Consumer Behavior, MKT 3230 (A03): Winter 2014 Department of Marketing University of Manitoba

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1 Consumer Behavior, MKT 3230 (A03): Winter 2014 Department of Marketing University of Manitoba Instructor: Olya Bullard Office: 371 C, Drake Centre Telephone: (204) Class Time & Place: A03: T/Th,10:00 a.m. 11:15 a.m., 106 Drake Centre Office Hours: T/Th, 11:30 a.m. 12:30 p.m. COURSE OVERVIEW Contemporary approaches to business emphasize the importance of adopting a consumer focus. Marketing, in particular, begins and ends with the consumer from determining consumer needs to providing consumer satisfaction. The primary goal of this course is to enhance your understanding of consumer behaviour. Of course the ultimate goal is for you to develop effective marketing techniques. By the end of the term, you should have learned quite a bit about consumer psychology as well as its relevance for marketing researchers and managers. Understanding how consumers will behave helps marketers anticipate reactions to changes in the marketing mix, or to the adoption of new products. While you may feel like you already have good intuition about the psychology of consumers, it is clear that people do not always behave in the manner in which we expect them to. In fact, there are often differences between the beliefs consumers have about their own behaviour and what they actually do in the marketplace. For instance, when asked, a consumer might say that Tide is the best buy, but this same customer may actually purchase a different detergent. Indeed, consumer behaviour tends to be significantly more complicated than our intuition might suggest. Given the same purchase situation, different consumers behave differently; the same consumer can make very different decisions on separate occasions. Only by systematically examining the attitudes, beliefs, motives, and decisions that comprise consumer behaviour can we hope to have an accurate understanding of our target consumers. This information can then be used to help guide the kinds of decisions that marketing managers must make on a daily basis. This course begins by looking at the consumer on an individual level, through an examination of the intra-psychic components of consumer behaviour. This includes topics on consumer perceptions, memory, motivation, attitudes, and decision-making. Topics addressed later in the course will focus on the interdependent aspects of consumer behaviour by examining its social and cultural context, including the influence of group members on decision-making and perception, differences between sub-cultures within - 1 -

2 North America, and the nature and importance of cultural differences in consumer behaviour. The final component of this course deals with understanding why some products are successfully adopted by consumers while others are failures and disappear from the marketplace. Discussions on the adoption and diffusion of innovations within a culture are followed by discussions of the diffusion of products/ideas across cultures. Implications are drawn from the perspective of debates on standardization versus localization of offerings. REQUIRED MATERIALS Michael R. Solomon, Katherine White, and Dahl Darren W. Consumer Behaviour: Buying, Having, and Being, Sixths Canadian Edition, Pearson Education Canada. ISBN: The Student Access Code provides access to student resources provided by Pearson Ed (e.g., practice questions, exercises, cases etc). Additional materials will be posted on Desire2Learn. Videos: Throughout the semester I will show videos in class. These videos are taken from TV shows or advertisements. The videos are of direct relevance to the topics covered in this course. Topics covered in the videos might appear in the exams. PowerPoint slides will be posted on Desire2Learn prior to class. COURSE REQUIREMENTS AND GRADING CRITERIA Grading System: 94 and above = A = C = A = C = B = D = B < 50 = F Course Requirements: Midterm Exam 25% Final Exam 50% Assignment 1 10 % Assignment 2 10% Attendance 5% - 2 -

3 Exams: Both exams can include a combination of multiple choice, short answer and essay questions. All questions will be based on information from the text, lectures, and any additional class materials used (e.g. video-cases, readings). Final Exam will be noncumulative it will be based on chapters which were not tested on at the midterm exam and will be held during final examination period. Attendance: You are expected to attend every class. I will keep track of your attendance via a signup sheet. It is your responsibility to sign up every class. If you forget to sign up and you will lose attendance credit for that class regardless of whether or not I can remember you being present in class. Assignment Groups: Assignments 1 & 2 will be done in groups of 4. You will work with the same group on both assignments. You are required to pick your assignment group by January 21 st. If you don t submit your group preference I will automatically deduct 2 points from each of your assignment marks. Assignment 1: In this assignment you are asked to analyze an image of a store. Specifically, you are required to analyze how the concepts we have learnt in class so far are employed in creating the current store image and evaluate the image of a retail store of your choice. You are required to pick any retail store (grocery, clothing, etc) walk around the store and try to identify the strengths and weaknesses of the store image. In your analysis, you have to describe what type of store you are analyzing, describe the current image, and then analyze this image (identifying and analyzing the concepts covered in class) and come up with suggestions to enhance the image of the store based on your analysis. In your analysis you are required to refer to the materials you learned in class and to search for further store image literature that can help you with your analysis. You are encouraged provide a few pictures and a map of the store to support your arguments. Assignment 2: This assignment is designed to encourage you to relate theory learned in class to real life marketing issues. For this assignment, you are asked to find an advertisement that is relevant to what we discussed in class. You will have to write two to three pages maximum reviewing the product and/or the brand being advertised, previous advertising campaigns, the objective of the advertisement, and your analysis of whether the advertisement is effective or not and why. You are required to identify a minimum of 3 concepts learnt in this class that are employed in the advertisement, analyze how they are employed and discuss the strengths and/or weaknesses of the way they are employed. You and your partner will have to make a presentation of your findings in class. You will be given 5 minutes to present your findings to the rest of the class

4 General guidelines for Assignments 1 &2: Work in groups of 4 Due date: Assignment 1 is due on February 27 th 11:59 pm; Assignment 2 (the write-up) is due on April 1 st 11:59 pm. Writing style: American Psychological Association (APA) or any other recognized writing style (e.g. MLA, Chicago style, etc). Paper length: 4-5 pages (do not exceed this page limit) for Assignment 1 & 2-3 (do not exceed this page limit) pages for Assignment 2 Font: 12 point, Times New Roman Line Spacing: 2 (aka double-spaced), left justified Page Layout: 1-inch margins Missed Exams and Assignments: There will be no make up for missed exams unless you missed the exam for extraordinary reasons including illness. If you missed an exam for medical reasons, you will have to submit the medical absenteeism form attached in this syllabus. If you expect to miss an exam for a foreseen and valid reason, you should talk to me before the actual exam day. Grade Appeals for Term Work: If you believe that the grade awarded to you for any of the term work components is unfair, you are first required to put in writing why you believe the grade is unfair. You are required to contact me within 2 working days of receiving your grade and submit your written justification to me. I will review your appeal and decide whether there is merit for changing the grade. If I decide that the grade awarded to you is fair but you still believe that it is not fair, it is your right to proceed with the departmental grade appeal. This has to be done within 10 working days of receiving your grade. In that case another professor will be asked to re-evaluate your work. Please be aware that if you choose to appeal, your grade can go up or down as a result. IMPORTANT: Effective September 1, 2013, the U of M will only use your university account for official communications, including messages from your instructors, department or faculty, academic advisors, and other administrative offices. If you have not already been doing so, please send all s from your UofM account. Remember to include your full name, student number and faculty in all correspondence. For more information visit:

5 CLASS SCHEDULE This schedule is tentative and may be modified as needed. You will be informed about changes ahead of time. Date Topic Readings Jan 7 th Course overview Chapter 1 An Introduction to consumer behavior Jan 9 th Individual decision making Chapter 9 Jan 14 th Individual decision making (cont d) Chapter 9 Jan 16 th Jan 21 st Buying and disposing Buying and disposing(cont d) Deadline to submit partner preference Chapter 10 Chapter 10 Jan 23 rd Buying and disposing (cont d) Chapter 10 Jan 28 th Perception Chapter 2 Jan 30 th Perception (Cont d) Chapter 2 Feb 4 th Learning and memory Chapter 3 Feb 6 th Learning and memory (cont d) Chapter 3 Feb 11 th Motivation and affect Chapter 4 Feb 13 th Midterm Exam Remember to bring your student id (Ch 1, 9, 10, 2, 3) Feb Reading weak Feb 25 th Motivation and affect (cont d) Chapter 4 Feb 27 th The self Assignment 1 is due Chapter 5 Mar 4 th The self (cont d) Chapter 5 Mar 6 th The self (cont d) Chapte 5 Mar 11 th Personality, Lifestyles and Values Chapter 6 Mar 13 th Personality, Lifestyles and Values (Cont d) Chapter 6 Mar 18 th Group influence Chapter 11 Mar 20 th Group influence (Cont d) Chapter 11 Mar 25 th Mar 27 th Apr 1 st Attitudes & Attitude Change Attitudes & Attitude Change Attitudes & Attitude Change Chapters 7&8 Chapters 7&8 Chapters 7&8-5 -

6 Apr 3 rd In class presentations (Assignment 2) Apr 8 th In class presentations (Assignment 2) Final exam date to be assigned Ch (4, 5, 6, 11, 7, 8) YOU MUST HAVE YOUR STUDENT ID WITH YOU DURING FINAL EXAM - 6 -

7 Academic Integrity It is critical to the reputation of the I.H. Asper School of Business and of our degrees that everyone associated with our faculty behave with the highest academic integrity. As the faculty that helps create business and government leaders, we have a special obligation to ensure that our ethical standards are beyond reproach. Any dishonesty in our academic transactions violates this trust. The University of Manitoba General Calendar addresses the issue of academic dishonesty under the heading "Plagiarism and Cheating". Specifically, acts of academic dishonesty include, but are not limited to: - using the exact words of a published or unpublished author without quotation marks and without referencing the source of these words - duplicating a table, graph or diagram, in whole or in part, without referencing the source - paraphrasing the conceptual framework, research design, interpretation, or any other ideas of another person, whether written or verbal (e.g., personal communications, ideas from a verbal presentation) without referencing the source - copying the answers of another student in any test, examination, or take-home assignment - providing answers to another student in any test, examination, or take-home assignment - taking any unauthorized materials into an examination or term test (crib notes) - impersonating another student or allowing another person to impersonate oneself for the purpose of submitting academic work or writing any test or examination - stealing or mutilating library materials - accessing tests prior to the time and date of the sitting - changing name or answer(s) on a test after that test has been graded and returned - submitting the same paper or portions thereof for more than one assignment, without discussions with the instructors involved. Group Projects and Group Work Many courses in the I.H. Asper School of Business require group projects. Students should be aware that group projects are subject to the same rules regarding academic dishonesty. Because of the unique nature of group projects, all group members should exercise special care to insure that the group project does not violate the policy on Academic Integrity. Should a violation occur, group members are jointly accountable unless the violation can be attributed to a specific individual(s). Some courses, while not requiring group projects, encourage students to work together in groups (or at least do not prohibit it) before submitting individual assignments. Students are encouraged to discuss this issue as it relates to academic integrity with their instructor to avoid violating this policy. In the I.H. Asper School of Business all suspected cases of academic dishonesty are passed to the Dean's office in order to ensure consistency of treatment.

8 Student Identification: (please print clearly) UNIVERSITY OF MANITOBA Faculty of Management Medical Absenteeism Form Last Name First Name Middle Initial U of M Student Identification Number I hereby authorize to verify with the attending physician or his/her (Name of Instructor/Administrator) staff or colleagues that the contents of this form are true. Student s Signature Date To be completed by the attending physician: (after the above section is completed) Physician s Last Name (please print clearly) Physician s First Name Middle Initial Street Address City, Province Postal Code Telephone Number Fax Number To the attention of the physician: Your evaluation of the student s condition is being used for the purpose of determining whether or not the student has a valid reason to miss an important exam or assignment. Your professional evaluation is necessary to ensure that only valid cases are excused. I certify that the nature of the student s condition is severe enough to prevent the student from taking an exam or completing an assignment. If requested, my associates or I will verify for the above-named instructor/administrator that this information is accurate. The student s condition will likely span the following dates: (indicate start date) until (indicate end date) Physician s Signature Date Notes to physician: Please make a note in the student/patient s file indicating that the student has given the above-named instructor/administrator permission to verify with you, your staff, or your colleagues, that the information contained on this form is correct. Thank you for your professional evaluation of this student s condition. PLEASE ATTACH THIS FORM TO YOUR REGULAR OFFICE STATIONERY THAT INDICATES THE STUDENT VISITED YOUR OFFICE. Note to student: The use of this form is at the option of the student. However, in order to obtain an excused absence for an assignment or exam, the student must obtain a doctor s certification that the student s condition is severe enough to prevent the student from taking the exam or completing the assignment. It is NOT SUFFICIENT to provide a note that only indicates the student visited the doctor s office.

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