University Of Lethbridge
Faculty of Management
Management 3210Y
Consumer Behaviour
Fall 2003
Location: TBA
Time: Fridays, 6:00 – 8:50 p.m.
Class Web Page: http://classes.uleth.ca/200303/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, (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 OVERVIEW
We are all consumers. Every day we are exposed to a variety of media that compete
for our attention and seek to influence our purchasing decisions. How do we decide
what products and services to purchase? 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 are also be required to work on a group project and make a
presentation of it 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: Oct. 17
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 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. Again, further details will be provided on the first day of
class.
Date due: Nov. 7
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: Oct. 10
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: Nov. 21
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: Dec. 5
Weight 25% of final grade
Component
1. Mid-term exam
2. Personal Consumer Behaviour Journal
3. Print Ad Assignment
4. Group project
5. Final Exam
Weighting
20%
10%
10%
35%
25%
Due date
Oct. 10
Oct. 17
Nov. 7
Nov.21
Dec. 5
Exams must be taken at the scheduled times and assignments handed in on the dates
specified. Students will 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:
A+ =
A=
A- =
B+ =
B=
B- =
95-100%
90-94.9%
86-89.9%
82-85.9
78-81.9
74-77.9
C+ = 70-73.9
C = 66-69.9
C- = 62-65.9
D+ = 58-61.9
D = 50-57.9
F = 0-49
TENTATIVE SCHEDULE OF LECTURES AND READINGS
Sept. 5: Introduction (Chapter 1)
Sept. 12: Perception, Learning & Memory. (Chapters 2, 3)
Sept 19: Motivation, Values, the Self (Chapters 4, 5)
Sept 26: Personality and Lifestyles (Chapter 6) Peer Evaluation Form due
Oct 3: Attitudes and Attitude change (Chapters 7, 8)
Oct 10: Midterm Exam
Oct 17: Individual decision making, Buying and Disposing (Chapters 9, 10) (Journal
Assignment due)
Oct 24: Group Influences, Opinion leadership, Word of Mouth (Chapter 11)
Oct 31: Family decision-making and age subcultures (Chapters 12 and 15)
Nov 7: Income & social class Ethnic, regional subcultures (Chapters 13 and 14,) Ad
Analysis Assignment Due
Nov. 14: Cultural Influences.on Consumer Behaviour (Chapters 16, 17), Revision
Nov 21: Group presentations
Nov 28: Group presentations
Dec 5: Final Exam