BMKT : Consumer Behavior

Transcription

1 University of Montana ScholarWorks Syllabi Course Syllabi BMKT : Consumer Behavior Carol L. Bruneau University of Montana - Missoula, [email protected] Follow this and additional works at: Recommended Citation Bruneau, Carol L., "BMKT : Consumer Behavior" (2014). Syllabi. Paper This Syllabus is brought to you for free and open access by the Course Syllabi at ScholarWorks. It has been accepted for inclusion in Syllabi by an authorized administrator of ScholarWorks. For more information, please contact [email protected].

2 BMKT CONSUMER BEHAVIOR FALL 2014 PROFESSOR: Dr. Carol L. Bruneau OFFICE: GBB303 PHONE: FAX: Carol. Bruneau@ business.um t.edu CLASS SCHEDULE: Section 1: M W 8:10-9:30 am GBB L13 Section 2: M W 9:40-11:00 am GBB L13 OFFICE HOURS: Tuesdays 10:00 a m - 12:00 pm Wednesdays 2:00-4:00 pm and by appointm ent W alk-ins are always welcomed REQUIRED MATERIALS: Hoyer, Wayne D., Deborah J. M aclnnis and Rik Pieters (2013), Consumer Behavior, 6th Edition. Houghton M ifflin Company, New York, New York. COURSE OBJECTIVES: Consumer behavior is one o f the most rapidly growing areas o f m arketing. The m arketing concept discussed in any introductory m arketing course states th a t the form ulation of appropriate and effective m arketing strategies must begin w ith a clear and accurate understanding o f consumers' needs and preferences w ith regard to the product category. This course w ill explore in depth the basis fo r behavior in consumer contexts. The objectives of the course are as follows: 1. To introduce the student to concepts developed in psychology, economics, sociology, and a nthropology and th e ir relationships to consum er behavior. 2. To develop in students the ability to translate w hat can be learned about consum er behavior from the behavioral sciences into action im plications fo r the m arketing manager a nd/or public policy maker.

3 MISSION STATEMENT: The University o f M ontana's School o f Business A dm inistration enhances lives and benefits society by providing a world-class business education in a supportive, collegial environm ent. We accomplish this mission by acting on our shared core values o f creating significant experiences, building relationships, teaching and researching relevant topics, behaving ethically, and inspiring individuals to thrive. As part o f our assessment process and assurance-of-learning standards, the School of Business A dm inistration has adopted the follow ing learning goals fo r our undergraduate students: Learning Goal 1: SoBA graduates w ill possess fundam ental business knowledge. Learning Goal 2: SoBA graduates w ill be able to integrate business knowledge. Learning Goal 3: SoBA graduates w ill be effective com m unicators. Learning Goal 4: SoBA graduates w ill possess problem solving skills. Learning Goal 5: SoBA graduates w ill have an ethical awareness. Learning Goal 6: SoBA graduates will be proficient users o f technology. Learning Goal 7: SoBA graduates w ill understand the global business environm ent in which they operate. COURSE EXPECTATIONS: This course is an advanced undergraduate course intended fo r m arketing majors and o ther student who require knowledge o f consumer behavior fo r th e ir courses o f study and chosen career paths. It is a required course fo r those choosing an option in m arketing. Class sessions w ill be devoted to the discussion o f selected concepts, research studies and applications. BMKT 325 is a prerequisite to this course. You must have already taken (cannot be currently taking) BMKT 325 to be enrolled in BMKT 337. It is expected th a t students will approach this course in ways th a t w ill maximize th e ir learning rather than m inim ize th e ir effo rt. Those students who do not approach the class in this way w ill suffer both in the ability to learn the material and in the grade thy w ill receive in class. The learning experience o f this class depends on student participation by active listening, by contributing to class discussions, and by contributing consistent e ffo rt to the process and outcom e o f hands-on exercises. Consistent preparation rather than pre-exam cram m ing is a necessity. I expect you to have read the assigned chapters BEFORE class on the day they are scheduled fo r discussion. Preparation tim e may vary som ewhat depending on the assignment, but can be expected to average tw o or three hours per class session.

4 The quality o f this course is heavily dependent on thorough preparation, consistent attendance, and spirited participation. Those who are reluctant to speak in fro n t of others should use this o p p o rtunity to overcom e th e ir fears before entering the business w orld. The class participation grade w ill be based on participation during class discussions and in-class exercises. QUALITY o f participation rather than QUANTITY will be judged. Student should expect to be called upon at random throughout the term, e ither to initiate class discussion or to respond to a question by the professor. NO LATE WORK WILL BE ACCEPTED. Late w ork is defined as any w ork not turned in when the professor collects it on the day the assignment is due. NO EXTRA CREDIT WORK WILL BE ACCEPTED. You are encouraged to visit me during my office hours if you have any questions, problems, or if you just w ant to talk. If you cannot meet me during posted office hours, you are encouraged to make an appointm ent to m eet at some o th e r tim e. Also, if I am in my office when you walk by, I'm always w illing to m eet w ith you. EXAMINATIONS: Four exams w ill be given during this course. W hile there w ill not be a comprehensive final exam, concepts learned early in the class w ill be used throughout the semester. The exams will be in-class and closed book. Examinations may contain a com bination of m ultiple choice and essay questions. I w ill drop ONE exam score (your lowest) when calculating your grades. Therefore, there will be NO MAKEUP EXAMS fo r any reason. If you must miss an exam, th a t will be the score th a t you will have to drop in figuring your final grade. HANDS-ON ASSIGNMENTS: During the class, a num ber o f hands-on projects w ill be assigned. Students w ill have at least one week to accomplish these assignments. Assignments MUST BE TYPED AND IN A 12 POINT FONT. These assignments w ill integrate the theory learned in class w ith the w orld outside the classroom by allowing the students to apply consumer behavior concepts to m arketing situations. Your first Hands-on Assignment w ill be to com plete the autobiography at the end o f this syllabus. This is the one exception to the rule, you do not need to type this assignment. This w ill be due on Monday, September 8 at the beginning o f class. Assignments MUST be handed in on time. No late assignments will be accepted. CLASS PARTICIPATION: Randomly throughout the semester in-class projects w ill be conducted. You must be in class to receive credit for these assignments. FROM STUDENTS: You MUST use your official UM accounts if you wish to me. Otherwise, I will be unable to respond. In addition, I expect you to use a proper salutation and correct gram m ar in your s. Please do not use text messaging abbreviations.

5 STUDENT CODE OF CONDUCT: All students must practice academic honesty. Academic misconduct is subject to an academic penalty by the course instructor a nd/or a disciplinary sanction by the University. It is the student's obligation to be fam ilia r w ith the Student Conduct Code, especially as it pertains to academic m isconduct (cheating, plagiarism, etc.), which is available on line at Please note th a t it is a form of academic misconduct to subm it w ork th a t was previously used in another course. M oreover, as the Catalog reads (in term s o f Academic Policies and Procedures regarding plagiarism specifically): " Plagiarism is the representing o f another's w ork as one's own. It is a particularly intolerable offence in the academic com m unity and is strictly forbidden. Students who plagiarize may fail the course and be remanded to Academic Court fo r possible suspension o r expulsion." It continues, "Students must always be very careful to acknowledge any kind o f borrowing th a t is included in th e ir work. This means not only borrowed w ording b u t also ideas. Acknowledgem ent o f w hatever is not one's own original w ork is the proper and honest use o f sources. Failure to acknowledge w hatever is not one's own original w ork is plagiarism." So, ALWAYS err on the side o f caution by citing the resources used in preparing your work. M oreover, always use direct quotations fo r exact w ording taken from another source. Finally, I am well aware o f the various websites where one can go to find "free term papers." Believe me, it is not w orth the gamble w ith your academic future. STUDENTS WITH DISABILITIES: The University o f M ontana assures equal access to instruction through collaboration between students w ith disabilities, instructors, and Disability Services fo r Students (DSS). If you th in k you may have a disability adversely affecting your academic perform ance, and you have not already registered w ith DSS, please contact DSS in Lommasson 154. I w ill w ork w ith you and DSS to provide an appropriate accom m odation. GRADING: The follow ing weights w ill be used to com pute your course grade: 3 exam inations (15% each)* 45% Hands-on Assignm ents 40% Class participation/in-class projects 15%

6 *(Students w ill take 4 exams; the lowest score w ill be dropped) All courses conducted by the M anagem ent & M arketing D epartm ent w ill be graded on a +/- basis. Below is the grade scale fo r this grading m ethod. A > < C+ < < A- < < C < < B+ < < C- < < B < < D < < B- < 83 F < 60 Grades will not be curved or rounded up.

7 COURSE OUTLINE AND ASSIGNMENTS CONSUMER BEHAVIOR - FALL 2014 DATE TOPIC AND ASSIGNMENTS 8/25 Introduction to Course In tro d u ctio n to Consumer Behavior Read Chapter 1 8/27 Developing & Using Inform ation Appendix 9/1 Labor Day - No Classes 9/3 Developing & Using Inform ation (Cont.) 9/8 M otivation, A bility and O pportunity Read Chapter 2 9/10 MAO (cont.) A utobiographies Due 9/1 5 From Exposure to Com prehension Read Chapter 3 9/1 7 From Exposure to Com prehension 9/22 EXAM 1: cover Chapters 1-3, Appendix and class discussions 8 /25 through 9/17 9/24 M em ory & Knowledge Read Chapter 4 9/29 M em ory & Knowledge 10/1 A ttitudes: High consumer e ffo rt Read Chapter 5 10/6 A ttitudes: Low consumer e ffo rt Read Chapter 6 10/8 A ttitudes (cont.) 10/13 EXAM 2: covers Chapters 4-6 and class discussions 9 /2 4 through 10/8. 10/15 Problem R e co gn itio n/in fo rm atio n Search Read Chapter 7 10/20 Judgm ent & Decision M aking: High E ffort Read Chapter 8 10/22 Judgm ent & Decision M aking: Low E ffort Read Chapter 9 10/27 Judgm ent and Decision M aking (Cont.)

8 10/29 Post Purchase Decisions Read Chapter /3 Post Decision Processes (Cont.) 11/5 EXAM 3: covers chapters 7-10 and class discussion from 10/16 through 11/3. 11/10 Social Influence Read Chapter 11 11/12 Social Influence (Cont.) 11/17 Consumer D iversity Read Chapter 12 11/19 Consumer D iversity (cont.) 11/24 Household and Social Class Influences Read Chapter 13 11/26 Student Travel D a y -N o class 1 2/1 Symbolic Consumer Behavior Read Chapter /3 Grades dissem inated Exam 4 Schedule: Section 1 Tuesday, 1 2/9 8:00 am Section 2 Wednesday, 12/10 8:00 am EXAM 4: covers portions of chapters (a study guide will be provided) and class discussions from 11/10 through 12/1. You may take Exam 4 with either section.

9 PROFESSOR'S AUTOBIOGRAPHY: CAROL L. BRUNEAU - I was born in Stillwater, Oklahoma and had a fairly normal childhood. I attended Oklahoma State University and received a B.S. degree in sociology/anthropology. A fte r graduation, I attended Arizona State University where I worked on an M.S. degree in archeology. I never finished this degree, but I did have some great experiences conducting fieldw ork in Israel, Arizona and New Mexico. A fte r dropping out o f the graduate program, I became a secretary as the u tility o f an anthropology degree seemed to be questioned by many employers. Finally, tirin g o f not having any spending money, I returned to Oklahoma State University to w ork on an MBA degree. It was then th a t I discovered the w onderful world o f m arketing that allowed me to com bine the study o f human behavior th a t I had found interesting in anthropology w ith the money-making potential of an MBA degree. A fte r graduation, I worked as a M arket Research Scientist fo r Battelle Pacific Northw est Laboratories in Richland, W ashington fo r 5 years. Battelle is the largest n o t-fo r-p ro fit contract research organization in the w orld. The Battelle office in Richland prim arily conducts research fo r the U.S. D epartm ent o f Energy and the Hanford Nuclear Reservation. M y duties at Battelle included being responsible fo r supplying marketing expertise and management to a variety o f contract research projects. M ajor areas o f research th a t I participated in included: technology transfer and diffusion, consumer decision-making, innovative technology concepts, and m arket assessments. I was also the technical liaison between Battelle and eight Native American reservations located near the Hanford site fo r a dose reconstruction project. Although I liked my w ork at Battelle, I decided it was tim e fo r a new challenge. I moved to Tucson, Arizona and began w orking on a Ph.D. degree in m arketing at the University o f Arizona in the Fall of I finished this degree in In January o f 1995, I interview ed w ith the M anagem ent D epartm ent o f the University o f M ontana and was offered a position as an assistant professor. I am still thrilled after being here 15 years to have found such a great job in such a beautiful place w ith such great colleagues and students. I have taught M arketing Principles, Consumer Behavior, M arketing M anagem ent (undergraduate and graduate level), M arketing and Culture, Sports M arketing and N onprofit M arketing. I have a variety o f research interests including sensorial m arketing, generational studies, qualitative research m ethodology, sports m arketing, and n onprofit marketing M y hobbies include wine tasting, gourm et cooking (and eating!), traveling, hiking, playing golf (badly), reading, w atching spectator sports (Go Griz!) (especially IndyCar racing!) and observing human (consumer) behavior w herever it occurs. I serve on the board o f directors o f the M ontana Food Bank Network.

10 YOUR AUTOBIOGRAPHY: NAM E: Hom etown: Address: Phone #: M ajor: Company where em ployed: (if applicable) Year in college: W hat do you expect from BMKT 337? Are there any consumer behavior topics th a t you w ould specifically like me to cover? OVER»»»»

11 Please use the space below to w rite a little som ething about yourself sim ilar to the autobiography th a t I w rote. Include why you are taking this class and what you plan to do w ith your degree after graduation. Also, tell me about your background (especially business experience th a t you have had), your extracurricular activities, hobbies or other interests, a nd/or anything else you think I m ight find interesting. This autobiography should be turned in during class on Monday, 9/8.