Syllabus - prelim version: Jan. 5, 2011 UNIVERSITY OF...

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prelim version: Jan. 5, 2011 1 UNIVERSITY OF MICHIGAN STEPHEN M. ROSS BUSINESS SCHOOL MKT 313: CONSUMER BEHAVIOR WINTER 2011 Professor: Carolyn Yoon Office: R5374 Phone: 764-6355 e-mail: yoonc@umich.edu Section 001: MW, 1:00-2:30, R1240 Section 002: MW, 2:30-4:00, R1240 Office Hours: Th 3:30 - 5; or by appointment Course Objectives: Marketing begins and ends with the customer, from determining customer needs and developing high quality products and services to providing customer satisfaction. The formulation of a successful marketing strategy requires an accurate understanding of customers’ perceptions, judgments, values, choices, and behavior. The first objective of this course is to introduce participants to the concepts, issues, and trends about consumers. The second objective is to provide you with specific research tools to generate knowledge about consumers. The third objective is to put the methods and techniques into practice by translating the knowledge about consumers into action strategies, in order to increase customer satisfaction in an effective and efficient manner. In order to achieve these objectives, the course includes lectures, discussion, cases, in-class exercises, a group research project, guest speakers, video cases, and small group and individual assignments. Required Reading Materials: 1. Text Book: Consumer Behavior , 5th edition, 2010, Hoyer and MacInnis 2. Coursepack Course Requirements and Grading: Midterm exam: 20-30% Final exam: 20-30% Group project & presentation: 30% Individual assignment: 10% Class participation: 10% Exams : There will be an in-class midterm and a final exam. The exams will consist of short answer and multiple-choice type questions. The exams will account for a total of 50% of your grade. In order to accommodate for unusual circumstances, the best grade (either midterm or final) will account for 30% of your overall evaluation. The midterm exam will take place during class time on February 21. The final exam will be during Finals Week. Group Project : Students will form teams of five or six. Each group will do a project consisting of formulating and analyzing a marketing problem from a consumer behavior perspective. The project should include both an analysis of and strategy recommendations for a consumer behavior-based marketing problem involving a product (or service). The objective is to use consumer research to uncover insights that lead to effective marketing strategies. A detailed description of the group project is
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2 presented in the Appendix. Each team will submit the group members’ names by January 24, and a very brief description of their project by February 2. Please feel free to contact me if you would like to talk about your ideas before you choose a project. Your grade will be based on the final paper and a presentation to the class at the end of the semester. More specifically, grades will be based on the following factors: (1) How well was the research conducted? (2) How well were you able to generate
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Syllabus - prelim version: Jan. 5, 2011 UNIVERSITY OF...

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