CONSUMER BEHAVIOR
MKTG 301-01; FALL 2015
[CRN# 81893]
Instructor: E. Vincent [“Vince”] Carter, Ph.D. Class Room: BDC #264B
Office: 107 BDC Class Time: M/W 3 – 5:05pm
Phone: (661) 654 - 6776 Office Hours: M/W 5 – 7:30pm
Course Website: http://www.csub.edu/~ecarter2/F15%20CB.htm
REQUIRED TEXTS:
· MAIN TEXT: Consumer Behavior, 10th edition (2012). Solomon, Pearson/Prentice-Hall [ISBN# 013267184]
· WORKBOOK: Test-Drive Marketing, Carter, Sentia [ISBN# 978-0-9905993-4-0]
Ø Ordering Link … … http://www.sentiapublishing.com/business/marketing-principles-ebook/
Ø Publisher Facebook Page … facebook.com/sentiapublishing
Ø Customer Service Ph# (512) 784-7497
LEARNING OUTCOMES:
This course analyzes the individual and aggregate market behavior of consumers/customers. Students learn to apply theoretical knowledge and empirical consumer/customer information to develop marketing strategy and policy. In particular, the following learning outcomes are achieved in the course:
1) An understanding of how brand strategy influences consumer/customer identity
2) An ability to analyze the relationships between consumer/customer self-concept and market decisions
3) An application of the decision making process of individual consumers and organizational customers
4) An understanding of the wants and needs of different consumer/customer segments
5) An ability to develop consumer/customer segment profiles based on market and media data patterns
6) An application of critical thinking skills to formulate brand strategy based on market/media patterns
7) A knowledge of consumer/customer segment characteristics and the strategic value of market diversity
8) An understanding of global influences on consumer/customer behavior profiles and market patterns
9) A knowledge of digital market platforms and social media presence as customer relationship systems
10) An application of marketing ethics to align brand strategy (micro) with societal beliefs/boundaries (macro).
COURSE METHODOLOGY:
The learning outcomes are achieved by combining consumer/customer behavior theory and market/media analysis techniques. Both sections use a conceptual lecture to explain consumer/customer behavior theory, as well as interactive discussions and learning activity to demonstrate practical consumer/customer strategy relevance.
The learning method combines educational lectures and experiential lessons.
1. Educational lecture (Quizzes/Exams) – Explains assigned textbook chapters with Powerpoint slides
2. Experiential lessons (Activities/Cases) – Engages students in autonomous projects and case analysis.
The first section relies on the self-concept and cognitive factors to explain individual customer identity mind profiles, and assessed by a Midterm Exam (20%). Also, three group learning activities” are assigned (30%).
The second section applies segmentation and brand strategy concepts to frame aggregate customer interaction market patterns, and assessed by a Final Exam (20%). Also, two group “workbook activities” are assigned (30%).
GRADE ASSESSMENT:
1) Group Workbook Learning Activity #1 10 pts.
2) Group Workbook Learning Activity #2 10 pts.
3) Individual Consumer Identity Chapter Group Powerpoint Presentation 10 pts.
4) Individual Consumer/Customer Theory “Midterm Exam” 20 pts.
5) Group Workbook Learning Activity #3 10 pts.
6) Group Workbook Learning Activity #4 20 pts.
7) Aggregate Consumer/Customer Theory “Final Exam” 20 pts.
8) Class Attendance (point deductions for absences) ?
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Total Course Points 100 pts.
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* COURSE GRADE SCALE: Below 60 = F; 60 – 69 = D-/D/D+; 70 – 79 = C-/C/C+; 80 – 89 = B-/B/B+; 90 and above = A
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* TRANSLATION TO UNIV. GRADE SCALE: A = 3.8 – 4.0; A- = 3.7; B+ = 3.3 – 3.6; B = 3.0 -3.3; B- = 2.7 - 3.0; C+ = 2.3 – 2.6;
[Total Grade Points / 25] C = 2.0 – 2.2; C- = 1.7 – 1.9; D+ = 1.3 – 1.6; D = 1.0 – 1.2; D- = 0.7 – 0.9; F = Below 0.7
COURSE POLICIES:
1) REQUIRED TEXTBOOKS PROOF OF PURCHASE 1ST WEEK: In order to apply an equal standard to ALL students, proof of purchases must be emailed to the instructor by THURSDAY SEPTEMBER 17th OR LOOSE 100 COURSE POINTS.
2) ATTENDANCE & PUNCTUALITY IS REQUIRED: ONE (1) point is deducted for absence, lateness, and leaving early. Make up exams and assignments are ONLY provided for University sanctioned events, athletic or musical activities.
“Prior Notice” (48 hours) by e-mail is required for any extenuating circumstances that prevent meeting course responsibilities.
More than 3 absences will result in the loss of one (1) entire grade level
More than 6 absences will result in the loss of two (2) entire grade levels
3) ASSIGNMENT FORMAT: All course assignments should be typed using Microsoft Office applications ONLY.
4) COURSE WEBSITE ACCESS – Students are REQUIRED to have access to the course website, which accessed mainly with
MS Explorer browser. Also, the course website cannot be accessed using WINDOWS 10 Edge. Most devices easily access the course website by pasting the ‘url’. If needed paste the ‘url’ into “Compatibility View” space of the dropdown menu for the Tools “gear” icon … located at the top of the screen. Also, click the “refresh” icon. Ample course website access is available at on-campus PC labs.
5) DEADLINES for all assignments are stated precise to the minute and LATE submissions will receive ZERO POINTS.
6) STUDENT COMMUNICATION RESPONSIBILITY: Students must email the professor regarding all course concerns.
7) ADJUSTMENTS & EXTRA-CREDIT: The instructor reserves the right to modify the course schedule and assignment/point requirements based on unforeseen time constraints, student performance, or classroom circumstances.
8) ACADEMIC INTEGRITY: This course fully complies with the University policy for Academic Integrity and Academic Dishonesty. Sanctions are enforced in accordance with the CSUB Catalog. http://www.csub.edu/osrr/Academic%20Integrity%20/
9) ACCOMMODATIONS FOR PHYSICAL OR LEARNING DISABILITIES: This course fully supports accommodations for physical and learning disabilities. http://www.csub.edu/UnivServices/SSD/thelawatcsub.htx
COURSE SCHEDULE:
SECTION 1: INDIVIDUAL CUSTOMER DECISION MAKING (MIND CHOICES)
Weeks 1 & 2: Course Orientation and Introduction to Consumer/Customer Behavior (“the golden grail”)
1) Read syllabus and preview “Customer Orientation” & “Business Case for Marketing” slides (website)
2) Read chapters 1 (main text) – Consumer Behavior – Buying, Having, Being
3) Read Test-Drive Marketing (workbook) chapters 3 and 4.
4) Prepare Test-Drive Marketing “PRACTICAL EXERCISES” #1, #2, #3 (p.60-61… or page arrow 64-65)
5) Form Groups of 5 or less, may also work alone for Workbook Learning Activities throughout course
Ø Class Discussion -- Customer/Consumer Behavior Review & Workbook Exercises
Ø Group Learning Activity #1 DUE by email SATURDAY OCTOBER 3rd @11:59pm (10 points)
Weeks 3 & 4: Individual Consumer IDENTITY Dimensions & Meanings – Why We Choose?
1) Read chapter 5 (main text) – The Self
2) Read chapter 2 (main text) – Perception
3) Read chapter 4 (main text) – Motivation
4) Read chapter 6 (main text) – Personality
Ø Group Powerpoint Presentation -- Identity Profile for Target Consumer of Actual Brand (10 points)
** Extra-Credit 10 points for each additional chapter presented **
Weeks 4 & 5: Individual Consumer/Customer DECISION-MAKING (Theory) – How We Choose?
1) Read chapter 8 (main text) – Decision Making
2) Read chapter 9 (main text) – Buying & Disposing
3) Read chapter 10 (main text) – Organizational & Household Decision Making
4) Midterm Exam Review using course website pool items
Ø Individual Customer Theory MIDTERM EXAM; Chapters 8 -10 … MONDAY OCTOBER 19th (20 points)
Weeks 5 & 6: Individual Consumer/Customer DECISION-MAIKING (Practice) – How We Choose?
5) Read Workbook Case, “Harmonizing Hip-Hop’s Global Language” (p.62-64… or page arrow 66-68).
6) Prepare responses to Workbook Case Question #7 (p.65… or page arrow 69).
Ø Class Discussion -- Customer/Consumer Decision-Making & Workbook Hip-Hop Case
Ø Group Learning Activity #2 DUE by email SATURDAY OCTOBER 24th @11:59pm (10 points)
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SECTION 2: AGGREGATE CUSTOMER INTERACTION DATA METRICS (MARKET CHOICES)
Weeks 7 - 10: Aggregate Consumer/Customer Brand Strategy Anchors
1) Review of Segmentation, Targeting, & Positioning (STP) from website links
2) Read Test-Drive Marketing (workbook) chapters 4 & 5
3) Prepare Workbook “Psychographic Segmentation” PRACTICAL EXERCISE (p.77… or page arrow 81)
4) Read chapter 11 – Reference Groups & Social-Media
5) Read chapter 12 – Social Class … Read chapter 13 – Subcultures
6) Final Exam Review using course website pool items
Ø Class Discussion -- Customer/Consumer Market Segmentation & Targeting with Data Metrics
Ø Group Learning Activity #3 DUE by email SATURDAY OCTOBER 31st @11:59pm (10 points)
Ø Group Learning Activity #4 (Psychographics Report) … DUE By Email SATURDAY NOV. 14th @ 11:59pm (20 points)
Ø Aggregate Customer Theory FINAL EXAM; Chapters 11 – 13 … MONDAY NOVEMBER 23rd (20 points)
LET’S HAVE FUN LEARNING!!!
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