MATERIALS: Consumer Behavior: Building Marketing Strategy; 9ed, Hawkins, Best and Coney (2004). Cases are in the textbook. Group Marketing Project and Assigned Readings will be discussed by the professor in class.

DESCRIPTION: The course will discuss and analyze the subject of consuemr behavior and its role in marketing and marketing strategy. It will introduce key terminology, principles, models and concepts. How buyer behavior can affect the marketing strategy process will be an important part of the course. Applying consumer behavior concepts will be undertaken through a group marketing project, cases studies, and preparing assigned readings.

OBJECTIVES: After completing the course, the student should know: (1) the basic terminology of the consumer behavior field; (2) fundamental consumer behavior concepts and models; (3) how segmentation is operationalized; and (4) how consumer behavior impacts marketing strategy formulation.

EVALUATION: There are a variety of textbook and lecture assignments. Total = 1000 pts.

Points are totaled at the end of the semester with grades assigned on a straight scale; individual grades are not
given per se.  Grade scale is:  A = 875    B = 800    C = 725    D = 650    F < 650

EXAMS: Text portion will consist of multiple choice questions from the textbook question bank. The lecture portion will be short answer and problems based on class lecture and discussions. Final Exam will be comprehensive with multiple choice questions from the textbook question bank covering all chapters assigned during the semester.

Make-up Exam: Pre-approval is required with written explanation provided -- get a physician's note confining you to bed or a death notice of immediate family member. WARNING: the professor will be difficult accommodating other requests and may allow one make-up exam. Leaving early for vacation, upset because of an argument, having to work or "whatever" are not valid reasons.

GROUP MARKETING PROJECT: Each group will prepare a marketing project on a consumer subgroup. Details will be discussed later but the general idea is to study a particular subgroup to identify their unique characteristics, then develop a marketing plan for a specific product. The assignment requires all group members to participate and expects library research of secondary data as part of the marketing plan. All papers are due April 18th at class with a presentation ready for the last week of the semester. This is a test of your ability to conduct research, write up the key findings as related to the marketing field, and present this information in a cohesive manner that will demonstrate your analytical thinking skills and communications capabilities. Grading will be based on both written paper (2/3) and class presentation (1/3). Points awarded will be 100, 80, 60 (starting point) or 50 points.

GROUP/CASE WORK: At the end of the semester group members will evaluate each other for contribution during the semester towards the case discussions and group project. Keep your evaluation discrete (the professor does not disclose what you say). The group should inform the professor of any "free riders" as an "encouraging word" will be duly passed on.

CLASS PARTICIPATION: Attendance is expected at each period. During class offering ideas, making comments, asking or answering questions are methods for demonstrating student knowledge. "Bewildering Statements" are not recognized as "knowledge." Class participation means leaving a strong impression on the professor regarding your comprehension of course material.

Sometimes missing class is unavoidable upon "occasion." Recognize that missing more than three lecture periods -- regardless of the reason -- will affect participation points. Beginning with the 4 period missed, deduct 5 points from participation points for each period absent. Case discussion periods are not excused as these are treated the same as exam periods.

CASE/READINGS DISCUSSIONS: This involves contributing to discussion when cases studies and readings are analyzed. Read the case beforehand, having a few notes "pencil-ready" to focus your contribution. All assigned readings are voluntary but should be typed, ready for class discussion. Class participation means leaving a strong impression on the professor regarding your contribution.

ASSIGNED READINGS: Each student will have the opportunity to voluntarily prepare assigned readings as part of the class discussion. Readings are prepared individually as 1 page, TYPED summary, ready for use and turned in at class. Format: (A) Topic of Focus (what is the article about); (B) Key Points (list 5-8 items); and (C) Conclusions (how does the reading relate to the course). Absolutely NO LATE readings accepted for any reason -- late is any time after the scheduled class period.

COURSE POLICIES:

1. Academic Dishonesty will not be tolerated and will be processed according to the procedures established by the campus.

2. If you have a question about an assignment or course requirements, be sure to ask the professor for clarification rather than make an assumption that later proves wrong. It is best to use the yahoo email systems for this purpose.

3. Class withdrawal final day: see Schedule of Classes.

4. No classes held on Monday, January 17th or the week of March 7-11th.

5. Any GRADED material (tests, assigned homework, etc.) must be returned to the professor who holds these for instances of grade disputes or reviews.

6. Assigned Readings and Group Marketing Project must be typed. NO LATE ASSIGNMENTS ARE ACCEPTED
-- REGARDLESS OF THE REASON.

7. Classroom courtesy and decorum are expected from everyone. Rude or childish behavior is not acceptable and will be noted as such. Leaving early, arriving late, holding side conversations, sleeping, etc., are considered such behavior.

8. Best way to earn a high grade....READ the text assignments and have your materials prepared BEFORE class, ready for participation. The professor adheres to an adage of one of his former professors: "Education is not a spectator sport." This course is treated like a job -- you work in business for pay, work in the course for a grade.

9. Evaluation sometimes means that the professor and student "differ" in their "appreciation" of the course work performed. The professor will explain how the grade was determined but does NOT change the grade because the student "feels this is unfair" or "is disappointed." And NO, extra work is not given to compensate for previous weak performance. If you are graduating this semester, make sure you retain this status.