CA 385 Consumer Behavior
F1F 2009 MY
Ft. Myer, Virginia
10 August to 11 October 2009
5:00 - 10:00 PM
Consumer Behavior, Building Marketing Strategy, Del I. Hawkins, David L. Mothersbaugh, 11th Edition, McGraw Hill, Irwin., NY. NY. 2007.
Prentice Hall Reference Guide to Grammar with Exercises, Harris, 3rd Edition 1997, Prentice Hall.
Textbooks can be purchased through the MBS bookstore
Textbooks can be purchased through the Parkville Bookstore
Good to Great, Jim Collins, Harper Business Publishers, NY. NY, 2008.
20/20 Foresight, Hugh Courtney, Harvard Business School Press, McKinsey and Company, Boston, Mass., 2007.
Trust, The one thing that makes or breaks a leader, Les T. Csorba, Thomas Nelson Publishers, Nashville, TN, 2007
The Wall Street Journal
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/.
The instructor's educational philosophy is to teach the academic material in a manner and at a pace that is conducive to learning for the majority of the class. Information provided will identify base concepts with examples worked to show practical application of concepts to representative real world problems. Students are expected to be active participants in the learning process though interaction in the classroom and preparation for class by performing assigned readings and working assignments.
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:
Students are required to read all assigned material and work assigned problems prior to the class meeting for which they are assigned. Students should be prepared to discuss concepts, graphs, problems and current events in class. The final course grade will be determined using the following measurements:
Core Assessment: Personal Consumption Journal
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.
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.
The following will be used to assign course letter grades:
F= Below 61%
A curve will not be used in grading nor will extra work be accepted for credit. Only extraordinary circumstances warrant a student's being allowed to make up a missed final examination. It is the student's responsibility to contact the instructor before the scheduled exam or by the end of the first working day after the day of the missed exam to request permission to take a make-up exam. In the process of determining whether a make-up exam should be allowed, the burden of proof is on the student. The instructor has the right to request verification of any excuse offered by the student. The student who is denied permission to take a make up exam may appeal immediately to the Academic Director or Resident Center Administrator. The appeal must be made by the end of the first working day after the day of the denial. The appeal will be forwarded immediately to the Assistant Vice President for Extended Learning whose decision will be final.
The comprehensive final is not a take home exam. The comprehensive final is not an open book or open note.
Late Submission of Course Materials:
If an assignment is due on a night that the student is not present, it is the student's responsibility to get the assignment to the instructor on the due date. Five points per night will be deducted each day an assignment is late. Assignments will not be accepted after three dates of the due date without prior approval from the instructor.
Classroom Rules of Conduct:
· Class participation is expected and will form a part of the final grade.
· Students are expected to attend all classes and be on time.
· Students are required to read all material assigned prior to class and apply the material during class discussions, activities, and exercises.
· The student is responsible for providing the instructor with justification for an excused absence, either prior to or immediately after the absence.
· Computers are now an integral part of our educational experience.
· Students must be responsible for planning ahead and meeting deadlines.
· Students will conduct themselves in a professional manner at all times.
· Students are expected to respect other students' opinions and values, even if they disagree with those opinions and values.
· There should only be one person talking at a time. Side bar conversations will not be tolerated.
1. 11 Aug Introduction, Consumer Behavior and Marketing Strategy CHAP 1
Cross-Cultural Variations in Consumer Behavior CHAP 2
The Changing American Society: Values CHAP 3
2. 18 Aug The Changing American Society: Demographics & Stratification CHAP 4
The Changing American Society: Subcultures CHAP 5
The American Society: Families and Households CHAP 6
3. 25 Aug Group Influences on Consumer Behavior CHAP 7
Perception CHAP 8
Learning, Memory and Product Positioning CHAP 9
4. 1 Sep Motivation, Personality, and Emotion CHAP 10
Attitudes and Influencing Attitudes CHAP 11
Self Concept and Lifestyle CHAP 12
5. 8 Sep Situational Influences CHAP 13
Consumer Decision Process and Problem CHAP 14
6. 15 Sep Information Search CHAP 15
Alternative Evaluation and Selection CHAP 16
7. 22 Sep Outlet Selection and Purchase CHAP 17
Post Purchase Processes, Cust. Satisfaction, & Cust. Commitment CHAP 18
8. 29 Sep Organization Buyer Behavior CHAP 19
Marketing Regulation and Consumer Behavior CHAP 20
9. 6 Oct Comprehensive Final Exam CH 1-20
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 2008-2009 Undergraduate Catalog Page 87
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 2009-2010 Undergraduate Catalog Page 92
Attendance Policy:Instructors are required to maintain attendance records and to report absences via the online attendance reporting system.
Park University 2009-2010 Undergraduate Catalog Page 95
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:7/4/2009 9:27:08 AM