BA 424 CONSUMER BEHAVIOR

 

Fall 2004                                                                                                                                Kimberly Folkers, MIM, FLMI

MWF 2:30 p.m. - WBC 215                                                                                                 Associate Professor of Marketing

Office:  WBC 102  -  Phone: 352-8424                                                                              Email: kimberly.folkers@wartburg.edu

Office Hours:  Tuesday/Thursday 1:00-3:00 p.m.  Other times by appointment.

 

Prerequisite:  BA 353 Marketing.  Psychology 101 recommended.

 

Required Texts:  Consumer Behavior, Hawkins, Best, & Coney, 9th edition, 2004, McGraw Hill Irwin.

Critical Thinking in Consumer Behavior-Cases and Experiential Exercises, Graham, Pearson/Prentice Hall, 2004.  (JG in reading schedule)

 

COURSE OUTCOMES:

At the conclusion of this course, the student will be able to:

 

-Explain the connections between the study of consumer behavior and the broader social sciences.  (Exams, Project, Cases, Exercises, Journal)

 

-Articulate an understanding of the cognitive, psychological, sociological, and environmental factors that shape consumer behavior.  (Exams, Project, Cases, Exercises, Journal)

 

-Utilize a consumer behavior audit tool to analyze and interpret the consumer behavior related to a specific business or product/service that will ultimately inform marketing strategy. (Project)

 

-Make strategic marketing decisions based on a sound knowledge of consumer behavior concepts.  (Exams, Cases, Project)

 

COURSE STRUCTURE:

3 exams (total points may vary slightly)                              400   points

Consumer Behavior Audit 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.  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 AUDIT PROJECT: You will form teams of four students for this semester-long project.  Your team will be responsible for applying the Consumer Behavior Audit (text appendix) to a company, business, or product. Groups will submit a project proposal by the end of the 2nd week of the term for my approval.  I plan to meet with each group to discuss your proposal.  After your idea is approved, you will move forward with the project.  Again at mid-term I will ask each group to submit a detailed report on your progress.

 

Each group will write a final paper, 15-20 pages, discussing findings, connections and interpretations, and make a presentation to the class.  The use of audio-visuals and handouts is encouraged for presentations.   Groups must be formed by Wed., Sept. 15.  A project proposal is due Mon., Sept. 20.   A rough draft of the paper is due Wednesday, Nov. 17.  The final paper is due Wed., Dec. 15, at the beginning of our final session.   Part of your grade will include peer evaluations of your work.

 

Final Project Portfolio must include:

            final paper with citations in APA form

            rough draft 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 provided at appropriate times during the term.  Points are allocated as follows:

            Part One         40 points

            Part Two         No points

            Part Three      60 points

 

CASES AND EXERCISES:  We will be utilizing a number of end-of-chapter assignments-questions, cases, activities, as well as, the Critical Thinking in Consumer Behavior text (referred to as JG in the assignment schedule) to apply conceptual material.  As assigned, prepare the case/activity and be ready to discuss in class and in some instances, hand-in the assignment.   Points will vary.  Also, we will be using the DDB Needham Lifestyle Data Analysis as an additional learning tool. 

 

READINGS:  Throughout the term I may assign articles for outside reading.  They will relate to or illustrate topics discussed in class.  Some may be handed out in class, while others may be placed on reserve at the library.  Exams may include questions relating to the articles.  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, and other marketing and psychology journals (Psychology and Marketing) for additional background material.   Be sure to check on-line sources of information.  For example, www.americandemographics.com can be a useful resource for us.

 

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.
TENTATIVE COURSE SCHEDULE:

NOTE:  This syllabus may be subject to some changes to allow for Outfly, etc.   All changes will be discussed in advance.

 

PART ONE:  INTRODUCTION

 

WEEK 1

 

Wed., 9-8                  Intro, Ch. 1 Consumer Behavior and Marketing Strategy

                                    Be sure to read the text Preface, pages vii-viii

                                    Video clips and discussion

                                   

 

Fri., 9-10                    Ch. 1 and Video clips

                                    Discussion

                                   

Part THREE: INTERNAL INFLUENCES CH. 8-12

 

WEEK 2

 

Mon., 9-13                  Ch. 8 Perception 

                                    Video clip paper due

                                    Observation Exercise

                                    JG 16

 

Wed., 9-15                 Ch. 8

                                    Case 3-10

                                    JG 1

                                    PROJECT GROUPS FORMED

 

Fri., 9-17                    Project groups meet – stop in classroom

                                   

WEEK 3

 

Mon., 9-20                  Ch. 9 Learning, Memory and Product Positioning

                                                                                  

Wed., 9-22                 Ch. 9  

                                    Cases 3-3,4, 5, 7, 8

                                    JG 2, 3, 19

                                    PROJECT PROPOSALS DUE

 

Fri., 9-24                    Homecoming Panels – attendance required

                                    PERSONAL CONSUMPTION JOURNAL

                                    WEEKS 1 & 2 DUE IN MY OFFICE BY 2:30 P.M.

WEEK 4

 

Mon., 9-27                  Ch. 10 Motivation, Personality and Emotion         

                                    REVIEW SHEET-EXAM 1 ?

 

Wed., 9-29                 Ch. 10

                                    Cases 3-2, 4, 5, 6, 8

                                    JG 5, 6

 

Fri., 10-1                   Ch. 11 Attitudes and Influencing Attitudes

                                    Cases 3-2, 3, 6, 7, 8

                                    JG 7, 8, 9

 

WEEK 5

 

Mon., 10-4                  Ch. 11

 

Wed., 10-6                 Ch. 12 Self-Concept and Lifestyle

                                    Projective Test Exercise

                                    Cases 3-1, 2, 9

                                    JG 21

 

           

           

Fri., 10-8                    Ch. 12

                                    PART TWO OF JOURNAL HANDED OUT

 

 

WEEK 6

      

Mon., 10-11               Exam 1 Ch. 1, 8-12  

 

                                    PART FOUR CONSUMER DECISION PROCESSES             Ch. 13-18

             

Wed., 10-13              Ch. 13 Situational Influences

                                    Case 4-3

                                   

Fri., 10-15                  Ch. 13

                                    PERSONAL CONSUMPTION JOURNAL -WEEKS 3 AND 4

                                    DUE  

                                    PART TWO “LIST” DUE (PLEASE TURN IN WEEKS 1-4)

 

WEEK 7

 

Mon., 10-18               Ch. 14  Consumer Decision Process and Problem Recognition

                                    Cases 4-8, 4-9         

                                    PROJECT UPDATE DUE - Written report on progress

 

Wed., 10-20               Ch. 15 Information Search

                                    Cases 4-8, 4-9

                                    MID-TERM COURSE EVALUATIONS

                                   

Fri., 10-22                  Project Work Day – report to classroom

                                   

                                   

WEEK 8

 

Mon., 10-25               Ch. 16 Alternative Evaluation and Selection

                                    Decision Process Exercise

 

Wed., 10-27               Ch. 16

                                    Decision Process Exercise

                                    Cases 4-8, 4-9

                                    JG 12, 17, 19

                                   

Fri., 10-29                  Fall Break-No Class

                                   

WEEK 9

 

Mon., 11-1                  PROJECT WORK DAY                                                     

                                                                       

Wed., 11-3                 Ch. 17 Outlet Selection and Purchase

                                    Case 4-3

                                    EXAM 2 REVIEW SHEET

 

Fri., 11-5                    Ch. 18 Postpurchase Processes, Customer Satisfaction,

                                    and Customer Commitment

                                    Cases 4-1, 4-2, 4-4, 4-6

                                    JG 10

 

 

WEEK 10

 

Mon., 11-8                  Ch. 18

                                    PERSONAL CONSUMPTION JOURNAL

                                    PART THREE - “AD ANALYSIS” DUE

                                   

Wed., 11-10   Exam 2 Ch. 13-18

 

                                    PART 2 EXTERNAL INFLUENCES CH. 2-7

 

Fri., 11-12                   Ch. 2 Cross-Cultural Variations in Consumer Behavior

                                    Cases 2-3, 2-5

                                    JG 15

           

 

WEEK 11

 

Mon., 11-15               Project Work Day – report to classroom

 

Wed., 11-17               Ch. 3 The Changing American Society:  Values

                                    Case 2-4, 2-5, 2-6

                                    JG 4               

                                    Ch. 4 The Changing American Society:  Demographics and

                                    Social Stratification

                                    PROJECT PAPER ROUGH DRAFT DUE           

 

Fri., 11-19                  Ch. 5 The Changing American Society:  Subcultures

                                    Case 2-9

                                   

                                   

WEEK 12

 

Mon., 11-22                Ch. 5

                                    DRAW FOR PRESENTATION TIMES

 

Wed., 11-24               Ch. 6 The American Society:  Families and Households

                                    Case 2-10

                                    JG 11

                                    Reference Group Exercise assigned

                                    Shortened Classes 12:45-1:35

                                   

Fri., 11-26                  THANKSGIVING BREAK - NO CLASS

 

 

WEEK 13

 

Mon., 11-29               Ch. 6

 

Wed., 12-1                Ch. 7 Group Influences on Consumer Behavior

                                    Reference Group Exercise

                                   

Fri., 12-3                    Ch. 7

                                    Cases 2-1, 2-7, 2-8

                                    JG 13, 14, 20

 

WEEK 14

 

Mon., 12-6                  Exam 3 Ch. 2-7, (19, 20?)

 

Wed., 12-8                 Presentations 1-2

                

Fri., 12-10                  Presentations 3-4

                                   

 

FINALS WEEK: 

Wednesday, December 15, 8:00-10:00 a.m.

Presentations 5-7

ALL PROJECT PAPERS DUE

PEER EVALUATIONS, COURSE EVALUATIONS