Lincoln Memorial University

 

 

Semester:             Spring 2006                                                                                                                                        

Course:                 MKTG 330 – CONSUMER BEHAVIOR

Time:                     Tuesday & Thursday 9:30 – 10:45 AM

Room:                    DBSK 316

Revised: 1/3/06

Instructor:            Donald J. McCarren, Ph.D.               Office:                    DB 320

                                                                                                Telephone:            423-869-6450

                                                                                                Fax:                         865-458-8029

                                                                                                E-Mail:                   anoulap65@aol.com

 

                                                                                                Office Hours:        T             2:30 – 4 PM

                                                                                                                                TH          2:30 – 4 PM

                                                                                                                                MWF     10 – 12 PM    By Phone (865) 458-2751

                                                                                                                                By Appointment

 

 

Text:                       Consumer Behavior, Building Marketing Strategy, 9th edition, by Hawkins, Best, Coney, McGraw-Hill/Irwin 2004, ISBN 0-07-253686-1

 

Course Perspective:

 

                                The course seeks to examine the complex factors which influence buying decisions at the personal level, the business level and the influence of socio-economic and cultural factors globally.  Emphasis will be placed on gathering and analyzing data to influence strategy development and implementation.

 

Course Objectives:

 

·         We will explore the raft of issues impacting on our ability as marketers to satisfy our customer’s needs and wants. 

·         We will develop a dynamic working model of a Marketing Intelligence System.

·         We will focus on identifying and defining key marketing issues and determine what information is needed to solve these problems in the best possible way.

·         We will develop pricing models; examine trends and mega-trends that could impact on the dynamics of the marketplace.

·         We will examine how to determine if our current strategy is working or needs to be adjusted or perhaps abandoned.

·         We will generate a comprehensive marketing plan which brings all of the learned skill sets to bear on the principal marketing issues, bring assessed resulting in the creation of a winning strategy and implementation plan.

 

Course Structure:

 

                                This will be a highly interactive seminar style learning experience.  The students will develop a Marketing                                                      Intelligence System, periodic Management Reports, participate in marketing team activities, design a market                                  research plan, a well defined product strategy, a tactical plan of implementation and control.

 

                                In addition to readings assigned in the textbook, topical articles will be provided by the students and the instructor                                     for discussion.

 

                                There will be two tests, a Mid-Term and Final Exam and will be essay style including a case to be analyzed.

 

 

 

 

 

 

 

 

 

 

 

Course Requirements:

 

                                Attendance Counts – If attending class is a problem for YOU – Don’t take this class.  Lack of on-time attendance                                        will count against you.  Similarly, if you leave before the class is over, YOU will be counted absent.

                               

                                Assignments – MUST be turned in on the date assigned.  YOU are responsible to get notes, handouts, assignments                                 and other course requirement from your classmates.

 

                                Class Participation –One of the goals of this course is to provoke questions, creative thought and to provide a forum                                                 for multiple points of view.

 

                                Tests – will be given at the Mid-Term and end of the semester and likely be in the form of essay style questions.                                          The goal is to give YOU an opportunity to express your ideas and understanding of the issues involved. 

 

                                There will be a heavy reliance on case studies to reinforce and expand upon the course work presented. 

 

                                The Oral Presentation of the term project and the written preparation of the project will represent a significant part                                       of your final grade.

 

                                You should arrive at class meetings on time to avoid disrupting the class.  Cell phones, pagers, or PDAs should be                                     turned off before entering the classroom.  No unauthorized guests, including children, are allowed during class.                                           Working on assignments from other courses or studying for other exams, reading outside materials unrelated to the                                    course, talking with fellow students during lectures, sleeping in class, and any other disruptive behavior(s) is(are)                                       not permitted.

 

Grading:                Grading for this course is as follows:

               

                                Attendance & Participation                               25%

                                Marketing Plan

                                                Written Presentation                           20%

                                                Oral Presentation                                 15%

                                Mid-Term Exam                                                    20%

                                Final Exam                                                             20%

 

                                NOTE: Any student with a disability requiring accommodation(s) should make an appointment with the Vice                              President for Student Affairs

                                (423-869-6393) to discuss specific needs.

 

                                NOTE: Academic Integrity (from LMU Undergraduate Catalog 2003-2004)

                                It is the aim of the faculty of Lincoln Memorial University to foster a spirit of complete honesty and high standard of                 integrity.  The attempt of any student to present as her/his own any work which he/she has not honestly performed is                                regarded by the faculty and administration as a very serious offense and renders the offender liable to severe                                               consequences and possible suspension.

 

                                Cheating: dishonesty of any kind on examinations or written assignments, unauthorized possession of examination                                    questions, the use of unauthorized notes during an examination, obtaining information during an examination from                                      another student, assisting others to cheat, altering grade records, or illegally entering an office are instances of                                            cheating.

 

                                Plagiarism: offering the work of another as one’s own without proper acknowledgement is plagiarism; therefore,                                        any student who fails to give credit for quotations or essentially identical material taken from books, magazines,                                           encyclopedias, web sources, or other reference works, or from the themes, reports, or other writing of a fellow                                             student has committed plagiarism.

 

                                Instructor Policy on Academic Integrity: Any assignment found to violate the above university policy will be                                               considered an F without the possibility of make-up opportunities.  Continued violations will result in an F for                                              the course.

 

                                The instructor reserves the right to make adjustments to this syllabus.