ࡱ> #` 6bjbj 4[.+XXXXXXXl+++8,,,lT2-L...//.%090 TTTTTTT$Uh/X:TX4//44:TXX./OT7774X.X/T74T77IXXJ.- Ha+50"JxQeT0T6J\X6X(JJ"XXNE0V172S3eE0E0E0:T:T7XE0E0E0T4444lll0 lll0 lllXXXXXXOT Consumer Behavior MKT 311 CONSUMER BEHAVIOR (3) Prerequisites: MKT 310 A comprehensive study of behavioral models and concepts designed to help understand, evaluate, and predict consumer behavior. Deepens a students knowledge about consumer psychology and applies the knowledge from the perspective of a marketing manager. Stresses analytical thinking about consumer psychology and prediction of how marketing tactics may influence demand for products and services. Instructor Joan Giglione, Ph.D, CPA Class # 3549 Section 1 Units 3 Time TTh 1:30PM - 2:45PM Manzanita Hall 1142 Office: Sage Hall Rm 2016 Phone: (805) 437-3283 Office Hour: Monday 8:30 -9 am. Tuesday 11:00 am to 1:30 pm Final ScheduleTTH 1:30 PMTuesday 13 May 1:00-3:00 PM Text: Solomon, Consumer Behavior, Buying, Having, Being 7th edition ISBN: 0132186942 Cheap places to buy this: abebooks.com and bookbyte.com or  HYPERLINK "http://www.campusi.com/bookFind/asp/bookFindPriceLst.asp?prodId=0132186942" http://www.campusi.com/bookFind/asp/bookFindPriceLst.asp?prodId=0132186942 Course Description In this course, we view how and what we buy from three disciplines: psychology, sociology, and marketing. The first area, psychology, covers values, memory, motivation, and perception. The next section is lifestyles, attitudes, and demographic divisions. Last are sociological views of cultural groups, activity, leadership, cultural considerations, and diffusion of innovations. Learning Objectives Upon completion of this course students will be able to: Write comprehensive case studies applying consumer behavior issues to strategic marketing. Design and create pricing strategies utilizing elements of the behavioral model. Design and create advertisements utilizing elements of the behavioral model Design and create promotions utilizing elements of the behavioral model Course Requirements Points a. Three chapter examinations at 75 pts. each. 225 b. One group book report presented as a TV commercial . 50 c. One promotion and ad campaign.. 25 d. One group oral report graded individually 50 e. One group written report 150 f. One (1) page paper describing contributions to group work. 25 g. Class participation and in class assignments.. 50 h. Group participation .. 25 i. Exttra credit for group leaders of successful groups20 Subtraction for excessive absences 25 points each class after 2 Total .. 600 Scale 600 to 540 =A 539 to 480 = B 479 to 420 = C 419 to 360 = D Any grade below 300 is an F. Withdrawals and incompletes will be allowed under the policies in the Student Handbook with sufficient proof a students situation requires that grade. 5 pts. extra credit for office visit. Description of Assignments a. Three chapter examinations at 75 pts. each. 225 One exam will be in class and the other two will be take home. Take home tests will be integrated essays. The in class test l includes fill in definitions, matching, short answers. b. One book report. 50 Each group will be responsible for selecting a book that no other group has selected. Using a video camera or storyboard through PowerPoint, your group will create a commercial for the book mentioning the books key features and value. You will complete a book report form in addition. The list is provided in this syllabus so check the books availability (online sources? interlibrary loan?) before committing. c. One group promotion and ad campaign 25 pts 25 For an event I approve, prepare a small promotional campaign and ad. Your group can create and circulate brochures for a recreational event or post notices for a lecture. Groups must create a one sheet or brochure. Schedule the time of your event so I can observe. An in-class discussion of your campaign will be 5 of the 25 points. d. One group oral report 50 Each group will present a 10 minute oral report about a group project. Requirements include use of error-free media such as DVDs, overhead transparencies, and PowerPoints. Each person must prepare at least one handout and duplicate enough copies for each classmate. For presentations, professional dress is required (stockings, closed toe shoes, and jackets are required). A grade sheet will be provided in advance. e. One group written report.. 150 A research report will be assigned to each group of two or three people. The research must follow a template with an executive summary, background, statement of the problem, description of research methods and sources, bios of researchers, feasibility, budget to complete the project, report of findings, conclusions, and recommendations for future action. A proposal, or everything except the findings, conclusions, and recommendations, will be due mid-semester. The completed research report is due the final day of class. Use APA style.  HYPERLINK "http://www.thewritesource.com/APA/APARESEARCH.HTM" http://www.thewritesource.com/APA/APARESEARCH.HTM f. One (1) page paper describing contributions to group work. 25 Each student will complete an evaluation form and one full page paper describing group contributions and learning. . g. Class participation and in class assignments.. 50 Each student will be required to join class discussions, participate in classwork and homework, arrive on time, be prepared for class, not leave early, and answer questions. h. Group participation .. 25 You will be given points based upon your groups analysis of your contribution. i. Extra credit for group leaders of successful groups20 Subtraction for excess absences 25 points each class after 2 Attendance is mandatory except for hospitalization or a death in the family. Other Policies Academic Dishonesty. Ethical conduct is expected at all times. Dishonesty will not be tolerated and will result in an F grade for the assignment. This includes plagiarism (passing someone elses work as your own) or turning in work done for another class. Standards STYLE: APA. FONTS: Arial 11 or Times Roman 12. MARGINS: One inch. For work not delivered over the internet, only STAPLED papers will be accepted if the document exceeds one piece of paper. Keep copies of your work. All homework must be Emailed to  HYPERLINK "mailto:joan.giglione@csuci.edu" joan.giglione@csuci.edu and  HYPERLINK "mailto:jgiglione@hotmail.com" jgiglione@hotmail.com. How to avoid a late assignment penalty. If you will be late or absent, your work will be deemed late and one letter grade will be subtracted for each day late. However, you can meet your assignment deadline prior to class time by Emailing completed work. When you return to class, hand in a paper copy. The Email copy will note your time of completion. Americans with Disabilities Act Compliance: Reasonable accommodations will be made to aid students with a documented disability. If you have a disability that may require assistance or accommodation, or if you have any questions related to any accommodation for testing, note taking, reading, etc. Let me know by the second class meeting. Please bring any paperwork for special testing arrangements by the third class meeting or as soon as the university documents your disability. You may also contact Disability Accommodation Services at (805) 437-8528 with any questions. Only students who have specific accommodations may tape record class lectures. Instructor Absence: If the instructor is absent, an assignment will be posted on my website and will be due at the beginning of the next class. Get online at class time to see if the class session will be conducted on Blackboard. Cell phones, laptops, pagers: These are allowed in the classroom only if they do not make noise. If you need to get a page or call during class, put your phone or pager on vibrate. A better solution would be to tell people not to call you during class time. Upon the second class interruption, you will be asked to leave class. Laptops must be on class materials at all times (notes on word, etc.)if not you will be asked to leave. Rules for Email: In the subject line, put the topic or name of the assignment. Include your name in the text of the message. Rules for groups: Throughout the semester, you will actively participate in a group. This helps students learn about teams and group communication vital to the workplace. To create a real world setting, you have these rights as group members: You may (and are encouraged by me to) fire any group member who is not doing their share of the work. You may fire them at any timeup to the third to last week of the semester. Before you fire a group member, please consult me to discuss the situation. We will work on strategies such as public relations and saving face, since the class will be aware of your personnel changes. You may quit your group to find new group members or work alone. Again, please consult me before this action is finalized. Other groups may try to recruit you away from your group. Again, consult me before making a change. Please do not complain that a student did not do his or her share of work. You have the power to control that. The written group proposal and written final report will be graded one paper per group. All other work will be graded individually. The standard of writing is that of an upper division class. Students should have already achieved correct grammar and punctuation; those who have not should catch up by asking for help or going to a writing center. For each written assignment, any page not proofread will get a zero. Schedule The schedule may change due to current events, guest speakers, and university activities. Week ofTopics Before class, read chaptersJanuary 21, 2008Introduction. What is Consumer Behavior? The syllabus. Segments, relationships, consumption, ethics, public policy, the dark side. Hallmark discussion. Ch. 1: Consumers Rule! Read Mexoryl case p. 41 and be prepared to discuss Keirsey, learning styles. January 28, 2008Discuss potential consumer reactions to cases reviewed, Choose book report books. Ch. 2 & 3: Perception and Learning and Memory February 4, 2008 Review for first exam. Interviewing. Proposal writing. Report writing. Ch. 4 and 5: Motivation and ValuesFebruary 11, 2008Mini workshop on business report writing. Book report commercials due. Discuss group term papers and proposal requirements. February 18, 2008Test 1: Ch. 1 through 5 in class. Approval deadline for journal article. Mini workshop on oral presentations. Ch. 6, 7 Personality, Lifestyle, AttitudesFebruary 25, 2008Persuasion Ch. 8 and 9 Attitude Change, Decision MakingMarch 3, 2008 Research proposals due Ch. 10. Buying and DisposingMarch 10, 2008Take home tests are posted. Ch. 11 and 12 Influence, decision making March 17, 2008Spring Break March 24, 2008Take home test 2 due ch. 6 through 10 due.Ch. 13, 14 Demographic groups March 31, 2008Research proposals are due. Ch. 15, 16 Age subculture, cultural influencesApril 7. 2008 Receive take home tests. April 14. 2008Deadline for office visit extra creditCh. 17 Cultural diffusionApril 21. 2008Ad campaigns are due.April 28. 2008Take home test 4 ch. 11 through 17 due. No reading. Group meetings.May 5, 2008FINAL May 13, 2008 1pm Final examination week. Group oral reports. 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