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CA 385 Consumer Behavior
Martin, Michael R.


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

MK385 Consumer Behavior

Semester

FA 2006 HO

Faculty

Martin, Michael R.

Title

Assistant Professor of Business

Degrees/Certificates

BS University of Missouri
MBA Rockhurst University
PhD (ABD) University of Missouri-Kansas City

Office Location

Mackay 30 A

Office Hours

MWF 10:00 a.m.-11:00 a.m., M 5:00 p.m.-6:00 p.m. TR 10:00 a.m.-11:30 a.m.

Daytime Phone

816-584-6446

E-Mail

mike.martin@park.edu

Class Days

-M-W-F-

Class Time

9:00 - 9:50 AM

Prerequisites

This is a 3-hour course and there are no prerequisites.

Credit Hours

3


Textbook:
Schiffman & Kanuk, Consumer Behavior 9/e. Pearson Prentice Hall ISBN: 0131869604

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:
An intergrated approach to the study of various behavioral concepts and theories useful for understanding consumer behavior and its relevance to the development of effective marketing strategies. 3:0:3

Educational Philosophy:
The purpose of any course is to develop, not just knowledge, but also analytical and critical thinking.  Toward these purposes, students will be expected to interact and question what they are presented.  They also will be expected to actively participate in all phases of the learning experience.  It is through questioning, not through acceptance, that progress is made.

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:

Three exam at 100 points each for a total of 67% of the grade.

All exams will be closed book and closed note.

A final paper at 100 points and a class presentation at 50 points for 33% of the grade.

Grading:

At the end of the course, your accumulated points will be converted to grades based on the following scale:

 

90% - 100%    =  A

80% - 89%      =  B

70% - 79%      =  C

60% - 69%      =  D

below 60%      =  F

Late Submission of Course Materials:
<P class=MsoNormal style="MARGIN: 0in 0in 0pt"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: Arial; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 'Times New Roman'">Extra Credit:</SPAN></B><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: Arial; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 'Times New Roman'"><SPAN style="mso-spacerun: yes">  </SPAN>There will be no extra credit available.<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0in 0in 0pt"><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: Arial; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 'Times New Roman'"><o:p> </o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0in 0in 0pt"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: Arial; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 'Times New Roman'">Missed Examinations:<o:p></o:p></SPAN></B></P> <P class=MsoNormal style="MARGIN: 0in 0in 0pt"><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: Arial; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 'Times New Roman'"><o:p> </o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0in 0in 0pt"><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: Arial; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 'Times New Roman'">Make-up examinations <B style="mso-bidi-font-weight: normal"><U>will not</U></B> be given.<SPAN style="mso-spacerun: yes">  </SPAN>Each student may drop their lowest exam grade during the semester.<SPAN style="mso-spacerun: yes">  </SPAN>If an exam is missed then that will be the exam that is dropped for the final grade calculation.<o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0in 0in 0pt"><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: Arial; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 'Times New Roman'"><o:p> </o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0in 0in 0pt"><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: Arial; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 'Times New Roman'">The paper cannot be the grade that is dropped<o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0in 0in 0pt"><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: Arial; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 'Times New Roman'"><o:p> </o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0in 0in 0pt"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: Arial; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 'Times New Roman'">LATE SUBMISSION OF COURSE MATERIALS</SPAN></B><SPAN style="FONT-SIZE: 11pt; FONT-FAMILY: Arial; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 'Times New Roman'">:<SPAN style="mso-spacerun: yes">  </SPAN>Any materials that are handed in late (this is any time after the class period when they are due) will be penalized 10 points per day.<SPAN style="mso-spacerun: yes">  </SPAN>No assignments will be accepted after the last day of class.<o:p></o:p></SPAN></P>

Classroom Rules of Conduct:
Students are expected to arrive in the classroom before the class starts.  Class disruptions from cell phones, pagers or any other device will not be allowed

Course Topic/Dates/Assignments:

Monday, August 21, 2006 Who, What, Where,When & Why
Friday, August 25, 2006 Chap 1
Monday, August 28, 2006
Friday, September 01, 2006 Chap 2
Monday, September 04, 2006 No Class-Labor Day
Friday, September 08, 2006 Chap 3
Monday, September 11, 2006 Chap 4
Friday, September 15, 2006
Monday, September 18, 2006 Exam I
Friday, September 22, 2006 Chap5
Monday, September 25, 2006
Friday, September 29, 2006 Chap 6 
Monday, October 02, 2006 Chap 7
Friday, October 06, 2006 Chap 8
Monday, October 09, 2006 Exam II
Friday, October 13, 2006 Chap 9
Monday, October 16, 2006 No Class-Fall Break
Friday, October 20, 2006 No Class-Fall Break
Monday, October 23, 2006 Chap 10
Friday, October 27, 2006
Monday, October 30, 2006 Chap 11
Friday, November 03, 2006 Chap 12 
Monday, November 06, 2006 Exam III
Friday, November 10, 2006 Chap 13
Monday, November 13, 2006
Friday, November 17, 2006 Chap 14
Monday, November 20, 2006 Chap 15
Friday, November 24, 2006 No Class-Thanksgiving
Monday, November 27, 2006 Chap 16
Friday, December 01, 2006 Papers Due and Presentations
Monday, December 04, 2006 Papers Due and Presentations
Friday, December 08, 2006 Papers Due and Presentations
Monday, December 11, 2006 Finals Week Exam IV

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 87-89

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.

  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 "W".
  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 2006-2007 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:8/18/2006 12:33:15 PM