CESR 4821:Values and the Power of the Consumer in Society

COURSE SYLLABUS

CESR 4821:Values and The Power of the Consumer in Society

Fall Semester 2013

CESR, Leeds School of Business–Continuing Education

University of Colorado at Boulder

Class Time and Location

Thursday5:30pm-8:00pm, Koelbel S125

Instructor: Scott Gwozdz

Office: Koelbel Bldg, Room 497

Office Hours: Thursday 5:00-6:00 PM, Friday 4:30-5:15 PM and by appointment

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COURSE OVERVIEW:

As a critical stakeholder group, consumers have substantial power to shape business behavior and, therefore, shape our world. This course is about helping students to appreciate the context in which modern business operates to understand the critical role that consumers play in the free market. This course will help students develop an understanding of the different roles business can play in our world, and the options and limitations that consumers have to influence just how business behaves by exerting their purchasing power. It stresses the importance of connecting consumers’ values to those very purchasing decisions.

“Values and the Power of Consumers in Society” is available for credit exclusively to non-businessstudents through a partnership with Continuing Education; this course will not count toward any business degree program. In this class, students will learn the basics of each functional area of business with basic overview lectures and textbook readings in part one, the context section of the course. Corporate Social Responsibility and an exploration of theories on the role and purpose of business in society will provide an important foundation for critical thinking and analysis of individual business cases explored throughout parts two and three. Critical issues such as sustainability and the impact of globalization on the role of modern business will also be covered as it relates to all stakeholders, and specifically consumers, from a legal, economic and moral standpoint.

Students will develop a significant understanding of the challenges and complexities that businesses face as they aim to achieve profitability and consumer satisfaction, as well as an acute sense of consumer influence and options for consumers to shape business behavior. Throughout the course, students will be asked to uncover their own values, understand the complexity of stakeholder needs and motivations in the free market, and apply their values in a thoughtful way to purchase decisions that will ultimately impact society.

REQUIRED TEXT AND OTHER READINGS:

1) Selections, Business Applications of Social Responsibility, Volume 1, 2011.

2) Selections, BCOR 1010 Textbook, McGraw Hill, 2011.

3) Selected articles, Book Excerpts, and Case Materials

DESIRE2LEARN (“D2L”): CESR 4821 will be using Desire2Learn to post all course and assignment information, as well as regular announcements and exam schedules and locations. Check D2L regularly for answers to your questions. To access D2L, go to: and enter using your IdentiKey user name and password. You can learn more about using D2L by visiting If you experience problems with D2L, contact the Help Desk at or at (303) 735-HELP.

POWERPOINTS: A streamlined copy of class PowerPoint presentations will also be posted on D2L before class.

COURSE REQUIREMENTS:

Readings:All readings for this class are required, unless noted otherwise. Please see the “Daily Class Planner,” which includes the dates assigned readings are due and the pages in the textbook and other selected required readings, case materials and assigned media.
Short Papers: Students are required to write two short papers. In paper #1, in 2-3 pages students will present their personal values and ethical considerations as they analyze a particular consumer product or brand experience that has had an impact on them. A SWOT analysis will also be included. In paper #2, students will examine a particular market segment or consumer movement of personal interest. They will examine consumer power and its effect on a particular product area or consumer movement, such as the “buy local” movement as an example Some primary research will be required for this 3-5 page assignment. Ethical considerations, stakeholder needs, and student’s personal points of view will be integrated into this deliverable.
Class Presentations: Students will share the topics and findings from their two paper assignments in 5-minute presentations to the class. In addition, each student will pick one reading or case from the class during the semseter and be in charge of introducing the discussion and sharing his/her perspective with the class, which will be part of the overall participation grade.

The final project will also be presented to the class, typically with Powerpoint or Presi. This Capstone Presentation will bring together class concepts and personal values to analyze two to three brands in a specific market category and integrate an analysis of the economic, social or environmental issues and challenges inherent in this specific market space. Some primary research will be necessary with both consumers and influencers in the product category. Quality and price will need to be addressed, as will any other relevant tradeoffs, as students make a thorough and compelling recommendation of one of the brands as their preferred choice.

GRADING:

Final grades for this course will be based on the following weighting methodology:

10%- Paper #1 – Brand Audit

15%- Paper #2 – Market Sector/Consumer Movement Analysis

20%- Midterm Examination

35%- Final Class Project/Presentation

20%- Class Participation

LEARNING GOALS

Acquire a general familiarity with the functions of business and how they interact.
Understand the critical role consumers can play as a stakeholders who can shape how businesses behave.
Understand the challenges businesses face to maximize profit and be responsive to consumer needs.
Connect their values with both their view of business’ role in society and their own purchase decisions.
Understand the potential power as well as the limitations of collective consumer action.
Appreciate the complex landscape of actors and forces that shape consumer choice and behavior.
Gain an ability to evaluate the authenticity of corporate, and other stakeholder, communication.
Develop an ability to articulate values and positions in class, in oral presentations, and in written form.
Develop proficiency in teamwork and group presentation skills.
Become aware of trends shaping the future that place consumers in a powerful position of influence over business behavior.

CLASS COMMITMENTS and CONDUCT

As a student in this course, you agree to:

Be prepared for each class by doing the assigned reading, and engage in class discussions.
Use computers in class only for class-related tasks… or leave them at home.
Help to create and maintain a safe and pleasant atmosphere in class in which all students feel valued.
Treat everyone in class with respect; be quiet unless you are participating in a class discussion or exercise.
Remember that the choices you make in class affect the quality of the class experience for other students.
Contact your instructor, your discussion leader, or the discussion coordinator if you need assistance.

As your instructor, I agree to:

Be prepared for class and start and end classes on time.
Stay on schedule in the course outline, or alert you to changes.
Treat all students with respect.
Attempt to create a safe and pleasant atmosphere in class in which all students feel valued.
Give you the opportunity for input during each class.
Be approachable regarding student issues; return all telephone calls or Emails within 48 hours.
Administer examinations that fairly represent class material.

DAILY PLANNER

Part One – Context Section

Date / Topic / Reading / Cases/Assignments
9/5 / Introduction
Economic Environment
Consumer Economy / JC Penney
The Story of Stuff
Simon Sinek
9/12 / Stakeholders/CSR
Role Of Government
Marketing Overview / BCOR 1010 Text 17-57 Handout
Business Fundamentals / Century Aluminum
Retail Shopping Fieldwork
9/19 / Values and Ethics in Business
Globalization / BCOR 1010 Text 75-104 Handout
“Defining Ethics”
Friedman, T, “World is Flat,” / Movie “Tapped”
Buy Local Campaign
9/26 / Role of Business in Society and the Influence of Consumers I / Friedman, M, “Capitalism and Freedom, Part 1”Desjardin, “Virtues and Business Ethics,” / Case – Tom’s Shoes
Sector – Music
Paper #1 Due
10/3 / Role of Business in Society and the Influence of Consumers II
Operations Overview / Boler, “Class Action Basics,”
Friedman, “Capitalism and Freedom Part 2,” Okun, “Equality and Efficiency,” Freeman, “Stakeholder Theory,”
BCOR 1010 Text pp. 419-449. (Operations) / Slow Money
The Pinto Case
Sector – Books

Part Two – Course Essentials

Date / Topic / Reading / Case/Assignment
10/10 / Values and Community
Finance/Accounting Overview / Hirschman, “Exit, Voice and Loyalty,” Economist, “The Good Company,” Michael Porter, “Shared Value,” link / Wal-Mart
Sector – Apparel Bangladesh
Living Wage
10/17 / Globalization: Where and How Products are Made / Wessell, “Pain from Free Trade, ” Gates, “Making Capitalism More Creative,” “Friedman, Mackey Debate, “ link / Apple iPhone
Darn Tough Socks
Made in the USA
10/24 / Midterm Exam / 1.5 hour written exam / Movie
“So Right, So Smart”
10/31 / Sustainability Issues and the Role of the Consumer / Hawken, “Natural Capitalism Framework,” Desjardin, “Sustainability Paradigm” Hardin, “Tragedy of the Commons.”
Excerpts, Chouinard, “The Responsible Company.” / GMO Issue
Sector – Coffee
11/7 / Information, the Key to Unlocking Consumer Power
The Ethics of Advertising
Greenwashing / Article, “Can and Does Consumer activism make a difference,”
Excerpts, Vance Packard, “The Hidden Persuaders, ” Handout, ”; other readings TBA / Wild Oats Case
Simplify Movement
Sector – Cleaning Products
11/14 / Consumer Influence – Wicked Problems: Energy and Transportation / Excerpts,”Who killed the Electric Car” Article, “Who Should Lead?”
Boykoff, From Climate Change to Clean Energy, Link / Sector – Clean Energy
Sector – Green Transportation
11/21 / Highly Informed Company, Highly Connected Consumer
Issues of Privacy and Influence / Heath, “Business Ethics Without Stakeholders”
Nate Silver, “The Signal and the Noise,” Selections / Big Data and Consumer Insight
Facebook
Amazon
11/28 / No Class / Fall Break
12/5 / Capstone Presentations
Discussion of Crowd Funding, Crowd Sourcing, Future Trends in Branding and Innovation / Excerpts, Winsor, “Flipped”, Agate Press, Other Readings, TBD
12/12 / Capstone Presentations
The Future of Social Entrepreneurship and The Power of the Consumer / Yunnis, “Why Social Business?”
Forbes Link, Top 30 Impact Entrepreneurs

MISCELLANEOUS IMPORTANT INFORMATION:

Classroom Behavior

Students and faculty each have responsibility for maintaining an appropriate learning environment. Those who fail to adhere to such behavioral standards may be subject to discipline. Professional courtesy and sensitivity are

especially important with respect to individuals and topics dealing with differences of race, color, culture, religion, creed, politics, veteran's status, sexual orientation, gender, gender identity and gender expression, age, disability, and nationalities. Class rosters are provided to the instructor with the student's legal name. I will gladly honor your request to address you by an alternate name or gender pronoun. Please advise me of this preference early in the semester so that I may make appropriate changes to my records. See policies at

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Honor Code and Plagiarism

All students of the University of Colorado at Boulder are responsible for knowing and adhering to the academic integrity policy of this institution. Violations of this policy may include: cheating, plagiarism, aid of academic dishonesty, fabrication, lying, bribery, and threatening behavior. All incidents of academic misconduct shall be reported to the Honor Code Council (; 303-735-2273). Students who are found to be in violation of the academic integrity policy will be subject to both academic sanctions from the faculty member and non-academic sanctions (including but

not limited to university probation, suspension, or expulsion). Other information on the Honor Code can be found at

and at

Religious Conflicts

Campus policy regarding religious observances requires that faculty make every effort to deal reasonably and fairly with all students who, because of religious obligations, have conflicts with scheduled exams, assignments or required attendance. If you have any conflicts during the semester due to religious obligations, please notify your discussion leader of anticipated conflicts as early in the semester as possible (must be at least two weeks in advance), so that there is adequate time to make necessary arrangements. No student will be penalized for exercising his/her right to religious observance.

Discrimination and Harassment

The University of Colorado at Boulder policy on Discrimination and Harassment, the University of Colorado policy on Sexual Harassment and the University of Colorado policy on Amorous Relationships apply to all students, staff and faculty. Any student, staff or faculty member who believes s/he has been the subject of sexual harassment or discrimination or harassment based upon race, color, national origin, sex, age, disability, creed, religion, sexual orientation, or veteran status should contact the Office of Discrimination and Harassment (ODH) at 303-492-2127 or the Office of Student Conduct at 303-492-5550. Information about the ODH, the above referenced policies and the campus resources available to assist individuals regarding discrimination or harassment can be obtained at

Campus Resources to assist students with writing

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Disability Services

If you qualify for accommodations because of a disability, please submit to me a letter from Disability Services in a timely manner so that your needs can be addressed. Disability Services determines accommodations based on documented disabilities. Contact: 303-492-8671, Center for Community N200, and