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MK 385 Consumer Behavior
DeJong, Penelope,, Ph.D.


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

FA 2011 HO

Faculty

DeJong, Penelope,, Ph.D.

Title

Chair: Management & Marketing; Associate Professor

Degrees/Certificates

Ph.D. Oklahoma State University
MBA Northwest Missouri State University
BSBA & BSED Northwest Missouri State University

Office Location

Norrington 34

Office Hours

MW 1:00-3:00

Daytime Phone

1-816-584-6345

Other Phone

1-816-262-9420

E-Mail

pdejong@park.edu

Class Days

-M-W-F-

Class Time

9:00 - 9:50 AM

Credit Hours

3


Textbook:

 

Author:

Hawkins, Delbert I. / Mothersbaugh, David L.

Edition/Copyright:

11TH - 2010

Publisher:

McGraw-Hill Publishing Company

ISBN

ISBN-13 9780077294106

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:

  •  American Marketing Association
  •  AmeriStat
  •  Journal of Consumer Marketing
  •  Journal of Targeting, Measurement and Analysis for Marketing
  •  New York Times
  •  U.S. Census Bureau
  •  USADATA
  •  Values and Lifestyles Survey (VALS)
  •  Virtual Consumer Behavior Group
  • 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:
    MK385 Consumer Behavior: Prerequistite MK351 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:
     

    I believe in asking questions.  I will be asking a lot of them of you.  I hope you will return the favor.  I also believe in sharing knowledge and experience.  All of you have experienced marketing practically from the time you were born.  Many of you have worked in positions broadly related to Marketing.  You have knowledge and experience to share and I hope you will; everyone will benefit from it.  I believe in working hard; we will all have to work hard to make this class a successful experience.  I believe in having fun.  I will do my best to make this a fun class, but you have to promise to laugh at my jokes.

    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. Identify and demonstrate how consumer behavior is used in product positioning, marketing segmentation, new product development, and global marketing.
    2. Identify and explain the external and internal factors that influence consumers and the effects the factors have.
    3. Explain and apply the consumer decision process, including problem recognition, search, evaluation, purchase, post-purchase dissonance and satisfaction.
    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:

     All written assignments will be uploaded to the appropriate drop box, including your journal. 

    Quizzes:  All students will complete 15 quizzes from an available 18. I will average your grade on the quizzes and take the average times 15 to determine the total number of quiz points you will be awarded. Quizzes are worth 10 points a piece. Doing all the quizzes can help you in two ways: (1) you will have more exposure to the material and that will help your learning process; (2) if your scores improve your grades will improve. You take the quiz before you come to class. When you click on quiz on our web site the times the quizzes are available is listed.    The quizzes are timed for 20 minutes. They will be 10 questions each. It is an open book but NOT an open classmate exercise. You work on your quiz alone. You are on your honor. The quiz will be graded as soon as you submit it and the computer will show you the questions you got wrong and the correct answer. 

    DDB Needham Data Analysis: Each student will complete 4 DDB Needham Data Analysis Assignments that consist of analysis of data presented on a CD that comes with your text.  If you text does not have a CD, the data can be found on D2L. It is also among the materials handed out in class. The analysis will then be applied to answer the assigned questions. The assignments relative to this analysis are found in chapters 2, 8, 9 and 11. The assignment must be typed. It will be handed in as well as discussed in class. When answering the assigned questions, don’t just answer the question, think about why the answer is what it is AND think about how this knowledge of the consumer might affect strategy for various products. 
     
     Vals Assignment:   VALS™ is a marketing and consulting tool that helps businesses worldwide develop and execute more effective strategies. The system identifies current and future opportunities by segmenting the consumer marketplace on the basis of the personality traits that drive consumer behavior. VALS applies in all phases of the marketing process, from new-product development and entry-stage targeting to communications strategy and advertising.

    The basic tenet of VALS is that people express their personalities through their behaviors. VALS specifically defines consumer segments on the basis of those personality traits that affect behavior in the marketplace. Rather than looking at what people do and segregating people with like activities, VALS uses psychology to segment people according to their distinct personality traits. The personality traits are the motivation—the cause. Buying behavior becomes the effect—the observable, external behavior prompted by an internal driver.

    Visit the Vals website  http://www.strategicbusinessinsights.com/vals/presurvey.shtml and explore the website. The first part of your assignment is to explore the website.  The second part of the assignment is to complete the survey for yourself and a parent or someone close to you. What are the classifications for you and your parent? Write this up in a 1-2 page paper. Start with what VALS is and how the categorizations are made. Include categorizations for you and your parent and what they mean. Are your classifications and the behaviors associated with them accurate? Why or why not? Finally, describe the 4 site pages. The paper is to be uploaded to the Vals dropbox. Print out a hard copy and bring it to class. 
       
    JOURNAL PRESENTATIONS: Your written journal assignment is thoroughly described above.  25% of your journal grade will depend on your presentation.  Your journal report will be verbally presented to the class in a 10 – 15 minute report. Your written report will be handed in (uploaded to the drop box) at the time of the presentation and should include copies of any visual materials used (i.e. power points). 
     
    POINTS TO REMEMBER FOR PRESENTATIONS:  
    • Avoid reading from specifically prepared notes.
    • Make eye contact with your audience, don’t stare at the computer screen or the projection screen.
    • Avoid reading from the your report.
    • Do put the information in your own words. Work with your presentation enough that you know it and can TALK comfortably about it to us.

    Grading:

    Grading:

     

    Points

    Percent of Grade

    Quizzes 15 at 10 pts each

    150

    15%

    DDB Assignments 4 @ 25 points each

    100

    10%

    VALS Online Survey and paper

       25

         2.5%

    Tests 3 @ 75  points each

    225

    22.5%

    Consumer Journal Project:

    200

    20%

    Final exam:

    300

    30%

     

    1000

    100%

    Class Assessment:

    The final exam will count 30% of the grade, and will be closed book/closed note.

    Grading:

    A:

    90%

    or

    more

    B:

    80%

    to

    89%

    C:

    70%

    to

    79%

    D:

    60%

    to

    69%

    F:

    Less

    than

    60%

    The grading system is based on percentage of total points available as listed in the Class Assessment section of 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.

    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 and Management courses will be comprehensive and will be closed book and closed notes. They will constitute at least 20% 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 and Management.

    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 Assignments: Assignments must be received by before class starts on the day that it is due to receive full credit. If the assignment is received between immediately after the class when the assignment is due and 24 hours after the due date, the grade will reduced by 15%.   If the assignment is received between 24 hours+ and 48 hours after the due date, the grade will reduced by 25%. If the assignment is received between 48+ and 60 hours after the due date, the grade will reduced by 35%.  Assignments will not be accepted  after 60 hours past the due date.  

    Extra Credit: I do not assign extra credit, ever, under any circumstances.
     

    Classroom Rules of Conduct:

    Policy #1:  Classroom Conduct: 

    I expect courtesy and respect to be demonstrated in the classroom. I will treat you with courtesy and respect.  I expect the same from you.  These means:  Don't talk when I am talking.  Don't read the paper or sleep in class.  Don't do homework for another class or study for another class in my class.  Be on time to class.  You should be in your seat and ready to begin class at the time class is scheduled to start.  Cell phones and pages should be TURNED OFF during class unless you tell me before class that you are expecting an emergency call.  Conduct yourself in a manner that does not disrupt teaching or learning. 

    Civility in the classroom and respect for the opinions of othersis very important in an academic environment.  It is likely that you won't agree with everythin that is said or discussed in the classroom.  That is OK.  I probably won't either.  But we must respect the opinions of others.  I will respect your opinion and you need to respect mine and those of other students in the class. 

    Policy #2: Submission of Work:

    Create a back up file of every piece of work you submit for grading. This will ensure that a computer glitch or a glitch in cyberspace won't erase your efforts.

    When files are uploaded to a drop box, the files should be in Microsoft Word, or text file formats.

    Policy #3: What to do if you experience technical problems or have questions about the Online classroom.

    If you experience computer difficulties (need help downloading a browser or plug-in, you need help logging into the course, or if you experience any errors or problems while in your Online course, click on the button in your Online Classroom, then click on the helpdesk menu item, and then fill out the form or call the helpdesk for assistance.

    Course Topic/Dates/Assignments:

    Week 1

    AUG.  15         First Day of Class – explaining requirements of class
                            How to participate in On-Line Discussion
                            How to complete quiz
     
                17        Video   - The Story of Stuff   
                            Participate in On-Line Discussion - Answer 1 question in 200 words or more. Make a meaningful
                            comment on 2 other questions that have been answered by your peers.
     
                19        Chapter 1:  Consumer Behavior and Marketing Strategy 
                            Read and Complete Quiz 1 BEFORE class 

    Week 2

                22        DDB - BEFORE CLASS – Read the information about DDB on our Doc Share – “About DDB”
                            Familiarize yourself with DDB Data Base found on Doc Share "DDB Database"
                            Find and print DDB Example Exercise in Doc Share - “DDB Example Exercise”

                24        Have in DDB Example Exercise ready to hand in (hardcopy).

                26        Chapter 2:  Cross-Cultural Variations in Consumer Behavior

     Week 3

                29        Cont. Chapter 2:Cross-Cultural Variations in Consumer Behavior

                31        DDB Assignment 1 Due in Drop Box – Bring Hardcopy of your assignment to class to facilitate 
                            discussion

    SEPT.    2        Chapter 3: The Changing American Society: Values

    Week 4

                  5        Labor Day – No Class

                  7        Chapter 4:   The Changing American Society: Demographics and Social Stratification

                  9          Cont. Chapter 4: The Changing American Society: Demographics and Social Stratification

    Week 5

                12        Chapter 5:   The Changing American Society: Subcultures

                14        Chapter 6: The American Society: Families and Households

                16        Chapter 7:  Group Influences on Consumer Behavior

    Week 6

                19        Cont. Chapter 7:   Group Influences on Consumer Behavior

                21        Test 1 – Chapters 2-7 – See Doc Share for “Review Test 1”

                23        Chapter 8:   Perception

     Week 7 

                26        Cont. Chapter 8:   Perception

                28        DDB Assignment 2

                30        Chapter 9:  Learning Memory and Product Positioning

    Week 8

    OCT.     3          Cont. Chapter 9:   Learning Memory and Product Positioning

                5          Chapter 10:  Motivation Personality and Emotion

                7          DDB Assignment 3

    Week 9            Oct 10-14   Fall Break !!!!   Yeah!!!

    Week 10

    Oct.     17        Chapter 11:  Attitudes and Influencing Attitudes

                19        Cont. Chapter 11:   Attitudes and Influencing Attitudes

                21        DDB Assignment 4

    Week 11

                24        Chapter 12:   Self-Concept and Lifestyle

                26        Cont. Chapter 12:   Self-Concept and Lifestyle

                28        Review for Test - Discuss Vals Assignment – CH 12

     Week 12

                31        Test 2: Chapters 8-12

    NOV.     2          Chapter 13:  Situational Influences

                4          Chapter 14: Consumer Decision Process and Problem Recognition

    Week 13

                7          Chapter 15: Information Search

                9          Cont. Chapter 15: Information Search

                11        Chapter 16: Alternative Evaluation and Selection

    Week 14

                14        Cont. Chapter 16: Alternative Evaluation and Selection

                16        Chapter 17: Outlet Selection and Purchase

                18        Chapter 18: Postpurchase Processes Customer Satisfaction and Customer Commitment

    Week 15

                21        Test 3 – Chapters 13 - 18

                23        Catch – Up Day 

                25        Thanksgiving Break

    Week 16

                28        Journal Presentations

                30        Journal Presentations

    DEC.     2          Journal Presentations

    Week 17 – Finals Week

    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
    Just because you are absent does not mean that it is alright for your work to be late.  Late work will be docked as previously stated.  If you are unable to attend class for a test, you must call my before the test, otherwise I am no obligated to allow you to make the test up.  Test MUST be made up within 1 week of the stated time for the exam.  

    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 .

    Additional Information:

     



    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
     

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    Last Updated:8/9/2011 10:32:11 AM