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MK 385 Consumer Behavior
Lewis, Leslie Hugh


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

U1A 2010 BE

Faculty

Lewis, Leslie Hugh

Title

Senior Instructor Management/HR

Degrees/Certificates

Graduate Studies UT Austin McCombe Grad School of Business
MBA Management Systems University of North Texas
BBA Economics/Finance and Management Baylor University     BS Social Psychology Park University   AAS Electronics ACC

Office Location

RM 209 Austin Center

Office Hours

3-10 T-R

Daytime Phone

512.251.4061 Home

E-Mail

leslie.lewis@park.edu

Semester Dates

June 7 to Aug. 1, 2010

Class Days

--T-R--

Class Time

8:00 - 10:40 PM

Prerequisites

None

Credit Hours

3


Textbook:
MK385    Hawkins, Mothersbaugh, Best, Consumer Behavior with Life Style Study TM Data Disk¸ 11th Edition, Irwin, 2007. ISBN-13: 9780073261546

Additional Resources:

 

Austin Center

The resource room is located in room 213 in the Austin Center.  It is open from 8:00 am until 10:pm Monday through Thursday and Friday until noon.  The room has a wide selection of current business and academic journals, magazines and a limited number of subject related videos, texts, and books.  The room also has three PCs with an Internet connection and printer. USE IT.

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:
BA385 (CA385) Consumer Behavior: 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:
As the facilitator of the course I develop each class with the idea that "We are all Life Time Learners" and that adults learn better if they are part of the learning process itself.  In order to succeed in this course, the student must first and foremost participate each week in class.  The facilitator's educational philosophy is one of interactiveness based on the assumption that the student must conscientiously prepare for class by reading the text prior to participation.  The student must satisfactorily complete all examinations, term paper, and homework which is developed to emphasis the course's Core Learning Outcomes.  All methods of teaching are designed to transfer new material by clarifying and emphasizing subject areas presented in the text, current news topics, and experiences.

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.


  Instructor Learning Outcomes
  1. 6. Explain the consumer decision process.
  2. 7. Be able to explain why consumers buy what they buy.
  3. 8. What is the psychology of buying?
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:
 

For this course, the core assessment is a Comprehensive Final Examination to be administered in all sections of MK 385. This exam is worth at least 30 percent of the student's final grade and will test students' mastery of the Core Learning Outcomes (as listed on this syllabus) through definitions, essay, and/or multiple choice questions. 
 
 

Grading:
 

                                                      Test #1                        30%      300 points  

                                                      Test #2                        30%      300                                         

                                                      Journal project           25%        250

                                                      Journal Presentation    5%           50                        

                                                    Class Participation        10%       100

                                                                                     100%         1000 points
 
 

Final grade will be determined using the following criteria:  A  -900.0 - 1000.0 cumulative average (c.a). 
B  -800.0 - 899.9 c.a.  C  - 700.0- 799.9 c.a.  D  - 600.0  -699.9 c.a.  F  -000.0 - 599.9 c.a.

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.

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 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.

Late Submission of Course Materials:
 

Exam make up:  If students miss an exam, they will have one week to take a makeup exam returning to class.  The third (final) exam, however, must be made up within 24 hours of the assigned date or an F will be given for the exam.

Reports, homework, and presentation will incur a reduction of 10 points per day for reports and 10 points per class session for presentations and homework.

Classroom Rules of Conduct:
 

1. Professional conduct expected. The lecture relies on the fact that you have read the assigned material and have completed any assignment relating to it.

2. a.  No interruption while learners are discussing and/or asking questions. 
    b.  Class starts at the published time and attendance will be taken.  No  Exceptions! 
    c.  Homework is due on the date given, not after. 
    d.  You must be present for all presentations and exams!

Course Topic/Dates/Assignments:
 

Class Number                                                                                                    Assignment

                                               1                                                                         Course introduction Chapter 1  

                                    2                                                                         Chapters 2 & 3               

                                               3                                                                          Chapters 4 & 5 (review journals)

                                                                                                                       Chapters 6

                                               5                                                                          Chapters 7 (review journals)

                                               6                                                                          Chapters 8 & 9

                                                                                                                       Chapters 10

                                               8                                                                        Test I

                                               9                                                                       Chapters 11

                                               10                                                                    Chapters 12 & 13

                                                11                                                                  Chapters14 &15

                                                12                                                                  Chapters 16 ( Journals Due)

                                                 13                                                                  Chapters 17 & 18

                                                 14                                                                 Chapters 19

                                                  15                                                                  Test II

                                                  16                                                              Journal  Presentations

               

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 2009-2010 Undergraduate Catalog Page 92

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.

  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 "F".
  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 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 .



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:5/7/2010 11:24:54 AM