MANAGEMENT 3210Y
CONSUMER BEHAVIOUR
Course Outline
Spring 2003
Location : TBA
Time : Tuesdays, 6:00 – 8:50 p.m.
Class Web Page : http://classes.uleth.ca/200301/mgt3210y/
Instructor : Dr. Chris Holdsworth
Phone : 202-6627
E-Mail : christopher.holdswor@uleth.ca
or chrishol@telusplanet.net
Office Hours : before or after class or by appointment
REQUIRED TEXT:
Michael R. Solomon, Judith L. Zaichkowsky, Rosemary Polegato, 2002. Consumer
Behaviour: Buying, Having, and Being , (2 nd Canadian Edition) Toronto: Prentice
Hall.
Additional study materials, relevant web links, and practise tests are available on the publisher's companion Web site at: www.pearsoned.ca/solomon
COURSE OVERVIEW
We are all consumers. How do we decide what products and services to purchase?
Every day we are exposed to a variety of media that compete for our attention and seek to influence our purchasing decisions. This course examines the psychological, social, and cultural processes that shape our purchasing decisions and how marketers identify and apply these sources of influence in formulating their marketing strategies.
COURSE OBJECTIVES:
The objectives of this course are to:
1.
Understand the psychological, social, and cultural processes influencing consumer behaviour
2.
Understand the implications consumer behaviour has for formulating marketing strategies and business practice in general.
3.
Gain experience applying consumer behaviour concepts and theories to practical marketing issues.
4.
Increase your awareness of both the internal and external forces at work in your own consumer behaviour.
COURSE FORMAT:
The course will follow an interactive lecture-discussion format supplemented with periodic video presentations. Lectures and class discussions and small group activities will not necessarily repeat or cover all the material in the text but will elaborate on selected topics and use additional case studies to provide a deeper understanding of the material. Assigned textbook readings may be augmented with suggested additional readings and handouts. Although not a grade component, students are required to contribute to class discussions so attendance and participation is therefore essential. Students will also be required to make a presentation of their course work.

ASSESSMENT
Assessment for this course will be based on the following components:
1. Personal Consumer Behaviour Journal
We are all consumers and there is no better way to begin to understand why others purchase things than to become aware of the influences on one's own behaviour.
During the first few weeks of the course students will be required to keep a journal of their own purchasing decisions. A short, 4-5 page summary of the decisions made and insights gained from them must be handed in. Late papers will be deducted 33% per day that they are late. Additional information will be provided the first day of class.
Date due: Feb 25
Weight 10% of final grade.
2. Print Ad Assignment
Students are required to find a print ad that illustrates the effective use of some theory or concept discussed in class and submit a one-page written discussion of the underlying principles that make it an effective ad. A copy or photocopy of the print ad must also be submitted. Again, further details will be provided on the first day of class.
Date due: Mar 11
Weight 10% of final grade.
3. Mid-term Exam
The mid-term exam will cover the assigned readings and all material discussed in class plus material presented in videos and group/individual presentations. The exam will consist of multiple choice and short answer questions.
Date: Feb 11
Weight 20% of final grade.
4. Group Project
Students will work in teams of 4 people chosen by the instructor on an in-depth study of an organization's products or services in relation to the consumer behaviour concepts and topics studied. The project will include a class presentation, which will take place towards the end of the term, and a written report, which will be limited to
25 pages in length (excluding exhibits). A small part of the mark for this project will be based on completion of a team charter and development of a peer group evaluation form which is due earlier in the term. More details will be handed out at the first class.
Date Due: April 8
Weight: 35% of final grade
5. Final Exam
The final exam will be a registrar-scheduled exam and will cover the assigned readings and all material discussed in class plus material presented in videos and group/individual presentations since the mid-term - i.e. it is not cumulative. The exam will consist of multiple choice and short answer questions.
Date: TBA
Weight 25% of final grade
Exams must be taken at the scheduled times and the assignments handed in on the date specified. Students will be excused only on the presentation of a valid written

excuse from a physician or employer. On receipt of such written authority alternative arrangements may be made at the discretion of the Instructor.
Component
1.
Mid-term exam
2.
Personal Consumer Behaviour Journal
3.
Print Ad Assignment
4.
Group project
5.
Final Exam
Weighting Due date
20%
10%
10%
35%
25%
Feb 11
Feb. 25
Mar. 11
Apr. 8
TBA
GRADING SCHEME:
Each item of course work will be weighted as above and a final mark out of 100 calculated. This will then be converted to a letter grade in compliance with the
University of Lethbridge, Faculty of Management's formula as follows:
A+ = 95-100% C+ = 70-73.9
A = 90-94.9% C = 66-69.9
A- = 86-89.9% C- = 62-65.9
B+ = 82-85.9
B = 78-81.9
B- = 74-77.9
D+ = 58-61.9
D = 50-57.9
F = 0-49
TENTATIVE SCHEDULE OF LECTURES AND READINGS
Jan. 7: Introduction (Chapter 1)
Jan. 14: Perception, Learning & Memory. (Chapters 2, 3)
Jan. 21: Motivation, Values, the Self (Chapters 4, 5)
Jan. 28: Personality and Lifestyles (Chapter 6) Peer Evaluation Form due
Feb. 4: Attitudes and Attitude change (Chapters 7, 8)
Feb. 11: Midterm Exam
Feb. 18: Reading Week No class .
Feb. 25: Individual decision making, Buying and Disposing (Chapters 9, 10) (Journal
Assignment due)
Mar. 4: Group Influences, Opinion leadership, Word of Mouth (Chapter 11)
Mar. 11: Family decision-making and age subcultures (Chapters 12 and 15)
Mar. 18: Income & social class Ethnic, regional subcultures (Chapters 13 and 14,) Ad
Analysis Assignment Due
Mar. 25: The influence of culture on Consumer Behaviour (Chapters 16, 17)
Apr. 1: Group presentations
Apr. 8: Group presentations
TBA: Final Exam