Syllabus Entrance
Printer Friendly
Email Syllabus

MK 385 Consumer Behavior
Lennard, Donald H.


Mission Statement: Park University provides access to a quality higher education experience that prepares a diverse community of learners to think critically, communicate effectively, demonstrate a global perspective and engage in lifelong learning and service to others.

Vision Statement: Park University, a pioneering institution of higher learning since 1875, will provide leadership in quality, innovative education for a diversity of learners who will excel in their professional and personal service to the global community.

Course

MK 385 Consumer Behavior

Semester

S2J 2012 DN

Faculty

Lennard, Donald H.

Title

Adjunct Professor

Degrees/Certificates

MBA-Avila University
Series 65 License Holder

Office Location

TBA

Office Hours

TBA

Daytime Phone

785-296-6883

Other Phone

913-579-7257

E-Mail

donald.lennard@park.edu

dlennard6@kc.rr.com

Semester Dates

March 19th-May 13th, 2012

Class Days

----T--

Class Time

5:30 - 9:50 PM

Prerequisites

MK 351

Credit Hours

3


Textbook:

Consumer Behavior: Building Marketing Strategy, 11th Edition; Hawkins, Mothersbaugh; McGraw-Hill, 2010 (ISBN-13 978-0-07-338110-7). E-Text (ISBN-13 978-0-07-732053-9).

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:

Consider using more than Google for Internet searches. In addition, be advised that even the founder of Wikipedia cautions that this website should not be used as a serious scholarly reference.

The Marketing Section of The Wall Street Journal is an excellent resource for this course, as is Advertising Age, Business Week and Forbes.

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:
( CA 385) 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 facilitator strongly believes that Marketing and Consumer Behavior have a unique language, not unlike most business related disciplines. Accordingly, significant emphasis is placed on terminology and concept application in this course. Leaning is accomplished via quizzes, lectures, assigned readings, review of current events, exams, videos, website assessment and writing.

Critical thinking is also strongly emphasized. A good working definition is as follows;

"Critical thinking is the examination and test of propositons of any kind which are offered for acceptance, in order to find out whether they correspond to reality or not. The critical faculty is a product of education and training. It is a mental habit and power. It is a prime condition of human welfare that men and women should be trained in it. It is our only guarantee against delusion, deception, superstition, and misapprehension of ourselves and our earthly circumstances. "-William Graham Sumner

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:

DDB LIfe Style Data Analysis (5)

Internet Exercises (5)

Mid-Term Test

Personal Consumption Journal

Final Exam

Grading:

Grading:

 Class Participation (100 points)

Internet Exercises (5 @ 20 points each)

DDB Life Style Study Data Analysis (5 @ 60 points each)

Two exams @ 200 points each

Personal Consumption Journal (100 points)

Total 1000 points

Please note that the final is worth approximately 20% of your grade in this course. The format of this (and all) test(s) is strictly closed book/closed notes. Students must attain a grade of at least 60% on the final exam to successfully pass this course.

All final exams will be comprehensive and will be closed book and closed notes.  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 Associate Dean.

 

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:
Late coursework is accepted with a minimum grade reduction of one letter grade.

Classroom Rules of Conduct:
Students will respect the opinions of others. Criticism will be directed at ideas, not individuals.

Cell phones are to be turned off. Laptop computers are permitted for note taking-not surfing the Internet during class. Repeated violations could result in you be expelled from this class with a resulting grade of WF.

Course Topic/Dates/Assignments:

Week 1 Chapters 1 & 2

Week 2 Chapters 3 & 4; DDB Life Style Data Analysis; Internet Exercises

Week 3 Chapters 5 & 6; DDB Life Style Data Analysis; Internet Exercises

Week 4 Chapters 7 & 8; Mid-Term Exam

Week 5 Chapters 9 & 10; Return Test; ; DDB Life Style Data Analysis; Internet Exercises

Week 6 Chapters 11 & 12; DDB Life Style Data Analysis; Internet Exercises

Week 7 Chapters 13 & 14; ; DDB Life Style Data Analysis; Internet Exercises

Week 8- Chapters 15 & 16; Final Exam

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 2011-2012 Undergraduate Catalog Page 93

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 2011-2012 Undergraduate Catalog Page 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 2011-2012 Undergraduate Catalog Page 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:

This material is protected by copyright and can not be reused without author permission.

Last Updated:2/24/2012 9:41:00 AM