University of Montana
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Course Syllabi
9-2014
BMKT 337.01: Consumer Behavior
Carol L. Bruneau
University of Montana - Missoula, [email protected]
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Recommended Citation
Bruneau, Carol L., "BMKT 337.01: Consumer Behavior" (2014).Syllabi.Paper 2146.
BMKT 337 - CONSUMER BEHAVIOR FALL 2014
PROFESSOR: Dr. Carol L. Bruneau
OFFICE: G BB303
PHONE: 243-6178
FAX: 243-2086
E-MAIL: Carol. Bruneau@ business.um t.edu
CLASS SCHEDULE: Section 1: M W 8:10-9:30 am GBB L13 Section 2: M W 9:40-11:00 am GBB L13
OFFICE HOURS: Tuesdays 10:00 a m - 12:00 pm
W ednesdays 2:00 - 4:00 pm and by a p p o in tm e n t W alk-ins are always w elcom ed
REQUIRED MATERIALS:
Hoyer, W ayne D., Deborah J. M aclnnis and Rik Pieters (2013), Consumer Behavior, 6th Edition. H oughton M ifflin Company, New York, N ew York.
COURSE OBJECTIVES:
Consum er behavior is one o f th e m ost ra p idly g ro w in g areas o f m arketing. The m a rke tin g concept discussed in any in tro d u c to ry m a rke tin g course states th a t the fo rm u la tio n o f a p p ro p ria te and e ffe ctive m a rke tin g strategies m ust begin w ith a clear and accurate understanding o f consum ers' needs and preferences w ith regard to th e p ro d u ct category. This course w ill explore in d ep th th e basis fo r b ehavior in consum er contexts.
The objectives o f th e course are as fo llo w s:
1. To in tro du ce th e stu d e n t to concepts developed in psychology, econom ics, sociology, and a n th ro p o lo g y and th e ir relationships to consum er behavior.
2. To develop in students th e a b ility to tra nslate w h a t can be learned about
consum er behavior fro m th e behavioral sciences in to action im p licatio n s fo r the m a rke tin g m anager a n d /o r public policy maker.
MISSION STATEMENT:
The U niversity o f M o n ta n a 's School o f Business A d m in is tra tio n enhances lives and b enefits society by p roviding a w orld-class business e ducation in a supportive, collegial e n viro n m e n t.
We accom plish th is mission by acting on o u r shared core values o f creating significant experiences, building relationships, teaching and researching relevant topics, behaving e thically, and inspiring individuals to thrive .
As part o f o u r assessment process and assurance-of-learning standards, th e School o f Business A d m in is tra tio n has adopted th e fo llo w in g learning goals fo r o u r undergraduate students:
Learning Goal 1: SoBA graduates w ill possess fu n d a m e n ta l business know ledge. Learning Goal 2: SoBA graduates w ill be able to integ ra te business know ledge. Learning Goal 3: SoBA graduates w ill be e ffe ctive com m unicators.
Learning Goal 4: SoBA graduates w ill possess pro ble m solving skills. Learning Goal 5: SoBA graduates w ill have an ethical awareness. Learning Goal 6: SoBA graduates w ill be p ro fic ie n t users o f technology.
Learning Goal 7: SoBA graduates w ill understand th e global business e n v iro n m e n t in w hich th e y operate.
COURSE EXPECTATIONS:
This course is an advanced u ndergraduate course intended fo r m arketing m ajors and o th e r stu d e n t w h o require know ledge o f consum er behavior fo r th e ir courses o f study and chosen career paths. It is a required course fo r those choosing an o p tio n in m arketing. Class sessions w ill be devoted to th e discussion o f selected concepts,
research studies and applications. BMKT 325 is a prerequisite to this course. You must have already taken (cannot be currently taking) BMKT 325 to be enrolled in BMKT 337.
It is expected th a t students w ill approach th is course in ways th a t w ill maxim ize th e ir learning ra th e r tha n m inim ize th e ir e ffo rt. Those students w h o do n o t approach the class in this w ay w ill su ffe r both in th e a b ility to learn th e m aterial and in th e grade th y w ill receive in class. The learning experience o f this class depends on stu d e n t
p a rtic ip a tio n by active listening, by c o n trib u tin g to class discussions, and by c o n trib u tin g consistent e ffo rt to th e process and o u tco m e o f hands-on exercises. Consistent
p re pa ra tio n ra th e r th a n pre-exam cram m ing is a necessity. I expect you to have read th e assigned chapters BEFORE class on th e day th e y are scheduled fo r discussion. P reparation tim e may vary so m e w ha t depending on th e assignm ent, b u t can be expected to average tw o o r th re e hours per class session.
The q u a lity o f th is course is heavily d ep e nd e nt on th o ro u g h pre pa ra tio n, consistent a ttendance, and sp irite d p artic ip a tio n . Those w ho are re lu c ta n t to speak in fro n t o f o th e rs should use th is o p p o rtu n ity to overcom e th e ir fears before e n te rin g th e business w o rld . The class p artic ip a tio n grade w ill be based on p artic ip a tio n d u ring class
discussions and in-class exercises. QUALITY o f p artic ip a tio n ra th e r tha n QUANTITY w ill be judged. S tudent should expect to be called upon at random th ro u g h o u t th e te rm , e ith e r to in itia te class discussion o r to respond to a question by th e professor.
NO LATE WORK WILL BE ACCEPTED. Late w o rk is defined as any w o rk n o t tu rn e d in w hen th e professor collects it on th e day th e assignm ent is due. NO EXTRA CREDIT WORK WILL BE ACCEPTED.
You are encouraged to visit me d uring m y o ffice hours if you have any questions,
problem s, o r if you ju s t w a n t to talk. If you cannot m eet me d uring posted o ffice hours, you are encouraged to make an a p p o in tm e n t to m eet at some o th e r tim e . Also, if I am in m y o ffice w hen you w alk by, I'm always w illin g to m eet w ith you.
EXAMINATIONS:
Four exams w ill be given d uring th is course. W hile th e re w ill n o t be a com prehensive fin al exam, concepts learned early in th e class w ill be used th ro u g h o u t th e sem ester. The exams w ill be in-class and closed book. Exam inations may contain a co m b ina tio n o f m u ltip le choice and essay questions. I w ill d ro p ONE exam score (yo u r low est) w hen calculating y o u r grades. T h erefo re , th e re w ill be NO MAKEUP EXAMS fo r any reason. If you m ust miss an exam, th a t w ill be th e score th a t you w ill have to d ro p in fig u rin g yo u r fin al grade.
HANDS-ON ASSIGNMENTS:
D uring th e class, a n um ber o f hands-on projects w ill be assigned. Students w ill have at least one w eek to accom plish these assignments. Assignm ents MUST BE TYPED AND IN A 12 POINT FONT. These assignm ents w ill integ ra te th e th e o ry learned in class w ith the w o rld outside th e classroom by a llo w in g th e students to apply consum er behavior concepts to m a rke tin g situations. Your firs t Hands-on A ssignm ent w ill be to com plete th e a u to b io g ra p h y at th e end o f th is syllabus. This is th e one exception to th e rule, you do n o t need to type this assignm ent. This w ill be due on M onday, Septem ber 8 at the beginning o f class. Assignments MUST be handed in on tim e. No late assignments will be accepted.
CLASS PARTICIPATION:
R andom ly th ro u g h o u t th e sem ester in-class projects w ill be conducted. You must be in class to receive credit fo r these assignments.
EMAIL FROM STUDENTS:
You MUST use y o u r o fficia l UM em ail accounts if you wish to em ail me. O therw ise, I w ill be unable to respond. In a d d itio n , I expect you to use a p ro p e r sa lu ta tio n and co rre ct g ra m m a r in y o u r emails. Please do n o t use te x t messaging abbreviations.
STUDENT CODE OF CONDUCT: All students m ust practice academ ic honesty. Academ ic m isconduct is subject to an academ ic penalty by th e course in s tru c to r a n d /o r a
d iscip lin a ry sanction by th e U niversity.
It is th e s tu d e n t's o b liga tio n to be fa m ilia r w ith the S tudent C onduct Code, especially as it pertains to academic m isconduct (cheating, plagiarism , etc.), w hich is available on line at http://www.umt.edu/SA/VPSA/index.cfm/page/1321. Please note th a t it is a fo rm o f
academ ic m isconduct to su b m it w o rk th a t was previously used in a n o th e r course.
M o re o ver, as th e Catalog reads (in te rm s o f Academ ic Policies and Procedures regarding plagiarism specifically):
" Plagiarism is th e representing o f a n o th e r's w o rk as one's ow n. It is a p a rtic u la rly in to le ra b le offence in th e academ ic c o m m u n ity and is s tric tly fo rb id d e n . Students w h o plagiarize may fail th e course and be rem anded to Academ ic C ourt fo r possible suspension o r expulsion."
It continues,
"S tudents m ust always be ve ry careful to acknow ledge any kind o f b o rro w in g th a t is included in th e ir w ork. This means n o t o nly b orro w ed w o rd in g b u t also ideas. A ckno w le d ge m e n t o f w h a te v e r is n o t one's ow n original w o rk is the p ro p e r and honest use o f sources. Failure to acknow ledge w h a te v e r is n o t one's ow n original w o rk is plagiarism ."
So, ALWAYS e rr on th e side o f caution by c itin g th e resources used in preparing yo u r w ork. M o re o ver, alw ays use d ire c t q u o ta tio n s fo r exact w o rd in g taken fro m a n o th e r source.
Finally, I am w ell aw are o f th e various w ebsites w here one can go to fin d "fre e te rm papers." Believe me, it is n o t w o rth th e gam ble w ith y o u r academic fu tu re .
STUDENTS W ITH DISABILITIES:
The U niversity o f M o n ta n a assures equal access to in stru c tio n th ro u g h co lla bo ra tio n betw een students w ith disabilities, in structors, and D isability Services fo r Students (DSS). If you th in k you may have a d is a b ility adversely a ffe ctin g y o u r academic perform ance, and you have n o t already registered w ith DSS, please co nta ct DSS in Lommasson 154. I w ill w o rk w ith you and DSS to provide an a p p ro p ria te
accom m odation. GRADING:
The fo llo w in g w eights w ill be used to co m p ute y o u r course grade:
3 exam inations (15% each)* 45% Hands-on Assignm ents 40% Class p articip a tio n /in -cla ss projects 15%
*(S tudents w ill take 4 exams; th e low est score w ill be d ropped)
All courses conducted by th e M anagem ent & M a rke tin g D e p artm en t w ill be graded on a + /- basis. Below is th e grade scale fo r th is grading m ethod.
A > 93 77 < C+ < 80 90 < A- < 93 73 < C < 77 87 < B+ < 90 70 < C- < 73 83 < B < 87 60 < D < 70 80 < B- < 83 F < 60 Grades w ill not be curved o r rounded up.
COURSE OUTLINE AND ASSIGNMENTS CONSUMER BEHAVIOR - FALL 2014
DATE TOPIC AND ASSIGNMENTS 8 /2 5 In tro d u c tio n to Course
In tro d u c tio n to Consum er Behavior Read C hapter 1
8 /2 7 D eveloping & Using In fo rm a tio n A ppendix
9 /1 Labor Day - No Classes
9 /3 D eveloping & Using In fo rm a tio n (Cont.)
9 /8 M o tiv a tio n , A b ility and O p p o rtu n ity Read C hapter 2 A uto b iog ra p hies Due 9 /1 0 MAO (cont.)
9 /1 5 From Exposure to C om prehension Read C hapter 3
9 /1 7 From Exposure to C om prehension
9 /2 2 EXAM 1: cover Chapters 1-3, Appendix and class discussions 8 /2 5 through 9 /1 7
9 /2 4 M e m o ry & Knowledge Read C hapter 4
9 /2 9 M e m o ry & Knowledge
1 0 /1 A ttitu d e s : High consum er e ffo rt Read C hapter 5
1 0 /6 A ttitu d e s : Low consum er e ffo rt Read C hapter 6
1 0 /8 A ttitu d e s (cont.)
1 0 /1 3 EXAM 2: covers Chapters 4-6 and class discussions 9 /2 4 through 1 0 /8 .
1 0/15 Problem R e c o g n itio n /In fo rm a tio n Search Read C hapter 7
1 0/2 0 Judgm ent & Decision M aking: High E ffo rt Read C hapter 8
1 0/2 2 Judgm ent & Decision M aking: Low E ffort Read C hapter 9
1 0/2 9 Post Purchase Decisions Read C hapter 10
1 1 /3 Post Decision Processes (Cont.)
1 1 /5 EXAM 3: covers chapters 7-10 and class discussion from 1 0 /1 6 through 1 1 /3 .
1 1/1 0 Social Influence Read C hapter 11
1 1/1 2 Social Influence (Cont.)
1 1/1 7 Consum er D iversity Read C hapter 12
1 1/1 9 Consum er D iversity (cont.)
1 1/2 4 Household and Social Class Influences Read C hapter 13
1 1 /2 6 Student Travel D a y - N o class
1 2 /1 Sym bolic Consum er Behavior Read C hapter 16
1 2 /3 Grades dissem inated
Exam 4 Schedule: Section 1 Tuesday, 1 2 /9 8:00 am Section 2 W ednesday, 1 2 /1 0 8:00 am
EXAM 4: covers portions of chapters 11-15 (a study guide will be provided) and class discussions from 1 1 /1 0 through 1 2 /1 . You may take Exam 4 w ith either section.
PROFESSOR'S AUTOBIOGRAPHY:
CAROL L. BRUNEAU - I was born in S tillw a ter, Oklahom a and had a fa irly norm al childhood. I a tte n de d Oklahom a State U n iversity and received a B.S. degree in
so cio lo g y/a n th ro p o lo g y. A fte r gra du a tion , I a tte n de d Arizona State U niversity w here I w orked on an M.S. degree in archeology. I never finished th is degree, b u t I did have some g reat experiences co nd u cting fie ld w o rk in Israel, Arizona and N ew M exico. A fte r d ro p p in g o u t o f th e graduate program , I became a secretary as th e u tility o f an
a n th ro p o lo g y degree seemed to be questioned by m any em ployers. Finally, tirin g o f not having any spending m oney, I re turne d to O klahom a State U n iversity to w o rk on an MBA degree. It was the n th a t I discovered th e w o n d e rfu l w o rld o f m a rke tin g th a t allow ed me to com bine th e study o f hum an behavior th a t I had fou n d in te re stin g in a n th ro p o lo g y w ith th e m oney-m aking p o te n tia l o f an MBA degree.
A fte r gra du a tion , I w orked as a M a rk e t Research Scientist fo r B attelle Pacific N o rth w e s t Laboratories in Richland, W ashington fo r 5 years. B attelle is th e largest n o t-fo r-p ro fit co n tra c t research organization in th e w o rld . The B attelle o ffice in Richland p rim a rily conducts research fo r th e U.S. D e p artm en t o f Energy and th e Hanford Nuclear
R eservation. M y duties a t B attelle included being responsible fo r supplying m arketing expertise and m anagem ent to a v a rie ty o f c o n tra ct research projects. M a jo r areas o f research th a t I p a rticipa te d in included: tech n olog y tra n s fe r and d iffu sio n , consum er decision-m aking, innovative te ch n o lo g y concepts, and m a rke t assessments. I was also th e technical liaison betw een B attelle and e ight Native A m erican reservations located near th e H anford site fo r a dose re co nstru ctio n project.
A ltho u gh I liked m y w o rk at B attelle, I decided it was tim e fo r a new challenge. I moved to Tucson, Arizona and began w o rkin g on a Ph.D. degree in m a rke tin g at th e U niversity o f Arizona in th e Fall o f 1991. I finished th is degree in 1996.
In January o f 1995, I in terview ed w ith th e M anagem ent D e p artm en t o f the U niversity o f M o n ta n a and was o ffe re d a position as an assistant professor. I am still th rille d a fte r being here 15 years to have fou n d such a great jo b in such a b ea u tifu l place w ith such g reat colleagues and students. I have ta u g h t M a rke tin g Principles, Consum er Behavior, M a rk e tin g M a nagem ent (u n dergraduate and graduate level), M a rk e tin g and C ulture, Sports M a rk e tin g and N o n p ro fit M a rke tin g. I have a v a rie ty o f research interests including sensorial m arketing, gen e ra tion a l studies, q u a lita tiv e research m ethodology, sports m arketing, and n o n p ro fit m arketing
M y hobbies include w in e tasting, g o u rm e t cooking (and eatin g !), tra veling , hiking, playing g o lf (badly), reading, w a tching s p ecta tor sports (Go Griz!) (especially IndyCar racing!) and observing hum an (consum er) behavior w h e re v e r it occurs. I serve on the board o f d ire cto rs o f th e M o n ta n a Food Bank N etw ork.
YOUR AUTOBIOGRAPHY: N A M E :____ H o m e tow n : Address: Phone #: ____________________________________ E-mail: ____________________________________ M a jo r: _____________________________________
C om pany w here em ployed: __________________________________ (if applicable)
Year in college: __________________________________
W h a t do you expect fro m BMKT 337? Are th e re any consum er behavior topics th a t you w o u ld specifically like me to cover?
Please use th e space b elow to w rite a little som ething abo u t y o u rse lf sim ila r to the a u to b io g ra p h y th a t I w ro te . Include w h y you are ta king this class and w h a t you plan to do w ith y o u r degree a fte r g ra du a tion . Also, te ll me a b o u t y o u r background (especially business experience th a t you have had), y o u r e x tra c u rric u la r a ctivities, hobbies o r o th e r interests, a n d /o r anything else you th in k I m ig h t find interesting. This a u to biog ra p hy should be tu rn e d in during class on M onday, 9 /8 .