Consumer Behavior
Springfield Technical Community College, Business Administration Department
Consumer Behavior
Mkt260 D81: Spring 2019
Credits: 3
Prerequisites: Mkt101
Professor Olmsted
Office: 2/213
Phone: 755-5751
Email golmsted@stcc.edu
Office Hours: MWF 9-10 am or by appointment
I. CATALOG DESCRIPTION
The aim of this course is to understand why people buy as the foundation for developing concepts for meeting consumer needs through selling, advertising, distribution and related activities. Behavioral considerations affecting consumer purchase decisions are analyzed. These include the personality, motivational, cognitive and attitudinal aspects, along with the social influences which affect consumer interaction with business firms.
II. STUDENT LEARNING OUTCOMES
Upon successful completion of this course, the student will be able to:
- Explain why people buy as the foundation for developing strategies for marketing's four P's: Product, Price, Place and Promotion.
- Develop analytical and critical thinking skills with regards to behavioral considerations affecting consumer purchases.
- Appraise how environmental forces such as situational factors, personal influences, group influences, families and households, consumer micro-cultures, social class and cultures affect consumer decision-making.
III. TEACHING METHODOLOGY
This course is taught entirely online. Blackboard will be used extensively to manage announcements, assign and collect work and provide a platform for the discussion board. Lecture notes will be provided, along with assigned readings, projects and examinations.
IV. TEXTBOOK
Consumer Behavior: https://nptel.ac.in/courses/110/105/110105029/
V. COURSE REQUIREMENTS
There are three primary requirements for the course: Class Participation, Assignments and Examinations.
Class Participation: Students are required to participate in the online class discussion board each week. Required is a primary post as well as two follow up posts on classmates’ posts. There is a grading rubric on Blackboard as well as a policy on Netiquette.
Assignments: Throughout the semester, homework will be assigned. It is important that all work be turned in on time. Late work will be marked down or may not be graded at all.
Examinations: There will be two exams, one of which will be the final exam. These exams will cover material from the discussions and the lectures.
VI. SUMMARY OF THE GRADING SYSTEM
Final grades will be determined solely by total points acquired during the semester. There are no extra credit opportunities. See the attached schedules for due dates and topics covered. The course total is 1000 points, and the course grade is determined as follows:
- Assignments: 12 quizzes (one per week) @ 20 points each = 240 points
- Discussions: 13 discussions (one per week) @ 20 points each = 260 points
- Midterm & Final Exams @ 250 points = 500 points
GRADING SCALE
Grade | GPA Weight | Point Range | Definition |
A | 4.00 | 930–1000 | Student learning and accomplishment far exceeds published objectives for the course/test/assignment and student work is distinguished consistently by its high level of competency and/or innovation. |
A- | 3.7 | 900–929 | |
B+ | 3.3 | 870–899 | Student learning and accomplishment goes beyond what is expected in the published objectives for the course/test/assignment and student work is frequently characterized by its special depth of understanding, development, and/or innovative experimentation. |
B | 3.00 | 830–869 | |
B- | 2.7 | 800–829 | |
C+ | 2.3 | 770–799 | Student learning and accomplishment meets all published objectives for the course/test/assignment and student work demonstrates the expected level of understanding and application of concepts introduced. |
C | 2.00 | 730–769 | |
C- | 1.7 | 700–729 | |
D+ | 1.3 | 670–699 | Student learning and accomplishment based on the published objectives for the course/test/assignment were met with minimum passing achievement. |
D | 1.00 | 600–669 | |
F | 0.00 | 0–599 | Student learning and accomplishment based on the published objectives for the course/test/assignment were not sufficiently addressed or met. |
VII. SPECIAL NEEDS
If you have a documented disability and anticipate needing accommodations in this course, please contact the Office of Disability Services @ 755-4551.
VIII. ETHICS
Cheating in any form, or assisting another to cheat, will not be tolerated. The instructor, at his/her discretion, reserves the right to mete out such punishment as he or she deems fit, including, but not limited to, assigning a zero grade to a paper or removing the offending student(s) from the course and assigning an "F" for the course.
IX. SYLLABUS ADJUSTMENTS
Adjustments may be made at any time to the course syllabus as deemed appropriate by the instructor. Notice will be given to the students of any adjustments.
X. COMMUNICATION
All assignments should be submitted through Blackboard. Feedback is provided to you in the Gradebook. Class communication is posted to the discussion forum so all students can benefit from each other’s learning. I plan to check my email and discussion boards daily and provide feedback on the work there. I plan to respond to emails and postings within 24 hours. I also put any updated course information, changes or responses to questions that all students need to know about on the Announcements page so check this regularly. The Announcements also go to your STCC email. Make sure you check your email regularly.
XI. COURSE WITHDRAWAL
If you should consider withdrawing from the course, we highly recommend that you discuss the matter with your professor and your advisor before doing so. If you should decide to withdraw, be sure to complete a COURSE WITHDRAWAL FORM to officially remove your name from the class roster.
Schedule with Topics
Note any changes to this schedule will be posted on Blackboard.
Week One
This week we'll be looking at an introduction to Consumer Behavior. Please read Module 1 and complete the week 1 quiz which is posted under Exams & Quizzes.
Week Two
This week we are reviewing the Consumer Decision Process. Be sure to submit answers to Week Two quiz, posted under Exams & Quizzes.
Week Three
Week Three introduces the concept of models of consumer behavior. Please read these two modules and complete quiz 3, listed under Exams & Quizzes.
Week Four
This week we'll be reviewing the influence of needs and motivation on our consumer buying behavior. Please complete Quiz 4, under Exams & Quizzes after reading this module.
Week Five
More on needs this week. After reading this module, take quiz 5, under exams and quizzes.
Week Six
This week we are studying emotions and moods and their influences on consumer behavior. After reading this module, take the quiz.
The midterm exam is now available. Find it under Exams & Quizzes and be sure to submit it on time in order to get the maximum credit! Contact me with questions.
Week Seven
Involvement is a key indicator of just how much time we are willing to spend in order to meet our needs and satisfy our wants.
After reading this module, please complete and submit the quiz.
Week Eight
This week we'll be reviewing the concepts of imagery and risk. After reading this module, submit the quiz.
Week Nine
Attitude is everything- at least it is for this week!! Try to keep a positive attitude as you read this module and submit the quiz!!
Week Ten
Every effective plan is built on a strategy that works. This week, we're reviewing the elements of a communication strategy. Complete the quiz after reviewing this module.
Week Eleven
Sociological influence on consumer behavior: groups Do those around you influence your consumer behavior? You bet!! After reviewing this module, please submit the quiz.
Week Twelve
Sociological influence on consumer behavior: social class & lifestyle. After reviewing this module, complete the quiz.
Week Thirteen
Diffusion of innovation refers to the process by which we adopt new products and services. Are you the first on your block to own the latest gadgets? No quiz this week!! The final exam is now available. Find it under Exams & Quizzes and be sure to submit it on time in order to get the maximum credit! Contact me with questions.