academic integrity in all aspects of this course. This includes honesty in test taking, original work in assignments and citing of sources in papers. Failure to abide by these standards will result in failing the assignment or the course, depending on the circumstances. Remember that Wartburg students have adopted an Honor Code which states “By attending Wartburg College, students are demonstrating their dedication to the Honor Code. The Honor Code reminds students of their responsibility to promote academic honesty by opposing cheating and plagiarism and reporting dishonest work.” Please abide by this code in all work related to this course.
Please note that all student work will be submitted to Turnitin.com for analysis.
COMMITMENT TO STUDENTS WITH DISABILITIES: Wartburg College seeks to maintain a supportive academic environment for students with disabilities. To ensure their equal access to all educational programs, activities, and services, Federal law requires that students with disabilities notify the College, provide documentation, and request reasonable accommodations. If you need accommodations in this course, please notify the Dean of Students (Dr. Deborah Loers, Student Center, 352-8260).
TENTATIVE COURSE SCHEDULE:
NOTE: This syllabus may be subject to some changes to allow for Outfly, etc. All changes will be discussed in advance.
SECTION 1: CONSUMERS IN THE MARKETPLACE
WEEK 1
Wed., 9-5 Intro, Ch. 1 Consumer Behavior and Marketing Strategy
Be sure to read the text Preface, pages xiii-xvi
Personal Consumption Journal discussion
Fri., 9-7 Ch. 1
Project discussion
MW Readings - New Complete Marketer; Evolving CMO Role
SECTION 2: CONSUMERS AS INDIVIDUALS
WEEK 2
Mon., 9-10 Ch. 2 Perception
Observation Exercise assignment
Perception Exercises
Wed., 9-12 Ch. 2
PROJECT GROUPS FORMED
Fri., 9-14 Ch. 3 Learning and Memory
Perception Exercises due
WEEK 3
Mon., 9-17 Ch. 3
OBSERVATION EXERCISE DUE
Exam 1 Review Sheet posted
PROJECT PROPOSAL DUE –
ONE PAGE DESCRIPTION OF PURCHASE DECISION FOCUS AND INITIAL
PLANS TO RESEARCH THIS FOCUS
Wed., 9-19 Ch. 3
Fri., 9-21 Ch. 4 Motivation and Values
PERSONAL CONSUMPTION JOURNAL
WEEKS 1 & 2 DUE
WEEK 4
Mon., 9-24 Ch. 4
Wed., 9-26 Exam 1 Ch. 1-4
Fri., 9-28 Group Project Work Day
WEEK 5
Mon., 10-1 Ch. 5 The Self
Wed., 10-3 Ch. 5
Projective Test Exercise
PROJECT ROUGH DRAFT DUE CH. 1-4
Fri., 10-5 Ch. 6 Personality and Lifestyles
WEEK 6
Mon., 10-8 Ch. 6
Wed., 10-10 Ch. 7 Attitudes
PART TWO OF JOURNAL POSTED
Fri., 10-12 Ch. 7
PERSONAL CONSUMPTION JOURNAL -WEEKS 3 AND 4
DUE (Please turn in Weeks 1 and 2 entries, too)
PART TWO “LIST” DUE – email to kimberly.folkers@wartburg.edu
WEEK 7
Mon., 10-15 Ch. 8 Attitude Change and Interactive Communications
Exam 2 Review Sheet posted
Wed., 10-17 Ch. 8
MID-TERM COURSE EVALUATIONS
Fri., 10-19 Homecoming Alumni Panel – 1:15 Marketing Careers
WEEK 8
Mon., 10-22 Group Project Work Day – Project update due 4:00 p.m. – emailed to KF
Wed., 10-24 Exam 2 Ch. 5-8
Fri., 10-26 Fall Break-No Class
WEEK 9
Mon., 10-29 Ch. 9 Individual Decision Making
Decision Process Exercise
Wed., 10-31 Ch. 9
Decision Process Exercise
PROJECT ROUGH DRAFT DUE CH. 5-8
Fri., 11-2 Ch. 9
WEEK 10
Mon., 11-5 Ch. 10 Buying and Disposing
PERSONAL CONSUMPTION JOURNAL
PART THREE - “AD ANALYSIS” DUE
Exam 3 Review Sheet posted
Wed., 11-7 Ch. 10
Reference Group Exercise assigned
Fri., 11-9 Ch. 11 Group Influence and Opinion Leadership
Reference Group Exercise
WEEK 11
Mon., 11-12 Ch. 11
Tues., 11-13 Corporation Education Day 11:30 - required
Wed., 11-14 Ch. 12 Organizational and Household Decision Making
Fri., 11-16 Exam 3 Ch. 9-12
SECTION 4 CONSUMERS AND SUBCULTURES
WEEK 12
Mon., 11-19 Ch. 13 Income and Social Class
DRAW FOR PRESENTATION TIMES
Wed., 11-21 Ch. 13
Shortened Classes 11:45-12:35
PROJECT ROUGH DRAFT DUE CH. 9-12
Exam 4 Review Sheet posted
Fri., 11-23 THANKSGIVING BREAK - NO CLASS
WEEK 13
Mon., 11-26 Ch. 14 Ethnic, Racial and Religious Subcultures
Wed., 11-28 Ch. 15 Age Subcultures
SECTION 5: CONSUMERS AND CULTURES
Fri., 11-30 Ch. 16 Cultural Influences on Consumer Behavior
WEEK 14
Mon., 12-3 Ch. 17 Creation and Diffusion of Global Consumer Culture
Wed., 12-5 Final Review Ch. 13-17
PROJECT ROUGH DRAFT DUE CH. 13-17
Fri., 12-7 Last Day of Class
Exam 4 Ch. 13-17
FINALS WEEK:
8:30-10:30 a.m., Mon., Dec. 10
Project Presentations
ALL PROJECT PAPERS DUE
PEER EVALUATIONS, COURSE EVALUATIONS