I encourage you to contact me any time if you have questions or concerns about any aspect of this course.  Feel free to drop by during office hours, or make an appointment.  The best way to reach me at other times is via Campus Cruiser Email (re279304@mail.ncwc.edu).  I will usually respond within the same day.

CATALOG DESCRIPTION:
This course focuses on the study of the psychological, sociological, economic and other dimensions that influence consumer behavior and how these factors are used to develop marketing strategies.

PREREQUISITES:
MKT 205 and BSS 190 and 191

COURSE OBJECTIVES:
This course is designed to ASSIST the students in:

1.      Understanding the variety of concepts and theories underlying consumers’ behavior.

2.      Developing a managerial and operative (useable) understanding of consumer behavior.

3.      Recognizing that the application of consumer behavior principles to specific situations requires human judgment that researchers have yet to reduce to a fix set of rules.

4.      Recognizing that the first step in developing a managerial understanding of consumer behavior is to study the various principles that influence consumers.

5.      Realizing that organizations are continuously applying theoretical concepts and utilizing collected information (data) concerning consumer behavior on a daily basis.

6.      Understanding the importance of collecting and amassing information relevant to the development of Marketing strategies targeted to the consumers in question (i.e., the target market); and

7.      Learning the responsibility of cooperating and working within a team to complete a project for the duration of the semester.

REQUIRED TEXTBOOK:
Hawkins, D.I., Mothersbaugh, D.L. and Best R.J. Consumer Behavior: Building Marketing Strategy. 10th ed. McGraw Hill, 2007.  Textbook is required for all classes.  Also Chapter 1 should be read prior to our first class meeting.

METHODOLOGY:
Although the lecture method will be utilized, class discussion, peer learning, and student participation will be the primary tools for learning.  Students are expected to actively participate in team assignments, presentations, and a variety of writing and research assignments.  Please bring your textbook to all classes, as we will refer to the text often.

REQUIRED WORK AND COURSE EVALUATION:
Exams, weekly assignments, case studies and a semester long team project with a written and oral presentation component will be required in this class.

1. EXAMS:
A major requirement in this course is that students read the assigned text in preparation for each class and prepare to discuss the chapters.  I recommend that you approach chapter headings as “questions” to be answered.  There will be a Midterm Exam and a Final Exam.  These exams will in all likelihood include objective questions, discussion questions, and essay questions.  The exams will be based on material presented in the text, video cases, class discussions/exercises, and take-home assignments.  Therefore, make sure to take detailed notes during class.

2. PARTICIPATION IN WEEKLY ASSIGNMENTS:                                                        In-class assignments pertaining to reading assignments, short writing assignments, video cases, web sites, quizzes and case studies will be required.  Also, consumer related articles will be prepared and presented during the course.  Assignment directions will be presented during our first class meeting.  You should have read Chapter 1 from our text prior to this first class meeting.

Case Studies will be assigned to each student to be prepared and delivered as an oral presentation with Power Point slides to the class using the Case Study Method.  Discussion of the cases in class is expected in this course.  This means that each student should be prepared to discuss each and every case.

Learning should be an interactive process and student involvement is essential. Class participation is necessary for three reasons: (1) it further develops students’ oral communication skills; (2) it provides feedback to indicate whether the instructor has properly communicated the material; and (3) it increases the quality of the class.  Your comments and questions are encouraged.  I expect that you will read the assigned material prior to each class.

3. PROJECT:
You will be assigned to a team to complete a semester long project. Specifically, each group will develop a Consumer Behavior Audit.  A required project format will be provided to you.  The project will consist of a written component and an oral presentation component.

The written component (i.e., each team will hand in the written component to complete the project). This component is limited to the following:

1.      Appropriate cover sheet and table of contents (SEE QUALITY OF WORK).

2.      A minimum of fifteen pages of text in the appropriate “sentence/project outline form” (the Project Format is provided by the instructor).

3.      Two to three pages of figures, tables and diagrams.  Do not overload these pages!  These must be properly integrated into the text.

4.      References (five to ten sources).

5.      Appendixes

The team presentations of the consumer behavior audit project will take place at the end of the semester.  Twice during the semester, a team progress meeting is held with the instructor. For the presentation, teams should use Power Point and each team member must participate in the actual presentation.  The time should be distributed as equally as possible between members of the team. Dressing professionally at the presentations is required.  Both the professor and the students will evaluate the presentations, as well as the team members evaluating their own team.

Presentations will be limited to thirty (30) minutes with a few additional minutes for class discussion.  Additional specifics will follow in class as the semester progresses.

CLASS ATTENDANCE POLICY:
I consider it a professional courtesy and obligation for you to attend class.  The college attendance policy states that the instructor may withdraw a student after three hours of absence.   Equally important, quizzes, exams and other assignments missed because of being absent CANNOT BE MADE UP.   Please note that there are no distinctions between excused and unexcused absences.  University protocol and related accreditation agencies limit the amount of time a student can miss a class and still receive College recognition and credit.  Upon the fifth absence, the student will be administratively withdrawn from the class.  If you miss class, you are responsible for obtaining class notes and assignments from another classmate.

Please do not be late for class.  It is very disrupting to have students coming into class after we have started.  If you have a schedule conflict that regularly prevents you from being punctual, please consider a class change.  Early departure from class will affect your grade.

Poor attendance with regard to group presentations will result in a REDUCTION OF YOUR FINAL GRADE.

DEDUCTIONS:
We all have very busy schedules and it is my responsibility to utilize the time dedicated to each class in a manner that maximized both your and my utility.  You can assist me in meeting this obligation by following the instructions laid out for the class.  “Quality of Work” specifically discusses this issue (see below).  Examples of “deductions” are as follows:

1.      Did not follow directions where appropriate.

2.      Unprofessional classroom behavior (Administrative Withdrawal for continued misbehavior)

3.      Trying to hand in assignments late.

4.      Unexcused absences and tardies.

QUALITY OF WORK:
I expect written assignments that are free of typographical, grammatical, and spelling errors.  I am adamant about this. One of the best ways to proofread is to read your paper aloud.  If you are not capable of proofreading your own work, I suggest you get help (e.g., ask a friend to proofread your paper or visit the writing lab on campus).  Also incorporate computer-generated graphs, figures, and illustration as appropriate.  ALL assignments should:

1.      Be either stapled, in a notebook with rings, or in a report cover

2.      Include a cover sheet, which clearly displays your name, the course, the date, and the assignment.

3.      Use Arial or Times New Roman font with a font size of “12” and,

4.      Be double-spaced with one-inch margins and pages numbered.

REFERENCES:
All material and information used by you in the project must be referenced!  There are no exceptions.  Material and information not properly referenced will not be accepted under any conditions!  APA Writing Style will be used.

COMPUTER AND INTERNET USAGE:
It is important that each of you are familiar with using the Internet and computer tools.  These skills will be necessary in the workplace-you should be prepared.  Therefore, it is each student’s responsibility to:

1.      Have access to a computer that has the capability of accessing the Internet, especially, Campus Cruiser.

2.      Have access to MS Word, Excel and PowerPoint software (all assignments will be submitted as hard copy).

OTHER CRITICAL NOTES:

• Students with disabilities who believe that they may need accommodations in this class are encouraged to contact the Office of Disability Support Services (DSS) at 985-5369 as soon as possible to coordinate and implement accommodations in a timely fashion.  The Office of DSS is located in the Student Support Center, PC 188.

·         Please use the Writing Lab as required for all of your work.  The services are free and poorly written papers are not acceptable.

·         We have a lot of material to cover.  Consequently, you NEED to read the assigned chapters and study the other class materials before the class meets.

·         No late work will be accepted and no makeup exams.  Note that the Attendance Policy does not differentiate with regard to “excused vs. unexcused” absences.  An absence is an absence.

·         If I do approve an absence to take an exam late, the exam must be taken within 24 hours of the original exam.  After that time, a grade of "zero" will be recorded.

·         Cell phones, audible pagers and any other electronic device will be turned off during class.  The use of any type of tobacco related products are prohibited in any campus building.

·         Any type of headgear must be removed during class (i.e., hats, hoods, etc.).

I RESERVE THE RIGHT TO REVISE THIS SYLLABUS AT ANT TIME DURING THE SEMESTER.

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