San José State University Lucas Graduate School of Business 231 Consumer and Market Behavior Section 01 Summer 2015 Instructor: Office Location: Telephone: Email: Office Hours: Class Days/Time: Classroom: Prerequisites: Prof. Jing Zhang, Ph.D. BT 765 (Mailbox: BT 750) (408) 924-1346 Canvas email only (the best way to reach me during the semester) By appointment Mondays 6-10P and Saturdays - See Course Schedule Table (p. 7) BBC 021 Prerequisite: Bus 230 and graduate standing. CANVAS Copies of the course materials such as the syllabus, lecture slides, and major assignment handouts may be found on Canvas. You are responsible for regularly checking announcements and/or emails (at least twice a day) through Canvas. You are also required to submit your papers via Canvas. Course Description (from catalog) Influence of consumer behavior upon marketing management strategy; examination of behavioral concepts as they relate to purchase decisions; types of consumer research instructions and applications; focus on buyer behavior in action- oriented environments. Course Goals and Student Learning Objectives (SLO) This course seeks to provide students with insights into consumer behavior and into ways of influencing consumer behavior. Students will be expected not only to learn major theories and research findings about consumer behavior, but also to develop an understanding of how these abstractions are utilized in developing marketing management strategy. Upon successful completion of this course, students will be able to: SLO1 understand basic concepts and research findings in consumer psychology and behavior. SLO2 discuss factors that affect consumer behavior, including both internal factors (such as motivation, attention, and attitudes) and external factors (such as social class and lifestyles). Page 1 of 8
SLO3 identify and understand the four stages in the process of making consumption decisions. SLO4 apply their learning of consumer behavior to develop powerful marketing strategies and tactics, e.g., marketing communication campaigns. SLO5 - better understand themselves as consumer why they are buying certain products and using them in a certain way. This course is intended for students requiring knowledge of consumer behavior for their goals and aspirations. The perspectives we emphasize should be particularly relevant to careers in product management, promotion, marketing communication, retailing, sales management, and marketing research; just to name a few. The methods of instruction for this seminar include class and group discussions, individual and group presentations, lectures, individual reflections (e.g., minute- writing tasks), etc. Required Texts/Readings Hoyer, W. D., MacInnis D. J. & Pieters, R. (2013). Consumer Behavior, 6 th Edition. Cengage Learning. ISBN: 9781133435211. Additional readings and materials will be available on Canvas. Assignments and Grading Policy Course grades will be determined based on the following scheme. As evident from the table below, consistent performance on quizzes, individual project, group project, and class participation is necessary to excel in the class. At the same time, poor performance on any one component (e.g., quizzes) can be compensated for by superior performance on other components (e.g., group project). If you find grading mistakes on any assignments, please inform the instructor WITHIN FIVE DAYS from the time that the assignment is graded and returned to you. REQUIREMENTS % of grade Points Group Project 23.0% 60 Individual Project 15.4% 40 Discussion Leader 7.7% 20 Online Quiz 38.5% 100 Class Participation & 15.4% 40 Professionalism TOTAL 100% 260 Grades will not be curved; the following scale applies to everything in the class. Page 2 of 8
Letter Grade A A - B + B B - C + C C - D + D D - F % 94 and above 90 93 87 89 84 86 80 83 77 79 74 76 70 73 67 69 64 66 60 63 59 or lower Group Project (60 pts). You will either self select your group or be assigned to a group for the group project. You will work with your group members to design a marketing communication campaign by applying what you learn from the class. The project will be discussed at greater length in class. In order to encourage equal effort, and identify those who are not giving equal effort, all group members will complete and submit a Peer Evaluation Form (see page 8) at the end of the semester. The ideal group size is 3. The group will be assigned on the first day of class, July 13. Remember that it is your responsibility to seek out the best way to contribute to the group, not the group s responsibility to seek you out and assign work. Group members peer evaluations will affect the grade you get for the group project. In extreme cases, your group is allowed to fire you. This would mean that you would have to do the whole group project individually. Individual Project (40 pts). You will be individually responsible for writing a 2,000-2,500- word paper for this project. The project will be discussed at greater length on the first day of class. Remember that this assignment must be done individually. Any form of collaboration or plagiarism (see Academic Integrity below) on the assignment will result in a grade of F for the assignment and further disciplinary action by the University. Discussion Leadership (20 pts). You will be responsible for leading a discussion on assigned chapter(s) from the textbook. You need to present a summary of the chapter to the class and facilitate class discussion of the chapter (Hint: raising good questions for discussion). Your discussion leadership will be evaluated based on 1) knowledge of materials, 2) content of initial presentation, and 3) quality of the questions and issues you raised. See Instructions for Discussion Leadership. Page 3 of 8
Online Quiz (100 pts). You will take five (5) quizzes throughout the semester (see Course Schedule Table for the quiz dates). Quiz will test the chapters that are assigned for that day. You will take all the quizzes on Canvas. The quiz is available for 48 hours before the class starts. Make sure that you make arrangement and take the quizzes at the assigned time. Please note that: 1) Although the quiz is available for 48 hours, you only have 30 minutes to complete and submit your answers. In other words, once you start working on the quiz, you need to finish it within the next 30 minutes. There is a timer on the right side of the screen to help you time yourself. 2) You have ONE attempt only. 3) There are 20 questions in total. The questions will be randomly generated from the test bank. Hence, your questions may be different from others. 4) No make- up quiz will be given. Also, given the setup of online quiz, I cannot allow anyone to retake quizzes and to take them at an earlier/later time or date. 5) Be sure to test your computer and Internet connection before you take the quiz. There will be a Practice Quiz from Monday, July 13 @ 12:01am to Tuesday, July 14 @ 11:59pm. Class Participation and Professionalism (40 pts). You will complete 8 in- class activities either by yourself or with your classmates. The goals of these activities are to help you better understand class materials, and to help me understand how well you have learned. These activities are also meant to encourage you to attend class regularly and to keep on reading class materials. Professionalism in classroom is expected and will be evaluated. Classroom Protocol Respect in the classroom is of the utmost importance for learning to be successful. Hence, the following rules shall guide conduct during class. 1) Cell phones must be turned off or on vibrate mode during class. No texting or web browsing during class, please! 2) The instructor will make every effort to respect students time by starting and ending class on time. Students should also make every effort to be on time for class, and to stay until the end of class. Page 4 of 8
3) Chitchat, side conversations, and any disturbing behavior in the classroom are prohibited during lectures or when someone else has the floor to speak. University Policies Academic Integrity Your commitment as a student to learning is evidenced by your enrollment at San Jose State University. The University's Academic Integrity Policy, located at http://www.sjsu.edu/senate/docs/s07-2.pdf, requires you to be honest in all your academic course work. Faculty members are required to report all infractions to the office of Student Conduct and Ethical Development. The Student Conduct and Ethical Development is available at http://www.sjsu.edu/studentconduct/. Instances of academic dishonesty will not be tolerated. Cheating on exams or plagiarism (presenting the work of another as your own, or the use of another person s ideas without giving proper credit) will result in a failing grade and sanctions by the University. For this class, all assignments are to be completed by the individual student unless otherwise specified. If you would like to include your assignment or any material you have submitted or plan to submit for another class, please note that SJSU s Academic Policy S07-2 requires approval of instructors. Campus Policy in Compliance with the American Disabilities Act If you need course adaptations or accommodations because of a disability or if you need to make special arrangements in case the building must be evacuated, please make an appointment with me as soon as possible or see me during office hours. Presidential Directive 97-03 requires that students with disabilities requesting accommodations must register with Accessible Education Center (AEC) (formerly known as Disability Resource Center (DRC)) http://www.drc.sjsu.edu/ to establish a record of their disability. College of Business Policies To ensure that every student, current and future, who takes courses in the Boccardo Business Center has the opportunity to experience an environment that is safe, attractive, and otherwise conducive to learning, the College of Business at San José State has established the following policies: Eating: Eating and drinking (except water) are prohibited in the Boccardo Business Center. Students with food will be asked to leave the building. Students who disrupt the course by eating and do not leave the building will be referred to the Judicial Affairs Officer of the University. Page 5 of 8
Cell Phones: Students will turn their cell phones off or put them on vibrate mode while in class. They will not answer their phones in class. Students whose phones disrupt the course and do not stop when requested by the instructor will be referred to the Judicial Affairs Officer of the University. Computer Use: In the classroom, faculty allow students to use computers only for class- related activities. These include activities such as taking notes on the lecture underway, following the lecture on Web- based PowerPoint slides that the instructor has posted, and finding Web sites to which the instructor directs students at the time of the lecture. Students who use their computers for other activities or who abuse the equipment in any way, at a minimum, will be asked to leave the class and will lose participation points for the day, and, at a maximum, will be referred to the Judicial Affairs Officer of the University for disrupting the course. (Such referral can lead to suspension from the University.) Students are urged to report to their instructors computer use that they regard as inappropriate (i.e., used for activities that are not class related). Academic Honesty: Faculty will make every reasonable effort to foster honest academic conduct in their courses. They will secure examinations and their answers so that students cannot have prior access to them and proctor examinations to prevent students from copying or exchanging information. They will be on the alert for plagiarism. Faculty will provide additional information, ideally on the green sheet, about other unacceptable procedures in class work and examinations. Students who are caught cheating will be reported to the Judicial Affairs Officer of the University, as prescribed by Academic Senate Policy S04-12. Page 6 of 8
Course Schedule Table Day Date Scheduled Topic Readings Assignment Due 1 M 7/13 6-10P 2 S 7/18 9-6P 3 M 7/20 6-10P 4 S 7/25 2-6P 5 M 7/27 6-10P 6 S 8/1 9-6P 7 M 8/3 6-10P 8 S 8/8 2-6P Course Overview Introduction to Consumer Behavior Instructions for Individual Project Instructions for Group Project- IMC Planbook Social Influences on Consumer Behavior Consumer Diversity Household & Social Class Influences Psychographics Planbook Part I TBC Motivation, Ability and Opportunity From Exposure to Comprehension Memory and Knowledge Attitudes Based on High Effort Planbook Part II Attitudes Based on Low Effort Problem Recognition and Information Search Judgment and Decision Making I Judgment and Decision Making II Post- Decision Processes Innovation TBC Individual Project Presentations Group Project Presentations Syllabus Ch 1 & Appendix Handouts Ch. 11-14 Ch 2 & 3 Ch 4 & 5 Ch 6, 7 & 8 Ch 9, 10, 15 Practice Quiz (7/13 @ 12:01am - 7/14@ 11:59pm CP 1 Quiz 1 (7/16 @ 9A - 7/18 @ 9A) CP 2 Individual Project Proposal due 7/19 Quiz 2 (7/18 @ 6P- 7/20 @ 6P) CP 3 Planbook Part I due 7/22 Quiz 3 (7/23 @ 2P- 7/25 @2P) CP 4 Quiz 4 (7/25 @ 6P- 7/27 @ 6P) CP 5 Planbook Part II due 7/29 Quiz 5 (7/30 @ 9A 8/1 @ 9A) CP 6 CP 7 Individual Project Paper Due 8/5 CP8 Final Planbook Due 8/8 This syllabus is provisional and subject to change. You are responsible for changes announced either in class or on the course website Canvas. Check Canvas at least twice a day. Chapters are to be read before the start of the class session that is listed. Page 7 of 8
Peer Evaluation Form The purpose of this evaluation is to assess the degree to which your group members contributed to the group project required for this class. Write the names of your team members (including yourself) on the spaces below and indicate how much they contributed next to each name. If a team member did his/her fair share of the work on a project, then you should award that person 100%. If a person did not do his/her fair share, award fewer points. If you don t hand this form in, I will assume that you were satisfied with your team and are awarding 100% to each member. J Please complete this form privately, honestly, and fairly. Be reasonable in evaluating your peers. For instance, if a person was generally a faithful contributor to the team effort, do not penalize him/her just for one mistake, like missing a meeting. Also, rate each person objectively. Try not to let personality influence your ratings. If you award less than 100% to any person on the group project, you MUST write an explanation (on this form or a separate sheet) or your ratings will be disregarded. I need to know the reasons for any such ratings, because they will affect individuals grades. Your name Group # Name Contribution to Project (0-100%) 1. 2. 3. Due 8/8 to Canvas Page 8 of 8