PURDUE UNIVERSITY NORTH CENTRAL
GBM 385 - CONSUMER BEHAVIOR
SPRING TERM - 2005
Professor:
Office:
Hours:
Webpage:
Dr. Daniel Rutledge
185 Technology Bldg.
M/W 1:30-3:30 and Tuesday
by special appointment
http://faculty.pnc.edu/rutledge/index.html
E-mail:
Phone:
Meeting:
SyCBS05
drutledg@pnc.edu (w)
drrens_1989@yahoo.com (h)
219-785-5228 (office)
800-872-1231 (In-state)
219-785-5263 (department)
M/W 5:30-6:45p
MATERIALS: Consumer Behavior: Building Marketing Strategy; 9ed, Hawkins, Best and Coney (2004). Cases are in
the textbook. Group Marketing Project and Assigned Readings will be discussed by the professor in class.
DESCRIPTION: The course will discuss and analyze the subject of consuemr behavior and its role in marketing and
marketing strategy. It will introduce key terminology, principles, models and concepts. How buyer behavior can affect
the marketing strategy process will be an important part of the course. Applying consumer behavior concepts will be
undertaken through a group marketing project, cases studies, and preparing assigned readings.
OBJECTIVES: After completing the course, the student should know: (1) the basic terminology of the consumer
behavior field; (2) fundamental consumer behavior concepts and models; (3) how segmentation is operationalized; and
(4) how consumer behavior impacts marketing strategy formulation.
EVALUATION: There are a variety of textbook and lecture assignments. Total = 1000 pts.
Exam 1(MCQ+Essay)
Exam 2(MCQ+Essay)
Exam 3 (MCQ+Essay)
Final* (MCQ cumulative)
= 160 pts.
= 200 pts.
= 200 pts.
= 160 pts.
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_____
_____
_____
Group Marketing Project
Group/Case Work
Class Participation
Cases/Readings Discussion
= 100 pts.
= 30 pts.
= 80 pts.
= 70 pts.
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_____
_____
_____
* Additional Bonus points may be earned at the Final Exam.
Points are totaled at the end of the semester with grades assigned on a straight scale; individual grades are not
given per se. Grade scale is:
A = 875
B = 800
C = 725
D = 650
F < 650
EXAMS: Text portion will consist of multiple choice questions from the textbook question bank. The lecture portion will
be short answer and problems based on class lecture and discussions. Final Exam will be comprehensive with multiple
choice questions from the textbook question bank covering all chapters assigned during the semester.
Make-up Exam: Pre-approval is required with written explanation provided -- get a physician's note confining you to bed
or a death notice of immediate family member. WARNING: the professor will be difficult accommodating other
requests and may allow one make-up exam. Leaving early for vacation, upset because of an argument, having to work
or "whatever" are not valid reasons.
GROUP MARKETING PROJECT: Each group will prepare a marketing project on a consumer subgroup. Details will
be discussed later but the general idea is to study a particular subgroup to identify their unique characteristics, then
develop a marketing plan for a specific product. The assignment requires all group members to participate and expects
library research of secondary data as part of the marketing plan. All papers are due April 18th at class with a
presentation ready for the last week of the semester. This is a test of your ability to conduct research, write up the key
findings as related to the marketing field, and present this information in a cohesive manner that will demonstrate your
analytical thinking skills and communications capabilities. Grading will be based on both written paper (2/3) and class
presentation (1/3). Points awarded will be 100, 80, 60 (starting point) or 50 points.
GROUP/CASE WORK: At the end of the semester group members will evaluate each other for contribution during the
semester towards the case discussions and group project. Keep your evaluation discrete (the professor does not
disclose what you say). The group should inform the professor of any “free riders” as an “encouraging word” will be
duly passed on.
CLASS PARTICIPATION: Attendance is expected at each period. During class offering ideas, making comments,
asking or answering questions are methods for demonstrating student knowledge. “Bewildering Statements” are not
1
recognized as “knowledge.” Class participation means leaving a strong impression on the professor regarding your
comprehension of course material.
Sometimes missing class is unavoidable upon “occasion.” Recognize that missing more than three lecture periods -regardless of the reason -- will affect participation points. Beginning with the 4 period missed, deduct 5 points from
participation points for each period absent. Case discussion periods are not excused as these are treated the same as
exam periods.
CASE/READINGS DISCUSSIONS: This involves contributing to discussion when cases studies and readings are
analyzed. Read the case beforehand, having a few notes “pencil-ready” to focus your contribution. All assigned
readings are voluntary but should be typed, ready for class discussion. Class participation means leaving a strong
impression on the professor regarding your contribution.
ASSIGNED READINGS: Each student will have the opportunity to voluntarily prepare assigned readings as part of the
class discussion. Readings are prepared individually as 1 page, TYPED summary, ready for use and turned in at class.
Format: (A) Topic of Focus (what is the article about); (B) Key Points (list 5-8 items); and (C) Conclusions (how does
the reading relate to the course). Absolutely NO LATE readings accepted for any reason -- late is any time after the
scheduled class period.
COURSE POLICIES:
1. Academic Dishonesty will not be tolerated and will be processed according to the procedures established by the
campus.
2. If you have a question about an assignment or course requirements, be sure to ask the professor for clarification
rather than make an assumption that later proves wrong. It is best to use the yahoo email systems for this purpose.
3. Class withdrawal final day: see Schedule of Classes.
4. No classes held on Monday, January 17th or the week of March 7-11th.
5. ANY GRADED MATERIAL (tests, assigned homework, etc.) must be returned to the professor who holds these for
instances of grade disputes or reviews.
6. Assigned Readings and Group Marketing Project must be typed. NO LATE ASSIGNMENTS ARE ACCEPTED
-- REGARDLESS OF THE REASON.
7. Classroom courtesy and decorum are expected from everyone. Rude or childish behavior is not acceptable and will
be noted as such. Leaving early, arriving late, holding side conversations, sleeping, etc., are considered such behavior.
8. Best way to earn a high grade....READ the text assignments and have your materials PREPARED BEFORE class,
ready for participation. The professor adheres to an adage of one of his former professors: "Education is not a
spectator sport." This course is treated like a job -- you work in business for pay, work in the course for a grade.
9. Evaluation sometimes means that the professor and student "differ" in their "appreciation" of the course work
performed. The professor will explain how the grade was determined but does NOT change the grade because the
student "feels this is unfair" or "is disappointed." And NO, extra work is not given to compensate for previous weak
performance. If you are graduating this semester, make sure you retain this status.
CONSUMER BEHAVIOR COURSE SCHEDULE - Spring 2005
2
Week
1
Date
1/10
Topic
1. Introduction to Course
2. Consumer Behavior and Marketing Strategy
Assignment
Syllabus
Chp. 1; Readings
2
1/17
No Classes Held - MLK Day
3. Cross-Cultural Variation
Chp. 2
3
1/24
4. Changing American Society Values
5. CASE DAY 1 - 2.1: Norelco and 2.9: Seasoning Sauces
Chp. 3
Readings
4
1/31
6. Demographics and Social Stratification
7. Subcultures and Families and Households
Chps. 4, 5, 6
Readings
5
2/7
8. Group Influences on Consumer Behavior
9. CASE DAY 2 - 3.1: Levi's Blues and 3.2 California Avocados
Chp. 7
Readings
6
2/14 10. EXAM 1 - Topics 1-8; Chps. 1,2,3,4,5,6,7
11. Perception
Chp. 8
7
2/21 12. Learning, Memory and Product Positioning
13. Motivation, Personality and Emotions
Chps. 9, 10
Readings
8
2/28 14. CASE DAY 3 - 3.5: Revlon for Men? and 3.6: Made in Mexico
15. Attitudes and Influencing Attitudes
Readings
Chp. 11
9
3/14 16. Self-Concept and Lifestyles
17. Work Day - Group Marketing Project
Chp. 12
10
3/21 18. CASE DAY 4 - 4.1 Supermarket Shopping and 4.2 Sears on Target?
19. EXAM 2 - Topics: 11-16; Chps. 8,9,10,11,12
Readings
11
3/28 20. Situations and Consumer Decision Process and Problem Recognition
21. Information Search
Chps. 13,14,15
Readings
12
4/4
Chp. 16
Readings
13
4/11 24. Outlet Selection and Purchase and Post Purchase Evaluation
25. Organizational Buying
Chps. 17,18, 19
Readings
14
4/18 26. Marketing Regulation and Consumer Behavior
27. EXAM 3 - Topics: 20-26; Chps. 13,14,15,16,17,18,19,20
Chp. 20
15
4/25 28. Group Marketing Project Presentations
29. Group Marketing Project Presentations
16
5/2
22. Alternative Evaluation and Selection
23. CASE DAY 5 - 4.7 Online Retailing and 4.8: Increasing Egg
FINAL EXAM
CONSUMER BEHAVIOR READINGS
3
Spring 2005
No.
1
Author
Haller
Title of Article
Older Consumers Don’t Believe You
2
Schwartz
The Overwhelmed Shopper
3
Petersen
Chaos, Confusion And Perks Bedevil Wireless Users
4
White
Middle Market Shrinks As Americans Migrate Toward the High End
5
Sterba
Your Golf Shots Fall Short? You Didn't Spend Enough
6
Ingrassia
Is Buying a Car a Choice or a Chore?
7
Newman
For Asians in U.S. Mini-Chinatowns Sprout in Suburbia
8
Alsop
Brand Loyalty Is Rarely Blind Loyalty
9
Yee
Ads Remind Women They Have Two Hands
10
Bulik
Electronics Retailers Woo Women
11
Forester
Consumers Using Wrong Criteria To Evaluate Medical Web Sites
12
U.S. News
Kid Power
13
Assoc Press
Ads Aimed at Kids Are Unfair to Them, Psychologists Find
14
Leonhardt
A Little Booze For The Kiddies?
15
Dezember
New Miracle Weight-Loss Product? Fat Chance
16
Alsop
Coke's Flip-Flop Underscores Risks of Consumer Taste Tests
4