COURSE SYLLABUSCONSUMER BEHAVIORMKTG 301; FALL 2010[CRN# 81023]Instructor: E. Vincent [“Vince”] Carter, Ph.D. Class Room: BDC 264Office: 107 BDC Class Time: MW 12:20 – 2:15pmPhone: (661) 654 - 6776 Office Hours: MW 10am – 12pmE-mail: [email protected] M 3 – 5pm TEXT:• Consumer Behavior, 10th edition. R.D. Blackwell, P.W. Miniard, J.F. Engel; Cengage (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:Participative activities are scheduled throughout the quarter to support learning outcomes in acollaborative classroom environment. These opportunities to apply marketing concepts in a more original andspontaneous manner are included in “Class Participation” (25%).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 (25%) 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. To assess those concepts students will complete agroup “Virtual World Project” on individual consumer profiling (20%).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 thirdsections 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 (30%) tests third section “consumer decision process” concepts.GRADE ASSESSMENT:1) Conceptual Foundations Exam – Unscrambled Responses [WED. SEPTEMBER 29TH] 25 pts.2) Consumer Behavior Influences “Virtual World” Project [WED. OCTOBER 20TH] 20 pts.3) FINAL EXAM – Scrambled Responses -- Consumer Decision Process [WED. NOVEMBER 10TH] 30 pts.4) Class Participation (Section 1 = 10 points; Section 2 = 10 points; Section 3 = 5 points) 25 pts.5) Class Attendance (Point Deductions for Absences) Total Course Points 100 pts.______________________________________________________________________________________________1Grading 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______________________________________________________________________________________________2Dr. Carter [FALL 2010]COURSE SYLLABUSCONSUMER BEHAVIOR [MKTG. 301]COURSE POLICIES1) ATTENDANCE & PUNCTUALITY IS REQUIRED: ONE (1) point is deducted for absence, lateness, and leaving early. Make up exams and assignments are ONLY provided for University sanctioned events, athletic or musical activities.NOTE: MORE THAN 5 ABSENCES WILL RESULT IN THE LOSS OF ONE (1) ENTIRE GRADE LEVELMORE THAN 10 ABSENCES WILL RESULT IN THE LOSS OF TWO (2) ENTIRE GRADE LEVELS 2) ASSIGNMENT FORMAT: All course assignments should be typed using Microsoft Office applications ONLY. 3) ADJUSTMENTS & EXTRA-CREDIT: The instructor reserves the right to modify the course schedule and assignment/point requirements based on unforeseen time constraints, student performance, or classroom circumstances. Students will be notified in advance of any proposed course modifications. Likewise, a range of Extra-Credit point opportunities will be provided in the form of individual or group assignments/activities.4) ACADEMIC INTEGRITY: This course fully complies with the University policy for Academic Integrity and AcademicDishonesty. Sanctions are enforced in accordance with the CSUB Catalog.5) ACCOMMODATIONS FOR PHYSICAL OR LEARNING DISABILITIES: This course fully supports accommodations for physical and learning disabilities. Eligible students can contact the professor.COURSE SCHEDULE• WEEK 1A: Orientation to Consumer Behavior – the golden grail of business1) Read syllabus and preview course subject matter2) 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 1.1• WEEK 1B: Consumer Behavior Conceptual Foundations 1) Read chapter 2 – Consumer-centric marketing strategy 2) Apply Figure 2.2 [“market segmentation”] \with Table 2.1 to “Consumer Behavior and Marketing 2.2 (p.46) 3) Read chapter 2 – Customer brand value creation and delivery4) Apply Figure 2.5 [“marketing mix” &