CA 385 Consumer Behavior
F1F 2010 QU
9 August - 10 August 2010
5:30 - 10:30 PM
Building Marketing Strategy (with CD),
Del I. Hawkins, David L. Mothersbaugh, 11th Edition, McGraw Hill, Irwin., NY.
NY. 2007. ISBN: 0-07-729410-6.
Prentice Hall Reference
Guide to Grammar with Exercises,
Harris, 3rd Edition 1997, Prentice Hall.
Textbooks can be
purchased though the MBS 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,
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 assigned
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:
Vehicle Points %
Final Exam: 300 30%
Threads 100 10% Marketing Strategy 200
Audit 200 20%
Consumption Journal 200 20%
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:
participation is expected and will form a part of the final grade.
are expected to attend all classes and be on time.
are required to read all material assigned prior to class and apply the
material during class discussions, activities, and exercises.
student is responsible for providing the instructor with justification for an
excused absence, either prior to or immediately after the absence.
are now an integral part of our educational experience.
must be responsible for planning ahead and meeting deadlines.
conduct themselves in a professional manner at all times.
expected to respect other students' opinions and values, even if they disagree
with those opinions and values.
only be one person talking at a time. Side bar conversations will not be
1. 10 Aug Introduction, Consumer Behavior and
Marketing Strategy CHAP 1
Cross-Cultural Variations in Consumer
Behavior CHAP 2
The Changing American Society: Values CHAP
2. 17 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. 24 Aug Group
Influences on Consumer Behavior CHAP
Learning, Memory and Product Positioning CHAP
4. 31 Aug Motivation,
Personality, and Emotion CHAP
and Influencing Attitudes CHAP
Self Concept and Lifestyle CHAP
5. 7 Sep Situational
Consumer Decision Process and Problem CHAP
6. 14 Sep Information
Evaluation and Selection CHAP
7. 21 Sep Outlet
Selection and Purchase CHAP 17
Post Purchase Processes, Cust. Satisfaction,
& Cust. Commitment CHAP 18
8. 28 Sep Organization Buyer Behavior CHAP 19
Regulation and Consumer Behavior CHAP 20
9. 5 Oct Comprehensive Final Exam CH
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 students and faculty members are encouraged to take advantage of the University resources available for learning about academic honesty (www.park.edu/current or http://www.park.edu/faculty/).from Park University 2010-2011 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. from Park University 2010-2011 Undergraduate Catalog Page 92-93
Attendance Policy:Instructors are required to maintain attendance records and to report absences via the online attendance reporting system.
Park University 2010-2011 Undergraduate Catalog Page 95-96
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:7/9/2010 6:17:24 PM