MK 385 Consumer Behavior
S1J 2007 PV
Lennard, Donald H.
MBA-Avila UniversitySeries 65 License Holder
January 18th-March 8th 2007
5:30 - 9:50 PM
Textbooks can be purchased through the MBS bookstore
Textbooks can be purchased through the Parkville Bookstore
Consider using more than Google for Internet searches. In addition, be advised that even the founder of Wikipedia cautions that this website should not be used as a serious scholarly reference.
The Marketing Section of The Wall Street Journal is an excellent resource for this course, as is Advertising Age, Business Week and Forbes.
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 email@example.com or call 800-927-3024Resources for Current Students - A great place to look for all kinds of information http://www.park.edu/Current/.
The facilitator strongly believes that Marketing and Consumer Behavior have a unique language, not unlike most business related disciplines. Accordingly, significant emphasis is placed on terminology and concept application in this course. Leaning is accomplished via quizzes, lectures, assigned readings, review of current events, exams, videos, website assessment and writing.
Critical thinking is also strongly emphasized. A good working definition is as follows;
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:
DDB LIfe Style Data Analysis (5)
Internet Exercises (5)
Personal Consumption Journal
Class Participation (100 points)
Internet Exercises (5 @ 20 points each)
DDB Life Style Study Data Analysis (5 @ 60 points each)
Two exams @ 200 points each
Personal Consumption Journal (100 points)
Total 1000 points
All final exams will be comprehensive and will be closed book and closed notes. 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 Associate Dean.
Classroom Rules of Conduct: Students will respect the opinions of others. Criticism will be directed at ideas, not individuals.
Cell phones are to be turned off. Laptop computers are permitted for note taking-not surfing the Internet during class. Repeated violations could result in you be expelled from this class with a resulting grade of WF.
Week 2 Chapters 3 & 4; DDB Life Style Data Analysis; Internet Exercises
Week 3 Chapters 5 & 6; DDB Life Style Data Analysis; Internet Exercises
Week 4 Chapters 7 & 8; Mid-Term Exam
Week 5 Chapters 9 & 10; Return Test; ; DDB Life Style Data Analysis; Internet Exercises
Week 6 Chapters 11 & 12; DDB Life Style Data Analysis; Internet Exercises
Week 7 Chapters 13 & 14; ; DDB Life Style Data Analysis; Internet Exercises
Week 8- Chapters 15 & 16; 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 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.
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 .
Last Updated:12/26/2006 4:02:01 PM