Consumer Behavior Marketing 314

Course Outline Summer 2004

CONSUMER BEHAVIOR
MARKETING 314 SUMMER 2004
Instructor: Office: Office Hours: Email: Tel: Textbook: Scott Radford 510 Cornell Hall Monday 10-12 or by appointment scott.radford@missouri.edu 882-5963 Consumer Behavior: Buying, Having and Being by Michael R. Solomon (Sixth Edition)

WHAT IS CONSUMER BEHAVIOR? Consumer Behavior investigates the manner that people interact with products and their marketing environment. This can include the purchase of products (a new stereo), the consumption of services (Disneyland), or the disposal of goods (eBay). Since we are all consumers in the market place in some form consumer behavior can also tell us something about ourselves. As a result, I think, consumer behavior (or CB) is one of the most interesting topics in Marketing. Understanding consumers enables marketers to more effectively meet the needs of buyers in the market, and be more successful in the market. During this course we will explore, many social, cultural and marketing factors that influence the selection and usage of products and services. To understand this process, you will be exposed to perspectives on consumer behavior from marketing, psychology, sociology and anthropology. You will also learn about, and try to use, some of the techniques that marketers use to understand and influences consumers, and how these techniques contribute to our daily lives and the culture in which we live. BLACKBOARD The blackboard website will be used in this course to post announcements, course material and grades. Generally I will not put the all of the slides from the lectures on the site, but any particularly complex figures or diagrams will be provided. I will indicate in class if a figure is available on blackboard. You can access blackboard at courses.missouri.edu. GRADING AND ASSIGNMENTS VALS Assignment Consumer Behavior Journal (5, 10 and 10%) Consumer Behavior Wars (3 @ 5%) Midterm Test Final Test Participation and Attendance GRADING SCHEME A AB+ B

(June 10) (June 17, July 1, 15) (June 24, July 8, 22) (June 28) (July 29)

5% 25% 15% 25% 25% 5%

90-100 85-89 80-84 75-79

BC+ C D F

70-74 65-69 60-64 50-59 Below 50

Consumer Behavior Marketing 314 COURSE OUTLINE

Course Outline Summer 2004

The course will explore four major themes in consumer behavior. Readings are assigned with each topic and you are expected to prepare for class by reading these chapters. We will not necessarily cover all of the chapter material in class and we will cover additional material that is not in the textbook. You are responsible for both the readings and class material for the tests.

Topic 1:
June 7 8 9

Consumer Behavior in the Marketplace

Introduction to Consumer Behavior The study of Consumer Behavior Market Segmentation and Strategy Ch 1 Ch 6

Topic 2:
June 10 14 15 16 17

Consumers as Individuals
Personality and Lifestyles (VALS assignment Due) Self and self identity Consumer Motivation and Involvement Attitudes and Persuasion Consumer Perception (Journal Part I Due) Ch 6 Ch 5 Ch 4 Ch 7 Ch 2

21 22 23
24 28

Consumer Learning and Memory Communication and on-line Consumer Behavior Product Meaning and Design CB Wars I Test I

Ch 3 Ch 8

Topic 3:
June July 29 30 1 5 6 7 8 12 13 14

Consumers as Decision Makers

Individual Decision Making Purchase Process / Problem Recognition Information Search (Journal Part II Due) No Class Independence Day Shopping / Retailing Consumer Choices CB Wars II Acquisition / Consumption / Disposal New Products / Diffusion Postpurchase / Satisfaction Ch 10 Ch 17 Ch 9

Topic 4:
July 15 19 20 21 22 26 27 28

Consumers, Culture and Sub-cultures

Group influences and Opinion Leadership Journal Part III Due Cultural Processes and Consumption Social Influences Family Influences CB Wars III Subcultures Dark Side of CB Flex Day / Review Ch 11 Ch 16 Ch 12 Ch 13, 14, 15

Consumer Behavior Marketing 314

29 Final Exam

Course Outline Summer 2004

Consumer Behavior Marketing 314 MISCELLANEOUS

Course Outline Summer 2004

Class Behavior While in the classroom you are expected to maintain a business-like conduct. Please be respectful of both me and the other students in the class. Please arrive on time and do not leave early. If you will be arriving late or must leave early please let me know beforehand. Please do not get up and walk out and return to the classroom during class time. Turn off you cell-phones, pagers and other noisemaking electronic devices. You would be amazed how much sound travels to the front in classrooms. Please dont hold a conversation with your neighbor. Since we will be having discussion in class, if you have something interesting to say, please share it with all of us. Cornell hall policy specifies that only bottled water is allowed in the classroom, so ice cream cones, grape popsicles and stadium-style nachos are prohibited. Academic Honesty Academic dishonesty or plagiarism can include: Quoting verbatim or almost verbatim from a source without reference or acknowledgment Adopting a line or argument from an author without indicating the source Submission of someone elses work without acknowledgment Knowingly representing another authors ideas as ones own work Copying from another person or using materials that are not allowed in a test or exam

Any incident of academic dishonesty will be reported to the Office of the Provost and the work will receive a failing grade. Assignment Due Dates I would like to keep the assignment due dates as firm as possible. Assignments that are handed in late will lose 5% for each day that they are late. I am not completely inflexible, if you perceive that you will have a problem meeting a deadline come and see me before the due date, and if you have a reasonable excuse (i.e. medical, personal) we will make some arrangements. Americans with Disabilities If you have any special needs as addressed by the American with Disabilities Act (ADA), please notify me and the Access Office (AO48 Brady Commons, 882-4696) Discussion Since we will be having some discussion in the class, please be sensitive and aware of the choices you make surrounding your language choices in the classroom and in your writing assignments. Sexist, racist, ageist, homophobic or otherwise derogatory language will not be permitted. This is not to suggest that we cannot discuss these issues, instead it is a reminder that we are sharing the classroom with others and the use of this type of language may diminish the experience for other members of the discussion.