University of North Carolina at Greensboro
Bryan School of Business and Economics
Department of Marketing, Entrepreneurship, Hospitality and Tourism
Course: Marketing 424, Consumer Behavior, Spring 2016
Class Times: M, W, F at 10 am in Room Bryan 213
Instructor: Sara MacSween, sbmacswe@uncg.edu
Office Hours: Mondays from 11 am – 12.30 pm or by appointment, Bryan Room 374
Text: Consumer Behavior, 11th Edition by Schiffman and Wisenblit
Course Description: This class explores the psychological and socioeconomic factors
affecting consumer motivation, behavior and buying decisions. It places emphasis on
current theory and research about the behavior of consumers as individuals and
members of socioeconomic groups. The use of new technologies will also be covered.
Course Objectives:

To give students a workable understanding of consumers’ emotional and
behavioral buying patterns.

To provide students with an understanding of the different key factors that
directly or indirectly influence consumer behavior.

To facilitate an opportunity for students to expand their thinking so they are
prepared to enter the workforce and persuade their consumers to buy and use
particular products and services. We will discuss Business-to-Consumer (B-C)
and Business-to-Business (B-B) examples.

To explain the importance of marketing communications during the buying cycle
to reinforce the concept of value.
Getting to Know You: To help me more quickly learn your name for the accurate
evaluation of participation, please provide me with a copy of the picture from your ID
and put your name on the back. Attach this to a resume or a brief biographical sketch
outlining your educational background and work experience. This is due during the
second class period and counts 10% towards to class participation grade.
Honor Code: This class will follow the following Honor Code policies:

University’s Academic Integrity Policy, which can viewed at
http://academicintegrity.uncg.edu/

The Bryan School’s Faculty and Student Guidelines, which can be viewed at
www.uncg.edu/bae/faculty_student_guidelines.pdf
Make-up Exams: Only given if arranged prior to the exam or due to illness. If
provided for an illness, students must provide a note from a physician on letterhead
with a signature before a make-up exam will be given. If a student fails to appear for an
exam or make-up exam, they will receive a grade of zero.
Grading – Need to attend class AND read the text to do well on the midterm exams.
Midterm exam I
Midterm exam II
Midterm exam III
Oral presentations
(2 per group)
Class participation
50 multiple choice questions covering chapters 1-5
50 multiple choice questions covering chapters 6-10
50 multiple choice questions covering chapters 11-16
10 minute group presentation with Q&A session,
groups choose their presentation format
Discussion during class and submission of in-class
assignment(s)
TOTAL
Grading Scale: Final grades will be assigned as follows:
97-100
93-96
90-92
87-89
83-86
80-82
77-79
73-76
70-72
67-69
63-66
60-62
61-0
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=
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A+
A
AB+
B
BC+
C
CD+
D
DF
Class Participation Grading Rubric
Points
10 points
20 points
70 points
Item
Turn in photo and bio
Submission of email marketing assignment (turn in hard
copy)
Participation in class (earn up to 70 points)
25%
25%
25%
20%
5%
100%
Oral Presentation Grading Rubric
Points
Item
5 points
Introduce team and topic
5 points
All members turn in peer evaluation forms (printed copy)
10 points Provide relevant marketing definitions and descriptions of key concepts
30 points Fullness of answering all parts of the question
10 points Provide marketing insights on topic (best practice, tips, industry, etc.)
20 points Inclusion of relevant graphics and examples
10 points Presentation is 10 minutes long (points deducted if over/under time)
5 points
Class interest/participation
5 points
Inclusion of references
Note: Up to 10 points will be deducted for poor participation based on peer forms.
Class Expectations
As instructor, I have the following responsibilities:
1. Come prepared to every class with a well thought-out class.
2. Design my class so you will understand how a marketer uses their understanding
of consumer behavior to connect with consumers and prospective consumers.
3. Consider that it is not always your fault if you don’t understand the material.
4. Create a mutually respectful classroom environment.
5. Provide real working examples of how consumer behavior translates in B-C and
B-B environments.
As students, you have the following responsibilities:
1. Turn off your phone so you can focus on the lecture. Your phone is smart enough!
2. Come prepared to every class by reviewing previous notes and reading the
material. It’s amazing how things make sense when you read before class!
3. It is not always the instructor’s fault when you don’t understand the material.
4. Treat others (including the instructor) with respect.
5. Ask questions when you don’t understand. Asking questions is a sign of maturity
- not ignorance. Sales professionals spend a lot of time asking questions.
Important Notes
1. The exam consists of questions from the text (50%) and lecture (50%). If you
don’t attend class, then you will miss HALF of the material on the exams.
Questions also come from class presentations. Slides ARE NOT on Canvas.
2. Office hours are available each week for review of slides and questions.
3. Quality, not quantity, is important for class participation and oral presentations.
Spring 2016 Class Schedule
Date
Mon, Jan 11
Wed, Jan 13
Fri, Jan 15
Mon, Jan 18
Wed, Jan 20
Fri, Jan 22
Mon, Jan 25
Wed, Jan 27
Fri, Jan 29
Mon, Feb 1
Wed, Feb 3
Fri, Feb 5
Mon, Feb 8
Wed, Feb 10
Fri, Feb 12
Mon, Feb 15
Wed, Feb 17
Fri, Feb 19
Mon, Feb 22
Wed, Feb 24
Fri, Feb 26
Mon, Feb 29
Wed, March 2
Fri, March 4
Mon, March 7
Wed, March 9
Fri, March 11
Mon, March 14
Wed, March 16
Fri, March 18
Mon, March 21
Wed, March 23
Fri, March 25
Mon, March 28
Wed, March 30
Fri, April 1
Mon, April 4
Wed, April 6
Fri, April 8
Mon, April 11
Wed, April 13
Fri, April 15
Mon, April 18
Wed, April 20
Fri, April 22
Mon, April 25
TBC
Activity & Team Presentations
Course introduction and team assignments
Chapter 1
Continuation of Chapter 1
No class – MLK
Chapter 2
Continuation of Chapter 2
Chapter 3
Continuation of Chapter 3
Oral Presentations – Teams 1, 2 and 3
Chapter 4
Continuation of Chapter 4
Oral Presentations – Teams 4, 5 and 6
Chapter 5
Continuation of Chapter 5
Oral Presentations – Teams 7, 8 and 9
Midterm I
Midterm I review
Chapter 6
Email Marketing
Chapter 7
Oral presentations – Teams 10 and 11
Chapter 8 and TURN IN EMAIL SHEET (printed copy)
Continuation of Chapter 8 and Chapter 9
Continuation of Chapter 9
No class – Spring Break
No class – Spring Break
No class – Spring Break
Chapter 10
Continuation of Chapter 10
Oral Presentations – Teams 1, 2 and 3
Midterm II
Midterm II review
No class – Good Friday
Chapter 11 and Chapter 12
Continuation of Chapter 12
No class – Professor Given
Chapter 13
Continuation of Chapter 13
Oral Presentations – Teams 4, 5 and 6
Chapter 14
Continuation of Chapter 14
Oral Presentations – Teams 7, 8 and 9
Chapter 15
Chapter 16
Oral Presentations – Teams 10 and 11
Review Day
Midterm III
Topics for Oral Presentation 1
Team 1,
Presentation 1
Team 2,
Presentation 1
Team 3,
Presentation 1
Team 4,
Presentation 1
Team 5,
Presentation 1
Team 6,
Presentation 1
Team 7,
Presentation 1
Team 8,
Presentation 1
Team 9,
Presentation 1
Team 10,
Presentation 1
Team 11,
Presentation 1
A company is introducing a new E-book reader. Suggest
segmentation, targeting and positioning strategies for the new
product. Include messages and communication channels that you
would use.
Discuss how two websites or apps you regularly visits track your
behavior and enable marketers to target you effectively. Explain how
companies can use this technology to enhance their marketing
efforts. Discuss how different industries use this technology.
Find three print advertisements directed at three different clusters,
each one belonging to one of the three frameworks listed in Table
2.3: PRIZM, P$YCLE and ConneXions. Explain your choices. Discuss
how clusters are used for selling products and services.
Show advertisements that depict different defense mechanisms.
Discuss the effectiveness of each ad and mechanism. Select five
industries and discuss which mechanisms are best suited for them.
Discuss two examples of a B-C and two examples of a B-B
advertisement/communication that is designed to arouse consumer
needs. Discuss the effectiveness of each ad. Explain how marketers
should use need arousal in their marketing efforts. Include examples.
Find three examples of promotional methods that use ambush or
experiential marketing. Discuss the effectiveness of the sensory input
provided. Explain what types of products or services are best suited
for different forms of ambush and experiential marketing. Discuss
how this type of marketing is used on social media channels.
Select a company that produces several versions of the same product
under the same name brand (not an example used in the text).
Prepare a list of the benefits each item offers. Explain if you think the
benefits will persuade consumers to buy each version. Discuss which
promotional efforts and channels could be used to increase sales of
the different versions.
Find an example of two ads that target the left side of the brain and
two ads that target the right side of the brain. Discuss your choices
and their effectiveness. Explain how companies should use this when
creating communications and promotions. Discuss how left vs right
brain communications are used on social media.
Find advertisements that illustrate each of the four motivational
functions of attitudes. Describe how each ad either reinforces an
existing attitude or is aimed at changing an attitude. Explain how
companies can effectively use these attitudes to sell products and
services (provide two examples for B-C and two for B-B.)
Find print/online ads using each of the following advertising
appeals: fear, sex and humor. Discuss their effectiveness and
persuasive value. Explain how these appeals can also be used in B-B
marketing and include B-B examples.
Should marketers use more written copy than artwork in print ads?
Provide examples of two B-C and two B-B ads (total of four.) Discuss
the mixture of copy vs. artwork that should be used to communicate
to consumers through social media channels.
Topics for Oral Presentation 2
Team 1,
Presentation 2
Team 2,
Presentation 2
Team 3,
Presentation 2
Team 4,
Presentation 2
Team 5,
Presentation 2
Team 6,
Presentation 2
Team 7,
Presentation 2
Team 8,
Presentation 2
Team 9,
Presentation 2
Take pictures of four types of out-of-home media (OOHM.) Present
them in class and describe their target market and effectiveness.
Discuss the correlation between OOHM and the bricks-and-mortar
store. Explain which industries benefit most from OOHM.
Find and present ads that encourage consumers to engage in word-ofmouth communications. Discuss the communication channels used.
Explain how marketers should leverage word-of-mouth buzz to
generate sales and leads. Discuss which industries are best suited.
Which of the five stages of the family life cycle constitutes the most
lucrative segment for each of the following products and services: (1)
Disney, (2) Domino’s Pizza and (3) high speed Internet? Explain your
answers. Discuss how/when companies should target more than one
life cycle with relevant examples.
Find five ads promoting green products or activities. Explain whether
you believe each one is effective or not. Discuss how companies
should be green in their marketing efforts (B-C and B-B.) Explain how
consumer respond to green products.
Find two good and two bad examples of advertising directed towards
elderly consumers. To what degree are these ads stereotypical? Do
they depict the concept of perceived age? How could these ads be
improved by applying some Chapter 12’s guidelines for advertising to
elderly consumer? Explain how companies should tailor
communications to elderly consumers.
Identify a group that can be regarded as a subculture at UNC-G.
(1) Describe the norms, values and behaviors of the subculture’s
members. (2) Interview five members of that subculture regarding
attitudes toward the use of credit cards. (3) What are the implications
of your findings for marketing credit cards to the group you selected?
Explain the communications and channels needed for different
subcultures.
How do consumers reduce post-purchase dissonance? How can
marketers provide positive reinforcement to consumers after
purchase to reduce dissonance? Provide two examples for B-C and
two for B-B. Discuss how Amazon reduces post-purchase dissonance.
Identify a product, service or style recently adopted by you/your
friends. Identify the innovation and describe the diffusion process up
to this point. What are characteristics of early adopters? Who didn’t
adopt it? What features are likely to determine its eventual success or
failure? Discuss the communications needed during the adoption
process.
Find and discuss ads that depict the following: exploitive targeting of
children, overaggressive adverting, direct-to-consumer advertising of
pharmaceuticals, cause-related marketing, societal marketing by a
for-profit company and socially undesirable representation. Discuss
why companies use this type of advertising and what they are
designed to accomplish.
Team 10,
Presentation 2
Team 11,
Presentation 2
Compile a list of consumptive behaviors that you consider unethical.
For each behavior listed, explain why you view it as wrong. Also, for
each behavior listed, discuss the possible reasons a person engaging
in that practice may use to justify it. Discuss particular industries that
are most prone to unethical marketing and more ethical ways that
they can communication with consumers.
Neutrogena would like to extend its facial cleanser product line.
Design a qualitative (five focus group questions) and a quantitative
research design (1o questions). Discuss the launch campaign
(communications, promotions and channels) that you would deploy
for the launch based on the research.