Austring_BUS312_Winter_2018_Course_Outline_1 Instructor: Maggie Austring Page 1 Faculty of Business Administration BUS 312 - 002 Consumer Behaviour Winter Term 2018 Monday 4:00 – 5:15 p.m. Wednesday 4:00 – 5:15 p.m. Class Room #: ED 315 Office Hours: (Available before and after class by appointment) Midterm Exam: Feb 26 th at 4pm Final Exam: April 28 th at 2pm Professer: Maggie Austring Section: 002 E-mail: [email protected]URCourses: https://urcourses.uregina.ca/login/index.php Special Needs If there is any student in this course who, because of disability, may have a need for special accommodations, please come and discuss this with me, as well as contacting the Coordinator of Special Needs Services at 585-4631. Course Description Successful marketing is ultimately driven by consumers and their needs. An understanding of how people think, feel and behave influences all aspects of strategic marketing planning. This course will examine the A-B-C model: consumers’ affect, behaviour, and cognition through all aspects of the consumption decision-making process, from need recognition to post-purchase evaluation, along with the various personal, social and situational factors that influence this process. Students will consider how this understanding can be (and is) used to enhance marketing outcomes at all levels. As an advanced level marketing course, this course builds on your existing knowledge of marketing. The course will be taught at a level sufficient to keep the interest of a target audience of third year
Special Needs If there is any student in this course who, because of disability, may have a need for special accommodations, please come and discuss this with me, as well as contacting the Coordinator of Special Needs Services at 585-4631.
Course Description
Successful marketing is ultimately driven by consumers and their needs. An understanding of how people think, feel and behave influences all aspects of strategic marketing planning. This course will examine the A-B-C model: consumers’ affect, behaviour, and cognition through all aspects of the consumption decision-making process, from need recognition to post-purchase evaluation, along with the various personal, social and situational factors that influence this process. Students will consider how this understanding can be (and is) used to enhance marketing outcomes at all levels.
As an advanced level marketing course, this course builds on your existing knowledge of marketing. The course will be taught at a level sufficient to keep the interest of a target audience of third year
marketing majors. The expectation is that you have a sound knowledge of marketing, or are willing to supplement your knowledge on your own time. This class will consist of lectures, exercises, videos, discussions, and group projects. Learning Objectives:
1. To examine how consumers think, feel and behave when moving through the decision-making
process and to consider the various personal, social and situational influences on consumer decision-making.
2. To understand and apply the key terms, definitions, and concepts used in the study of consumer behaviour.
3. To develop an ability to think like consumer psychologists and to build an analytic “toolbox” with which to approach complex consumption situations.
4. To apply current knowledge of theory and practice in consumer behaviour to various personal and marketing examples.
5. To learn what research approaches (e.g., observation, survey, experimentation) can be used to investigate consumer behaviour.
6. To use your understanding of consumer behaviour to enhance strategic marketing. 7. To improve skills in articulation and defending positions via class discussions and written
correspondence, individual and group projects.
Assignments: Readings and Exercises You will be working primarily from a textbook. Concepts and how they apply in organizations may appear simple on the surface, but typically, they are more subtle, complex and difficult to apply. To understand the material covered in this course, it is crucial that you read the material (text and case) before class sessions so that you can contribute thoughtfully to the class discussions and exercises. It is also essential that you are prepared prior to each class in the manner indicated by the syllabus. It is your responsibility to note these assignments ahead of time. During the semester, we will discuss videos in class. It is important that you attend these classes as you will be tested on these materials in exams.
Required Texts
1. Michael R. Solomon, Katherine White & Darren W. Dahl. Consumer Behaviour: Buying, Having and Being, 7th Canadian Edition. Pearson Education Canada, 2017.
2. Judy Graham. Critical Thinking in Consumer Behaviour – Cases and Experiential Exercises, Second Edition, Person Prentice Hall, Upper Saddle River, New Jersey 07-458.
*IMPORTANT: Please bring the textbook and the casebook with you every class.
This is a business course. Accordingly, an appropriate level of professionalism is expected:
ABSOLUTELY No texting, emailing, instant messaging, and phone calls during class
All students are required to have a name card displayed during EACH class You are expected to attend every class and to arrive to class prior to the start time. If you miss more than 5 classes for any reasons (including late registration and missing the
first class), you will not be allowed to write the final, no exception. Accordingly to
University Policy, an instructor may refuse to allow a student to write the final exam if he/she has not maintained reasonable attendance.
Family/winter vacation is not a valid reason for missing a midterm exam, final exam, group presentation, or any classes.
Participation is important for this course – 15% course mark
Participation marks for each class range from 0.5-1% of your grade. (look at course outline for complete detail)
Please note: Coming to class late will affect your attendance/participation mark. E.g. 5-7 mins = 1/8 class, 8-
15 mins late = 1/4 class, 16-30 mins late = missing 1/2 class ...etc
If you miss classes for any reasons, you will miss participation marks
No makeup Mid-Term exam (February 26th, 4pm)
No makeup Final exam (April 28th, 2pm)
I don’t do favouritism. We need to hold a high ethical ground. I will treat everyone fairly with the marks that they earn, not based on their needs regarding scholarship GPA requirement or to change their poor peer evaluation because they didn’t contribution much to their group project.
Because this course relies heavily on applications and discussions of materials, 14 percent of your final grade will be determined from class contribution.
1. Participation is very important in this class and I take it seriously.
2. The participation mark for each class is 0.5-1% of your grade.
3. Your participation mark comes in 2 parts: attendance & participation for EACH CLASS (50/50).
How to get a good attendance mark:
If you attend half of a class, you will only get half of the attendance mark for that class
How to get a good participation mark:
1. Read the suggested chapters and PowerPoint files listed in the class syllabus for each class – it
will help you to answer my questions during the class.
2. Pulling your own weight on group projects and participating enthusiastically in classroom activities: Being an active participant in class and group discussions.
3. Making observations that integrate concepts and discussions.
4. Citing relevant personal examples.
5. Please post all your questions in URCourses and I also encourage you to answer other
classmates’ questions. Please DO NOT email me in URCourses. If you participate well (both in
class and on URCourses), you get full participation mark (every class counts separately).
6. I would love to give you the full 15%, but it is really up to you what you will end up with.
Individual Presentation (5%) Each student is required to do one of the following: Option 1:
Conduct a search in newspaper, Internet, on-line database, or other forms of media to
discover a “consumer behaviour” subject that is relevant to the course (please refer to the
“class schedule” at the end of the “Course Outline” document on URCourses for suitable
subjects/ideas. E.g individual decision making, household decision making, buying and
disposing, motivation and values, perception, learning and memory, personality and lifestyle,
group influences and opinion leadership…etc)
You are required to present the following information:
1) Provide a brief background (no more than 1 min)
2) Students applied and “quoted” proper consumer behaviour theories/logics/terms
covered in this course
Option 2:
Bring an item you have purchased to class. Discuss the following and must apply and “quote”
proper consumer behaviour theories/logics/terms covered in this course:
o how you made the purchase decision (how did you hear about it, what research have
you done…etc)
o the reasons why you have bought this item (psychological, social status, physical …etc)
o how it has or has not satisfied your needs (psychological, social status, physical …etc)
o how it has or has not met your expectation (does it match up with expectation that you
perceived from the advertising or third party recommendation …etc)
o Would you recommend it?
At the beginning of each class, students will be given 4 minutes each to briefly discuss the consumer behaviour subject.
Each student will be assigned with a presentation order number during the first class, please refer to the class schedule for the assigned presentation date. Students that do not present or miss their presentations will not get the 5%.
Students will be given a grade from 0-5%, depending on how well they fulfil the following requirements:
BUS312
Individual Presentation Date:___________ Presenter Name:______________________________________________________________ Student has maximized the 4 mins allowed 0.25 5 0.75 1 (but not over 4 mins) on the subject matter
Important: 1 2 3 4
Option (1) Student applied and “quoted” proper consumer behaviour theories/logics/terms covered in this course or Option (2) Student has answered all of the following areas and have applied and “quoted” proper consumer behaviour theories/logics/terms covered in this course:
how you made the purchase decision (what is your decision making process (chapter 9), how did you
hear about it, what research have you done…etc)
the reasons why you have bought this item (psychological, social status, physical …etc)
how it has or has not satisfied your needs (psychological, social status, physical …etc)
how it has or has not met your expectation (does it match up with expectation that you perceived from
the advertising or third party recommendation …etc)
Group Project The purpose of this group project is to generate 2 ads that utilize the knowledge and theories that you learn in this course such as modelling or observational learning (imitating others’ behaviour such as celebrities/athletes/ideal images). During the course of the semester, the teams would videotape 2 commercials for different products and product categories that use some form of consumer behaviour theories in the commercial. Group presentation content: 1) Step 1: Choose a consumer behavior theory to analyze each of the 2 ads
IMPORTANT - provide detail explanation and analysis on how you have correctly used and
reflected the theory in each ads.
Example: For observational learning in the form of modeling to occur, four conditions must be met (See Solomon Figure 3-3)
1. The consumer’s attention must be directed toward the appropriate model whom, for
reasons of attractiveness, competence, status, or similarity, it is desirable to emulate.
2. The consumer must remember what the model says or does
3. The consumer must convey this information into actions
4. The consumer must be motivated to perform these actions
Tips for observational learning: unrealistic lifestyles associated with product usage may be especially interesting (e.g., almost any beer ad).
2) Step 2: Develop story boards for each ad in the project (find examples online). The storyboards should
include identification of the following elements:
Sound effects Characters Dialogue Description of the action Theme 3) STEP 3: Produce and present the advertisements accordingly
4) A short critical analysis of any ethical dimensions and issues that are raised in the ad.
About the presentation
1. MAX 25 minutes presentation (all groups hand in ppt and APA references beginning of class) 2. Each student will present equally.
25% will be allocated to your debate project. The grade given by the instructor will be calculated again based on the peer evaluation made by your fellow group member. Example 1 – your group contribution is the same as the rest of the team:
Your debate group mark is 80%. If your peer evaluation score is 100% which means your team have evaluated your contribution equally theirs, you final debate mark is 80% (80%x100%=80%).
Example 2 – your group contribution is less than the rest of the team:
Your debate group mark is 80%. If your peer evaluation score is 70% which means your team expressed that you have not been contributed nearly as much as the rest of the team, you final debate mark is 56% (80%x70%=56%).
Example 3 – your group contribution is greater than the rest of the team:
Your debate group mark is 80%. If your peer evaluation score is 110% which means your team expressed that you have not been contributed nearly as much as the rest of the team, you final debate mark is 88% (80%x110%=88%). The cap is 120% maximum.
Why do we have this evaluation system? No one likes free loaders. This system promotes a positive work ethics right in the business ethics class! Please do not to be selfish and mean, but to be honest and fair! An evaluation grid for presentations is attached below:
(Each group member has to submit this form in person before your Presentation, Hard copy only.)
Company Name:_____________________________________________________________________ Your Name:_________________________________________________________________________ This peer evaluation should rate each member’s contributions to the project. To complete the form, you are asked to estimate the percentage contribution of each group member to the completion of each presentation. You are asked to estimate the percentage contribution of each group member.
Group member names (including yourself) Time/Effort/Contribution (%)
1.
2.
3.
4.
5.
6.
7.
Be sure this sums to 100%
If there are any major discrepancies in the table above: You must explain your reasons for making any significantly uneven allocations in the space below.
Explanation of discrepancies and/or additional individual comments (Please feel free to provide further comment on a separate page):
Date:___________ Company & Product Name:________________________________________________________ Names of Presenter:______________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________
Using a scale of 1 to 5 (5= excellent 1= poor), rate the group as a whole for the following items by circling the appropriate number: Students demonstrated dynamic market research 1 2 3 4 5 and analysis on the subject matter Students presented with good business logic 1 2 3 4 5 and reasoning Important: 3 6 9 12 15 Students demonstrated and applied proper Consumer Behaviour knowledge covered in the course
(Students should be evenly presenting the materials among team members)
Mid Term (25 Marks) There will be one mid term exam. The exam can be a combination of multiple-choice and short-answer formats, and will be worth 25 percent of the course mark. If you miss the mid-term exam, no make up exam will be provided and the marks will be deferred to the final only if a doctor note is provided, no exceptions.
Final Exam (30 Marks) There will be one final exam (close book). The exam can be a combination of multiple-choice, short-answer formats, case study, and will be worth 34 percent of the course mark. Final exam date/time: April 28th, at 2:00 pm If you miss the final exam, you will need to discuss it with the Associate Dean, Brian Schumacher at 585-4964. No exceptions.
Plagiarism The Faculty of Business Administration of the University of Regina may punish offending students in any manner that they deem fit. The University regards this form of cheating as a serious offence. Please consider yourself warned.
IMPORTANT: If you miss more than 5 classes (including late registration and missing the first class), you will not be allowed to write the final, no exceptions.
No make up midterm or final exam
WEEK DATE TOPICS PARTICIPATION
Mark 15%
PPT Chapter
1 Jan 8 Course Introduction Project Grouping (6 groups) Draw for Group Presentation Order Draw for Article Presentation
Jan 10 Individual Decision Making /0.5 9 9
2
Jan 15 1. Presentation Individual Decision Making
Video: o How males & females differentiate in the
decision making process – shoes (3.5 mins)
Exercise: o Decision Heuristics (Graham p.127 -131)
/0.5 9 9
Jan 17 Income, Social Class, and Family Structure
Exercise: o Family Decision Making (Graham p.125-126)
/0.5 12 12
3 Jan 22 2. Presentation 3. Presentation Buying and Disposing
/0.5 10 10
Jan 24 4. Presentation 5. Presentation Buying and Disposing
Video: Halifax Garbage (14 mins)
/0.5 10 10
4 Jan 29 6. Presentation 7. Presentation Perception
/0.5 2 2
Jan 31 8. Presentation 9. Presentation Perception
Videos: o Food Perception (4 mins) o Poo-Purri (8 mins)
Exercise (Important for group project): Information Overload (Graham p.25-26)
Take home presentation assignment (due Mar 14th) : Research and present on Mar 12th: How to develop story boards for your project. At least 1 page. Single space. 0.75% course mark
Exercise (Important Project exercise): o Appealing to the Id, Superego, and Ego
Take home presentation assignment (due Mar 21st) : Research and present on Mar 21st: Find one advertising example that fulfills the project requirements. Explain what theory it used and how it demonstrated in the ad. At least 1 page. Single space. 0.75% course mark
Present your assignment in class: How to develop story boards for your project
/0.5
/0.75
8 8
11
Mar 19 28. Presentation 29. Presentation Group Influences and Opinion Leadership
/0.5 11 11
Mar 21 30. Presentation 31. Presentation 32. Presentation 33. Presentation Group Influences and Opinion Leadership
Video: o Coca Cola Buzz Marketing (2 mins)
Present your assignment in class: Present one advertising example that fulfills the project requirements. Explain what theory it used and how it demonstrated in the ad.
/0.5
/0.75
11 11
12 Mar 26 34. Presentation 35. Presentation Group Project Workshop
/0.5 11 11
Mar 28 Group Presentations 25% /1
13 April 2 Group Presentations 25% /1
April 4 Group Presentations 25% /1
14 April 9 Group Presentations 25% /1
April 11 Course Overview for Final Exam
FINAL EXAM
April 28th at 2:00pm 30% Chapter 2, 3, 4, 5, 6, 8, 9, 10, 11, 12
