MARK320 SA1 Page 1 Kristen Smirnov Fall 2009
Marketing 320 – Consumer Behaviour Fall 2009
Section A1 Course Syllabus
Basic Information:
Time: 10:00 – 10:50, MWF Location: BUS B-5
Instructor: Kristen Smirnov Email: [email protected] Office Hours: TBA, or by appointment Website: http://ulearn.ualberta.ca
(Lecture slides will be posted here.)
Course Description:
Official University 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.
My Description: The study of how people consume, including both products and services. This includes all parts of the consumption cycle from choosing a purchase to disposing of it once consumed.
Questions about why people behave the way they do and why it actually matters to marketers lie at the heart of the class.
Course Objectives:
The goals of this class are threefold. By the end of the term I hope you understand these factors that play into consumer behaviour, and how their interaction guides the choices and daily behaviours consumers exhibit:
1. The consumers themselves
2. Other individuals & society at large 3. The product and services available
Required Text:
Consumer Behaviour: Buying, Having, and Being by Solomon, Zaichkowsky, and Polegato, 4th Canadian edition. ISBN: 0136015964
MARK320 SA1 Page 2 Kristen Smirnov Fall 2009
Grading Components:
Individual Deliverables 25%
Mid-Term Exam I 25%
Mid-Term Exam II 25%
Group Project 25%
Overall Course Grade 100%
Individual Deliverables:
Short assignments will be periodically given during the semester in order to apply concepts presented in the lectures and textbook. Assignments will be announced in class and then posted on the class website.
There will be five short assignments total, each worth 5% of the total class grade.
Exams:
There are two mid-term exams and no final exam. The exams will consist of multiple choice and short answer questions. All questions will be based on lecture materials and/or the textbook. The mid-term exams are designed to test your understanding of basic consumer behaviour concepts and your ability to apply those concepts in various situations. Both exams are closed-book.
Group Project:
Individual competency in marketing is critical, but so is your ability to work in groups and accomplish tasks as a member of a team. You will form groups of 2 to 4 people for this project.
Teams will propose a product, service, or retail outlet for a certain setting. The originality of this proposal is not paramount. Rather, it will be used as a focus to explore how consumers within that setting would identify a need for that product, go through the process of choosing it, acquire the product, consume it, and, if necessary, dispose of it.
More information on the group project will come later.
The final grades in the course will be based roughly on the following schedule.
Overall % Grade
96% - 100% A+
90% - 95% A
86% - 89% A-
82% - 85% B+
78% - 81% B
73% - 77% B-
68% - 72% C+
63% - 67% C
58% - 62% C-
53% - 57% D+
48% - 52% D
0% - 47% F
MARK320 SA1 Page 3 Kristen Smirnov Fall 2009
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 Behavior (online at
http://www.ualberta.ca/secretariat/appeals.htm ) and avoid any behavior 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.
Class Schedule
I reserve the right to make changes to this schedule if necessary. Any changes will be announced in advance.
Date Topic Recommended Reading Deliverables
September 2 Class Introduction
September 4 Intro to Consumer Behaviour Chapter 1 Assignment 1 Given September 7 Labor Day – No Class
September 9 Perception Chapter 2
September 11 Perception, Group Project Assignment 1 Due
September 14 Learning and Memory Chapter 3
September 16 Learning and Memory Groups Choices Due
September 18 Motivation and Values Chapter 4
September 21 Motivation and Values Group Project Picks Due
September 23 Motivation and Values
September 25 The Consumer Self Chapter 5
September 28 The Consumer Self Assignment 2 Given
September 30 Personality and Lifestyles Chapter 6
October 2 Personality and Lifestyles Assignment 2 Due
October 5 Attitudes Chapter 7
October 7 Changes in Attitudes Chapter 8 October 9 Midterm Exam I
October 12 Thanksgiving – No Class
October 14 Individual Decision Making Chapter 9 Assignment 3 Given
October 16 Individual Decision Making Group Project Outline Due
October 19 Group Project Discussion Assignment 3 Due
October 21 Buying and Disposing Chapter 10 October 23 Conference – No Class
October 26 Group Influence Chapter 11
October 28 Group Influence Assignment 4 Given
October 30 Family Decision Making Chapter 12
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November 2 Income and Social Class Chapter 13 Assignment 4 Due November 4 Canadian Culture Chapter 14
November 6 Age Subcultures Chapter 15
November 9 Cultural Influences Chapter 16 Assignment 5 Given November 11 Remembrance Day – No Class
November 13 Cultural Diffusion Chapter 17 Assignment 5 Due November 16 Cultural Diffusion
November 18 Midterm Exam II November 20 Group Presentations November 23 Group Presentations November 25 Group Presentations November 27 Group Presentations November 30 Group Presentations
December 2 Group Presentations Final Project Due
