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Syllabus
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Office: CCB, Room 329 |
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COURSE OBJECTIVE:
To provide the students with sound theory of why consumers behave as they do, understand consumer research operations, and jargon, and apply theory and research to business problems. Special emphasis will be given to various economic and behavioral models that attempt to explain and predict patterns of consumer behavior.COURSE MATERIAL: Required Text: Consumer Behavior (Ninth Edition)
Leon G. Schiffman and Leslie Lazar Kanuk, Prentice Hall, Inc., Englewood Cliffs, NJ, 2007.
SUGGESTED
READINGS: Selected articles from the following journals:
Journal of Consumer Research
Journal of Consumer Marketing
Journal of Marketing
Advances in Consumer Research
GRADING SYSTEM: Percentages
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IMPORTANT NOTES and COURSE POLICIES:
METHOD OF
INSTRUCTION: This course will be taught using a variety of
techniques. Lectures, class discussion of assigned cases, and readings
will serve as the focus of instruction and learning. Students will be
expected to familiarize themselves with the course materials and be
prepared to respond to questions in class.
ATTENDANCE POLICY: Student are expected to attend classes
regularly. Missed classes are not an excuse for missed assignments or
material that is covered.
No make-up exams
will be given unless there has been an extenuation circumstance(s) supported
by proper documentation and prior notice!
EXTRA CREDIT: Not assigned nor accepted.
LATE ASSIGNMENTS: All assignments are due on the date
noted on the attached course schedule, or when assigned by the professor
in class. Late assignments will be accepted, however, for each period
they are late, they will be marked down one letter grade.
ACADEMIC HONESTY POLICY:
A high standard of conduct in one's academic experience is expected.
The academic community does not tolerate any form of "cheating",
the dishonest use of assistance in the preparation of outside or in-class
assignments. The principles of academic honesty are violated when a
student gives or accepts aid in any graded work. Any attempt to present
someone else's work as one's own on quizzes, examinations, reports,
or term papers constitutes plagiarism. Plagiarism also includes verbal,
written, or graphic presentation of borrowed material without citing
its source. Any violation of this policy will result in course failure.
Classroom
Etiquette:
1-Do not be late to class – do not leave the class before
it is finished!
2-Turn off your cell phone - no texting
or reading your messages! Studunets who do not follow this policiy will
be dismissed from class.
3-Do not get up and walk out of the classroom while the class is in
session
4-Do not direct your discussion to individual students and speak only
after you have been recognized
5-All discussion in the class must be in professional manner
E-Mail Etiquette:
All e-mails sent to the professor must include student name and course
title as well as the section number. E-mails must be brief and to the
point. If you have an issue that will take more than a few lines to
explain in an e-mail, I would suggest seeing me in person. I will respond
to all e-mails within 48 hours. You must use your UMass Dartmouth e-mail
account to send me e-mails.
CASE ANALYSIS: Each student will be assigned to a case analysis team. They will be required to prepare case analysis and present it to the class. The team will have thirty minutes to provide the class the salient facts, their analysis of the situation, and their recommendations for action. All other students must read the cases and be prepared for discussion.
RESEARCH PROJECT:
The general aim of the research project is "learning by doing." Teams of 4-5 students are required to conduct literature reviews on a specific topic related to consumer behavior. The topic of research must be approved by the instructorEach project must be typed (double-spaced time roman 12 pts.), and professionally presented to the class. The project should be around 15-20 pages. All sources of literature should be referenced using the Journal of Marketing referencing style. Failure to follow the referencing style will result in reduction of points. Furthermore, failure to reference will be a cause for plagiarism per UMASSD student handbook.
The following outline must be followed in writing the research report:
I- TITLE PAGE title of your paper and your names
II- TABLE OF CONTENTS - major and minor heading and page numbers
III- EXECUTIVE SUMMARY Summary of your research and findings
IV- INTRODUCTION: Give a brief introduction of the research topic
V- LITERATURE REVIEW: literature review includes theories, and related studies
previously conducted by other researchers in the area being researched. You need to
have major and minor headings in this section of the paper and integrate the previous
research findings.VI- DISCUSSION AND CONCLUSIONS: write conclusions and make recommendations
for future research (areas that have not been researched).VII- MANAGERIAL IMPLICATIONS
In writing the research report, it is important to synthesize, compare and contrast information, findings of researchers, and relate the findings to course concepts. This is a very critical issue and will definitely effect your grade.
SOME GOOD LITERATURE AND DATA SOURCES
TENTATIVE COURSE SCHEDULE - FALL 2009
Consumer Behavior (MKT 431)
Dr. Fahri Karakaya
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Chapters & Cases |
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Introduction |
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Ch.
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Ch
1 & Reading:Kotler (Handout / in Mycourses) |
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Ch.
2 |
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Ch 2 & Case: Using Secondary Data.... Project proposals are due |
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Ch.
3 |
24 |
Ch
3 & Case: Watching M&Ms Grow |
29 |
Ch
4 |
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1 |
Ch 4 & Case: The Product Collection.. |
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Ch 5 Project Discussions - Update |
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Ch
5 & Case: Hello Starbucks! |
| 13 | Follow
Monday's schedule |
| 15 | Ch
6 |
20 |
Ch
6
& The Case: "The Two Billion Dollar Man" |
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Ch 7 |
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Test
1 (Ch.1 - 7) |
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Ch
8 |
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Ch
8 & Case:The not-so-extreme Sport |
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Ch
9 |
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Ch 9 Case: The Impact of Blogs |
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Ch 10 Project Discussions - Update |
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Ch
10 & case:Keeping up with the Joneses |
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Ch
11 & Case: Will the Real Cosco Shopper Stand Up! |
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Ch
12 |
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Ch
13 & Case: Sorry, you're Too Old (or Young) to Buy |
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Ch
16 & case:Women Want More Horses |
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Project
Presentations (written reports are due) |
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Project Presentations |
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Test 2 (Ch. 8-13, 16) |
Note: Additional assignments will be provided as time permits.
The Instructor reserves the right to make modifications to this syllabus.EVALAUTION OF CASE ANALYSIS
Problems
1.1
-Case analysis demonstrates full recognition of multiple problems in the case (5 points)
-Case analysis does not recognize the problems. (0 points)
1.2
-The problems mentioned were based on the facts in the case. (5 points)
-The problems mentioned were not based on the facts in the case or skewed the facts in
the case in some way. (0 point)
Knowledge
3.1
-The analysis recognizes that there might be more information available than is present in the case- it raises questions about information that might be missing or ambiguous. (5 points)
-The analysis does not demonstrate the problem-solver's recognition that more information might be needed to analyze the case- no questions are asked about missing information. (0 point)
3.2
Knowledge from personal experience Knowledge from empirical research
Knowledge from theoretical research
-The analysis considers adequate information from information sources (if appropriate). (5 points)
-The analysis does not consider adequate information from information sources. (0 point)
3.3
-The analysis uses facts from the case. (5 points)
-The analysis does not use facts from the case. (0 point)
3.4
-The analysis uses facts from outside of the textbook. (5 points)
-The analysis does not use facts from the related case materials. (0 point)
3.5
-The facts the analysis highlights from the case are used accurately. (5 points)
-The analysis does not use any knowledge of this kind. (0 point)
3.6
-The knowledge the case uses seems to be related to the problems identified as most important.
(5 points)
-The knowledge the case uses does not seem to be related to the problems identified as most
Important. (0 point)
Recommendations
4.1
-The analysis proposed recommendations that seemed reasonable. (5 points)
-The analysis proposed recommendations that did not seem reasonable (0 point)
4.2
-The recommendations proposed seem feasible. (5 points)
-The recommendations proposed do not seem feasible. (0 point)
4.3
-The recommendations proposed seem deal with the problems deemed the most important. (5 points)
-The recommendations proposed do not seem to deal with the problems deemed the most important. (0
point)
Total Points: 55=100%
STUDENT PRESENTATION ASESSMENT
Organization
1.1
-Student presents information in logical, interesting sequence which audience can follow, provides clear preview of what they will cover at beginning, and provides strong summary/conclusion of main points (5 points)
-Audience cannot understand presentation because there is no logical sequence to the information presented, no preview or summary offered (0 point)
Subject Knowledge
2.1
-Student demonstrates full knowledge (more than required) by answering all class questions with explanations and elaboration. (5 points)
-Student does not have grasp of information. (0 point)
Graphics
3.1
-Student's graphics explain and reinforce screen text and presentation, overall design of slides is simple, clear, and powerful. (5 points)
-Student uses superfluous graphics or no graphics; slides are poorly designed. (0 point)
Eye Contact
4.1
-Student maintains eye contact with audience, seldom returning to notes; engages with specific audience members often. (5 points)
-Student reads all of report with no eye contact. (0 point)
Audience Engagement
5.1
-Student uses an original or humorous opening to interest audience, projects enthusiasm and sincerity, and language is suitable for the audience. (5 points)
-Language is not suitable for the audience, opening is trite or dull, and student demonstrates no enthusiasm and/or sincerity. (0 point)Total Points: 25=100%
EVALUATION OF RESEARCH PROJECTS
1.1
-Establishes and maintains clear focus; evidence of distinctive voice and/or appropriate tone
(20 points)
-Limited awareness of audience and/or purpose (0 point)1.2
Depth and complexity of ideas supported by rich, engaging, and or pertinent details; evidence of analysis, reflection and insight (20 points)
Minimal idea development, limited and/or unrelated detail
1.3
Use of references indicate substantial research; references appropriate to topic and of high quality (10 points)
Few references (0 point)
1.4
Journal of Marketing Referencing style has not been followed. (5 points)
Journal of Marketing Referencing style has not been followed. (0 point)
1.4
Careful and/or suitable organization demonstrating solid logic. (10 points)
Random or weak organization. (0 point)
1.5
-Variety of sentence structure and length; Precise and/or rich language. (5 points)
Incorrect or lack of topic and/or transition sentences. Incorrect and/or ineffective wording and/or sentence structure. (0 point)
1.6
No errors in grammar or format (5 points)
Errors in grammar and format (e.g., spelling, punctuation, capitalization, headings). (0 point)1.7
Has performed extensive literature review on the topic (20 points)
has not performed extensive literature review on the topic (0 point)
1.8
The paper considers areas related to the topic (5 points)
The paper considers areas related to the topic (0 point)Total Points: 100
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