COURSE SYLLABUSCONSUMER BEHAVIORMKTG 301; FALL 2008[CRN# 80529]Instructor: E. Vincent [“Vince”] Carter, Ph.D. Class Room: BDC #154BOffice: 107 BDC Class Time: MW 3:10 – 5:15pmPhone: (661) 654 - 6776 Office Hours: MW 5:30 - 7:30pm E-mail: [email protected] & 9:45 – 11pmWebsite: http://www.csub.edu/~ecarter2/CB.F.08.htmTEXT:• Consumer Behavior, 10th edition. R.D. Blackwell, P.W. Miniard, J.F. Engel; Cengage/Thomson (2006) [ISBN# 0324271972] LEARNING OUTCOMES:The course goal is to facilitate the following learning outcomes:1) An understanding of consumer behavior concepts and consumer research for creating marketing strategiesand customer-centric organizations 2) A knowledge of key factors impacting consumer behavior – individual determinants and externalinfluences3) An ability to discern “market value characteristics and determinants” for the three primarycustomer roles4) An ability to think critically about customer/product markets, and apply marketsegmentation/profiling strategy5) An understanding of ethnic American consumer culture, values, and market opportunities6) A competence in both business-to-consumer/home and business-to-business/institution marketanalysis7) An ability to analyze customer decision processes to support traditional and digital marketingstrategy 8) An understanding of customer relationship management strategy9) An awareness of the ethical principles supporting customer oriented marketing strategy.COURSE METHODOLOGY:The first section of this course examines the conceptual foundations of consumer behavior using acombination of text-based lectures and class discussions based on current market topics. This first section isevaluated by a Conceptual Foundations multiple-choice exam covering the following:a) Definition of consumer behavior and its relevance to the market economy and marketing strategy(ch.1)b) Deduction of underlying consumer behavior principles; sovereignty, global, diversity/unity, rights (ch.1)c) Derivation of customer-oriented marketing strategies and customer-centric organizations (ch.2)d) Description of customer focused market analysis and marketing strategy techniques (ch.2)The second section of the course examines the individual and psychologicalinfluences on consumer behavior more closely. Class discussions and online content areused to further student understanding. A Consumer Behavior Influences multiple choiceexam is used to assess second section learning. The third section of the course analyzes customer decision processes more directly. Students analyze thecognitive choice stages that determine customer brand preference, satisfaction, and relationship approaches. The third1sections combines text concept lecture and discussions, with an in-class “cognitive mapping” exercise. The in-classexercise provides intuitive insight regarding the decision processes impacting traditional and digital marketingstrategy. The Final Exam tests third section “consumer decision process” and “determinants of consumer behavior”concepts.2Dr. Carter [FALL 2008]COURSE SYLLABUSCONSUMER BEHAVIOR [MKTG. 301]GRADE ASSESSMENT:1) Conceptual Foundations Exam 30 pts.2) Consumer Behavior Influences Exam 35 pts.3) FINAL EXAM – Consumer Decision Process & Individual Determinants 35 pts.______________________________________________________________________________________________Grading Scale: A = 3.8 – 4.0; A- = 3.7; B+ = 3.3 – 3.6; B = 3.0 -3.3; B- = 2.7 - 3.0; C+ = 2.3 – 2.6;[Total Grade Points / 25] C = 2.0 – 2.2; C- = 1.7 – 1.9; D+ = 1.3 – 1.6; D = 1.0 – 1.2; D- = 0.7 – 0.9; F = Below 0.7______________________________________________________________________________________________COURSE POLICIES1) ATTENDANCE & PUNCTUALITY IS REQUIRED: ONE (1) point will be deducted for class absence, with possible points deducted for frequent late arrival and early departure. This policy preserves fairness for allstudents. Students are solely responsible for all information covered and provided while absent from class. Make up exams and assignments are ONLY provided for University sanctioned events, such as athletic or musical performances.2) STUDENT CONTACT: Contact with students will ONLY be made using the e-mail address and/or phone number listed in the instructor’s MyCSUB file and students should plan to check those networks regularly3) ASSIGNMENT SUBMISSION: All course assignments are expected to be typed using Microsoft Word application ONLY, and where appropriate Powerpoint presentation graphics and Excel spreadsheet documents may be used to supplement typed documents. Assignments may be submitted electronically or in hardcopy form.4) ADJUSTMENTS: The instructor reserves the right to modify the course schedule and assignment/point requirements based on unforeseen time constraints, student performance, or classroom circumstances. Studentswill be notified in advance of any proposed course modifications.5) ACADEMIC INTEGRITY: This course fully complies with the University policy for Academic Integrity andAcademic Dishonesty. Sanctions are enforced in accordance with the CSUB Catalog.6) ACCOMMODATIONS FOR PHYSICAL OR LEARNING DISABILITIES: This course fully supports accommodations for physical and learning disabilities. Eligible students should present themselves to the professor during office hours or before/after class to make appropriate arrangements.3Dr. Carter [FALL 2008]COURSE SYLLABUSCONSUMER BEHAVIOR [MKTG 301]COURSE SCHEDULE• WEEK 1: Orientation to Consumer Behavior – the golden grail of business1) Read syllabus and preview course subject matterConsumer Behavior Conceptual Foundations – Define & Deduct2) Read chapter 1 – Consumer Behavior definition, domains, and development* Apply Figures 1.1 and 1.4 to current market topic 3) Read chapter 1 – Consumer Behavior research and “underlying principles”* Apply Market Facts 1.1 and Table 1.1 “Consumer Bill of Rights” to current topic 1.1Consumer Rights & Ethics:http://www.consumersinternational.org/Templates/Internal.asp?NodeID=89647http://www.corecentre.org/consumerism1_articles http://www.ftc.gov/privacy/• WEEK 2: Consumer Behavior Conceptual Foundations – Derive & Describe1) Read chapter 2 – Consumer-centric marketing strategy 2) Apply