Bruneau, Carol L.

English

University of Montana

University of MontanaScholarWorks at University of MontanaSyllabi Course SyllabiFall 9-1-2001MKTG 362.01: Consumer BehaviorCarol L. BruneauUniversity of Montana - Missoula, carol.bruneau@umontana.eduLet us know how access to this document benefits you.Follow this and additional works at: https://scholarworks.umt.edu/syllabiThis Syllabus is brought to you for free and open access by the Course Syllabi at ScholarWorks at University of Montana. It has been accepted forinclusion in Syllabi by an authorized administrator of ScholarWorks at University of Montana. For more information, please contactscholarworks@mso.umt.edu.Recommended CitationBruneau, Carol L., "MKTG 362.01: Consumer Behavior" (2001). Syllabi. 9271.https://scholarworks.umt.edu/syllabi/9271                                                                  MARKETING 362 – CONSUMER BEHAVIOR  FALL 2001  PROFESSOR:  Dr. Carol L. BruneauOFFICE: GBB 303PHONE: 243-6178FAX: 243-2086E-MAIL: Carol. Bruneau@business.umt.eduCLASS SCHEDULE:	 Section 1: MWF 9:10 – 10:00 am GBB 201Section 2: MWF 10:10 – 11:00 am GBB 201OFFICE HOURS:	 Tuesday 10:00 am – 12:00 pmWednesday 2:00 pm – 4:00 pmOr by appointment. Walk-ins are also welcomed.REQUIRED MATERIALS: Hoyer, Wayne D. and Deborah J. MacInnis (2000), Consumer Behavior.  2nd Edition. Houghton Mifflin Company, New York, New York.COURSE OBJECTIVES: Consumer behavior is one of the most rapidly growing areas of marketing. Themarketing concept discussed in any introductory marketing course states that theformulation of appropriate and effective marketing strategies must begin with a clear andaccurate understanding of consumers’ needs and preferences with regard to the productcategory. This course will explore in depth the basis for behavior in consumer contexts.The objectives of the course are as follows:1.	 To introduce the student to concepts developed in psychology, economics,sociology, and anthropology and their relationships to consumer behavior.2.	 To develop in students the ability to translate what can be learned about consumer behavior from the behavioral sciences into action implications for the marketingmanager and/or public policy maker.                             COURSE EXPECTATIONS: This course is an advanced undergraduate course intended for marketing majors and other student who require knowledge of consumer behavior for their courses of study andchosen career paths. It is a required course for those choosing an option in marketing. Class sessions will be devoted to the discussion of selected concepts, research studies and applications. BADM 360 is a prerequisite to this course. You must have already taken (cannot be currently taking) BADM 360 to be enrolled in MKTG 362.It is expected that students will approach this course in ways that will maximize theirlearning rather than minimize their effort. Those students who do not approach the class in this way will suffer both in the ability to learn the material and in the grade thy willreceive in class. The learning experience of this class depends on student participation by active listening, by contributing to class discussions, and by contributing consistent effortto the process and outcome of hands-on exercises.  Consistent preparation rather than pre­exam cramming is a necessity. I expect you to have read the assigned chapters BEFORE class on the day they are scheduled for discussion. Preparation time may vary somewhat depending on the assignment, but can be expected to average two or three hours per class session.The quality of this course is heavily dependent on thorough preparation, consistentattendance, and spirited participation. Those who are reluctant to speak in front of others should use this opportunity to overcome their fears before entering the business world.The class participation grade will be based on participation during class discussions andin-class exercises. QUALITY of participation rather than QUANTITY will be judged. Student should expect to be called upon at random throughout the term, either to initiate class discussion or to respond to a question by the professor.NO LATE WORK WILL BE ACCEPTED.  Late work is defined as any work not turned in when the professor collects it on the day the assignment is due. NO EXTRA CREDIT WORK WILL BE ACCEPTED.You are encouraged to visit me during my office hours if you have any questions,problems, or if you just want to talk. If you cannot meet me during posted office hours, you are encouraged to make an appointment to meet at some other time.All PowerPoint presentations used in class are available on the Sentinal Server.  Toaccess these, click on the icon Classes in Sentinal and then the folder labeled bruneau362. The slides are listed by book chapter. You need to be in the SOBA lab to access Sentinal.EXAMINATIONS: Four exams will be given during this course.  While there will not be a comprehensivefinal exam, concepts learned early in the class will be used throughout the semester. The exams will be in-class and closed book.  Examinations may contain a combination of multiple choice and essay questions. I will drop ONE exam score (your lowest) whencalculating your grades. Therefore, there will be NO MAKEUP EXAMS for any                                                  reason. If you must miss an exam, that will be the score that you will have to drop infiguring your final grade.HANDS-ON ASSIGNMENTS: During the class, a number of hands-on projects will be assigned.  Students will have at least one week to accomplish these assignments. Assignments MUST BE TYPED AND DOUBLE-SPACED.  These assignments will integrate the theory learned in class withthe world outside the classroom by allowing the students to apply consumer behaviorconcepts to marketing situations. Your first Hands-on Assignment will be to completethe autobiography at the end of this syllabus. This is the one exception to the rule, you do not need to type this assignment. This will be due on Wednesday, September 12 at the beginning of class.GRADING: The following weights will be used to compute your course grade:3 examinations (20% each)* 60% Hands-on Assignments 25% Class participation/in-class projects 15% *(Students will take 4 exams; the lowest score will be dropped)Grades for this course will be:90% and above A <90-80% B <80-70% C <70-60% D <60% F Grades will not be curved or rounded up.                                                                                                                                      COURSE OUTLINE AND ASSIGNMENTS  CONSUMER BEHAVIOR – FALL 2001 DATE TOPIC AND ASSIGNMENTS9/5 Introduction to Consumer Behavior Read Chapter 19/7 Consumer Behavior Research Read Chapter 29/10 Motivation, Ability and Opportunity Read Chapter 39/12 MAO (cont.) Hands-on #1 due9/14 Exposure, Attention and Perception Read Chapter 49/17 Exposure, Attention and Perception (cont.)9/19 Knowing and Understanding Read Chapter 59/21 Knowing and Understanding (cont.)9/24 EXAM 1: covers chapters 1-5 and class discussions 9/5 - 9/249/26 Career Day Assignment9/28 Attitudes: High consumer effort Read Chapter 610/1 Attitudes: Low consumer effort Read Chapter 710/3 Attitudes (cont.)10/5 Memory and Retrieval Read Chapter 810/8 Memory and Retrieval (cont.)10/10 EXAM 2: covers chapters 6-8 and class discussions 9/28 - 10/810/12 Problem Recognition/Information Search Read Chapter 910/15 Problem Recognition/Information Search (cont.)10/17 Judgment and Decision Making: High Effort Read Chapter 1010/19 Judgment and Decision Making: High Effort (cont.)10/22 Judgment and Decision Making: Low Effort Read Chapter 11                                                                                                                                                        10/24 Judgment and Decision Making (Cont.)10/26 Post Decision Processes Read Chapter 1210/29 Post Decision Processes (cont.)10/31 EXAM 3: covers chapters 9-12 and class discussions 10/12 - 10/2911/2 Regional, Ethnic and Religious Influences Read Chapter 1311/5 Social Class Influences Read Chapter 1411/7 Social Class Influences (cont.)11/9 Age, Gender & Households Read Chapter 1511/12 Veteran’s Day Holiday No Class11/14 Age, Gender & Households (cont.)11/16 Symbolic Consumer Behavior Read Chapter 1711/19 Symbolic Consumer Behavior (cont.)11/20, 11/23 Thanksgiving Holiday Assignment11/26 Social Influence Read Chapter 1611/28 Social Influence (cont.)11/30 The Rituals of Thanksgiving Read articleAssignment due12/3 Psychographics Read Chapter 1812/5 Psychographics (cont.)12/7 Public Policy Read Chapter 2012/10 Public Policy (cont.)12/12 The Dark Side of Consumer Behavior Read Chapter 2112/14 Grades figured and disseminated              EXAM 4 Schedule: Section 1: Tuesday, 12/18 8:00 – 10:00 amSection 2: Wednesday, 12/19 8:00 – 10:00 amCovers portions of Chapters 13-21 discussed in class ( I will provide a study guide) and class discussion 11/2 - 12/12.  You must take Exam 4 with your section.                               PROFESSOR’S AUTOBIOGRAPHY: CAROL L. BRUNEAU – I was born in Stillwater, Oklahoma and had a fairly normalchildhood. I attended Oklahoma State University and received a B.S. degree insociology/anthropology. After graduation, I attended Arizona State University where Iworked on an M.S. degree in archeology. I never finished this degree, but I did havesome great experiences conducting fieldwork in Israel, Arizona and New Mexico. After dropping out of the graduate program, I became a secretary as the utility of ananthropology degree seemed to be questioned by many employers. Finally, tiring of not having any spending money, I returned to Oklahoma State University to work on anMBA degree. It was then that I discovered the wonderful world of marketing thatallowed me to combine the study of human behavior that I had found interesting inanthropology with the money-making potential of an MBA degree.After graduation, I worked as a Market Research Scientist for Battelle Pacific Northwest Laboratories in Richland, Washington for 5 years.  Battelle is the largest not-for-profit contract research organization in the world. The Battelle office in Richland primarilyconducts research for the U.S. Department of Energy and the Hanford NuclearReservation. My duties at Battelle included being responsible for supplying marketingexpertise and management to a variety of contract research projects. Major areas ofresearch that I participated in included: technology transfer and diffusion, consumerdecision-making, innovative technology concepts, and market assessments.  I was alsothe technical liaison between Battelle and eight Native American reservations locatednear the Hanford site for a dose reconstruction project.Although I liked my work at Battelle, I decided it was time for a new challenge.  I moved to Tucson, Arizona and began working on a Ph.D. degree in marketing at the Universityof Arizona in the Fall of 1991. I finished this degree in 1996. While at the University of Arizona, I taught Marketing Principles, Consumer Behavior, and Marketing & PublicPolicy.In January of 1995, I interviewed with the Management Department of the University ofMontana and was offered a position as an assistant professor. I am thrilled to have found such a great job in such a beautiful place.My hobbies include wine tasting, gourmet cooking (and eating!), traveling, hiking,reading, watching spectator sports (Go Griz!) and observing human (consumer) behaviorwherever it occurs.         ____________________________________________  ____________________________________________  ____________________________________________                                                YOUR AUTOBIOGRAPHY: NAME: ___________________________________Hometown: ___________________________________Address:Phone #: ________________________________ E-mail: ________________________________ Major: _________________________________ Company where employed: ______________________________ (if applicable) Year in college: ______________________________ What do you expect from MKTG 362? Are there any consumer behavior topics that you would specifically like me to cover? OVER >>>>>>>>       Please use the space below to write a little something about yourself similar to theautobiography that I wrote. Include why you are taking this class and what you plan to do with your degree after graduation. Also, tell me about your background (especiallybusiness experience that you have had), your extracurricular activities, hobbies or otherinterests, and/or anything else you think I might find interesting.  This autobiographyshould be turned in during class on Wednesday, September 12 and will count as a Hands-on Assignment.  LATE assignments will be penalized.

MKTG 362.01: Consumer Behavior

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MKTG 362.01: Consumer Behavior

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