Paired Project Schedule
Date
Jul 12
Chapter
3 Learning &
Memory
Jul 12
Jul 12
Jul 12
Jul 12
4 Motivation
& Values
Jul 12
Jul 12
Jul 12
Jul 17
5 The Self
Jul 17
Jul 17
Jul 17
Jul 17
Jul 17
Jul 17
Jul 17
Jul 17
Jul 17
Jul 17
6. Personality
and Lifestyles
Project
What is Classical Conditioning, how does it work,
what are the marketing implications.
What is instrumental or operant conditioning, how
does it work, what are the marketing implications.
Look at frequency marketing. Choose a product or
service and design a frequency marketing campaign
How are memories stored? What value are
associative networks. How can retrieval of
information be enhanced?
What are the various motivational directions and
how can marketers capitalize on them.
What types of needs do consumers have and how
do they affect buying behaviour.
What does it mean when Consumers are involved
with products? What are some strategies to increase
consumer involvement?
What are values and what role do they play in
purchase decisions. Construct a Means end chain
model for a product
What is self esteem and how does self esteem
marketing work
Examine the ideal and the real self, and multiple
selves and how they can be used in marketing
How can products shape the individual, and how
can marketers capitalize on this
What do women want and how would you market
to them
What do men want and how would you market to
them
What do gays and lesbians want and how would
you market to them
How have ideals of beauty changed and how are
marketers responding.
To what extent is
advertising responsible
What are Freud’s ideas and how can they be used
in marketing?
What is brand personality, how is it created, and
how do marketers use it?
What are the 3 main building blocks of lifestyles
and how does lifestyle marketing work.
What are psychographics? What’s involved in
psychographic research, and what is the value of
1
Presenters
Jul 17
Jul 19
7 Attitudes
Jul 19
Jul 19
Jul 19
8 Attitude
change
Jul 19
Jul 24
Jul 26
Jul 26
Jul 26
Jul 26
Jul 26
Jul 26
Jul 26
Jul 26
9 Individual
decision
making
psychographic segmentation
What are some lifestyle trends and how can
marketers capitalize on them?
What are the functions of attitudes and the ABC
model of attitudes? What value is knowing this?
How are attitudes formed? How can marketers use
this knowledge and how should marketers deal with
cognitive dissonance
How does the Fishbein multi-attribute attitude
model work and how can it be used to predict
consumer behaviour
What is it about the source of a marketing message
that makes it persuasive? How can this knowledge
be used.
What is it about the source of a marketing message
that makes it persuasive? (one and two sided
arguments, comparative ads, types of appeals. How
can this knowledge be used.
What is more important in attempting to persuade
people, who says it or what is said? What is the
elaboration likelihood model?
Midterm Exam
What are the various types of problem solving and Levi & Caleb
how can marketers use this information?
How do consumers search for information? What
are they looking for? Do people always search
rationally? What influences Consumer’s searching.
How do we use consumer’s search behaviour to our
advantage?
How do consumers decide between alternatives?
How as marketers can we get consumers to choose
our product or service?
What are heuristics and other decision rules? Can
this help the marketer?
10 Buying
How do the physical and social surroundings
and Disposing influence purchasing behaviour? What can be done
to improve the chance of a sale?
How do consumers make online purchases. What
can be done to improve the chance of a sale?
How do consumers’ perceptions of quality affect
post-purchase behaviour and what can be done to
prevent dissatisfaction?
What are the options a consumer has for disposing
of a product and how can marketers use this
information?
2
Jul 31
11 Group
Influences &
Opinion
leadership
Jul 31
Jul 31
Jul 31
Jul 31
Aug 2
12 Family
decisionmaking
Aug 2
Aug 2
Aug 2
Aug 2
15 age
subcultures
Aug 2
Aug 2
Aug 2
Aug 7
13 Income &
social class
Aug 7
Aug 7
Aug 7
Aug 7
14 ethnic,
regional
subcultures
What types of power do reference groups have?
How can marketers use this power to their
advantage?
How important is conformity in consumer
behaviour?
What is word of mouth advertising and how can it
be stimulated?
How has the Internet influenced word of Mouth
advertising, and what tactics can be used to
stimulate it? Look at viral marketing and guerrilla
marketing.
What are opinion leaders, how and why do they
influence consumers, and how should marketers
use them to market their products?
What is the family life cycle, and how should
marketers market to the family through the
lifecycle
How do families make decisions? How is this
different from individual decision making and how
can marketers reach families?
What influence do children have on family decision
making and how can marketers reach children?
What are some of the ethical issues when
marketing to children and what guidelines should
be in place to protect children?
What do teenagers want and value and how should
we market to them?
What do University students value and want and
how should we market to them?
What do baby boomers value and want and how
should we market to them?
What does the mature market value and want and
how should we market to them?
How does social class affect purchase decisions.
Casandra
&
Zahra
Nicole/Manpreet
Shauna & Vicky
Xiao &
Margaret
Jesse
Craig & Faizan
What motivates the poor and how should one
market to them.
What motivates the rich and how should one Kevin & Mark
market to them.
What is ethnic marketing? What are some of the Eric & Crystal
pitfalls to be aware of?
Lee
What motivates Chinese Canadians’ buying
behaviour and how can we market to them
effectively?
3
Aug 7
Aug 9
Aug 9
Aug
14
Aug
14
Aug
14
Aug
16
Aug
16
Aug
16
What is the Canadian identity? What challenges Alissa & Sam
does one face when marketing to Canadians?
16 Cultural
How can myths and rituals be to the marketer’s
Influences
advantage?
What is sacred and profane consumption? Why Kurt Byrden
should marketers be aware of these differences?
17 Creation & How does product placement work? What are the Chris & Dan
Diffusion of
advantages and disadvantages? How is it changing?
Culture
What are the different types of innovations and Andy
how can marketers ensure they are adopted?
What are some cultural differences marketers Mark
should be aware of when marketing globally
Consumer
What are 2 or 3 emerging trends in consumer Kandace
&
trends &
behaviour and how can we capitalize on them
Alison
Review
What are 2 or 3 emerging trends in consumer Kevin & Autum
behaviour and how can we capitalize on them
What are 2 or 3 emerging trends in consumer
behaviour and how can we capitalize on them
4