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Purdue CSR 33100 - Course Syllabus

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More details on Academic Honesty and Dishonestyhttp://www.purdue.edu/oop/policies/pages/human_resources/discrim_pol_resolve_print.htmlRacism, Sexism, Anti-SemitismCSR 331- Spring 2011- Consumer Behavior V1 (subject to modification)Richard Feinberg, [email protected] Matthews hall 494 8301Skype Richard.feinberg2http://web.ics.puirdue.edu/~xdj1 some Background on Feinberghttp://www.cfs.purdue.edu/richardfeinberg look for csr 331 Spring 2011 - all class material that I want you to have will be here. Videos usually cannot be streamed. You need to right click and save to your hard drive and watch from there. You may need the free version of QuickTime to view some of them. These will be .mov or .mp4 files. If the file is an .flv you will need to download and use a free flv player. For the rest the latest windows media player will work (all for free). Follow me on Twitter… http://twitter.com/richardfeinbergIf you want Read my customer service blog… http://theworldofcustomerservice.wordpress.com/If you want Read my smart grid blog.. http://smartgridworld.wordpress.com/ ……now do 14 pushupsRequired Textbook: There is no required text book. There are a lot of CB books that you can buy and they all are good. The Babin and Harris book that has been used before is good. There is a new text called Consumer behavior: Human Pursuit of happiness in the World of Goods. This might be the most useful book in the stable but it is expensive. At any time in the future if you want to know something CB just get one of the texts. I have a complete text for you (low level) ( an older version of a book ) available to you to read if you want. …there might be something useful there.CB on the webSome Readings about the field in a folder called readings See also Chapter notesSee Overview notes on consumer behaviorCourse Philosophy:Feinberg’s Law #5 – you never know that what you learn today may be useful tomorrow Feinberg’s Law #6 or Tom Peters Law #1: It’s in your hands so quit whiningFeinberg’s Law #7: You have 1,816,473,600 seconds left. Tick tock…tick tock…tick tock. What are you going to do with them?1Feinberg’s Law #8: Stop whining…solve the problemFeinberg’s Law #10- This is “IT”Feinberg’s Law #12- “I am Borg”…”resistance is futile”Feinberg’s Summary Law : Yo!Purpose- The purposes of this course are really quite simple:1. Understand …really understand….the importance of studying consumer behavior whoever wherever and whatever your consumer is….. Markets meet needs of customers…business and marketing strategy…key concepts and terms…theories…models…methods…and be able to apply to business and world issues.2. Write better. I mean it. 3. Understand the world better. I mean it too.4. Make new colleagues…have some fun….I am not sure I mean it. These are not exhaustive in any way but should give you a flavor of what the course will be as it rolls out. This course provides you with (1) theory about consumer behavior (CB) and (2) an understanding of how CB concepts can be applied to marketing management, to our roles as consumers, and to everyday life and personal development. CB uses concepts, theories, and principles from the various social (behavioral) sciences to understand factors influencing the acquisition, consumption, and disposition of products (goods, services, ideas, and any other object of exchange). CB is one of the most exciting areas in the study of marketing! Every day, all around us, the use of various marketing mix tools to inform, persuade, and influence our purchase decisions competes with other stimuli for our attention—and our hard-earned money! In studying CB, you will understand how marketers identify and exploit various sources of influence—from learning about the way we think and process marketplace information to how our product, brand, and store choices are shaped by our relationships with others, even by our dreams and aspirations.The primary course goal is to provide you with a viable executive-level understanding of CB, which is important for marketing managers as well as public policy makers. Quite simply, in order to develop want-satisfying products, as well as an effective marketing program (and, for public policy makers, effective consumer protection), knowledge of CB is necessary. Course applications are primarily from the marketing manager's perspective in marketing consumer products, with special emphasis on advertising and promotion as well as new product development.A secondary course goal is to develop your knowledge of CB as a major aspect of human behavior. Thus,applications are also from the consumer's perspective in making consumption decisions in the marketplace and in everyday decisions in life. The course will also aid your understanding of our human society.2The course is 1) descriptive—background theoretical principles are presented and discussed—and 2) applications oriented—experiential exercises are undertaken and discussed, case studies are analyzed, and examples of marketing strategy implementation of CB concepts and theories are investigated through experiential exercises from the textbook, in-class discussions, audiovisual presentations, and student presentations. Now do some sit-ups- 50 3 reps. The course explores:1) A history of and an overview of current efforts in CB research, including market segmentation (various segmentation bases are further developed throughout the course); 2) The consumer decision-making process; 3) The influence of the external social environment on CB, as studied by the social science disciplines of cultural anthropology, sociology, and social psychology; and4) The influences on CB of internal psychological factors, as studied by the behavioral science disciplinesof experimental psychology and social psychology.Learning Objectives and Outcome Objectives1. By the end of the semester you will be a better professional. Outcome measure- you will be able to articulate 5 instances when a decision was made with awareness of some of the principlesdiscussed in class.2. By the end of the semester you will be a better consumer of information. Outcome measure- you will be able to more strategically understand a business article or a piece of research that youread in a newspaper or magazine.3. By the end of the semester you will write better. Outcome- A side by side


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