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MK 385 Consumer Behavior
Conforti, Frank I.


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

FA 2007 HO

Faculty

Conforti, Frank I.

Title

Adjunct Professor

Degrees/Certificates

Bachelor of Science in Business Administration -  Drake University
Master of Business Administration - University of Missouri - KC

Office Location

TBD

Office Hours

By Appointment

Daytime Phone

816-587-8012

Other Phone

816-809-4000

E-Mail

Frank.Conforti@park.edu

Semester Dates

8/20/2007 - 12/14/2007

Class Days

--T-R--

Class Time

10:10 - 11:25 AM

Credit Hours

3


Textbook:

Michael R. Solomon, Consumer Behavior Buying,Having,and Being 7th edition
Pearson Prentice Hall
ISBN: 0-13-218694-2

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:
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 facilitator"s educational philosophy is one of interactiveness based on lectures,readings,quizzes,dialogues,
examinations,internet,videos,web sites and writings.The facilitator will engage each learner in what is referred to
as disputatious learning to encourage the lively exploration of ideas,issues and contradictions."Real World"
examples will be incorporated to add to the learning process. 

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:

There will be three exams at 200 points each and a final comprehensive exam at 300 points.
The Core Assessment will be 100 points.
 
 
The final exam will count 30% of the grade,and will be closed book/closed notes.

Grading:

A = 90% - 100%
B = 80% - 89%
C = 70% - 79%
D = 60% - 69%
F = below 60%

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:
 Any materials that are handed in late ( this is any time after the class period they are due ) will be penalized
10 points per day.No assignments will be accepted after one full week after they are due.
Any unexcused absences for exams will be counted as a zero for the missed exam. 

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:

Week 1 - Tuesday August 21 - Introductions,Syllabus review,Class expectaions
Thursday August 23 - Chapter 1
Week 2 - Tuesday August 28 - Chapter 1
Thursday August 30 - Chapter 2
Week 3 - Tuesday September 4 - Chapter 3
Thursday September 6 - Chapter 3
Week 4 - Tuesday September 11 - Chapter 4
Thursday September 13 - Chapter 5
Week 5 - Tuesday September 18 - Chapter 6
Thursday September 20 - Exam # 1 Chapters 1-5
Week 6 - Tuesday September 25 - Chapter 7
Thursday September 27 - Chapter 7
Week 7 - Tuesday October 2 - Chapter 8 ( Begin Personal Consumption log October 1st-31st )
Thursday October 4 - Chapter 8
Week 8 - Tuesday October 9 - Chapter 9
Thursday October 11 - Mid-Term Exam # 2 Chapters 6-9
Week 9 - Tuesday October 16 - Fall Break No Class
Thursday October 18 - Fall Break No Class
Week10 -Tuesday October 23 - Chapter 10
Thursday October 25 - Chapter 10
Week11 -Tuesday October 30 - Chapter 11
Thursday November 1 - Chapter 11
Week12 -Tuesday November 6 - Chapter 12
Thursday November 8 - Chapter 12 ( Core Assessment Personal Consumption paper due )
Week13 -Tuesday November 13 - Chapter 13
Thursday November 15 - Chapter 14
Week14 -Tuesday November 20 - Exam # 3 Chapters 10-13
Thursday November 22 - Thanksgiving Day Holiday - No Class
Week15 -Tuesday November 27 - Chapter 15
Thursday November 29 - Chapter 16
Week16 -Tuesday December 4 - Chapter 17
Thursday December 6- Chapter 17 / Final review
Week17 -Tuesday December 11 - Final Exam Chapters 1-17 10:15am - 12:15pm

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 2007-2008 Undergraduate Catalog Page 85-86

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 2007-2008 Undergraduate Catalog Page 85

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.
  3. Work missed through unexcused absences must also be made up within the semester/term of enrollment, but unexcused absences may carry further penalties.
  4. 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".
  5. A "Contract for Incomplete" will not be issued to a student who has unexcused or excessive absences recorded for a course.
  6. 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.
  7. 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 2007-2008 Undergraduate Catalog Page 87-88

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:

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Last Updated:8/10/2007 6:22:32 PM