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Session 1_student slides_intro - MKT313: CONSUMER BEHAVIOR...

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1 MKT313: CONSUMER BEHAVIOR Prof. Carolyn Yoon Session 1 Monday, January 10 Winter 2011 © Copyright 2011 by Carolyn Yoon. All rights reserved
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2 Course Objectives To introduce consumer behavior concepts To provide research tools To practice using customer information for marketing analysis and decision making
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Why Study Consumer Behavior? To improve business performance anticipate and satisfy customer needs understand how consumers make decisions understand how to influence consumers T o influence public policy anticipate and satisfy public needs Improve your own consumer decisions
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4 Course Materials Reading materials • Coursepack • Textbook: Consumer Behavior (5th ed), 2010; Hoyer and MacInnis Support materials • Textbook support on Cengage Learning website • CTools
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Course Requirements and Grading Midterm Exam 20-30% Final Exam 20-30% Group Project 30% Individual Assignment 10% Class Participation 10% Total 100% 5
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6 Exams: 50% • Midterm (20 – 30%) In class on Feb. 21 Final (20 – 30%) Section 1: Thurs, April 28, 10:30 am - 12:30 pm Section 2: Thurs, April 21, 4 - 6 pm
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7 Group Project: 30% • Please submit group members’ names (5 or 6) by Jan. 24 and a very brief description of the project by Feb. 2. Examples: – What are consumers’ perceptions of cruises? How can they be influenced to try a cruise? – Why do people go skydiving? How can people be persuaded to try skydiving? – What do women drivers want in a mechanic? • Group presentations on April 11 and 13. • Written reports are due April 20.
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8 Individual Assignment: 10% Red Cloud Project (sponsored by Publicis) Written report is due Feb. 9
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9 Class Participation: 10% Attendance and timeliness ̶ Use name cards ̶ Email me if you cannot attend or will be late Participation is critical and essential
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This note was uploaded on 02/09/2012 for the course MKT 303 taught by Professor Rajeevbatra during the Fall '11 term at University of Michigan.

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Session 1_student slides_intro - MKT313: CONSUMER BEHAVIOR...

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