School of Business, Management and Marketing
Course Outline
Course Code and Title: MKT 420 Principles of Consumer Behavior
Instructor: Mary Beth McCabe, DBA
Lead Faculty, Marketing
Contact: (858) 488-2867 (cell)
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Course Textbook: Schiffman, Leon G., Kanuk, Leslie (2010). Consumer Behavior 10th edition. Pearson Prentice Hall. ISBN-978-0-13-505301-0.
Course Prerequisites: MKT 302A or equivalent – and Basic knowledge of Word Processing and Spreadsheet Software (such as Microsoft Word and Excel), Relational Database Software (such as Microsoft Access), Internet and Email
Course Description: An in-depth examination of the dynamics of human behavior and how it relates to purchase decisions; it will cover the many factors that influence the consumer’s decision-making process including personality, social groups, culture, subculture, values structure, perception, segmentation, gender, demographics, social stratification, dynamics of family decision making, diffusion, learning, memory, extinction behavior, motivation, attitude, self concept, situational influences, lifestyle (family life cycle), and commonalities of intelligent consumer behavior.
Learning Outcomes:
Upon successful completion of this course, the student will be able to:
1. Identify the psychology of how consumers think, feel, reason and select between different alternatives (e.g. brands, products);
2. Evaluate how the Internet is changing the ways buyers search for product information;
3. Understand the psychological, cultural, temporal and economic variables as they relate to specific product-purchase situations;
4. Understand how the consumer is influenced by his or her environment (e.g. culture, family signs, media);
5. Understand the behavior of consumers while shopping or making other marketing decisions;
6. Evaluate how attitudes are formed towards a specific product;
7. Evaluate the ethical and legal issues involved in segmentation of diverse populations;
8. Understand how the limitations in consumer knowledge or information processing abilities influence decisions and marketing outcomes;
9. Understand how consumer motivation and decision strategies differ between products in their level of importance or interest for the consumer;
10. Understand how marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.
Course Requirements:
Students are expected to attend all class sessions, participate in all class activities, complete exams as scheduled, and turn in all assignments on time. Failure to do so may result in the loss of points.
COURSE AGENDA
Week 1 Fundamentals of Consumer Behavior
• Reading assignment: Chapters 1-4
• Written Assignment
Week 2 Knowing the Consumer
• Reading assignment: Chapters 6-9
• Written Assignment
Week 3 Consumers in Groups
• Reading assignment: Chapters 10-13
• Written Assignment
Week 4 Consumer Behavior in Decision Making/Ethics
• Reading assignment: Chapters 14-16
• Written Assignment
Final Paper due Saturday Midnight (PST)
GRADING
Grading will be based on the standard National University % scale:
A= 96-100; A_ = 91-95; B+ = 87-90; B= 84-86; B_ = 80-83; C+ =76-79; C= 72-75; C_ = 68-71; D+=69-67; D=66-64; D-=64-59; F=<59
Letter Grade Points Letter Grade points Score Range
A 288-300 B 252-260 C 216-227
A- 273-287 B- 240-251 C- 204-215
B+ 261-272 C+ 228-239 D 215-192
F <
ASSIGNMENTS
Week/ Due Date Assignment Point Value Total Possible Points
All 4 Weeks Weekly Report-2-4 pages Up to 40 points per week 160
Final Paper Consumer behavior paper Up to 140 points 140
Total Possible Points: 300
Instructor office hours: The instructor will be available for one-to-one sessions when students require specific assistance with a particular topic or issue. Times will be scheduled based on convenience of both the student and the instructor, so feel free to ask for a session if you need to.
Assignments:
Assignments should be e-mailed to your professor by Sunday midnight each week. They are worth up to 40 points per week.
Week 1
You have decided to create a blog on Consumer Insights. Create the first posting for that blog by posting about Motivation.
1. What is motivation (see page 93 in text)?
2. How does motivation affect our decisions as consumers?
3. What are three strengths/weaknesses of motivational research?
Your paper should be 1-2 pages in length with APA formatting and all references cited.
Week 2
Using Library resources outlined in your syllabus, find an academic article on Perception or Positioning.
Include the link to that article and write a 1-2 page paper that summarized the research, giving your analysis of the important points in the findings.
(Note: This topic may also be referenced in your Final Project, so be thinking about this as you search for articles and relevant publications)
Week 3
How is consumer research changing with the advent of Social Media?
Find articles on how this is affecting Marketing and the study of Consumer Behavior and write a 1-2 page paper on this topic. Be sure to cite your references.
Week 4
You are the Chief Marketing Officer (CMO) and want to find out about your customers. You are tasked with creating a consumer profile and you want to provide insightful research to your company about those consumers.
Write a 1-2 page paper about Consumer Behavior and Ethics. Be sure to cite examples and references and use APA formatting.
The Final paper topic is: The Study of Consumer Behavior
To include all of the following:
1. Cover Page
2. Table of Contents
3. Major components to be covered
a. Part 1 – Introduction and working definition of consumer behavior, and an in-depth discussion of consumers as individuals
b. Part II – A discussion of the consumer as an individual including motivation, personality, perceptions, learning, attitude formation, and communication
c. Part III – An in-depth discussion of consumers in their social settings
d. Part IV – A in-depth discussion of consumer’s decision making process
4. Use of illustrations, charts, and/or graphics.
5. Executive Summary
6. Reference page (minimum of ten references)
Final Paper Project:
Project should be 12-14 pages (double-spaced) in length not including cover page, table of contents, executive summary or reference pages. It will be worth a total of 100 points. Be sure to submit in the proper APA format including a title page, introduction, body, conclusion, works cited, etc. You should have a minimum of ten sources. (See Library, below) All final projects will be posted in the Digital Drop Box marked Final Paper.
No late papers accepted. Deadline is week 4 Saturday at 12midnight PST.
Guidelines for Writing Papers & Reports
Writing is one of the most important skills that professionals need to communicate effectively in the workplace. Creative and critical writing is even more significant because people need to identify what they think and believe. In writing your reports the following serve as guidelines.
Descriptive Writing – “C” Level Work
Good writing requires researching your topic to discover what others have said or written relevant to your subject. To put your ideas in perspective, it is important to reflect on what is already known about the subject.
Learners need to identify specific ideas presented by other authors, and clearly give credit to these individuals when describing what they have written. Authors need to be referenced both in the text of your writing and at the end of your report, as well as in your presentation.
Beyond quoting an author’s ideas, learners also need to describe these ideas in their own words. and explain them in clearer and more relevant terms, especially as they apply to a particular situation or experience.
Analytical Writing – “B” Level Work
Beyond describing the ideas of others is the need to analyze what has been presented and written. Learners need to break down ideas into specific components, compare one point to another, and distinguish these ideas from those of other authors. Analysis can include identifying the advantages and disadvantages of particular ideas, classifying ideas according to some framework or system, ordering ideas in some sense of importance and value, assessing the evidence for these ideas, and drawing specific conclusions relative to these ideas.
In this analysis process, it is beneficial to use anecdotes, examples, illustrations, personal experiences and stories in presenting your ideas. You also need to be able to tell your readers something they do not already know or can learn from reading other author’s writings.
Evaluative Writing – “A” Level Work
Critical writing requires that the learner make judgments about what s/he has researched and reflected upon. Judging involves presenting your opinion, supporting your argument (often with data and facts), and identifying your reasons for your judgment. In evaluating ideas, you need to measure their influence and impact, check their validity, and verify their effectiveness.
Diversity: Learning to work with and value diversity is essential in every program. Students are required to act respectfully toward other students and instructors throughout the course. Students are also expected to exhibit an appreciation for multinational and gender diversity in the classroom and develop management skills and judgment appropriate to such diversity in the workplace.
Ethics and Plagiarism: Ethical behavior in the classroom is required of every student. Students are also expected to identify ethical policies and practices relevant to course topics. All ideas of another MUST be properly cited in APA format. Submission of plagiarized material may result in dismissal from class. When in doubt: cite! Paraphrasing or changing the order of the original material is not considered new creative thought and must be cited to avoid charges of plagiarism. Recycling old assignments as new work in a different course is also considered plagiarism. We will be using turnitin.com for all assignments and papers.
Communication Skills: Strong written and oral communications are required of every student and are a part of the grading criteria for every assignment. You show your professionalism through your written communication.
Writing Across the Curriculum: Students are expected to demonstrate writing skills in describing, analyzing and evaluating ideas and experiences. Written reports and research papers must follow specific standards regarding citations of an author’s work within the text and references at the end of the paper. Students are encouraged to use the services of the University’s Writing Center when preparing materials.
This page will help you find research papers. http://nu.aquabrowser.com/
This page will help you find resources at the library. http://nu.libguides.com/about
Here is your authentication for the library. Just put in your ID and your birthdate to get started.
http://ezproxy.nu.edu/login?url=http://ehis.ebscohost.com/eds/search?sid=807d59f2-87f7-44aa-845b-636bae846add%40sessionmgr11&vid=2&hid=20
National University Library:
National University Library supports academic rigor and student academic success by providing access to scholarly books and journals both electronically and in hard copy. Print materials may be accessed at the Library in San Diego or through document delivery for online and regional students. Librarians are available to provide training, reference assistance, and mentoring at the San Diego onsite Library (Lightwave Ave in Kearny Mesa) and virtually for online or regional students. Please take advantage of Library resources:
URL: http://www.nu.edu/library.
Contact the Library:
• RefDesk@nu.edu
• (858) 541-7900 (direct line)
• 1-866-NU ACCESS x7900 (toll free)
Use the Library Training Tools (on the Library Homepage) for additional help
• Recorded class presentations
• Tutorials & Guides (APA/MLA, Peer-Review, and more)
This page will help you find research papers. http://nu.aquabrowser.com/
This page will help you find resources at the library. http://nu.libguides.com/about
Here is you authentication for the library. Just put in your ID and your birthdate to get started.
http://ezproxy.nu.edu/login?url=http://ehis.ebscohost.com/eds/search?sid=807d59f2-87f7-44aa-845b-636bae846add%40sessionmgr11&vid=2&hid=20
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