University of North Carolina at Greensboro
Bryan School of Business and Economics
Department of Marketing, Entrepreneurship, Hospitality and Tourism
Course: Marketing 424, Consumer Behavior, Fall 2015
Class Times: M, W, F at 10 am in Room Bryan 104
Instructor: Sara MacSween, sbmacswe@uncg.edu
Office Hours: Mondays from 11 am – 12.30 pm or by appointment, 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.
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
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
25%
25%
25%
20%
5%
100%
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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=
=
=
=
=
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A+
A
AB+
B
BC+
C
CD+
D
DF
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
25 points Fullness of answering the question
15 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 individual participation based on peer
evaluation forms.
Class Participation Grading Rubric
Points
5 points
20 points
75 points
Item
Upload your photo to Canvas
Submission of email marketing assignment (turn in hard copy)
Participation in class (earn up to 75 points)
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 smart 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. Consider that 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 their customers
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 posted 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.
Fall 2015 Class Schedule
Date
Mon, Aug 17
Wed, Aug 19
Fri, Aug 21
Mon, Aug 24
Wed, Aug 26
Fri, Aug 28
Mon, Aug 31
Wed, Sept 2
Fri, Sept 4
Mon, Sept 7
Wed, Sept 9
Fri, Sept 11
Mon, Sept 14
Wed, Sept 16
Fri, Sept 18
Mon, Sept 21
Wed, Sept 23
Fri, Sept 25
Mon, Sept 28
Wed, Sept 30
Fri, Oct 2
Mon, Oct 5
Wed, Oct 7
Fri, Oct 9
Mon, Oct 12
Wed, Oct 14
Fri, Oct 16
Mon, Oct 19
Wed, Oct 21
Fri, Oct 23
Mon, Oct 26
Wed, Oct 28
Fri, Oct 30
Mon, Nov 2
Wed, Nov 4
Fri, Nov 6
Mon, Nov 9
Wed, Nov 11
Fri, Nov 13
Mon, Nov 16
Wed, Nov 18
Fri, Nov 20
Mon, Nov 23
Wed, Nov 25
Fri, Nov 27
Mon, Nov 30
Wed, Dec 2
Activity & Team Presentations
Course introduction and team assignments
Chapter 1
Continuation of Chapter 1
Chapter 2
Continuation of Chapter 2
Oral Presentations - Teams 1, 2 and 3
Chapter 3
Continuation of Chapter 3
Oral Presentations – Teams 4, 5 and 6
No class – Labor Day
Chapter 4
Continuation of Chapter 4 and Email marketing
Chapter 5
Continuation of Chapter 5
Oral Presentations – Teams 7, 8 and 9
Midterm I
Midterm I review
Chapter 6
Continuation of Chapter 6 and Chapter 7
Continuation of Chapter 7
Oral presentations – Teams 10 and 11
Chapter 8
Continuation of Chapter 8 and Chapter 9
Continuation of Chapter 9
No class – Fall Break
Chapter 10
Continuation of Chapter 10
Oral Presentations – Teams 1, 2 and 3
Midterm II
Midterm II review
Chapter 11
Continuation of Chapter 11 and Chapter 12
Continuation of Chapter 12
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
Continuation of Chapter 15 and Chapter 16
Continuation of Chapter 16
Oral Presentations – Teams 10 and 11
No class - Thanksgiving
No class - Thanksgiving
Review day
Midterm III from noon to 3 pm
Topic for Oral Presentations 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. Explain which communication channels 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 product and services.
Show advertisements that depict different defense mechanisms.
Discuss the effectiveness of each ad and mechanism. Explain which
mechanisms are suited for different industries (select five industries
to discuss.)
Discuss one example of a B-C and one B-B advertisement or
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.
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.
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.
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 specific examples for B-C and B-B.)
Find print 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.
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.
Topic for Oral Presentations 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
Team 10,
Presentation 2
Take pictures of three 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 retail site. Explain
which industries benefit most from OOHM.
Find and present ads that encourage consumers to engage in wordof-mouth 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)
TV cable subscriptions, (2) Domino’s Pizza and (3) e-Readers?
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.)
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 examples for B-C and B-B.
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.
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
Team 11,
Presentation 2
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 and a quantitative research design. Discuss the
launch campaign (communications, promotions and channels) that
you would deploy for the launch based on the research.