NYU MKTG-GB 2347 - CONSUMER BEHAVIOR Syllabus

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New York University – Stern School of BusinessCourse GoalsWe are all consumers. We buy groceries, computers, and cars.In this class we will examine how and why consumers behave tThe goals of this class are:to acquire a framework for analyzing consumer behavior problto learn how consumer behavior can be affected by different to show how behavioral evidence can be used to evaluate alteto develop a deeper understanding of consumer behavior by leto acquire experience in applying these theories to real-worCourse ResourcesHBS Case PacketReadings & AssignmentsCourse WebsiteClass NotesAdditional LiteratureGradingClass PolicyCONSUMER BEHAVIOR B70.2347.20 Spring 2005 New York University – Stern School of Business Professor Tom Meyvis Consumer Behavior Office: KMC 9-75 T/R 3:00-4:20 Phone: (212) 998 0529 Office Hours: TBA and by appt. E-Mail: [email protected] *Note: E-mail is the best way to contact me outside of class. I check and respond to e-mail daily. Course Goals We are all consumers. We buy groceries, computers, and cars. We purchase services ranging from bank accounts to college educations. However, we also know that consumers are different from one another. We buy different clothes, drive different cars, and eat different foods. Moreover, even the same consumer can make different decisions depending on the situation. So how are we to construct coherent marketing strategies? In this class we will examine how and why consumers behave the way that they do. We will explore our intuitions about our own behavior. We will learn about theories developed in marketing, psychology, and other behavioral sciences. And we will learn how to use these theories to predict how consumers will respond to different marketing activities. The goals of this class are: • to acquire a framework for analyzing consumer behavior problems • to learn how consumer behavior can be affected by different marketing strategies • to show how behavioral evidence can be used to evaluate alternative marketing strategies • to develop a deeper understanding of consumer behavior by learning about relevant psychological and sociological theories • to acquire experience in applying these theories to real-world consumer behavior problemsCourse Resources Required Text Consumer Behavior and Managerial Decision Making (2nd edition), by Frank R. Kardes, Prentice Hall (available at the NYU Bookstore) HBS Case Packet • Xerox Corporation: The Customer Satisfaction Program • L’Oreal of Paris: Bringing “Class to Mass” with Plenitude • TiVo in 2002: Consumer Behavior • Boston Beer Company: Light Beer Decision • Claiborne Asks Web Surfers to Name New Line Readings & Assignments Additional journal articles, exercises, and recent news from the popular business press will be provided throughout the semester. The journal articles will provide you with a deeper insight into selected topics and methods of consumer behavior research. The business news articles, cases, and exercises will give you the opportunity to apply the textbook’s conceptual framework to current real-world marketing problems. The readings and assignments will either be handed out in class or posted on the class website. If you happen to miss a class in which a reading was handed out, you can pick it up afterwards from the shelf outside my office. Course Website This website has many useful things on it, including continuously updated information on assignments, readings, course schedule, etc. Please check regularly. Class Notes The PowerPoint slides for each class will be available for downloading from the website. Note, however, that these slides only present a (detailed) outline of the class discussion. You will still need to take additional notes to fully capture the material discussed in class. Additional Literature You can find additional relevant literature (e.g., for your team project) using the Bobst Business Databases ( http://www.nyu.edu/library/bobst/database/d_bus.htm ), as well as links on the class website.Grading Your evaluation will be based on 2 exams, case study preparations, a group project, and your class participation: Case Preparation: 10% Group Project: 30% Midterm Exam: 20% Final Exam: 25% Class Participation: 15% Case Preparation 10% You will be asked to prepare 5 Harvard Business School cases for class discussion. To make sure that you have read and thought about the cases in advance, I will ask everyone to submit a 1 page preparation sheet at the beginning of class. If you are unable to turn in a case preparation on or before the due date, for whatever reason (e.g., illness), you must contact me prior to the due date. Late assignments will not be accepted. Group Project 30% A significant portion of your course grade will be determined by a team project. You will be required to select a particular marketing phenomenon, propose and carry out a study to examine this problem, and discuss your findings. For example, you could wonder how people decide which store to shop at and run a survey study to examine this. You could also examine whether a specific advertising campaign has changed consumers’ perceptions of the product – and which factors contributed to the ad’s success or failure. Or, you could focus on a particular product launch and examine why consumers did or did not adopt the product, etc… The grade for the group project (30%) will be determined as follows: Part I (problem description and literature review) 10% Part II (research design, results, and discussion) 10% Presentation 5% Individual contributions 5%Midterm Exam 20% The midterm exam will be based on the lectures, class discussions, assigned readings, and class assignments. The exam will include multiple choice, short answer, and essay questions. Final Exam 25% The final exam is based on the material covered in class in the second half of the semester, as well as assigned readings. This exam will consist of multiple choice and short answer questions. It is unlikely that a request for a make-up exam will be granted. All students who do not attend the final exam and who do not have a prior agreement with me, will receive a zero for the exam grade. Class Participation 15% I expect that you all realize the importance of attending the classes. Attending the classes will substantially increase your understanding of the


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