Management 3210Y
Consumer Behaviour
Spring 2004
Mondays 6:00 – 8:50 p.m.
Instructor: Chris Holdsworth (B.SC., MA, D.Phil)
Phone: 202-6627
E-Mail: christopher.holdswor@uleth.ca or chrishol@telusplanet.net
Office Hours: before or after class or by appointment
Class Web Page: http://classes.uleth.ca/200401/mgt3210y/
TEXT:
Michael R. Solomon, Judith L. Zaichkowsky, Rosemary Polegato, 2002. Consumer
Behaviour: Buying, Having, and Being, (2nd 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 DESCRIPTION
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.
LEARNING OBJECTIVES:
The objectives of this course are to:
1. To understand the psychological, social, and cultural processes influencing
consumer behaviour
2. To understand the implications consumer behaviour has for formulating marketing
strategies.
3. To gain experience applying consumer behaviour concepts and theories to
practical marketing issues.
4. To increase your awareness of both the internal and external forces at work in
your own consumption behaviour.
COURSE FORMAT:
The course will follow an interactive lecture-discussion format and small group
activities. Classes 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 are also required to work on a group project and make
a presentation to the class.
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: March 1
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(s) discussed in class and submit a one to two 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. Further details will be provided on the first day of class.
Date due: March 22
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 any material presented in videos and group/individual presentations.
Date: Feb. 23
Weight: 20% of final grade.
4. Group Project
Students will work in teams of 3-5 people on a project designed to integrate and apply
the course material to the development of a real-world marketing strategy. Teams
must be formed by the 3rd week of class. The project requires you to select and
research a product or service category, select a brand within that category, then
reposition it according to the needs of a new market segment, and develop a
marketing plan for the repositioned brand. Part of the research for this project will
involve primary research collected through a questionnaire administered to a small
sample of the target market. The project includes a class presentation at the end of the
term, and a written report, which will be limited to 20 pages in length (excluding
appendices).
Since leaving the project to the end of the semester is counterproductive it needs to be
completed in three phases. The first two phases will not be graded, as the aim is to
provide feedback and to help you make steady progress. For each phase not handed in
on time, however, the group will lose 10% of the overall project grade. Phase One
requires a one to two page description of the product category the group has chosen to
focus on, a breakdown of the responsibilities among group members, and a project
plan. Phase one is due Feb. 9.
Phase two, due March 8, involves a profile of your product category's market, a
description and justification of your new target segment, and a draft of your
questionnaire. You will also be required to give a short (5-7 minute) oral presentation
to the class describing your product or service and its new target segment. Part of the
class on this date will be used to pre-test the questionnaire and receive feedback. The
final report, due the last day of classes, must be a professional and polished document,
no more than 20 double-spaced pages, excluding any appendices, references or
exhibits.
More details on this project will be handed out at the first class.
Date Due:
Phase One: Feb 9
Phase Two: Mar 8
Completion: Apr 14
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 any material presented in videos and
group/individual presentations since the mid-term - i.e. it is not cumulative.
Date: Apr 26
Weight: 25% of final grade
Component
1. Team Selection
2. Group Project Phase One
3. Mid-term exam
4. Personal Consumer Behaviour Journal
5. Group Project Phase Two
6. Print Ad Assignment
7. Group Presentations
8. Group project
9. Final Exam
Weighting
20%
10%
10%
35%
25%
Due date
Jan. 26
Feb. 9
Feb. 23
Mar. 1
Mar. 8
Mar. 22
Apr. 5
Apr. 14
Apr. 26
Exams must be taken at the scheduled times and assignments handed in on the dates
specified. Students may be deferred from writing the Mid-term exam 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. Students who miss the final exam must apply to the dean for deferral.
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:
Grading Scale:
A+ = 95-100%
B+ = 82-85.9
C+ = 70-73.9
D+ = 58-61.9
A = 90-94.9%
B = 78-81.9
C = 66-69.9
D = 50-57.9
A- = 86-89.9%
B- = 74-77.9
C- = 62-65.9
F = 0-49
CLASS SCHEDULE
Date
Topic
Readings & Assignment Dates
Jan 12
Introduction
Chapter 1
Jan 19
Perception, Learning & Memory
Chapters 2 and 3
Jan 26
Motivation, Values, the Self
Chapters 4 and 5
Team Selection Due
Feb 2
Personality and Lifestyles
Chapter 6
Feb 9
Attitudes and Attitude change
Chapters 7, 8
Group Project Phase One Due.
Feb 16
Family Day No Class
Feb 23
Midterm Exam
Mar 1
Individual decision making, Buying and Chapters 9 and 10
Disposing
Journal Assignment due
Mar 8
Group Influences, Opinion leadership,
Word of Mouth
Phase two presentations &
Questionnaire pre-test
Mar 15
Family decision-making
subcultures
Mar 22
Income & social class Ethnic, regional Chapters 13 and 14
subcultures
Ad Analysis Assignment Due
Mar 29
Cultural Influences on Consumer
Behaviour, Revision
Apr 5
Group presentations
Apr 12
Easter Monday
No Class
Apr 14
(Wed)
Make-up class
Group presentations
Apr 26
Final Exam
and
Chapter 11
Group Project Phase Two Due
age Chapters 12 and 15
Chapters 16 and 17
Completed Group Project Due