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MK 385 Consumer Behavior
Lutz, Andrew 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

S1J 2009 PV

Faculty

Lutz, Andrew J.

Title

adjunct faculty

Degrees/Certificates

BSBA Kansas State University  1981
MBA  Avila University  1992

Office Location

In Classroom

Office Hours

30 minutes prior to class

Daytime Phone

913-642-2865

Other Phone

913-642-2865

E-Mail

Andrew.Lutz@park.edu

ajlutzlbs@aol.com

Semester Dates

Spring I, 2009

Class Days

----R--

Class Time

5:30 - 9:50 PM

Credit Hours

3


Textbook:

Consumer Behavior, Building Marketing Strategy; Hawkins,Mothersbaugh,Best;  McGraw-Hill; 10th edition
 

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:

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/.


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

Educational Philosophy:
The class is lecture and discussion driven. Students will be encouraged to discuss and interact throughout the term. Exams will be given, and each student will make two group presentations of cases. The emphasis is on teaching fundamentals, as well as real world applications. In addition, there will be a core assessment as described on this syllabus.

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:
The student is graded on exams, the core assessment project, class attendance and participation, and group case presentations.

Grading:

Exam #1                                     300 points
Final Exam                                  300 points
Case Presentation #1                     40 points
Case Presentation #2                     40 points
Attendance & participation            20 points
Core Assessment/Journal/Paper   300 points
 
Total                                            1,000 points
 
900-1,000          A
800-899             B
700-799             C
600-699             D
0-599                 F

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 work is not accepted unless prior arrangements have been made between the student and the instructor.

Classroom Rules of Conduct:
No one is allowed in the classroom unless they are enrolled in the class. If a student misses a class, the student may contact another student to get the notes, assignments, etc..   The instructor will not re-teach the class via phone or e-mail to a student who was absent from class.

Course Topic/Dates/Assignments:

Class 1            Introductions
                        Syllabus
                        Ch. 1,2,3
 
Class 2            Ch. 4,5,6,7
 
Class 3            Ch. 8,9  
                        Exam #1 (ch. 1-7)
 
Class 4           Ch. 12, 13, 14
 
Class 5           Ch. 15, 16
                       Assignment of Groups 
 
Class 6          Core Assessment/Journal Due
                      Consumer Behavior Videos and Discussion
                      Work in Groups
                      Ch. 17, 18
                      
Class 7            Group Presentations
 
Class 8            Group Presentations
                        Final Exam (cumulative)
                           

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.

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
 

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Last Updated:12/10/2008 3:26:07 PM