MARKETING 490
CONSUMER BEHAVIOR
Fall 1999
Dr. Z. S. Demirdjian
Office Phone: (562) 985-4764
Office: CBA 353
Office Hours: M-W-F 9:50-11:00 and by appointment.
TEXTBOOK: Consumer Behavior Building Marketing
Strategy, 7th ed. by Hawkins,Best and Coney
COURSE OBJECTIVES:
Since the consumer has become the focal point of our economic system, our
emphasis in this course will be laid on the nature and dynamics of consumer
markets and their implications to the marketing practitioner. Furthermore, our
efforts will be directed toward understanding concepts and constructs employed
to delineate and measure market segments (consumers) as essential input
information for marketing strategy formulation. In addition, we shall discuss
relevant topics of interest, such as the consumerism movement and its impact on
marketing.
CLASS ACTIVITIES:
Method of instruction will comprise lectures, case analyses, videos, and
discussion of controversial topics in Consumer Behavior.
CASE ANALYSIS:
The class will be divided into small groups and each group will have the option
to choose either to write a short paper (3 to 5 pages) or give an oral
presentation (2 to 3 pages summary) based on library and/or original research
findings. Additional information about the case analysis will be provided on or
before February 18.
GRADING METHOD:
The point system is adopted to make continuous self-evaluation in terms of
grades possible.
First Exam 100 points
Midterm Exam 100 points
Case Analysis 100 points
Final Exam 100 points
TOTAL 400 points
EARLY EXAMS, MAKE-UP EXAMS, AND LATE PROJECTS WILL BE PENALIZED BY A LOSS OF 10
POINTS PER DAY. Also, self and peer evaluations will be conducted to determine
individual contributions to the term project.
ATTENDANCE POLICY:
Attendance is much encouraged for this course because of the nature of the
organization of the lectures in class. Remember, poor attendance would result in
poor performance in this course.
Schedule
Assignment Chapter
August
30 Course Orientation
September
1 Consumer Behavior and Marketing Strategy I
6 LABOR DAY
EXTERNAL INFLUENCES
13 The Changing American Society: Values and Gender 3
15 & 20 The Changing American Society: Subcultures 5
22 The Changing American Society (Cont.) 5
27 Group Influences on Consumer Behavior 7
29 Group Communications and Diffusion of Innovations; 8
INTERNAL INFLUENCES
October
4 Perception 9
6 Types of Perception; First Exam 9
11 Learning , Memory, and Product Positioning 10
18 Learning, Memory, and Product Positioning (Cont.) 10
20 Learning, Memory, and Product Positioning (Copt.) 10
25 Motivation, Personality, and Emotion 11
27 Motivation, Personality, and Emotion (Cont.) 11
November
1 & 3 Attitudes and Influencing Attitudes 12
8 Self-Concept and Lifestyles; Midterm Exam 13
10 Self-Concept and Lifestyles 13
15 Consumer Decision Process and Problem Recognition 15
17 Consumer Information Search; Case Analysis Projects are Due 16
22 Alternative Evaluation and Selection 17
24 Outlet Selection and Purchase 18
25 & 26 THANKSGIVING DAY
29 Post purchase Processes, and Customer Satisfaction 19
December
1 Consumerism and Regulatory Issues 21
6 Consumerism and Regulatory Issues (Copt.) 21
8 Future Trend in Consumer Research and Review 21
13-18 FINAL EXAMS
SPECIAL RULES FOR WITHDRAWAL FROM A COLLEGE OF BUSINESS ADMINISTRATION CLASS
Fall 1999
August 30 - September 13
Voice Response Registration (VRR) must be used to drop classes.
September 14 - October 1
Complete a "Withdrawal/Drop Request" form and turn it into the CBA Admissions
and Advising Center no later than 1:00 p.m. on Friday, October 1. Do not obtain
the signature of the instructor or department chairperson. The personnel in the
Center will process the paperwork and take responsibility for turning it into
Registration by the appropriate deadline.
October 4 - December 11
Withdrawals from one or more classes. During this period, the College of
Business Administration will approve withdrawals only for "serious and
compelling reasons."
Any student who has a "serious and compelling reason" for withdrawing from a CBA
class must file a "Petition for Exception to the CBA Withdrawal Policy" on which
he/she can explain the reason in detail. This form is available in the CBA
Admissions and Advising Center and is to be returned to the Center along with a
"Withdrawal/Drop Request."' Do not obtain the signature of the instructor or
department chairperson. The petitions are then forwarded to the Associate Dean.
The student needs to return to the CBA Admissions and Advising Center to find
out if the petition has been denied or approved. The deadline to pick up
petitions is the last day of the semester, December 21.
Withdrawals from all classes.
Complete a "Withdrawal/Drop Request” form and turn it into the CBA Admissions
and Advising Center. Do not obtain the signature of the instructor or department
chairperson. The personnel in the Center will process the paperwork and take
responsibility for turning it into Registration by the appropriate deadline.
All forms must be turned in by 1:00pm on December 11.
Graduate Students. This policy does not apply to graduate courses; however; it
does apply to graduates taking undergraduate courses.
Any student who is not satisfied with the decision of the CBA Appeals Committee
can file a petition with the CSULB Academic Appeals Committee.