Lecture - · Web viewLecture 1 Consumer Behavior and Marketing Strategy Discuss Marketing...

Lecture Text Readings

Core Principles Assignments Learning Outcomes

Lecture 1

Consumer Behavior and Marketing Strategy

Discuss Marketing Research Presentation and Bi-Weekly Marketing Analysis

Chapter 1 Hawkins, Mothersbaugh & Best 10th

i.) consumer behaviour

ii.) marketing strategy

iii.) customer value

iv.) market analysis & segmentation

v.) consumer decision process

Chp.1

Questions: 4, 5, 13, 14, 15, 18, 23, 25

1. understand the basics of consumer behavior

2. what is customer value

3. relationship between CB & Marketing Strategy

4. understand the consumer decision process

Lecture 2

Cross-Cultural Variation in Consume Behavior

Discuss Developing Marketing Plan

Designing a Questionair

Doing Market Research


i.) culture in consumer behaviour

ii.) norms & cultural values

iii.) variations in the communication system

iv.) marketing research

Chp.2

Questions: 1, 2, 4, 5, 9, 11, 15,

1. understand what culture is

2. how does culture influence behavior

3. understand cultural values

4. understand cross-cultural variation

5. develop a cross-cultural approach to designing marketing strategy

Lecture 3

Values: Changing of the Chinese Society

Demographics and Social Stratification

Chapter 3 & 4 Hawkins, Mothersbaugh & Best 10th

i.) consumer values and behaviour

ii.) green marketing

iii.) cause related marketing

iv.) using demographics for MS

v.) stratification of groups of people

vi.) social class

Chp.3 & 4

Questions Chp. 3

1, 4, 8, 10, 17

Chp. 4

1, 2, 9, 11, 16, 18

1. understand societies are changing

2. understand that societies are multi-dimensional

3. the role society plays in marketing strategy

4. understanding demographics influence in CB

5. understand social stratification

6. how social class influences CB

Lecture 4

Subcultures: Changing of the Chinese Society

Families and Households

Marketing Analysis Assignment

Chapter 5 & 6 Hawkins, Mothersbaugh & Best 10th

i.) subcultures & groups

ii.) ethnic subgroups

iii.) regional subcultures & ethnic groups

iv.) household life cycle

v.) family decision making

vi.) consumer socialization &

Chp. 5 & 6

Questions Chp. 5

1, 4, 7, 23

Chp. 6

2, 4, 6, 10, 15, 17, 20

1. understand subcultures within society

2. how identify ethnic subgroups

3. understand the ethnic groups in China

4. importance of household on CB

5. know what a household lifecycle is

its influence on children

6. role of households on children

Lecture 5 &6

Group Influences on Consumer Behavior

Marketing Research Review


i.) group formation

ii.) conformity

iii.) consumption subculture

iv.) communication: group influence

v.) innovation diffusion

Chp. 7

Questions: 2, 3, 4, 7, 13, 20, 22, 24, 26

1. understand reference group influence

2. subculture consumptions influence on MS

3. group communications influence on MS

4. influence of opinion leaders

5. diffusion process

6. develop MSLecture 7 & 8

Perception


i.) perception exposure

ii.) attention & stimulus factors

iii.) individual & situational factors

iv.) interpretation:cognitive & affective

v.) consumer inferences

Chp. 8

Questions: 1, 2, 3, 5, 6, 9, 14, 17, 18, 22, 23, 25

1. understand nature of perception

2. understand nature of exposure

3. understand nature of attention

4. understand nature of interpretation

5. developing strategies base on perceptions

Lecture 9 & 10

Learning, Memory and Product Positioning

Marketing Analysis Due


i.) consumer learning

ii.) memory: short-term/long-term

iii.) low & high involvement learning

iv.) classical conditioning

v.) operant conditioning

vi.) cognitive learning

vii.) memory inferences

viii.) brand equity

Chp. 9

Questions:

1. know the strengths of learning

2. Understand the theories of learning

3. role of low & high involvement learning

4. how memory works

5. competitive inferences

6. how to develop product positioning strategies

7. importance of brand equity

Lecture 11 & 12

Motivation, Personality, and Emotion


i.) consumer motivation theories

ii.) consumer needs

iii.) consumer personality

iv.) brand personality

v.) emotion

vi.) consumption

Chp. 10

Questions:

1. understand nature of motivation

2. motivation for purchasing decision

3. understand nature of personality

4. understand nature of emotion

5. role all play in

process the consumption process

Lecture 13

Attitudes and Influencing Attitudes

Tutorial TestChap, 1 -- 10


i.) attitudes & lifestyles

ii.) components: cognitive, affective, behavioral

iii.) source credibility

iv.) emotional appeals

v.) message effectiveness

Chp. 11 1. Understanding attitudes & how they function

2. know components of attitude

3. how communication can be influenced by attitudes

4. how attitudes can segment markets

5. how to develop effective messages

6. how to analysis attitudes and make strategies

Lecture 14

Self-Concept and Lifestyle

Marketing Analysis Assignment #2


i.) self-concept: belief oneself

ii.) lifestyles

iii.) psychographics

iv.) VALS

v.) geo-demographics

Chp. 12 1. understand nature of self-concept

2. relationship self-concept & lifestyle

3. lifestyle influence on purchases

4. understand psychographics

5. nature of VALS

Lecture 15

Situational Influences


i.) situational influences

ii.) situational characteristics

iii.) individual characteristics

iv.) marketing activities

v.) consumption responses

Chp. 13 1. understand the influences of situational influences on the consumer

2. know the characteristics of individuals

3. how marketing is influenced by consumer characteristics

4. how to develop a situational based marketing strategy

.Lecture 16

Consumer Decision Process and Problem Recognition


i.) types of consumer decisions

ii.) problem recognition

iii.) types of consumer problems

iv.) uncontrollable determinants

v.) decision making

Chp. 14 1. understand the different types of consumer decisions

2. how consumers recognize a need

3. what the types of consumer problems are

4. what are uncontrollable determinants in problem recognition

5. determining customer decision making

process

Lecture 17

Information Search


i.) nature of information

ii.) type of information

iii.) sources of information

iv.) internal & external information

v.) cost of information search

vi.) strategies for searching

Chp. 15 1. what is the value of information

2. understanding the types of information

3. where to find information

4. cost vs. benefit of searching for info

5. know the various strategies for information searching

Lecture 18

Alternative Evaluation and Selection


i.) consumer decision making process

ii.) evaluating criteria

iii.) individual judgement

iv.) decision rules

v.) scientific approach to analysis of consumer decision making

Chp. 16 1. how consumers make choices

2. how to consumers evaluate criteria

3. understanding individual judgement

4. know the various decision rules of CB

5. understand the research into the decision behaviour of

individuals

Lecture 19

Outlet Selection and Purchases

Marketing Analysis #2 Due


i.) outlet vs. product choice

ii.) retailing

iii.) attributes of retailing

iv.) consumer characteristics and outlet choice

v.) in-store and online influences

Chp. 17 1. understand the concept of outlet and product choice

2. how retailing influences customers

3. understand what attributes influence retailing image

4. how consumer characteristics influence outlet choice

5. understand what in-store and online characteristics influence CB

Lecture 20

Post Purchase Process, Customer Satisfaction and Customer Commitiment

Marketing Analysis Due


i.) post purchace dissonance

ii.) product use and non use

iii.) disposition

iv.) purchase evaluation

v.) customer satisfaction & dissatisfaction

Chp. 18 1. what is cognitive dissonance

2. disposition of consumers

3. how consumers evaluate products

4. understand the reasons for satisfaction and dissatisfaction

vi.) repeat purchase and commitment

5. why consumers by again

Lecture Text Readings

Core Principles Assignments Learning Outcomes

Lecture 21

Organizational Buyer Behavior


i.) organizational purchase process

ii.) organizational culture

iii.) external factors influencing org culture

iv.) internal factors influencing org culture

Chp.19 1. understand how organizations make purchasing decisions

2. what influence organization culture has on the purchase decision

3. understand the influences of external and internal factors in the org. culture

Lecture 22

Marketing Regulation and Consumer Behavior


i.) regulations for children

ii.) ability of children to comprehend

iii.) controversial marketing to children

iv.) marketing to adults

Chp.20 1. understand why we need to regulate marketing to children

2. what activities are allowed and not allowed for marketing to children

3. understand why we need to regulate marketing to adults

Lecture 23

Discuss Marketing Plan, the Consumer Behavior Process and Development

Chapter Summary Hawkins, Mothersbaugh & Best 10th

Class review of Consumer Behavior

1. understand the need for consumer behaviour research

2. understand role CB plays in developing marketing plans

3. the role CB plays in marketing strategy

4. understanding demographics influence in CB

5. understand the need for protecting consumers

Lecture 24

Marketing Paper Presentations

Final Exam Chapters 11-20

Chapter Hawkins, Mothersbaugh & Best 10th

Consumer Behavior – Course Outline and Schedule

Instructor: Dean Kruger, MBA, Ph.D.

Start Date: April, 2008End: May, 2008

Course Detail: The course Consumer Behavior is intended to present students with the basic principles and strategies of Consumer Behavior and Research. Some understanding of business and marketing will be needed as a pre-requisite or at least a co-requisite. The course will use a combination of lectures, tutorials, group assignments/presentations, tests, quizzes, directed readings, and other media to educate the student. The evaluation methods will be as present below. The text for the course will be Hawkins, Mothersbaugh and Bests’ Consumer Behavior: Building Marketing Strategy 10th edition. Additional readings and problems will be directed as required. All lectures will be for two hours with class discussion, student presentation, or other forms of media such as video.

Evaluation Methods:

Tutorial Participation – 5% (Personal Consumption Journal)Assigned Consumer Behavior Analysis Papers (2) – 10 %Group Presentation – 5%Final Consumer Behavior Analysis Paper -- 20%Exams (2) – 60% (20%, 40%)

You are required to attend the weekly tutorials as ALL Quizzes and Exams will be given during the tutorial sessions. You will be given a set of questions and problems for each tutorial relevant to the chapters covered in class. You are asked to complete as many as you can as they will assist you in your Consumer Behavior Analysis and Research Papers. Some questions will ask for Decision-Making answers. This will require you to write a short paragraph on your decision. I will grade you on the content, not the grammar, but if your written papers are to hard to read, I will deduct points.

Assigned Consumer Behavior Analysis Papers:

You will be asked prepare a brief consumer behavior analysis based topics given in class. You are to use the chapter topics discussed in class to prepare your analysis. You will be required to turn in a brief two or three page marketing report on your analysis.

Course Objectives:

Upon successful completion of this course the student should be able to:

1. Explain the importance of consumer behavior in order to plan marketing strategy that better satisfies customer needs and wants.

2. Identify the internal or individual factors that affect consumer behavior, needs and motivation, personality, psychographics, perception, learning and involvement, and attitudes.

3. Explain the impact of external or group influences on consumer behavior, reference groups, family, social class, culture and subculture.

4. Explain the steps in consumer purchase decision making and the various environmental factors that influence this process.

5. Analyze and explain the importance of social responsibility in the marketing application of consumer behavior theory and the role of ethical marketing conduct in customer relations.

Content Outline & Competencies:

I. Overview of Consumer Behavior and Marketing Strategy A. Explain the importance of understanding consumer behavior B. Describe the methods of consumer analysis

II. Analyzing Internal Influences on Consumer Behavior A. List and define the steps in consumer problem recognition B. Illustrate examples of consumer motivation C. List and explain types of consumer personality and behavior D. List and explain consumer perceptions E. Describe product/service development & communications

III. Analyzing External Influences on Consumer Behavior A. Define and illustrate social class influences B. Explain the impact of reference groups and family influences C. Explain the influence of culture and its diversity D. Illustrate subculture influences E. Explain cross-cultural (international) influences F. Define distribution and promotional strategies

IV. Evaluating the Consumer Purchase Decision Making Process A. List and explain the elements of consumer decision making B. Illustrate and explain alternative options C. Define the steps of post-purchase assessment

V. Examining Consumer Behavior and Social Responsibility A. List and explain the steps in consumer behavior analysis B. Explain the impact of attitudes and social influences on CB

Consumer Behavior Presentation OutlineCONSUMER BEHAVIOR PROJECT (25%) – ANATOMY OF A PURCHASE DECISION: You will form teams of five students for this project. Once your group has been established, identify a consumer purchase decision that you will analyze throughout this project. For instance, purchasing furniture, cell phone, MP3 player, bicycle, etc, . Your work throughout the module will be to analyze the consumer behavior related to this purchase process and to develop an understanding of the consumers making this kind of purchase. Your analysis will require a thorough understanding of consumer behavior concepts. This knowledge base will grow gradually during the module as we cover new material. The project will also require that you seek input from secondary research sources - CB articles, websites, books, as well as, primary data sources - feedback from consumers who have engaged in your particular purchase process, input from marketers involved in the product category and its purchase, and your own firsthand observations and insights. The attached project outline provides some probing questions that may be helpful as you analyze the purchase process and the typical consumer decision making related to that type of purchase.

Groups will be asked to share feedback with the rest of the class at regular intervals throughout the term as we cover relevant material and chapters. At the end of the term each group will be asked to write a final paper, not to exceed 20 pages, covering key findings and insights about the purchase process and the consumers engaging in this process, and an executive summary that focuses on what marketers should know about consumers and how they approach the purchase. Each group will then have 20 minutes to present their executive summary and key findings to the class. Groups must be formed by Wed., April 9th. A project proposal is due Mon., April 14th. Your group will turn in four rough drafts throughout the term. The final paper is due in May at the beginning of our final session. Class Presentation 5% (of final grade) Final Paper 20% (of final grade) Project Total: 25% (of final grade) Final Project Portfolio must include: -final paper with citations in APA form -rough drafts of paper with my feedback -transcripts of interviews, if used -copies of any visuals used in presentation, including PPT slides PERSONAL CONSUMPTION JOURNAL(5%): This is an incremental three-part assignment. Part One requires that you keep a personal consumption journal for one week. Parts Two and Three will require you to analyze the data collected in your journal entries. Details will be posted on the HHU Edulink website. Due dates are allocated as follows: Part One 40% April 17th Part Two April 28th Part Three 60 % May 19th

CASES AND EXERCISES (10%): We will be utilizing a number of end-of-chapter assignments-questions, cases, activities, as well as, supplemental cases to apply conceptual material. As assigned, prepare the case/activity and be ready to discuss it in class and in some instances, hand in the assignment. Points will vary.

Grading of Final Paper: total grade is made of two parts:

Total Grade = 30% * Progress Book Grade + 70% * Final Paper Grade

Progress Book Grade. This must be hand-written and will show the progress of your research. The grade will be out of 100%

Weekly Evaluations. At the end of each week your progress book will be marked by your tutor. You will be given a grade out of 100% which reflects:

did you meet the week´s goals in terms of progress? does the notebook represent research you have done? does it show

the sources you consulted, and are you able to discuss these sources with your tutor?

is it written by hand?You will be given targets of content and volume which will be required to be met each week.

Final Paper Grade.. You will be given a grade out of 100% for your mini-marketing plan paper based upon the following:

Content: Your paper must apply relevant topics discussed in class to the analysis of your chosen product. You should demonstrate proper integration of reference material and material from appropriate text books. Each section should contain the elements specified in the assignment document.Originality: Originality and creativity that goes beyond the basic course material.Style & Presentation: Fluent style, framework is clear, well organized, readable.Referencing: All sources used in your research and analysis must be referenced properly. Please only use the Harvard Reference System for your references and citations.

Relevance of This Paper to Your Overall Grade for the Module.

Part 1: Total 40% This paper will be 20% of your final grade. This paper will also be the basis for an in-class presentation which will contribute

a further 5% to your grade. Class Assignments & Tutorial Participation will be 15% of your final grade.

Part 2: Total 60% A mid-class exam will be worth 20% of your grade and a final examination will

be worth 40% of your final grade for the module.YOU MUST PASS (I.e., get a minimum of 40%) BOTH PARTS in order to pass the module overall. If you do not pass both parts you will fail, and will be required to re-do any part that you failed.

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