CONSUMER BEHAVIOR - Spring 2006
COURSE:
MKT 341-01 Consumer Behavior
INSTRUCTOR:
Patricia Holman
Office: McD 207
E-Mail: pholman@msubillings.edu
McD Room #257
12:10-1:40 p.m. TTh
Phone: (406) 657-2035
Hours: TTh 10:15-11:15 & 2:15-3:15
or by appointment
COURSE MATERIALS:
Required Text: Consumer Behavior and Marketing Strategy, 7th Edition,
Peter and Olson. Irwin McGraw-Hill, 2006.
COURSE DESCRIPTION:
Covers the consumer-firm relationship using concepts from contemporary behavioral
sciences. Emphasizes the many problems encountered in marketing to various groups of
consumers and the role theory plays in problem solving. (Prerequisite: MKT 340
Principles of Marketing or consent of the department.)
OBJECTIVES:
The primary objective is to develop the student’s knowledge and understanding of
consumer behavior leading to the ability to apply the knowledge in developing effective
marketing strategies. The associated course content objectives identify the topics students
are expected to understand and apply. The performance objectives identify the skills
students are expected to demonstrate. The mission mandated student competencies/skills
address the expected outcomes relative to the mission of the College of Business.
Course Content Objectives
The course will integrate a basic body of knowledge gained from studying consumer
behavior theory and concepts. At semester’s end, the “A” student will demonstrate the
ability to discuss, integrate, and apply consumer behavior concepts. Specifically, the
student will demonstrate success in:
1. Developing a general understanding of the Wheel of Consumer Analysis as a tool for
analyzing consumer behavior.
2. Understanding affect and cognition referring to how consumers think and feel about
various things such as products and brands.
3. Understanding behavior referring to the physical actions of consumers, such as
purchasing products and brands.
4. Understanding the consumer environment that is everything external to consumers.
MKT341 Consumer Behavior – Spring 2006
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5. Influencing how consumers think, feel, and act, including such areas as
advertisements or price information.
6. Understanding and developing marketing strategies through marketing stimuli,
such as products, packages, sales promotions, advertisements, websites, and price
information placement in consumer environments to influence consumers’ affect,
cognition, and behavior.
Performance Objectives
Upon completion of Consumer Behavior, each student will:
1.
Have an understanding of the role and function of consumer behavior within the
discipline of marketing as demonstrated in class, on exams, and in completing the
final project.
2.
Have an understanding of the "wheel of consumer analysis" and the
interrelationships between the components of affect and cognition, behavior,
environment, and marketing as demonstrated on exams and in the final project.
3.
Be able to recognize the use of concepts and theoretical models of consumer
behavior in specific marketing situations as demonstrated using practical examples.
4.
Have a practical understanding of ethical practices when making marketing
decisions in marketing consumer goods and services.
5.
Use practical application of consumer behavior concepts in analysis of cases and
problems; and use creative, critical thinking in applying consumer behavior
knowledge to develop marketing strategies as demonstrated in the final paper.
COB Mission Student Competencies/Skill Emphasis
MKT 341 Consumer Behavior will contribute to the development of COB student
competencies by placing the following relative emphasis on each of the competencies:
(Scale - 10 [low emphasis] to 50 [high emphasis])

Critical Thinking (50) – students will improve business critical thinking skills
through evaluating models, analyzing situations, and applying appropriate concepts
in discussions, presentations, and applications of consumer behavior concepts.

Oral and Written Communication (30) – students will improve oral and written
communication skills through discussing cases, concepts, and the delivery of final
presentations; and enhance writing competency through emphasis on clarity and
conciseness in short summary papers, essay exam questions, and the final paper.

Utilization of information technology for business decision-making (10) –
students will improve research skills using Internet resources to supplement text
materials in completing the final paper. Students will use PowerPoint or other
appropriate technology in presenting examples and the final presentation.
MKT341 Consumer Behavior – Spring 2006
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STUDENT PARTICIPATION:
Successful students come to every class and contribute to the learning process. Your return
on your investment in this course is directly proportional to the time, energy, and vision
spent during the semester. Consumer behavior is exciting to study. The best learning
occurs from the examples of consumer behavior in action you bring to class including ads,
stories, samples, web pages and related items.
EXAMINATIONS - EXERCISES - PROJECT
1. Examination:
Three unit exams (#1 - 60 points, #2 - 60 points
#3 - 100 points)
Quizzes (count best 4 of 5)
220 points
80 points
NO MAKE-UPS ON QUIZZES
2. Exercises:
Class Contribution - Examples of CB applied
Require 2 for each unit, up to 6 counted (5 pts each)
Class Activities and Exercises
30 points
70 points
Note: Additional exercises will be factored in proportionately
3. Project:
Individual or Team Paper
100 points
WRITTEN ASSIGNMENTS
All written assignments are evaluated on content and quality of writing. Word-process
all papers and staple multiple pages. Proofreading, writing in active voice, using correct
sentence structure and clear communication of ideas are important business skills. Writing
skills develop with practice and responding to feedback. Plan to use the appropriate tools
(Spellchecker - set option to “Formal”, Grammar Check, etc.) to enhance the ability to
communicate in writing. The writing lab, located in the building formerly known as the
Computer Annex, is available to help students improve writing skills. Frequently,
submission of homework requiring analysis is an electronic file on the campus network and
in hard copy.
GRADES:
Your final grade in the course is determined and recorded as follows:
A+ 480+ points
(96.7%)
A 465 - 479 (93.3%)
A- 450 - 478 (90.0%)
B+ 430 - 449 points (86.7%)
B 415 - 429 (83.3%)
B- 400 - 414 (80.0%)
C+ 380 - 399 points (76.7%)
C 365 - 379 (73.3%)
C- 350 - 364 (70.0%)
D+ 335 - 349 points (66.7%)
D 320 - 334 (63.3%)
D- 300 - 419 (60.0%)
F Less than 300 points
MKT341 Consumer Behavior – Spring 2006
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GENERAL POLICIES
Each class period is important to learning the concepts, theories, and application
of consumer behavior. The manners and performance expectation of each individual
reflect a highly valued, upwardly mobile executive qualified for rapid advancement. The
following requests will prepare you to succeed in a competitive business culture.
 Students are expected to arrive on time and remain through the entire class.
 Do not plan to move in and out of the classroom during the class period!
 Cellular phones are turned off during the class period including text messaging.
 Out of respect for others, students are asked not to eat during the class period. Drinks
are acceptable.
 All students are expected to take all exams at the scheduled time. In rare instances, a
unit exam may be re-scheduled to accommodate a special need. The circumstances must
be documented. Assignments are due at the beginning of the class period.
 Incompletes will follow the university policy published in the general catalog:
Incomplete “I” Grade: An Incomplete is given only when a student has attended
for at least three-fourths of the semester but has been prevented by circumstances
beyond his/her control from completing all of the requirements of the course. A
student must provide adequate evidence to the instructor as to the reason why he/she
was unable to complete the requirements for the course. If a grade of “I” Incomplete
has been given, the instructor shall advise the Office of Admissions and Records in
writing what the student must do to remove the deficiency.
An Incomplete must be made up within one calendar year. An “I” grade is not
included in the computation of the GPA. An Incomplete grade not made up in the
prescribed length of time automatically becomes an “F” grade. Once the grade of
Incomplete has been converted to an “F” grade, the course must be repeated in order
for the grade to be changed.
 Academic misconduct will be handled according to Student Affairs Policies and
Procedures, Part IX B.1. (Student Handbook,)
 Students with disabilities, whether physical, learning, or psychological, who believe
that they may need accommodations in this class, are encouraged to contact Disability
Support Services as soon as possible to ensure that such accommodations are
implemented in a timely fashion. Please meet with (DSS) staff to verify your eligibility
for any classroom accommodations and for academic assistance related to your
disability. Disability Support Services is located in the Academic Support Center. If
you have any questions or concerns, please call DSS at 657-2283. In addition, students
with documented disabilities, who need academic accommodations, should make an
appointment with the instructor as soon as possible.
 Please contact the instructor to discuss any other issues of concern. Appointments may
be scheduled outside of regular office hours.
MKT341 Consumer Behavior - Spring 2006
DATE
JAN 19 24 26 Feb
MAR
MAY
ASSIGNMENT
Read Chapters 1 & 2
Chapter 1 & Chapter 2
Chapter 3
31 - Chapter 3
2 - Chapter 4
Quiz - Chapter 3
Final Paper Requirements
79-
Chapter 5
Chapter 6
Quiz – Chapters 5 & 6
14 16 -
Chapter 7
EXAM #1 (Chapters 1-7)
(Final day for Unit 1 Examples)
60 points
21 23 24 -
Exam Review
Career Fitness Fair
Chapter 8
Topic for final paper DUE
28 2-
Chapter 9
Chapter 10
4-12
APR
READING
Syllabus distributed
Page 5 of 5
Quiz – Chapter 9 & 10
Spring Break
14 16 -
Chapter 11
Chapter 12
Brief presentation of topic
22 24 -
Chapter 13
Chapter 14
Quiz - Chapter 12 & 13
(Final day for Unit 2 Examples)
28 30 -
EXAM #2 (Chapters 8-14)
Review Exam – Chapter 15
60 points
Final paper scope (1 page)
46-
Chapter 16
Mini Break – NO Class
11 13 -
Chapter 17
Chapter 18
18 20 -
Chapter 19
Review – Catch Up
25 27 -
Individual/Team Presentations
Individual/Team Presentations
Final Paper DUE
10:00 a.m. Final Exam
100 points
2-
Quiz – Chapter 17 & 18
(Final day for Unit 3 Examples)
(Comprehensive – major emphasis on Chapters 15-19)