CB Course Outline Spring 2013

7/28/2019 CB Course Outline Spring 2013

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Consumer Behavior Course OutlineMarketing 314 Spring 2013

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Consumer Behavior

MARKETING314

SPRING2013

Instructor: Hasan Javid

Office: FAST NU City Campus.

Office Hours: Tuesday 12 2

Or by appointment

Email: [email protected]

Textbook: Consumer Behavior: Buying, Having and

Being by Michael R. Solomon (NinthEdition)

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 (e.g. a new

stereo), the consumption of services (e.g. TCS), or the disposal of goods. 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 (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.

Course Objectives To gain a better understanding of yourself as a consumer. To learn the concepts and theories that underlies consumer behavior. To gain a deeper understanding of how the consumer contributes to the success

of a brand or firm.

To learn how to implement these theories and concepts into effective marketing


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strategies.

To intelligently express your insights into consumer behavior in informaldiscussion, formal presentation, and written prose.

The study of Consumer Behavior will help you to understand how to applyconcepts like learning, personality, motivation, perception, attitudes,

communication and decision making in the following ways; The psychologies of how consumers think, feel, reason and select between

different alternatives (e.g. brands, products);

The psychology of how the consumer is influenced by his or her environment(e.g. culture, family, signs, media);

How consumer motivation and decision strategies differ between product thatdiffer in their level of importance or interest that they entail for the consumer;

and

The behavior of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities to

influence decisions and marketing outcome. How marketers can adapt and improve their marketing campaigns and

marketing strategies to more effectively reach the consumer.

You will learn how to apply consumer behavior concepts in tailoring yourmarketing and brand strategies to be able to promote your brand and persuade

your customer to purchase it. The application of this information will be in the

fields of;

Developing the product and improving it. Determining a price point for the brand.

Course OutlineThe 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.

Text Book: Consumer Behavior Buying, Having and Being.

By Michael R. Solomon. Ninth Edition.


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Schedule is subject t o change at instructors discretion.

Grading PlanAssignments 10%

Quiz 05%Class Participation 05%

Presentations 05%

Project 15%

Mid Term 20%

Final 40%

Individual AssignmentsThere will be individual assignments, the topics of which will be revealed in due

course. You will be asked to solve a marketing problem or to analyze a particular typeof consumer behavior in these assignments. Please use the theories we have learnt in

class to complete these assignments which means stay focused for your

assignments.

Ses s ions Topics Readings

Week 1 Orientation

Week 2 Consumer Rule Chapter 1

Week 3 Perception Chapter 2

Week 4 Learning & Memory Chapter 3

Week 5 Motivation and Values Chapter 4

Week 6 The Self Chapter 5

Week 7 Personality and Life Style Chapter 6

Week 8 Attitudes Chapter 7

Week 9 Individual Decision Making Chapter 9

Week 10 Buying and Disposing Chapter 10

Week 11 Income & Social Class Chapter 13

Week 12 Cultural Influences on Consumer Behavior Chapter 15

Week 13 Global Consumer Culture Chapter 17

Week 14 Project Presentations


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GROUP PROJECTStudents are required to form groups consisting of 4 to 5 members each. Each group

has to submit a list of its members (names, Batch, reg #s and email addresses) by

Session 4. Note that you will not be allowed to form groups between sections.

Consumer Analysis Project

The primary objective of this project is to let you understand the relevance of

consumer behavior research to an organization. The focus of this project is to apply

the consumer behavior concepts learnt in class to a specific marketing problem facing

a brand or an organization that you are familiar with.

The final report will consist of 4 main sections, which are described below. The hard

version of your report is due at the beginning of our final class meeting. The electronic

version of your report has to be uploaded to SLATE before our final class meeting.

Content of Your Written Report(1) Executive SummaryThe Executive Summary section, in less than 1 page, summarizes the key points in

your report. A good summary will let your readers know the context and focus of

your analyses and your final recommendations or comments.

(2) Introduction or background

Identify a marketing problem: You should regard your team as the consultants hired

by the company to carry out consumer research. In 1 page, identify a specific

marketing problem. Past experience has strongly indicated that the more specific your

problem statement is, the better and more insightful your analysis will be. Forexample, a broad definition of your question can be, a Packaged Milk company wants

to explore new markets. A narrower and more specific question that can be

successfully addressed within 10 pages would be A Packaged Milk Company wants to

explore the market of Children in Pakistan.

(3) Consumer Analysis

Conducting primary research: Use a form of primary research to gain

information on the understanding of the consumer. This may involve

observation research, a focus group, interviews, etc. Describe your method

and findings.

4) Recommendations

In the final session, based on the secondary and primary research you conduct, write

recommendations or solutions. The recommendations should address the marketing

problem you identified. You can also suggest how your recommendations could be

implemented.


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Presentation

The presentations are expected to take approximately 30 minutes each,including Q & A.

o Due to the time limit we have, you have to stop when time is up. It is upto the groups to decide how long they want for Q & A.

Attendance is mandatory for presentations, and every group will be requiredto mark every presentation except their own.

Peer Evaluation

You need to evaluate your own and the other group members effort and contribution

to your group project. If an individual gets below average remarks from more than 3

group members, 1 3 marks will be deducted from his final marks. The main purpose

of this peer review is to make sure no free riders in the teamwork. Of course, if

someone gets above average comments from all his/her teammates, he will get 1 3

bonus points. The rating should consider both quantity and the quality of the effort.

CLASS PARTICIPATIONClass participation will be graded on the quality (most important) and quantity of your

contribution to our class discussion.

MiscellaneousClass 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.

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.

Academic Honesty

Academic dishonesty or plagiarism can include:

Quoting verbatim or almost verbatim from a source without reference oracknowledgment

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


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Any incident of academic dishonesty will be reported and the work will receive a failing

grade.

Assignment/Term report Due Dates

I would like to keep the assignment & Term reports 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.

DiscussionSince we will be having discussions 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. To keep things interesting and (strongly) encourage you to read the relevant

chapter before coming to the class, note that there will be a quiz on the upcoming

chapter at the beginning of each class. All quizzes will count. There will be no makeup

quiz under any circumstances. You will get a 0 in any quiz that you miss.

CB Course Outline Spring 2013

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