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CA 385 Consumer Behavior
Schleiden, Roger


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

CA 385 Consumer Behavior

Semester

F1F 2010 QU

Faculty

Schleiden, Roger

Title

Assistant Professor

Office Location

Quantico, Virginia

Office Hours

By Appointment

Daytime Phone

(703) 971-7919

Other Phone

(703) 679-4264

E-Mail

roger.schleiden@park.edu

rogerschledien@cox.net

Semester Dates

9 August - 10 August 2010

Class Days

--T----

Class Time

5:30 - 10:30 PM

Prerequisites

None

Credit Hours

3


Textbook:

Consumer Behavior, 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

Additional Resources:

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 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:
CA385 (MK385) Consumer Behavior: 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:

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 problems.

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:

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%

                                                Weekly Discussion Threads                           100    10%                                                                                       Marketing Strategy                                          200    20%

                                                Consumer Behavior Audit                               200    20%

                                                Personal Consumption Journal                      200    20%

                                                TOTAL                                                           1,000   100%

Grading:

The following will be used to assign course letter grades:

            A= 93-100%  

B= 83-92% 

C= 73-82% 

D= 72-62% 

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.

 

Course Topic/Dates/Assignments:

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 3

 

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 7

                        Perception                                                                                                    CHAP 8

                        Learning, Memory and Product Positioning                                              CHAP 9

 

4.  31 Aug      Motivation, Personality, and Emotion                                                         CHAP 10

Attitudes and Influencing Attitudes                                                              CHAP 11

                        Self Concept and Lifestyle                                                                           CHAP 12                  

5.  7 Sep        Situational Influences                                                                                   CHAP 13

                        Consumer Decision Process and Problem                                               CHAP 14                                                                  

6.  14 Sep      Information Search                                                                                        CHAP 15

Alternative Evaluation and Selection                                                          CHAP 16

                        Journals Due

 

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

Marketing Regulation and Consumer Behavior                                         CHAP 20

                                                                                                                                                                       

9.   5 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 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.

  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 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 .



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:7/9/2010 6:17:24 PM