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613 MBAC Consumer Behavior Loyola Marymount University Summer II 2006 Consumer Behavior MBAC 613 Loyola Marymount University Summer 2006 Location: Time: Instructor: Office: Phone: e-mail: Fax: Office Hours: Readings: Solomon, Michael. Consumer Behavior. Prentice Hall, 7th Edition (2006). In addition, I will give you some handouts in class which are relevant to the subject matter at hand. You will be responsible for this material on exams. Course Objectives: (1) (2) (3) (4) (5) (6) To remind the student that the consumer is the focus of marketing efforts. To help the student appreciate the variety of consumers in the marketplace and how this variety leads to varied marketing efforts. To appreciate the sources of theory from which we learn about human, and thus purchase, behavior. To facilitate prediction of consumer choice. To allow cross-cultural comparison of consumer behaviors. To make students aware of the ethical implications of the activities discussed, including right to privacy issues and the potential for abusive manipulation of consumers. Hilton 119 MW 4-7 Dr. Ren e Florsheim Hilton 207 (310)338-7412 rflorshe@lmu.edu (310)338-3000 MTWR 2:30-3:30 Course Format: I anticipate that this will be largely a lecture/discussion class, with possible occasional other activities. Due to my recent discovery that my classes are more interactive without Powerpoint, I will avoid using slides in class, but will make them available to you on Blackboard for study purposes. Course Requirements: Purchase Journal Entries (3): 21% Midterm Exam: Term Project: Paper Final Exam: Professionalism: Purchase Journal Entries: The point of these assignments is to have you introspect on your own behavior and the reasons for it as a way of realizing the complex processes through which consumers go in order to reach a decision. Please pick a product about which you have made a recent decision, and think about the processes you went through to get there. What were the influences on you? The deciding factors? The key is to looking not only at what you did, but why you did it that way. I have attached an example at the end of this syllabus. The product doesn't have to be complex or expensive, and please analyze your behavior using concepts from the course whenever possible. I would expect most of the entries to be 2-3 pp. long (typed, double-spaced, please). Exams: The exams for this class will be all essays. I generally give 5 questions and expect you to answer 4 of them. I believe that since exams occur during class time, they should be learning experiences for you. They will thus be a chance for you to apply the things you have learned in class to business situations. Most of my exams are designed to last 2 hours; you may take as much time as you need up to the end of the class period, assuming you began taking the exam at the beginning of the class time. I do not allow students who show up late to keep me in the classroom beyond the time taken by the last prompt student to finish. (Note that this does not apply to those whose needs for additional time I have been made aware of by the Learning Resource Center). Exams will be closed book, closed note. I will allow any student to bring in a dictionary (even if you are a native English speaker), but I will check it to make sure that there are no notes in the margins. I cannot allow electronic translators, as it is impossible for me to know if the characters I see on the screen are merely direct translation, or something you programmed into the machine! 20% 25% 20% 14% Since exams are not cumulative, I cannot give a future exam double credit to make up for one missed. Although I realize that life intervenes for adults, please try to work your schedule around exams. I will not give make-up exams except in cases of genuine emergency. Project: This is the assignment which will be graded most heavily during the semester. The assignment may be done either alone or with another student of your choosing. Your job will be to examine one of the ethnic subcommunities in the Los Angeles area and to report upon what marketers are doing to address the unique aspects of the group which you have chosen to study. There are several reasons why this assignment has been given. First, it will require you to really study consumers in a particular group and to tie in the concepts we learn in class to that population. Secondly, it will force you to look at what marketers are doing (or could do) to address these behaviors. On another level, it may allow some of you to tie in your own heritage with this class, thus learning more about yourself and "personalizing" the lessons of the class. One word of caution: On behalf of the university, I would like to urge reasonable caution in your explorations of unfamiliar neighborhoods! Use common sense! While I certainly don't want to imply that you should fear areas just because the people who live there are of a different ethnicity than you are, I'm sure you realize that this is a big city and that some parts of it are rougher than others. I would encourage you, if you are visiting areas with which you are unfamiliar, to do so during daylight hours and to behave respectfully toward the residents and businesspeople you find there. Enough said. Paper: From each individual or team, I would like a 12-17 p. paper (closer to 12 if writing alone, or to 17 if writing with a partner) on consumer behavior and marketers' efforts to address consumer behavior in the community you have chosen to study. The structure of this paper will be as follows: Executive Summary: Identify the major points you have determined in your paper. Consumers: This may be divided into subsections to match the topics we will be discussing in class. Marketing: This may be structured either by looking at types of businesses and their approaches, or by looking at the marketing mix and how it is developed to meet the needs of the consumers in this community. Conclusions Participation/Professionalism: This is an all-purpose evaluation which covers your presence and engagement in the class, and the degree to which you do what is expected of you. It is particularly important that you are prepared to participate in the case discussions, and that you cooperate with your group on your project. Another major concern is respect that you participate in the class in a manner respectful of your classmates, any guest speakers we may have and, of course, me. That means giving others a chance to voice opinions which may differ from your own, and engaging in the art of constructive criticism. Blackboard: The Blackboard Course Management System will be used to post the syllabus, notes, etc. Grammar Spelling, and Writing: As marketing professionals, you will be expected to turn in written work which may become very public (press releases, ad copy, product instructions, etc.). You need to be able to write well in order to avoid embarrassing both yourself and your company. Business writing should be concise, rather than flowery, but it must be correct. Most of you will be graduating and joining the professional ranks relatively soon. Therefore, the expectation in this class is that you will write at a professional level. At a minimum, this means using the spell and grammar check programs on your computer, following the rules for writing you learned in your basic English composition class as freshmen, and looking up words you are not sure about. If you know that your writing is weak, you may want to have someone look over your paper before turning it in. Excessive errors will affect your grade on papers (although I am very lenient on exams, since you are time-limited). Honor Code: "Loyola Marymount University expects high standards of honesty and integrity from all members of its community. Applied to ... academic performance these standards preclude all acts of cheating on assignments or exams, plagiarism, forgery of signatures or falsification of data... Students who commit any offense against academic honesty and integrity may receive from the instructor a failing grade in a course without possibility of withdrawal. The nature of the offenses... may dictate suspension or dismissal from the University as determined by the student's Dean and/or Academic Vice President." Please note that plagiarism is the borrowing of another person's writing without giving that person credit by citing what you have copied. Thus, it is very important that you use proper methods of citation for materials you take from books, journals, websites, and interviews. Attendance: While roll will not be formally taken in class, keep in mind that persistent absences mean that your participation will be less than desirable; thus, there may be an overall effect on your grade. Late appearances and early departures are better than no attendance at all, but please be considerate (and quiet) and do not disrupt the learning experience of others if you must arrive late or leave early. If you miss all or part of a class session, you are responsible for finding out what material you missed in your absence from your classmates. I cannot provide you with a re-run of my lecture if you missed it during class time. Submission and Retention of Assignments: Obviously, any paper may be turned in as a hard copy in class by the due date at any time. The increased use of e-mail to submit papers, however, has created some confusion and has caused me to make the following rules: Any assignment submitted electronically from this class should carry the subject line "MBAC 613 Assignment". This will keep me from inadvertently erasing your submissions as SPAM! All assignments p.m. on the day assigned. This is true for papers turned in personally, to my office, or e-mailed. As you send each assignment, know that I will respond with a very brief acknowledgement ("Assignment Received. Thank you."). If you do not receive such a message from me within 12 hours (24 if I am out of town), please follow up with me! It is your responsibility to make sure that assignments reach me. Please make sure your name is on your assignment; in some cases, e-mail addresses themselves are unrecognizable as belonging to a person registered in the class, and if the paper itself does not have a name on it, I'm lost. You are responsible for keeping a copy of all assignments; that way, if I fail to receive or lose your paper, you should be able to get it to me very quickly (within a few hours). I will no longer accept papers days after they were due without penalty on the assumption that you sent it to me and I didn't receive it. Please use virus protection software on your computers! If I start to get infected by opening attachments from the class, I will shut down the possibility of electronic submission of assignments. Grade Disputes: I put a great deal of time and effort into grading assignments. Generally, therefore, when I give a grade, I am quite confident that the paper got the grade that it deserved, and I get extremely annoyed at students who resubmit papers for a second grading simply because they hope that I will give it a better grade the second time around! Please remember that I am teaching over 100 students this semester, and I cannot read every assignment multiple times. That said, I am not infallible. If you honestly believe that I was wrong in the grade I assigned to your paper, I am willing to take another look. These fall into two categories: 1. Clerical errors: If I mis-add points, giving you a grade other than the one you should have gotten, you may give it back to me to re-add immediately, without any further questions. 2. Substantive errors: If you believe that I missed some of the material in your paper or that my test question was faulty, you may submit a request to re-grade to me, in writing. I will accept these no sooner than 24 hours after the test was returned to you (to give you an opportunity to look up answers or to reflect on the degree to which your paper addressed the subject), and at any time over the following week. A request to re-grade must be specific and written. You must tell me exactly what you want me to look at (and no, I will not reconsider the entire paper in hopes that there is an extra point in there somewhere), and why. Please tell me why you think you deserve more points explain how the question was misleading, or where you addressed the issue I'm claiming you did not, or why it was impossible to go into more depth. Electronic communication devices: Please remember to turn off cell phones and pagers before class begins! Food and beverages: Please remember that food and beverages are prohibited in the Hilton building. Please attempt to finish consuming them in the lounge areas or outside. Course Schedule Date: June 26 June 28 July 3 July 5 July 10 July 12 July 17 July 19 July 24 July 26 July 31 Topic: Introduction/Perception Culture/Values Social Class JOURNAL ENTRY #1 DUE Family, Households & Organizations Lifestyles and Personality MIDTERM EXAM Learning, Memory & Motivation JOURNAL ENTRY #2 DUE Attitudes Decision-Making JOURNAL ENTRY #3 DUE Buying and Disposing The Creation & Diffusion of Consumer Culture PAPER DUE Chapter 3, 4 Chapter 7, 8 Chapter 9 Chapter 10 Chapter 17 Reading: Chapter 1, 2 Chapter 14, 15,16 Chapter 13 Chapter 12 Chapter 5, 6, 11 August 2 FINAL EXAMINATION

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