COURSE SYLLABUS [Continued]HIGHLIGHT KEY for UPDATES: Green = 1st Update; Blue = 2nd Update; Yellow = 3rd Update;Red = CancelledCONSUMER BEHAVIORMKTG 301; FALL 2007[CRN# 42363]Instructor: E. Vincent [“Vince”] Carter, Ph.D. Class Room: BDC 155Office: 107 BDC Class Time: MW 3:30 – 5:35pmPhone: (661) 654 - 6776 Office Hours: MW 6 – 7:30pmE-mail: [email protected] Website: http://www.csub.edu/~ecarter2/CB.F.07.htmTEXTS:• Required: Consumer Behavior, 10th edition. R.D. Blackwell, P.W. Miniard, J.F. Engel; Thomson-South-Western 2006 [ISBN# 0324271972] • Supplemental Handouts: Customer Behavior, 2ND edition. J.N. Sheth, and B. Mittal, Thomson-South-Western. 2004 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 an in-class 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 imparts “critical thinking” skills through an “EthnicValue Matching” project that frames market characteristics that determine ethnic Americancustomer segmentation profiles for effective “ethnic brand architecture” strategies. Thissecond section allows students to work in groups to profile their chosen ethnic Americantarget market and create original ethnic branding strategies for the fashions market 1HIGHLIGHT KEY for UPDATES: Green = 1st Update; Blue = 2nd Update; Yellow = 3rd Update;Red = CancelledThe 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” tests third section “consumer decision process” and “determinants of consumer behavior”concepts.2HIGHLIGHT KEY for UPDATES: Green = 1st Update; Blue = 2nd Update; Yellow = 3rd Update;Red = CancelledDr. Carter [FALL 2007]COURSE SYLLABUS [Continued]CONSUMER BEHAVIOR[MKTG. 301]GRADE ASSESSMENT:1) In-Class EXAM -- Customer Behavior Fundamentals (Chs. 1, 2, 11, 12, 13) [Wednesday 10/3] 20 pts.2) Consumer Behavior Fundamentals Class Discussion Report [DUE: Monday 10/8 @ 5pm] 5 pts.3) Ethnic Fashion In-Class Powerpoint Presentation [Weeks 8 & 9; 10/29, 10/31, & 11/5] 10 pts.4) Ethnic Fashion Report [Final Draft DUE: Friday 11/19 @ 11:59pm] 30 pts.6) FINAL EXAM – Consumer Decision Process & Individual Determinants [11/26 @ 5:00 – 7:30pm] 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. 1 Point will be deducted for each class absence,with possible point deductions for persistent late arrival and early departure. 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) 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.3) 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.4) ACADEMIC INTEGRITY: This course fully complies with the University policy for Academic Integrity and Academic Dishonesty. Sanctions are enforced in accordance with pages 80 & 81 of CSUB Catalog.5) 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.3HIGHLIGHT KEY for UPDATES: Green = 1st Update; Blue = 2nd Update; Yellow = 3rd Update;Red = CancelledDr. Carter [FALL 2007]COURSE SYLLABUS [Continued]CONSUMER BEHAVIOR [MKTG 301]COURSE SCHEDULE• WEEK 1A: Orientation to Consumer Behavior – the golden grail of business1) Read and