LOYOLA MARYMOUNT UNIVERSITY
COLLEGE OF BUSINESS ADMINISTRATION
MBAC 613 – Consumer Behavior – Fall 2008
Instructor:
Office:
Phone:
E-mail:
Office Hours:
Anthony Patino, Assistant Professor of Marketing
Hilton 210D
(310) 338-5167 office
anthony.patino@lmu.edu
Mondays 2-3P, 4:30-6:30P
Tuesdays 6-7P
Wednesdays 2-3P, 7-8P
Other times by appointment
Class Materials:
Michael R. Solomon (2009), Consumer Behavior: Buying, Having and Being, Eighth Edition,
Prentice Hall Publishing
The required textbook provides a thorough foundation of consumer behavior principles and
applications. The book not only has a detailed discussion of principles but it also includes
interesting cases, internet exercises and review questions – allowing you to better understand the
principles and apply the concepts.
Other required readings will be assigned. These will be available in class or via the course
website. Also, you are expected to keep current with issues in buyer behavior and marketing
strategy by reading newspapers, business magazines, books, and online news sources. All
students must check blackboard daily and prior to every class
Harvard Business School Cases can be purchased via Harvard Business online. See schedule for
specific cases.
Educational Philosophy:
The lectures are designed to identify the more important concepts, clarify the more complex
concepts, introduce some additional marketing concepts and provide more real world examples
of marketing at work. Cases and video examples will be used to enhance understanding of
marketing principles. It is vital for you to read the text and cases before each class in order to get
the most out of each session. Participation is a vital part of the learning experience. As a result,
I will assume reading will be done before each class. No view is wrong but you must come
prepared to defend your proposal.
Course Description
Consumer behavior is the course within the marketing curriculum that most directly applies
concepts, principles and theories from the various social sciences to the study of factors that
influence the acquisition, consumption and disposition of products, services and ideas.
Knowledge of consumer behavior principles is becoming increasingly important for the
marketing manager and the public policy maker. Quite simply, in order to develop the products
and services that will fulfill the needs and wants of individuals in the marketplace, knowledge of
consumer behavior is necessary, as well as an appreciation for the diversity of consumers. In
addition, in order to make good decisions, the manager must have an understanding of how
various consumers are likely to respond to the actions of the firm or government. An
understanding of the factors that influence consumers may provide an individual with insights
into his or her own buying patterns. The principles from a number of disciplines are used to
describe and explain consumer behavior including economics, psychology, sociology, cultural
studies and anthropology.
Course Objectives:
The goal of Consumer Behavior is to examine the basic concepts impacting behavior with the
goal of understanding how to apply these concepts within a managerial context. Buyer or
consumer behavior is one of the most rapidly growing areas of marketing. The marketing
concept as discussed in the introductory course states that the formulation of appropriate and
effective marketing strategies must begin with a clear and accurate understanding of the
consumers’ preferences and needs with regard to the product category. This course will explore
in depth the basis for behavior in consumer contexts. The objectives of the course are as follows:
1) To introduce the student to key concepts, terms and theories being studied and
developed in psychology, economics, sociology, cultural studies and anthropology
and their relationship to consumer behavior.
2) To develop and enhance students’ abilities to identify potential applications of
consumer behavior concepts and to utilize them in making and improving marketing
strategy decisions.
3) To encourage students to become life-long learners by providing the opportunity to
seek information on issues in consumer behavior and evaluate this information
objectively and accurately.
4) To explore the diversity of consumers and their needs in the United States as well as
globally.
Grading Requirements and Procedures:
The breakdown is as follows:
Male Skin Care Case
Cases (total of 3 at 100 each)
Case Leadership
Assignments
Final Case
Participation/Current Events
75 points
300 points
75 points
200 points
150 points
200 points
Total Points
1000 points
Cases:
Since this is an MBA class, I am a firm believer in combining cases with lecture. I also believe
team work is vital in business. As a result, each student will be a member of a two person team.
Each team is responsible for submitting three cases for the session valued at 100 points per case.
The general format for the cases is:
1) Executive Summary – overview of case
2) Analysis of problem
3) Options/Recommendations
4) Conclusions
5) Charts, tables and graphs are welcome as addendum
It is expected that all cases be typed, double-spaced with 12-point font. Each case should not
exceed 7 pages (excluding exhibits). Five pages can more than cover the case. I will provide
direction for each case. Remember a case is not a repeat of what is written but an analysis of the
problem and your suggestions. DEFEND YOUR DECISION.
Although not submitting a case every week, you are responsible for reading and discussion of the
case for class. When not submitting a case, a one page write up regarding your thoughts on the
case is required (Part of assignments grade)
Assignments:
Throughout the course of the semester, the instructor may post additional assignments on
blackboard as well as those on the syllabus. All assignments should be typed and turned in when
due.
Readings
Throughout the course of the semester, current articles are assigned for reading. All students are
responsible for reading the article.
Late Papers
No late papers will be accepted without prior consent of the instructor.
Class Attendance/Participation/Current Events:
There is a great deal of material to cover in a relatively short period of time. In addition, your
participation can either make or break the class. We are here to learn from each other in a
reciprocal fashion. Therefore, class attendance is extremely important. If you do find it
necessary to miss a class, you are responsible for getting any notes and or handouts from that day
and YOU MUST E-MAIL ME at the above address before class begins.
Every class will open with current events. Please bring to class any articles, advertisements,
ideas, etc that you encountered during the week that applies to promotion strategy.
Final Case
The final case will be assigned on November 25, 2008.
Honor Code:
Loyola Marymount University is a community dedicated to academic excellence, studentcentered education, and the Jesuit and Marymount traditions. As such, the University expects all
members of its community to act with honesty and integrity at all times, especially in their
academic work. Academic honesty respects the intellectual and creative work of others, flows
from dedication to and pride in performing one’s own best work, and is essential if true learning
is to take place. Examples of academic dishonesty include, but are not limited to, the following:
all acts of cheating on assignments or examinations, or facilitating other students’ cheating;
plagiarism; fabrication of data, including the use of false citations; improper use of non-print
media; unauthorized access to computer accounts or files or other privileged information; and
improper use of internet sites and resources.
Academic Integrity: Learning is both an individual and a cooperative undertaking. Asking for
and giving help freely in all appropriate setting helps you to learn. You should represent only
your own work as your own. Personal integrity is the basis for intellectual and academic
integrity. Academic integrity is the basis for academic freedom and the University's position of
influence and trust in our society. University and school rules and standards define and prohibit
"academic misconduct" by all members of the academic community including students. You are
asked and expected to be familiar with these standards and to abide by them. A link to LMU’s
Policy on Academic Dishonesty can be found at the following link:
http://www.lmu.edu/PageFactory.aspx?PageID=13245
Tentative MBAC 613 Schedule– Fall 2008
Date
8/26
Topics
Course Introduction
Introduction of class members
9/2
Consumers Rule
Solomon Chapter 1
Perception
Solomon Chapter 2
Discussion: Subway Advertising Page 84
9/9
Learning and Memory
Solomon Chapter 3
Motivation and Values
Solomon Chapter 4
Case Study For Class (Hershey’s) Page 122
SUBMIT: Page 122 #1,2 and 3
9/16
The Self
Solomon Chapter 5
Rediscovering Market Segmentation
By Yankelovich and Meer
Harvard Business Review (February 2006) on BB
Tap Consumers’ Desire For “Shoulds”
By Katherine L. Milkman
When Virtue is a Vice
By Anat Kienan and Ran Kivetz
Harvard Business Review (July 2008) on BB
SUBMIT: One Page Thought Piece on all three articles
9/23
Personality and Lifestyle
Solomon Chapter 6
Discussion: The Magic of IPOD Page 251
SUBMIT: MALE SKIN CARE on BB
Greydollarfella (can use with case)
By Ogden-Barnes and Minahan
Business Horizons (July 15, 2006) on BB
9/30
Attitudes
Solomon Chapter 7
Attitude Change and Interactive Communications
Solomon Chapter 8
Discussion: David Beckham Professional Endorser Page 316
10/7
SUBMIT: PSI INDIA CASE
Product Number: 507032
Discussion: The New Indian Consumer
By Gopal and Srinivasan
Harvard Business Review (October 2006) on BB
Discussion: How Social Cause Marketing Affects Consumer
Perceptions
By Bloom et al
MIT Sloan Management Review (Winter 2006) on BB
Individual Decision Making
Solomon Chapter 9
10/14
Buying and Disposing
Solomon Chapter 10
SUBMIT: THE FASHION CHANNEL: SEGMENTATION
Product Number: 2075
Discussion: Freecycle.org Page 397
Discussion: De-marketing Obesity
By Wansink and Huckabee
California Management Review (August 1, 2005) on BB
10/21
Group Influence and Opinion Leadership
Solomon Chapter 11
Organizational and Household Decision Making
Solomon Chapter 12
SUBMIT: TIVO CASE
Product Number: 502062
Discussion: The Customer Has Escaped
By Nunes and Cespedes
Harvard Business Review (November 2003) on BB
10/28
Income and Social Class
Solomon Chapter 13
SUBMIT: TOYOTA HYBRID CASE
Product Number: 904A03
Discussion: Pricing and the Psychology of Consumption
By Gourville and Soman
Harvard Business Review (September 2002) on BB
11/4
SUBMIT: SAXONVILLE SAUSAGE
Product Number: 2085
SUBMIT: KRAFT COFFEE POD LAUNCH
Product Number: 906A19
11/11
Ethnic, Racial and Religious Subcultures
Solomon Chapter 14
Age Subcultures
Solomon Chapter 15
FILM JESUS CAMP
SUBMIT: FILM PROJECT
Discussion: Scion Page 571-572
11/18
GROUP WORK DAY
11/25
Cultural Influences on Consumer Behavior
Solomon Chapter 16
Discussion: Camera Phones Page 603
SUBMIT: MAYBELLINE CASE
Product Number: KEL112
12/2
Global Consumer Culture
Solomon Chapter 17
SUBMIT: HARLEY DAVIDSON CASE
Product Number: 501015
Discussion: Starbucks Page 651
Discussion: Inside the mind of the Chinese Consumer
By McEwen et al
Harvard Business Review (March 2006) on BB
12/9
FINAL CASE SUBMISSION AND PRESENTATION
****SCHEDULE SUBJECT TO CHANGE OR MODIFICATIONS****