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MK 385 Consumer Behavior
Dunn, Daniel J.


Mission Statement: The mission of Park University, an entrepreneurial institution of learning, is to provide access to academic excellence, which will prepare learners to think critically, communicate effectively and engage in lifelong learning while serving a global community.

Vision Statement: Park University will be a renowned international leader in providing innovative educational opportunities for learners within the global society.

Course

MK 385 Consumer Behavior

Semester

F1T 2008 DL

Faculty

Dunn, Daniel J.

Title

Senior Instructor

Degrees/Certificates

MBA,  University of Montana
MAC, Pepperdine University
MEd Northern Montana MSU

Office Location

Great Falls Mt.

Daytime Phone

406) 452 6191

E-Mail

Daniel.Dunn@park.edu

Danpark1@att.net

Semester Dates

08/18/08  10/12/08

Class Time

TBA

Credit Hours

3


Textbook:

Author:

Hawkins, Delbert I. / Mothersbaugh, David L. / Best, Roger J

Edition/Copyright:

10TH 07

Publisher:

Mcgraw-Hill Publishing Company

ISBN

13 9780073261546

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:

  •  American Marketing Association
  •  AmeriStat
  •  Journal of Consumer Marketing
  •  Journal of Targeting, Measurement and Analysis for Marketing
  •  New York Times
  •  U.S. Census Bureau
  •  USADATA
  •  Values and Lifestyles Survey (VALS)
  •  Virtual Consumer Behavior Group
  • McAfee Memorial Library - Online information, links, electronic databases and the Online catalog. Contact the library for further assistance via email or at 800-270-4347.
    Career Counseling - The Career Development Center (CDC) provides services for all stages of career development.  The mission of the CDC is to provide the career planning tools to ensure a lifetime of career success.
    Park Helpdesk - If you have forgotten your OPEN ID or Password, or need assistance with your PirateMail account, please email helpdesk@park.edu or call 800-927-3024
    Resources for Current Students - A great place to look for all kinds of information http://www.park.edu/Current/.
    Advising - Park University would like to assist you in achieving your educational goals. Please contact your Campus Center for advising or enrollment adjustment information.
    Online Classroom Technical Support - For technical assistance with the Online classroom, email helpdesk@parkonline.org or call the helpdesk at 866-301-PARK (7275). To see the technical requirements for Online courses, please visit the http://parkonline.org website, and click on the "Technical Requirements" link, and click on "BROWSER Test" to see if your system is ready.
    FAQ's for Online Students - You might find the answer to your questions here.


    Course Description:
    BA385 (CA385) Consumer Behavior: An integrated approach to the study of various behavioral concepts and theories useful for understanding consumer behavior and its relevance of the development of effective marketing strategies. 3:0:3

    Learning Outcomes:
      Core Learning Outcomes

    1. Define the domain of consumer behavior and explain why knowledge of consumer behavior is of value to you.
    2. Explain how to observe, record, and analyze consumer behavior activity.
    3. Explain how knowledge of consumer behavior impacts the field of marketing and advertising.
    4. Explain how marketers apply various theoretical contributions of the behavioral sciences to the study of consumer behavior.
    5. Apply your understanding of factors influencing consumer behavior by analyzing a cases and/or completing a project.


    Core Assessment:

    Core Assessment Assignment:  Personal Consumption Journal


    The purpose of this project is to help you relate consumer behavior principles to your own consumption experiences and enhance your self-knowledge and understanding of your behavior in the marketplace. This project enables you to not only observe and record your own consumption experiences, but also analyze the factors which might be influencing your buying decisions.


    Instructions:


    1.  Each student is required to keep a Personal Consumption Journal of all purchases of products and services for four weeks. The weekly entries for purchases should consider the following factors or issues:





        • Date of purchase and time of day

        • Where you shopped (type of store/non-store)

        • Number of stores/web sites you visited

        • Items purchased

        • Brand names

        • Total amount spent  Cash?  Charge?  Other?

        • For whom the items were purchased  Self?  Others?

        • Was it a planned purchase?  Impulse purchase?

        • Sources of information related to the purchases

        • Was someone with you at the time of purchase?  Did they influence your buying?

        • Role of sales people, advertising, coupons, sales, etc.

        • How satisfied you were with your choices

        • Any other significant information related to the purchase

    2.  Review your list of products and services you purchased during the four-week period and select at least ten of your larger purchases which best portray your personality, values, and lifestyle.


    3.  Using consumer behavior theory and principles, prepare a report in which you analyze the influences that led you to your purchase decisions.  Specifically, examine personality, family, peer, cultural, lifestyle, situational and demographic influences that led you to your purchases.


    4.  Your written report for this project should include your Personal Consumption Journal and your analysis of your buying behavior. This report is due at the end of Week 6 and should be posted to the Dropbox for evaluation.


    Project Report Format:



    • Report length: 8 to 10 pages double-spaced Microsoft Word document using 1 inch left and right margins

    • You may us Microsoft Excel to record your Personal Consumption Journal entries

    • Submit the report as an attached file to the Dropbox

    • Enter page numbers on all pages, including the first page

    • Spell check and proofread your report

    Link to Class Rubric

    Class Assessment:

    A midterm and a final examination are required and will be based on materials covered in the readings. Specific instructions regarding exams will be posted later in the term. The final examination will be taken in person during the 8th week of instruction at one of the Park University sites around the country or at an alternative location approved by your Instructor where Park University sites are not available. It will be the responsibility of the student to arrange for a proctor, by the 6th week of the term. The proctor will be accepted and approved by the instructor. Park University site administrators or adjunct faculty are preferred proctors, but K-12 school teachers, counselors or administrators, certified librarians, testing centers at accredited colleges or universities are acceptable. Approved proctors may also include U.S. Embassy officials, military education officers, or testing control officers at U.S. military bases. Excluded from approval as proctors are family members, relatives, neighbors, friends, clergy, and employers, supervisors and co-workers. For proctored examinations, photo identification is required at the time of the test. A proctor request form will be made available to you during the first week of class so that you can send your requested proctor to me for approval. Failure to take a final proctored exam will result in an automatic loss of points assigned to the final examination. Guidelines for selecting an acceptable proctor can be found on the Park University Website.
     
     
    The final exam will count 30% of the grade, and will be closed book/closed note.

    Grading:

     
    Points
    Percent of Grade
    Weekly Discussion Threads:
    100
    10%
    Weekly Practice Quizzes:
    100
    10%
    VALS Online Survey and Discussion Thread
    100
    10%
    Midterm:
    200
    20%
    Consumer Journal Project:
    200
    20%
    Final exam:
    300
    30%
     
    1000
    100%
     
     

    A:

    90%

    or

    more

    B:

    80%

    to

    89%

    C:

    70%

    to

    79%

    D:

    60%

    to

    69%

    F:

    Less

    than

    60%

    The grading system is based on percentage of total points available as listed in the Class Assessment section of the syllabus.

    The course grade for students will be based on the overall average of homework and tests taken during the course in accordance with the weighting of the various requirements as stated in the syllabus.

    The course grade for students will be based on the overall average of homework and tests taken during the course in accordance with the weighting of the various requirements as stated in the syllabus.

    All final exams in all School of Business and Management courses will be comprehensive and will be closed book and closed notes. They will constitute 30% of the total course grade and will not be a take-home exam. They will be completed during the test week in the period designated by the registrar or by the Proctor in the case online courses. If calculators are allowed, they will not be multifunctional electronic devices that include features such as: phones, cameras, instant messaging, pagers, and so forth. Electronic Computers will not be allowed on final exams unless an exception is made by the Dean of the School of Business and Management.

    Late Submission of Course Materials:
    Late papers are not accepted for credit.

    Classroom Rules of Conduct:

    Policy #1: Submission of Work:

    A class week is defined as the period of time between Monday 12:01 am MST and Sunday at 11:59 PM MST. The first week begins the first day of the term/semester. Assignments scheduled for completion during a class week should be completed and successfully submitted by the posted due date.

    Create a back up file of every piece of work you submit for grading. This will ensure that a computer glitch or a glitch in cyberspace won't erase your efforts.

    When files are sent attached to an email, the files should be in Microsoft Word, r PDF file formats.

    Policy #2: Ground Rules for Online Communication & Participation

    General email: Students should use email for private messages to the instructor and other students. When sending email other than assignments, you must identify yourself fully by name and class in all email sent to your instructor and/or other members of our class. E-mail should be checked often.

    Online threaded discussions: are public messages and all writings in this area will be viewable by the entire class or assigned group members.

    Online Instructor Response Policy: Online Instructors will check email frequently and will respond to course-related questions within 24-48 hours.

    Observation of "Netiquette": All your Online communications need to be composed with fairness, honesty and tact. Spelling and grammar are very important in an Online course. What you put into an Online course reflects on your level of professionalism. Here are a couple of Online references that discuss writing Online http://goto.intwg.com/ and netiquette http://www.albion.com/netiquette/corerules.html.

    Please check the Announcements area and this syllabus before you ask general course "housekeeping" questions. If you don't see your question there, then please contact your instructor.

    Policy #3: What to do if you experience technical problems or have questions about the Online classroom.

    If you experience computer difficulties (need help downloading a browser or plug-in, you need help logging into the course, or if you experience any errors or problems while in your Online course, click on the button in your Online Classroom, then click on the helpdesk menu item, and then fill out the form or call the helpdesk for assistance.

    Course Topic/Dates/Assignments:

    Week 1

    Chapter 1:

    Consumer Behavior and Marketing Strategy

    Chapter 2:

    Cross-Cultural Variations in Consumer Behavior

    Week 2

     

    Chapter 3:

    The Changing American Society: Values

    Chapter 4:

    The Changing American Society: Demographics and Social Stratification

    Week 3

     

    Chapter 5:

    The Changing American Society: Subcultures

    Chapter 6:

    The American Society: Families and Households

    Week 4

     

    Chapter 7:

    Group Influences on Consumer Behavior

    Chapter 8:

    Perception

    Chapter 9:

    Learning Memory and Product Positioning

     

    Midterm Exam

    Week 5

     

    Chapter 10:

    Motivation Personality and Emotion

    Chapter 11:

    Attitudes and Influencing Attitudes

    Chapter 12:

    Self-Concept and Lifestyle

    Week 6

     

    Chapter 13:

    Situational Influences

    Chapter 14:

    Consumer Decision Process and Problem Recognition

    Chapter 15:

    Information Search

    Week 7

     

    Chapter 16:

    Alternative Evaluation and Selection

    Chapter 17:

    Outlet Selection and Purchase

    Chapter 18:

    Postpurchase Processes Customer Satisfaction and Customer Commitment

    Week 8

     

    Chapter 19:

    Organizational Buyer Behavior

    Chapter 20:

    Marketing Regulation and Consumer Behavior

     

    Final Exam

     

    Academic Honesty:
    Academic integrity is the foundation of the academic community. Because each student has the primary responsibility for being academically honest, students are advised to read and understand all sections of this policy relating to standards of conduct and academic life.   Park University 2008-2009 Undergraduate Catalog Page 87

    Plagiarism:
    Plagiarism involves the use of quotations without quotation marks, the use of quotations without indication of the source, the use of another's idea without acknowledging the source, the submission of a paper, laboratory report, project, or class assignment (any portion of such) prepared by another person, or incorrect paraphrasing. Park University 2008-2009 Undergraduate Catalog Page 87

    Attendance Policy:
    Instructors are required to maintain attendance records and to report absences via the online attendance reporting system.

    1. The instructor may excuse absences for valid reasons, but missed work must be made up within the semester/term of enrollment.
    2. Work missed through unexcused absences must also be made up within the semester/term of enrollment, but unexcused absences may carry further penalties.
    3. In the event of two consecutive weeks of unexcused absences in a semester/term of enrollment, the student will be administratively withdrawn, resulting in a grade of "F".
    4. A "Contract for Incomplete" will not be issued to a student who has unexcused or excessive absences recorded for a course.
    5. Students receiving Military Tuition Assistance or Veterans Administration educational benefits must not exceed three unexcused absences in the semester/term of enrollment. Excessive absences will be reported to the appropriate agency and may result in a monetary penalty to the student.
    6. Report of a "F" grade (attendance or academic) resulting from excessive absence for those students who are receiving financial assistance from agencies not mentioned in item 5 above will be reported to the appropriate agency.
    ONLINE NOTE: An attendance report of "P" (present) will be recorded for students who have logged in to the Online classroom at least once during each week of the term. Recording of attendance is not equivalent to participation. Participation grades will be assigned by each instructor according to the criteria in the Grading Policy section of the syllabus.

    Park University 2008-2009 Undergraduate Catalog Page 89-90

    Disability Guidelines:
    Park University is committed to meeting the needs of all students that meet the criteria for special assistance. These guidelines are designed to supply directions to students concerning the information necessary to accomplish this goal. It is Park University's policy to comply fully with federal and state law, including Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990, regarding students with disabilities. In the case of any inconsistency between these guidelines and federal and/or state law, the provisions of the law will apply. Additional information concerning Park University's policies and procedures related to disability can be found on the Park University web page: http://www.park.edu/disability .



    Rubric

    CompetencyExceeds Expectation (3)Meets Expectation (2)Does Not Meet Expectation (1)No Evidence (0)
    Synthesis                                                                                                                                                                                                                                                  
    Outcomes
    1, 2, 3, 4, 5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        
    Uses  9 or more references to  contributions  of the behavioral sciences to the study of consumer behavior Uses  5 to 8 references to  contributions  of the behavioral sciences to the study of consumer behavior Uses  fewer than 4  references to  contributions  of the behavioral sciences to the study of consumer behavior Uses  no references to  contributions sof the behavioral sciences to the study of consumer behavior 
    Analysis                                                                                                                                                                                                                                                   
    Outcomes
    1, 2, 3, 4, 5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        
    Identifies and analyzes factors influencing personal consumption behavior and thoroughly relates to  consumer behavior principles and theory. Identifies and analyzes factors influencing personal consumption behavior but moderately relates to consumer behavior principles and theory Inadequate analysis of personal consumption behavior and its linkage to consumer behavior principles and theory. Lacks understanding of the scope and nature of the assignment 
    Evaluation                                                                                                                                                                                                                                                 
    Outcomes
    1, 2, 3, 4, 5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        
    Assesses personal consumption behavior thoughtfully and demonstrates reflective and critical understanding of factors influencing it. Assesses personal consumption behavior with moderate understanding of the factors influencing it. Assesses personal consumption behavior bit demonstrates no understanding of the  factors influencing it. No understanding of the outcomes of the assignment. 
    Terminology                                                                                                                                                                                                                                                
    Outcomes
    1, 2, 3, 4, 5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        
    No factual errors. 1 or 2 factual errors 3 to 4 factual errors 5 or more factual errors. 
    Concepts                                                                                                                                                                                                                                                   
    Outcomes
    1, 2, 3, 4, 5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        
    Demonstrates mastery of 8 or more   references to  contributions s of the behavioral sciences to the study of consumer behavior. Demonstrates mastery of 5 or more   references to  contributions s of the behavioral sciences to the study of consumer behavior Demonstrates mastery of fewer than 4   references to  contributions s of the behavioral sciences to the study of consumer behavior Demonstrates no  mastery of  the contributions s of the behavioral sciences to the study of consumer behavior 
    Application                                                                                                                                                                                                                                                
    Outcomes
    1, 2, 3, 4, 5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        
    Thoroughly integrates and applies 9 or more concepts, principles, and theories of consumer behavior to explain personal consumption behavior. Effectively integrates and applies   5 to 8 concepts, principles, and theories of consumer behavior to explain personal consumption behavior. Effectively integrates and applies   3 to 4 concepts, principles, and theories of consumer behavior to explain personal consumption behavior. Integrates and applies  no 8 concepts, principles, and theories of consumer behavior to explain personal consumption behavior. 
    Whole Artifact                                                                                                                                                                                                                                             
    Outcomes
    1, 2, 3, 4, 5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        
    No errors in grammar, sentence structure, punctuation, and spelling. 1 to 3 errors in grammar, sentence structure, punctuation, and spelling 4 to 6 errors in grammar, sentence structure, punctuation, and spelling 7 or more errors in grammar, sentence structure, punctuation, and spelling 
    Component                                                                                                                                                                                                                                                  
    Outcomes
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        
    Contains no errors in the following format items:
    •Length
    •Pagination
    •Internal documentation
     
    Contains one erros in the following format items:
    •Length
    •Pagination
    •Internal documentation
     
    Contains 2 to 3 errors in the following format items:
    •Length
    •Pagination
    •Internal documentation
     
    Contains 4 or more  errors in the following format items:
    •Length
    •Pagination
    •Internal documentation
     

    Copyright:

    This material is protected by copyright and can not be reused without author permission.

    Last Updated:7/26/2008 10:56:06 PM