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MK 385 Consumer Behavior
Cheadle, Sonja Karin


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

U1T 2006 DLA

Faculty

Cheadle, Sonja Karin

Title

Adjunct Professor

Degrees/Certificates

MBA, Marketing

Daytime Phone

816-507-8552

E-Mail

sonja.cheadle@pirate.park.edu

Semester Dates

June 5-July 30, 2006

Class Days

TBA

Class Time

TBA

Prerequisites

Prerequisite for this course is an introductory course in marketing (MK 351 or equivalent). Background in psychology is useful but it is not necessary.

Credit Hours

3


Textbook:
Consumers, Second Edition,  by Eric Arnould, Linda Price and George Zinkhan, McGraw-Hill - Irwin, 2004. ISBN:   0072537140.

Textbooks can be purchased though the MBS bookstore

Textbooks can be purchased though 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


Course Description:
(CA385) An integrated 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:
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

  Instructor 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.
Class Assessment:
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 posted to the Dropboxr for evaluation at the end of each week. 190 points possible
 
Online  Discussions -- A number of discussion questions  will be posted weekly in a topic 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. 48 points possible

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 posted to the Dropbox for evaluation. 80 points possible
 
VALS2 Online  Exercise -- This exercise must be completed by the end of Week 5. 15 points possible

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  topic 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. 100 points possible
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 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
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
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. 80 points possible

The comprehensive final exam for online courses must be passed with a grade of at least 60% in order to pass the course regardless of the student's overall average in the class.  The comprehensive final is closed book and closed notes. The final examination must be taken in person during the 8th week of instruction at one of the Park University Campus Center sites around the country or at an alternative location approved by your Instructor where Park University Campus Center site is not within a one-hour drive of that campus.  160 points possible

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.  

Grading:
Evaluation

The following table shows the points assigned for each component of required work in this course:




Points

Weekly Homework Questions (5 points each)
190

Weekly  Discussion Questions (4 points each)
32

Weekly Discussion "Responses" (2 points each)
16

Case Analyses (20 points each)
80

VALS2 Online Exercise
15

Term Project
100

Midterm Exam
80

Final Exam
160

Total  Points Possible-->
673


Grading Scale:


A = 606 - 673 points
B = 605 - 539 points
C = 538 - 472 points
D = 471 - 404 points
F = less than 403 points


Classroom Rules of Conduct:
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

Course Topic/Dates/Assignments:
During Week 1, we will discuss the domain of consumer behavior, the "circle of consumption," and how consumption is related to other technological and economic processes.  We will explore the  changing world of consumption and examine consumption patterns in developing and post-industrialized countries and in the transiional economies of Eastern Euope.  Additionally, we will discuss the meaning and nature of culture and how it influences consumer behavior. We will be referring to several topics discussed this week throughout the term.
Week 1

Readings:
Chapter 1: An Overview of Consumer Behavior
Chapter 2:  The Changing World of Consumption
Chapter 3:  The Meaning and Nature of Culture
Online Assignment 1:
Click on the Discussion menu for Week 1 on the left side of the page, select the topic (thread)  titled Introductions, and post a brief statement about yourself to introduce yourself to your classmates.
Online Assignment 2:
Discussion Questions -- Click on the Week 1 Discussion menu and select the  thread titled Discussion Questions  for Week 1. Read the discussion questions carefully and select a discussion question that has not been answered. Develop a complete answer and post it in that thread. Then post a one paragraph response to another student's answer.
Weekly Homework Questions: After you finish the readings for Week 1,
answer the following questions in the text:
Chapter 1: page 24, answer any two questions of your choice
Chapter 2: page 63,. answer any two questions of your choice
Chapter 3: page107, answer any two questions of your choice

During Week 2, we will focus on the importance and nature of consumer meaning --what consumption means to consumers -- in a  global market economy, identify opportunities and constraints created by the global economy and review important trends that shape global consumption.  Also, we will disccuss the linkage between our understanding of consumer behavior to marketing strategy, policy, and research.  
Week 2

Readings:
Chapter 4: Consumption Meanings
Chapter 5: Consumer Behavior and Marketing Strategies
Online  Assignment
Discussion Questions -- Click on the Week 2 Discussion menu and select the  thread titled Discussion Questions  for Week 2.  Select a discussion question that has not been answered. Develop a complete answer and post it in that thread. Then post a one paragraph response to another student's answer.
Weekly Homework Questions: After you finish the readings for Week 2
answer the following questions in the text:
Chapter 4: page 153, answer any two questions of your choice
Chapter 5: page 205, answer any two questions of your choice
During Week 3, we will examine the range and score of market research strategies and include a discussion of the impact of new technologies and globalization on the conduct and ethicsof market research.   In addion, will review models, theory, and research about consumer decision making and attitudes, motives, goals, and involvement.  
Week 3

Readings:
Chapter 6: Learning about Consumers
Chapter 7: Consumer Motives, Goals, and Involvement
Online Assignment
Discussion Questions -- Click on the Week 3 Discussion menu and select the  thread titled Discussion Questions  for Week 3.  Select a discussion question that has not been answered. Develop a complete answer and post it in that thread. Then post a one paragraph response to another student's answer.
Weekly Homework Questions: After you finish the readings for Week 3,
answer the following questions in the text:
Chapter 6: page 250, answer any two questions of your choice
Chapter 7: pages 289 - 290, answer any two questions of your choice
During Week 4, we will discuss an overview of consumer perception and explore how context and culture  influence what consumers experience, learn, and remember. We will, also, consider how the World Wide Web might affect what, when, and how consumers learn.
Week 4

Readings:
Chapter  8:  Perception:  Worlds of Sensations
Chapter  9:  Experience, Learning, and Knowledge
Online Conference Assignment :
Discussion Questions -- Click on the Week 4 Discussion menu and select the  thread titled Discussion Questions  for Week 4. Select a discussion question that has not been answered. Develop a complete answer and post it in that thread. Then post a one paragraph response to another student's answer.
Weekly Homework Questions: After you finish the readings for Week 4,
answer the following questions in the text:
Chapter 8: page 327, answer any two questions of your choice
Chapter 9: page 379, answer any two questions of your choice
During Week 5, we will examine how consumers' self-concepts and personalities relate both to the environment in which consumers live and their consumption behavior.   We will review  how consumer lifestyles in many parts of the world are connected to cultural beliefs and values  and how lifestyle segmentation studies are used by firms in product positioning, target marketing, and the selection of appropriate communications media. In addition, we will discuss the impact of social class,    
Week 5

Readings:
Chapter 10: Acquiring Things
Chapter 11: Why Do People Buy?  Motivations, Needs, and Involvement
Chapter 12: Experience, Learning and Knowledge
Online Assignment 1
Discussion Questions -- Click on the Week 5 Discussion menu and select the  topic titled Discussion Questions  for Week 5. Select a discussion question that has not been answered. Develop a complete answer and post it in that thread. Then post a one paragraph response to another student's answer.
Online Assignment 2:
VALS2 Online Exercise -- Visit the VALS2 web site at  http://www.sric-bi.com/VALS/   and complete the online VALS Survey.  Follow the instructions included in this Syllabus.  Click on the Week 5 Discussion menu and select the  topic titled Week 5 - VALS Online Assignment.  Folllow the additional instructions posted there to complete this assignment.
Weekly Homework Questions: After you finish the readings for Week 5,
answer the following questions in the text:
Chapter 10: page 423, answer any two questions of your choice
Chapter 11: page 469, answer any two questions of your choice
Chapter 12:page 522 - 523, answer any two questions of your choice
send your completed work to your instructor via e-mail by the end of Week 5
During Week 6, .we discuss the process by which individuals and informal groups influence others' acquisition and consumption behavior.  We will review the impact of market mavens, celebrity endorsers, and reference groups  and the role of interpersonal influences in consumer preferences and choices. Our attention will turn to recent research and models  related to consumer decision making and attitudes.
Week 6

Readings:
Chapter 13: Organizational and Household Behaviors
Chapter 14: Interpersonal Influence
Chapter 15:  Consumer Attitudes and Decisions
Online Assignment
Discussion Questions -- Click on the Week 6 Discussion menu and select the  thread titled Discussion Questions  for Week 6. Select a discussion question that has not been answered. Develop a complete answer and post it in that thread. Then post a one paragraph response to another student's answer.
Weekly Homework Questions: After you finish the readings for Week 6,
answer the following questions in the text:
Chapter 13: pages 573 - 574, answer any two questions of your choice
Chapter 14: pages 618 - 619, answer any two questions of your choice
Chapter 15: pages 661 - 662, answer any two questions of your choice
Attach your assignment to the Dropbox by the end of Week 6.
During Week 7, we will discuss the many ways that consumers acquire products, services, and ideas and include how and why people shop and how we can understand and attempt to predict purchase behavior. A;so, we will explore how, why, and when consumers purchase new products and services and how they integrate thsse innovations into their every day lives.  
Week 7

Readings:
Chapter 16: Acquiring Things
Chapter 17: Consumer Innovation
Online Assignment
Discussion Questions -- Click on the Week 7 Discussion menu and select the  thread titled Discussion Questions  for Week 7.  Select a discussion question that has not been answered. Develop a complete answer and post it in that thread. Then post a one paragraph response to another student's answer.
Weekly Homework Questions: After you finish the readings for Week 7,
answer the following questions in the text:
Chapter 16: page 701, answer any two questions of your choice
Chapter 17: pages 743 - 744, answer any two questions of your choice
Attach your assignment to the Dropbox by the end of Week 7.
During Week 8,  we will review recent research on how to deliver value and satisfaction to consumers.Finally, we will discuss consumer recycling, reuse, and disposal behavior and micro and macro consequences of consumption.
Week 8

Readings:
Chapter 18: Consumer Satisfaction
Chapter 19: Disposal, Recycling, and Reuse
Online Assignment 1:
Discussion Questions -- Click on the Week 8 Discussion menu and select the  thread titled Discussion Questions  for Week 8. Select a discussion question that has not been answered. Develop a complete answer and post it in that thread. Then post a one paragraph response to another student's answer.
Online  Assignment 2:
Lessons Learned --Click on the Week 8 Discussion menu and select the  thread titled Lessons Learned. Answer the questions posted there.  Feel free to contribute your comments at any time this week.
Weekly Homework Questions: After you finish the readings for Week 8,
answer the following questions in the text:
Chapter 18: page 788, answer any two questions of your choice
Chapter 19: page 834, answer any two questions of your choice

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 2005-2006 Undergraduate Catalog Page 85-87
Academic 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.
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 2005-2006 Undergraduate Catalog Page 85-87
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

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 "WH".
  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 2005-2006 Undergraduate Catalog Page 89

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 .

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Last Updated:6/2/2006 9:59:11 AM