Management 3210Y
Consumer Behaviour
Winter 2006
Mondays 6:00 p.m. – 8:50 p.m.
Room: H110
Instructor: Chris Holdsworth (B.SC., MA, D.Phil)
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/200603/mgt3210y/
TEXT:
Michael R. Solomon, Judith L. Zaichkowsky, Rosemary Polegato, 2004. Consumer Behaviour:
Buying, Having, and Being, (3rd 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 expected 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.
ATTENDANCE AND PARTICIPATION
Although attendance and participation are not considered in the grade for this course students are
expected to attend all classes and to contribute to class discussions based on the assigned
readings. Students will be unable to make valuable contributions to the discussion, or benefit
from the contributions of others, if the readings have not been done beforehand. As students are
required to demonstrate a working knowledge of all course materials in exams, grades will suffer
if more than two classes are missed.
ASSESSMENT
Assessment for this course will be based on the following components:
1. Mid-term Exam
The mid-term exam will cover the assigned readings and all material discussed in class or
presented in videos.
Date: Oct 23
Weight: 20% of final grade.
2. 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 lose 10% per day that they are late. Additional information will be provided
the first day of class.
Date due: Oct 30
Weight: 10% of final grade.
3. Print Ad Assignment
Students are required to find a print ad that illustrates the effective use of some theory(s) 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: Nov 27
Weight: 10% 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 2nd
day 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 strategy for the repositioned brand. Alternatively, you may create a new
product or service and position it. Part of the research for this project will involve primary
research collected either through in-depth interviews or a questionnaire administered to a small
sample of the target market. The project includes a class presentation at the end of the course,
and a written report, which must be limited to 25 pages in length (excluding appendices).
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Since leaving the project to the end of the course 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, due Sept 25, 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 two, due Nov 6, involves a profile of your repositioned or new 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. The aim of this presentation is to receive
feedback from other students in the class. Part of the class on this date may be used to pre-test
and receive feedback on the questionnaire.
Phase three consists of a class presentation and a final report. Group presentations will be on
Dec 6 and 7th, Order of presentation will be determined by lot. They should last approximately
20 minutes and will be worth 10% of the final grade. The final report, due December 7th, must
be a professional and polished document, no more than 25 double-spaced pages, excluding any
appendices, references or exhibits. The final report is worth 25% of the final grade. More details
on this project will be handed out at the first class.
Weight: 35% of final grade (10% presentation, 25% report)
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: December 12-20 Exact date and place TBA
Weight: 25% of final grade
DEFERRALS AND MISSED EXAMINATIONS
Exams must be taken at the scheduled times and assignments handed in on the dates specified.
Course material submitted late will lose 10% of the mark per day that they are late. Students may
be granted an extension on submissions or deferral from writing the mid-term exam only due to
illness or other extenuating circumstances beyond their control and with the presentation of a
valid written explanation from the appropriate authority, e.g. a physician or employer.
Alternative arrangements may be made at the discretion of the instructor. Students who miss the
final exam must apply to the Dean for deferral.
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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%
10%
25%
25%
Due date
Sept 18
Sept 25
Oct 23
Oct 30
Nov 6
Nov 27
Dec 6
Dec 7
Dec 18
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 indicated below. All team members will receive the same mark for
the group project. Students will, however, have the opportunity to provide a confidential
evaluation of their peers. If such evaluations indicate that one or more members of the group
have failed to contribute their fair share of the work their mark for the project may be negatively
adjusted. It is important, however, that any problems with group members be brought to the
attention of the instructor as soon as possible.
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
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CLASS SCHEDULE
Date
Topic
Readings & Assignment Dates
Sept 11
Sept 18
Sept 25
Introduction
Perception, Learning & Memory
Motivation, Values, the Self
Oct2
Oct 9
Oct 16
Oct 23
Oct 30
Dec 6
Personality and Lifestyles
Thanksgiving
Attitudes and Attitude change
Midterm Exam
Individual decision making, Buying
and Disposing
Group Influences, Opinion
leadership, Word of Mouth. Phase
two presentations & Questionnaire
pre-test
Remembrance Day
Family decision-making and age
subcultures
Income & social class Ethnic,
regional subcultures
Cultural Influences on Consumer
Behaviour, Revision
Group presentations
Dec 7
Dec 18
Group presentations
Final Exam
Nov 6
Nov 13
Nov 20
Nov 27
Dec 4
4
Chapter 1
Chapters 2 and 3 Team Selection Due
Chapters 4 and 5
Group Project Phase One Due
Chapter 6
No Class
Chapters 7, 8
Chapters 9 and 10
Journal Assignment due
Chapter 11
Group Project Phase Two Due
No Class
Chapters 12 and 15
Chapters 13 and 14
Ad Analysis Assignment Due
Chapters 16 and 17
All groups must be prepared to present
this date Order will be determined by
lot.
Completed Group Project Due
6:00 pm – 8:00 pm H110