The University of Alberta School of Business
Department of Marketing, Business Economics and Law
Marketing 320 (B4) - Winter 2006
Consumer Behaviour
Course Syllabus Professor: Dr. Andre Menck
Class time: TR 11:00-12:20 Class location: Arts A-141 Office: BUS 2-32B
Phone: 492-6022
E-mail: [email protected]
Office hours: T 9:15-10:15, R 14:15-15:15, or by appointment
COURSE DESCRIPTION
University of Alberta Description: The study of the factors affecting the consumer decision process. Analysis of consumer behaviour models and their application to marketing decision making, with an emphasis on empirical research.
We will study how people decide to consume, and the many facets - observed and unobserved - in their related behaviour. We will see various decision making theories and discuss how they apply to marketing
strategies.
COURSE OBJECTIVES
Marketing begins and ends with the consumer - from determining needs to providing consumer satisfaction. Thus, understanding the consumer
behaviour is crucial for all stages of the marketing process, from product development to customer retention.
The study of Consumer Behaviour (CB, for short) represents the theoretical part of marketing. It is both fun and useful to understand and interpret how consumers make decisions in their consumption process. We will examine concepts and theories from marketing and related behavioural sciences, especially psychology and economics. Our objective, however, transcends learning a conceptual framework, to include realizing the potential
applications of CB for the development of appropriate marketing strategies.
In this course students will acquire a general understanding of:
- The psychological core of the consumer
- The process of making decisions
- The external influences on consumers (the consumer's culture)
TEXTBOOK
Hoyer, Wayne D. and Deborah McInnis (2004), Consumer Behavior (Third Edition), Boston: Houghton-Mifflin.
Important Observation: I have just learned that Houghton-Mifflin will have the Fourth Edition of Hoyer & MacInnis book printed on January 20, 2006. I spoke with their rep, and she told me that it should be available at the UofA Bookstore by February 7, at latest. I hate seeing students stuck with an older edition at the end of the semester. Therefore, even though I am adopting and following the current Third Edition, I will let
students use the new edition. Based on the information I could obtain, both editions are very similar, and the major changes are on examples (I use my own in my lectures) and the external influences on consumers (on which I do not follow the textbook very closely, anyway). Moreover, until the new edition becomes available, I will make available the chapters of the current edition, so you can keep up with your readings. As well, if the Fourth Edition omits any topic from the current edition that I consider important, I will make it available to you. Therefore, you may consider waiting to buy the new edition, unless you prefer to acquire an used copy.
Besides the textbook, we will cover a couple chapters from an older (and excellent) book that is out of print (William Wilkie's Consumer Behavior, Willey, 3rd ed., 1994). I will make them available to you.
Other reading materials will be made available during the term through the School of Business website under U-Learn (Blackboard). In particular, several complementary materials will be posted under Web Links, including some required readings.
Partial lecture notes will be posted on U-Learn prior to each class, with additional information provided during class. Some concepts discussed in the text will be emphasized during class, and new concepts not found in the text will be introduced.
You are responsible for keeping up with the readings prior to each class. Moreover, I encourage you to regularly access
http://ulearn.ualberta.ca, as various announcements, assignments, reading materials, and other relevant communication regarding studying guidelines will be posted.
GRADING
Grades will be determined by your marks obtained as follows:
Mid-Term Exam 25 points
Final Exam 30 points
Assignments (texts and presentations) 20 points
Term Project 25 points
Overall Course Mark 100 points
The University of Alberta uses a letter grading system with a four-point scale of numerical equivalents for calculating grade point averages. Grade points reflect judgments of student achievement made by the instructor.
These judgments are based on a combination of absolute achievement and relative performance in a class. Grades will be awarded according to the method and distributions recommended in the University of Alberta Marking and Grading Guidelines as approved by the General Faculties Council.
EXAMS
Two exams will be given over the course of the term. The format of the exams will consist of multiple choice questions. The exams will cover both assigned readings and lecture material. The second, final exam will be comprehensive, covering material of the entire course, though emphasis may be given to the latter part of the course (i.e., immediately following the first exam). Make-up exams will not be allowed unless proof of exceptional circumstances (illness, hospitalization) is provided.
ACADEMIC INTEGRITY
The University of Alberta is committed to the highest standards of academic integrity and honesty. Students are expected to be familiar with these standards regarding academic honesty and to uphold the policies of the University in this respect. Students are particularly urged to familiarize themselves with the provisions of the Code of Student Behaviour (online at www.ualberta.ca/secretariat/appeals.htm) and avoid any behaviour which could potentially result in suspicions of cheating, plagiarism,
misrepresentation of facts and/or participation in an offence. Academic dishonesty is a serious offence and can result in suspension or expulsion from the University. Policy about course outlines can be found in Section 23.4(2) of the University Calendar.
