MANAGEMENT 3210Y
CONSUMER BEHAVIOUR
Course Outline
Spring 2002
Class Location: TBA
Class Time: Thursdays, 6:00 – 8:50 p.m.
Instructor: Chris Holdsworth, D.Phil
Phone: 202-6627
E-Mail: chris.holdswor@uleth.ca
REQUIRED TEXT:
Michael R. Solomon, Judith L. Zaichkowsky, Rosemary Polegato, 2002. Consumer
Behaviour: Buying, Having, and Being, (2nd Canadian Edition) Toronto: Prentice
Hall.
COURSE OVERVIEW
We are all consumers. Every day we are exposed to a wide 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 and the implications these processes have for formulating marketing
strategies.
2. To gain experience applying consumer behaviour concepts and theories to
practical marketing issues.
3. To 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 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.
Additional study materials, relevant web links, and practise tests are available on the
publisher's companion Web site at: www.pearsoned.ca/solomon
ASSESSMENT
Assessment for this course will be based on the following four 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. Further details will be provided on the first day of class.
Date due: February 28
Weight 10% of final grade.
2. 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: February 14
Weight 20% of final grade.
3. Group Project
Students will work in teams of 4 people 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). More details will be handed out at the first class.
Date Due: April 4
Weight: 35% of final grade
4. Attendance and Participation
Class discussion and small group activities are a large part of the learning process in
this class. To benefit from these activities you must be present. To get the most out of
them, and to be able to contribute effectively it is also essential that you read the
assigned readings before the class. Exam questions will be taken directly from class
discussion. Regular attendance and participation is therefore crucial. Attendance is
required for all presentations.
Weight: 10% of final grade
5. Final Exam
The final exam will cover the assigned readings and all material discussed in class
plus material presented in videos and group/individual presentations since the midterm - i.e. it is not cumulative. The exam will consist of multiple choice, short answer,
and short essay questions.
Date: April 25
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. Group project
4. Final Exam
5. Participation and Attendance
Weighting
20%
10%
35%
25%
10%
Due date
Feb 14
Feb 28
April 4
April 25
N/A
GRADING SYSTEM:
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%
A = 86-94%
A- = 80-85%
B+ = 77-79
B = 73-76
B- = 70-72
C+ = 67-69
C = 63-66
C- = 60-62
D+ = 57-59
D = 50-56
F = 0-49
SCHEDULE OF LECTURES AND READINGS
Jan. 10: Introduction (Chapter 1)
Jan. 17: Perception, Learning & Memory. (Chapters 2, 3)
Jan. 24: Motivation, Values, the Self (Chapters 4, 5)
Jan. 31: Personality and Lifestyles (Chapter 6)
Feb. 7: Attitudes and Attitude change (Chapters 7, 8)
Feb. 14: Midterm Exam
Feb. 21: Reading Week – No Class
Feb. 28: Individual decision making, Buying and Disposing (Chapters 9, 10) (Journal
Assignment due)
Mar. 7: Group Influence, Opinion leadership, family decision making (Chapters 11,
12)
Mar 14: Income & social class (Chapter 13)
Mar. 21: Ethnic, regional and age subcultures (Chapters 14, 15)
Mar. 28: The influence of culture on Consumer Behaviour (Chapters 16, 17)
Apr. 4: Group presentations
Apr: 11: Group presentations
Apr: 25 Final Exam