MK 385 Consumer Behavior
F2T 2006 DL
Master of Business Administration degree with emphasis in Marketing from Avila UniversityBachelor of Science degree in Business from University of Missouri-KC
October 23 - December 17, 2006
Suggested prerequisite: MK 351 or equivalent
Textbook: Consumers, Second Edition, by Eric Arnould, Linda Price and George Zinkhan, McGraw-Hill - Irwin, 2004. ISBN: 0072537140.
Textbooks can be purchased through the MBS bookstore
Textbooks can be purchased through the Parkville Bookstore
Additional Resources: Recommended Readings: The Wall Street Journal Interactive Edition - http://www.wsj.com Business Week - http://www.businessweek.com Fortune - http://www.fortune.com Barrons - http://www.barrons.com Student 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. Park University Online Bookstore - Select "Distance Learning - Graduate," or "Distance Learning Internet," and then click on the appropriate course code (ex. AC 201, PA 501) to see the list of required and optional texts for each course that you are enrolled in. Advising - Park University would like to assist you in achieving your educational goals. Your Campus Center Administrator can provide advising to you, please contact them for assistance. If you need contact information for your Campus Center, click here. Online Tutoring Services - Park University has arranged for Online students to receive five hours of free access to Online tutoring and academic support through Smarthinking. If you would like Online tutoring, please contact me to receive their recommendation and information on how to access the Online tutoring. 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. Online Classroom Technical Support - For technical assistance with the Online classroom or your proctor form, email email@example.com or call the helpdesk at 866-301-PARK (7275). Park Helpdesk - If you have forgotten your OPEN ID or Password, or need assistance with your PirateMail account, please email the Park Helpdesk or call 800-927-3024.
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 firstname.lastname@example.org or call 800-927-3024Resources 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 email@example.com 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.
Educational Philosophy: Overview and Course Goals Welcome to Consumer Behavior (MK 385) online! This course is designed to provide a theoretical framework and appropriate analytical and practical tools useful for the study of consumer behavior. Incorporated in the course are contributions from a diverse number of disciplines: individual and social psychology, sociology, economics, and cultural anthropology. Emphasis is also on a cross-cultural perspective that explores consumer behavior around the world. The principles and concepts underlying consumer behavior covered in this course are designed to provide an understanding of the consumption experience useful to managers in business, government, and nonprofit organizations. For marketing practitioners, knowledge of how individuals, families, and groups evaluate, acquire, use, and dispose of goods, services and ideas has significant implications for target marketing, product and service positioning, and developing marketing programs. For students, in general, this course provides useful information on how marketers use strategies and tactics to influence their behavior in the marketplace. Knowledge of consumer behavior will enhance their ability to exercise effective control over their own consumption experiences. Prerequisite for this course is an introductory course in marketing (MK 351 or equivalent). Background in psychology is useful but it is not necessary. Each week we will focus on different topics and issues related to consumer behavior. These are reinforced and expanded in our text, Consumers , Second Edition, by Eric Arnould, Linda Price, and George Zinkhan. Proctored final examinations will be administered during the 8th week of class. Your instructor will provide you with further guidance.
Learning Outcomes: Core Learning Outcomes
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.
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:
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:
Link to Class RubricClass Assessment: Examinations 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 at least 20% of the grade, and will be closed book/closed note; the student must score 60% of better on the final to pass the class, regardless of other work.
The following table shows the points assigned for each component of required work in this course:
Weekly Homework Questions (10 points each)
Weekly Discussion Questions (6 points each)
Weekly Discussion "Responses" (4 points each)
Case Analyses (25 points each)
VALS2 Online Exercise
Total Points Possible-->
A = 900 - 1000 pointsB = 800 - 899 pointsC = 700 - 799 pointsD = 600 - 699 pointsF = less than 600 points
Course Topic/Dates/Assignments: Grading Criteria: Each student is responsible for: completing weekly reading assignments completing weekly homework assignments participating in weekly online discussions completing four case analyses completing the VALS2 online exercise completing a term project completing both a midterm and a proctored final exam Assignments Homework Questions -- A list of review questions is included at the end of each chapter in the text. Answer any two questions of your choice for each chapter based on the weekly assigned readings. This assignment is to be submitted to the instructor via the dropbox for evaluation at the end of each week. Online Discussions -- A number of discussion questions will be posted weekly in a thread titled "Online Discussion Questions for Week #." Each student is required to select a question that has not been answered, develop a complete answer, and post it in the thread. In addition, each student is required to post a one- paragraph response to another student's answer. Case Analyses -- A short case titled "You Make the Call" is included at the end of each chapter in the text. Select any four of these nineteen cases and prepare a written analysis, about two pages for each case. Use the questions listed at the end of each case you selected as a guide to formulate your analysis and to adequately address the issues in the case. Two of these case analyses are due at the end of Week 4 and the balance are due at the end of Week 8. All case analyses should be submitted to the instructor via the dropbox for evaluation. VALS2 Online Exercise -- This exercise must be completed by the end of Week 5. Instructions: Review the discussion on VALS2 (Values and Lifestyles Systems) in the text, pages 448 - 453. Then visit the VALS web site at http://www.sric-bi.com/VALS/ and complete the online VALS Survey. Also, at the VALS web site, click on the VALS Types menu item and review the description of each VALS type. Enter the class conference thread titled "Week 5 -- VALS Online Assignment" and post your answers to the following questions: 1. What is your primary VALS type and your secondary, if any? Describe you VALS type using the information provided at the VALS home page. 2. Do you agree with the VALS type the Survey predicted for you? Why or why not? If not, what type do you think you should be? Explain. Term Project -- 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 (8 to 10 pages) should include your Personal Consumption Journal and your analysis of your buying behavior. This report is due at the end of Week 7 and should be e-mailed to the instructor for evaluation. NOTE: All written assignments and online postings in this course will be evaluated by the instructor using the following criteria: thoroughness, application of consumer behavior concepts discussed in the readings, clarity, and creative thinking.
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 2006-2007 Undergraduate Catalog Page 87-89Academic honesty is the prerequisite for academic study. Academic dishonesty is inimical to the spirit of a learning community. Hence, Park will not tolerate cheating or plagiarism on tests, examinations, papers, and other course assignments. Students who engage in such dishonesty may be given failing grades or expelled from Park.
Plagiarism, the appropriation or imitation of the language or ideas of another person and presenting them as one's original work, sometimes occurs through carelessness or ignorance. This does not make it less serious. However, students who are uncertain about proper documentation of sources should consult their course faculty member.
Academic dishonesty could involve:
having a tutor or a friend complete your work
having a reviewer make extensive revisions of your work
collaborating with other students in completing your work unless you have been instructed to do so
submitting somebody else's work as your own
submitting work that does not represent your original words and/or ideas. This especially applies to answers to essay questions. Do not copy materials verbatim from the text. Answer the questions in your own words.
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 2006-2007 Undergraduate Catalog Page 87
Attendance Policy:Instructors are required to maintain attendance records and to report absences via the online attendance reporting system.
Park University 2006-2007 Undergraduate Catalog Page 89-90Professors are required to keep attendance records and report absences throughout the term. Excused absences can be granted by the instructor for medical reasons, school sponsored activities, and employment-related demands including temporary duty. The student is responsible for completing all missed work. Absences in excess of four (4) class periods (2 weeks in a term) will be reported to the Dean for appropriate action. Any student failing to attend class for two consecutive weeks, without an approved excuse, will be institutionally withdrawn (unofficially withdrawn) and notified by mail that an "F" will be recorded.
Students are expected to spend a substantial amount of time online and offline each week including but not limited to responding to the weekly conference discussions, sending/receiving Email, reading and viewing online lectures, completing online quizzes and tests, and conducting research over the World Wide Web. A rule of thumb is that you should spend approximately 4-5 hours per week online reviewing course content and engaging in group work and discussion and an additional 4-6 hours per week on readings, preparing assignments, or completing papers or examinations.
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 .
Last Updated:10/9/2006 8:47:18 AM