LINCOLN MEMORIAL UNIVERSITY

Consumer Behavior

MKTG 330

On-line: http://vista.acaweb.org/webct

 

Class Hours: 3.0                                                            Instructor:  Dr. Carol Decker

Credit Hours 3.0                                                            Office Hours: MW: 12:00-2:00p.m.(H)

Course Syllabus                                                                        T: 3:00p.m.-5:00p.m.(OL)

Spring 2004                                                                                          F: 12:00-1:00p.m.(H)

Revised: 1/5/04                                                                                      Other Hours By Appointment

Phone:  423-869-6263(H)                                                                      E-mail:    cdecker@lmunet.edu

             865-693-1570(K)                                                                                    deckca@aol.com                                             

Web Page Address:  http://hometown.aol.com/deckca/classpage.html

(Check for Assignment, Announcements, & Updates)

(H)= Harrogate Site

(K)= Knoxville Site

                                                                    (OL) = On-line                                                                                                     

CATALOG COURSE DESCRIPTION:  Consumer motivation, buying behavior, marketing measurement, and consumer decision making processes in the marketing context.

 

PREREQUISITE: MKTG 300

                                   

STANDARDS/GOALS:                                 

            Maintain a high quality, effective undergraduate business curriculum relevant to business and         students

           

COURSE OBJECTIVES: 

Deliver curriculum cores appropriate to a strong business foundation and to diverse student needs

            Deliver programs which allow specialization in specific business fields for which there is market    demand

·         Apply the domains of consumer behavior

·         Recognize the consumer behavior implications in marketing products

·         Analyze the marketing impact on consumer behavior

·         Apply the steps in the consumer decision making process

·         Examine the cultural impacts upon consumer behavior

·         Suggest strategies for prolonging the customer life cycle

·         Analyze and define the consumer behavior of a product

 

TEXT/SOFTWARE/REQUIRED READINGS:

Shopper, Buyer, and Consumer Behavior, J.D. Lindquist & M. J. Sirgy, 2nd ed., Atomic Dog, 2003.

           

SUGGESTED READINGS:

Journal of Marketing

            Advertising Age

            Journal of Business Strategy

            Journal of Business Research

            Journal of Consumer Research

            Marketing News

            Journal of Advertising Research

            Industrial Marketing Management

            Journal of Marketing Research

            www.ama.org

            www.usatoday.com

            www.census.gov

            www.marketingtools.com/publications/AD/index.htm

            http://ciber.bus.msu.edu/

            www.acrweb.org

            www.cob.ohio-state.edu/scp/

            www.census.gov/epcd/www/naics.html

            www.iso.ch/

            www.dnb.com/purchase/hpurcha2.htm

            www.stat-usa.gov

            www.odci.gov/cia/publications/factbook/index.html

http://harvardbusinessonline.hbsp.harvard.edu

www.marketresearch.com

http://www.marketingpower.com

http://knowledge.wharton.upenn.edu

http://www.library.hbs.edu/industries/industry_guides

http://www.sponsorship.com

http://www.marketingprofs.com/index_eoy.asp

http://www.exhibitornet.com

www.reveries.com

www.marketingsherpa.com

www.customeradvisoryboards.com

http://www.socialmarketingonline.net

http://www.marketingprofs.com/index_eoy.asp

                             

METHODOLOGY OF INSTRUCTION:  This course is designed to emphasize on-line course interaction while requiring consumer behavior applications to accomplish the course objectives.

 

REQUIREMENTS:

Students must have the appropriate computer skills to obtain computer-based website information associated with this course, to utilize computer resources to accomplish necessary research for the course, and to utilize computer-based formats for interpersonal interaction. PLEASE PAY ATTENTION TO WEBSITE ANNOUNCEMENTS TO HAVE THE MOST UPDATED INFORMATION FOR THE COURSE.

 

Students are expected to take the initiative to complete deliverables and to interact with the instructor via computer technology when required. Unlike a traditional course, you are not prompted with classroom interaction among peers or the instructor, so you must take the lead yourself. You should pace yourself to complete the deliverables as indicated on the provided timeline. DO NOT EXPECT THE INSTRUCTOR TO FOLLOW-UP ON ANY FAILURE TO SUBMIT ASSIGNMENTS. ASSIGNMENTS MUST BE SUBMITTED WHEN DUE! NO LATE WORK WILL BE ACCEPTED!

 

Students are expected to submit all assignments via e-mail attachments and to utilize computer-based interactive methods with the instructor in order to gain the best experience of this on-line course.

Grading:  The following grade scale will be utilized in this course. In order to achieve a certain     level on this scale you must obtain the score indicated.

                             A.......... 94-100

                             A-……. 90-93

                             B+........ 87-89

                             B.......... 84-86

                             B-……. 80-83

                             C+........ 77-79

                             C.......... 74-76

                             C-……. 70-73

                             D+…… 67-69

                             D.........  64-66

                             D-……. 60-63

                             F...........Below 60

 

EVALUATION/ASSESSMENT:

                            Consumer Behavior Essays(25 pts each)..........………………….. 50%

                            Workshops…………………………………………........................30%

                            Marketing Research & Implications(R & I)………….……………20%

                       

Consumer Behavior Essays:  You will be provided (as indicated on the timeline) a series of questions to answer which should result in an essay analysis that utilizes textbook information. So, you must do the required reading.  The essay requirements will be posted on the course website under announcements on the indicated day and at the indicated time. You will be given an appropriate and defined time period in which to complete the essay analysis. NO EXCEPTIONS!!! Each analysis should be typewritten and professionally presented on time via e-mail.

               

Workshops: These deliverables will be taken from the text at the end of each chapter. You will see a section entitled workshops. By instructor choice, these will involve research, creativity, or managerial applications. These are to be completed individually and submitted via e-mail so disregard any instructions referring to teams or class settings. You should use the textbook in order to apply marketing procedures and terminology. Your ability to follow directions, the application of consumer behavior concepts, and a coherent professional communication will be the basis of grading. Prepare to answer in pages not sentences!!!

 

Marketing Research & Implications: You should select an article relating to consumer behavior and the topic of the chapters when due. Some suggestions include: a specific consumer segment, a marketer or product that is targeting a specific consumer segment, consumer statistics, international consumer marketing issues, public policy issues, cultures, values, demographics, personality, lifestyle, psychographics, reference groups, consumer purchase processes, motivation, perception, learning, attitude formation, decision making, interpersonal communication among consumers, marketers’ communication and promotion efforts, adoption, and diffusion of products. You should prepare an analytical memo of two single spaced pages to address the issue. Please provide the APA reference of the article at the top of your memo. In the memo, you should identify relevant consumer behavior concepts, explain how the concepts are important to the issue, and detail the implications of the issue for marketers. As with other assignments, you will be graded on ability to follow directions, the application of consumer behavior concepts, and coherent professional communication.

 

CLINICAL/LABORATORY/FIELD EXPERIENCES: Students are expected to utilize outside resources (written and verbal) for completing the course deliverables. Assignments should involved discussions with individuals presently working in marketing and other text readings related to marketing that will support any statements made in written work.

 

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 acknowledgment is plagiarism; therefore, any student who fails to give credit for quotations or essentially identical material taken from books, magazines, encyclopedias or other reference words, or from the themes, reports, or other writing of a fellow student has committed plagiarism.

 

Instructor Policy on Academic Integrity: Any assignments found to violate the above university policy will be considered as 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 schedule.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

OUTLINE OF COURSE CONTENT

ALL PREPARATION MUST BE COMPLETE AND SUBMITTED BY 5:00p.m

ON THE DATE LISTED

 

Week Ending                                                                                       Preparation

January            13                                                                                Introduction/Syllabus

23                                                                                                                                                               Read Chapters 1 & 2

Research Workshop, p. 24

Managerial Workshop, p.51

30                                                                                Read Chapters 3 & 4

                                                                                   R & I Due

                                                                                   Creative Workshop, p.93-94

                                                                                   Managerial Workshop, p.127

February            6                                                                               Read Chapter 5

                                                                                                            R & I Due

                                                                                                            Research Workshop, p.165

13                                                                                Read Chapter 6

Research Workshop, p.192

Managerial Workshop, p.192-193

20                                                                                Read Chapters 7 & 8

Research Workshop, p.231

Creative Workshop, p.262

Managerial Workshop, p.262

27                                                                                Read Chapters 9 & 10

R & I Due Chapter 9

                                                                                                            R & I Due Chapter 10

March                5                                                                               Essay Provided & Due

12                                                                                Read Chapter 11

Research Workshop, p.356

Creative Workshop, p.356-357

Managerial Workshop, p.357

19                                                                                Read Chapters 12 & 13

Research Workshop, p.387

Creative Workshop, p.387

Managerial Workshop, p.387

Managerial Workshop, p.421

26                                                                                Spring Break

April                   2                                                                               Read Chapters 14 & 15

                                                                                                            Research Workshop, p.456

                                                                                                            R & I Due

9                                                                               Read Chapter 16

Managerial Workshop, p.507

16                                                                                Read Chapter 17

R & I Due

Managerial Workshop, p.532

23                                                                                                                                                               Read Chapter 18

R & I Due

30                                                                                Essay Provided & Due