mrkt 322 syllabus

7/24/2019 MRKT 322 Syllabus

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Consumer BehaviorMKTG 322, Section 501

MWF 12:40-1:30Room WCBA 154

Spring 2014

Professor: Dr. Mary R. ZimmerTelephone: 847-8876Email: [email protected]

Office: 201J Wehner BuildingOffice Hours: Wed. 11:00-12:00 & Fri. 1:30-2:30 and by appointment

Graduate Assistant: Ms. Pam House, M.S. Marketing StudentEmail: [email protected]

Course Overview:

This course is focused on consumers. We will investigate how consumers make decisionsand how both individual and group characteristics influence buyer behavior. Consumer behavioris an interdisciplinary subject based on the application of behavioral science theories andprinciples to marketing problems and opportunities. In addition to the theoretical content of thecourse, we will work on developing skills necessary to advance the professional life of eachstudent. These skills include working with a team, researching secondary information, and

delivering an oral report.The success of the course depends on both the professor and the students being prepared

for each day. The class format will include lectures, class discussions, executive lecturers, and ateam project. Class members are responsible for reading the assignments before class and beingprepared to participate in class. Lectures will supplement the text with additional material andwill clarify important issues covered in the text. However, I will not cover all assigned readingsexplicitly in class. Focus on gaining a depth of understanding from each class. The moreinvolved you are, the more you will learn. The prerequisite for this course is MKTG 321. Thisclass, together with Principles of Marketing and Marketing Research, provides the foundation forthe marketing elective courses and the capstone course.


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Course Materials:

Solomon, Michael R. (2013), Consumer Behavior: Buying, Having, and Being. Tenth Edition.Upper Saddle River, NJ: Pearson Prentice Hall.

eCampus at http://ecampus.tamu.edu will be used to post slides, announcements, and grades.3 Scantron Test Forms (8.5 X 11 gray forms)Any additional readings or handouts assigned by the professor.

Evaluation of Performance:

Exam 1 100 pointsExam 2 100 pointsFinal Exam 100 pointsExecutive Lecturers Attendance 30 pointsTeam Project 100 pointsAttendance 20 points

450 points

Final grades in the course will be based on the following distribution: A=405 and above,B=360, C=315, D=270, and F= below 270. The exams will cover material from the readings,lectures, and executive lecturers. Appeals of any exam question or assignment grade must besubmitted by email stating the specific reason why I should reconsider the grade. You will have 1week after grades are provided to submit an appeal. You may not do additional work to raiseyour course grade. Class participation, however, may be used to adjust course grades in borderlinecases. If you are having difficulty in achieving your course grade objective, please see me asearly in the semester as possible. I will help to identify your strengths and weaknesses in thecoursework in an effort to improve your performance. Remember, however, your grade isultimately your personal responsibility.

In accordance with university regulations, a make-up exam will be given to a student withan excuse deemed sufficient by the university as explained in the Texas A&M University StudentRules. Appropriate documentation is required. If it is necessary for you to miss a scheduledexam, you need to contact me prior to the exam. If that is impossible, contact me within 24 hoursof the missed exam to discuss your absence. If you have an unexcused absence from an exam,your exam grade will be a zero. Among the reasons absences are considered excused by theuniversity are the following:

1. Participation in an activity appearing on the university authorized activity list.2. Death or major illness in a student's immediate family.3. Illness of a dependent family member.4. Participation in legal proceedings or administrative procedures that require a student's

presence.

5.

Religious holy day.6. Illness that is too severe or contagious for the student to attend class (to be determined by

Health Center or off-campus physician).7. Required participation in military duties.

Team Project:


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The team project will give you experience applying the concepts and theories covered inthe course to an in-depth investigation of a narrow consumer segment. It is based on secondaryresearch. The team project is described in more detail on a separate handout.Attendance is required for all of the team presentations. Team evaluations will be incorporated

into your team assignment grade. Note that it is possible for students to earn a zero on the team

assignments for marginal or no participation. Remember, Aggies are known for their work ethic,

integrity, and teamwork. I expect each of you to get along with your teammates and to contribute

equally to your teams effort. Class members will have until January 29to form teams of 4-5

people.

Attendance:

Attendance is mandatory on days when executive lecturers donate their time and energy to

travel to Texas A&M to share their insights about Consumer Behavior. Youare responsible for

signing the attendance sheet on each of these days. If the attendance sheet does not circulate to

you, then you need to sign it at the end of class. Otherwise, you will not get the attendance points

for these days. Only university approved excuses will be accepted for absences and they must be

provided within one week of the missed lecture.

Classroom Expectations:

We have beautiful, state-of-the art classrooms in the Wehner Building. We want tomaintain the high quality condition of these classrooms for current and future students. Thus, it isnecessary for you to adhere to the established policy of no food, beverages, tobacco products, oranimals in the classroom at any time time (even before class). Wateris the exception and ispermitted (preferably in clear containers). At my discretion, you will lose points for violating thispolicy.

It is Mays Business School policy that you must attend the section in which you areenrolled. You do not have permission to attend any section (or class) in which you are notenrolled.

Please be on time for class and do not leave early unless there is an emergency. It isdistracting to the professor and your classmates when students enter and exit during the classperiod. Please show respect to all class members. Refrain from talking at times when talkingmay disturb others in the classroom. At the beginning of class, put away non-class readings,texting, puzzles, and other leisure activities. Turn off your cell phone. Please recycle or throwaway newspapers or anything else you bring to class rather than leave trash on the furniture orfloor. Our building facilities personnel work hard as it is.

Academic Honesty:

Former Texas A&M University President (and Secretary of Defense and Author),Robert Gates, asked all of the Texas A&M University stakeholders to renew their commitment toacademic integrity. It is the responsibility of both students and professors to help maintainscholastic integrity at the university by refusing to participate in or tolerate scholastic dishonesty.Academic honesty means performing all academic work without plagiarism, cheating, lying,tampering, stealing, receiving unauthorized or illegitimate assistance from any other person, orusing any source of information that is not common knowledge. Individual assignments (e.g.,


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exams) require individual efforts. Team assignments require efforts of team members only.Work as a group, but dont share information with other teams. Of particular relevance tomarketing, it is important to note that fabrication includes falsifying research data or analysisresults. All students are responsible for maintaining the highest standards of honesty and integrityin every phase of their academic careers. If you have any questions regarding academic honesty,please consult the latest issue of the Texas A&M University Student Rules, under the sectionScholastic Dishonesty. The penalties for academic dishonesty will be enforced. Ignorance isnot an acceptable defense for academic dishonesty. The Honor Council Rules and Procedures areavailable on the web at http://www.tamu.edu/aggiehonor. Academic honesty is part of the AggieCode of Honor that all Aggies commit to upon admission to Texas A&M University.Aggies do not lie, cheat, or steal, nor do they tolerate those who do.

Students with Disabilities:

The Americans with Disabilities Act (ADA) is a federal anti-discrimination statute thatprovides comprehensive civil rights protection for persons with disabilities. Among other things,this legislation requires that all students with disabilities be guaranteed a learning environment

that provides for reasonable accommodation of their disabilities. If you believe you have adisability requiring an accommodation, please contact the Department of Student Life, Servicesfor Students with Disabilities in Room 118B of Cain Hall, or call 845-1637. In addition, pleasesee me by January 22.

Course Schedule:

You are responsible for any announcements made in class. It is possible for assignmentdates to change during the semester. We may make adjustments to accommodate executivelecturers, for example. Remember that the course schedule is tentative and subject to changewith notice.

DATES ASSIGNMENTS

Jan. 13-15-17 Introduction to Consumer BehaviorSection 1: Consumers in the MarketplaceCh. 1 Buying, Having, and Being

Jan. 20-22-24 ***Jan. 20, Martin Luther King, Jr. DaySection 2: Consumers as IndividualsCh. 2 Perception

Jan. 27-29-31 The Super Bowl

***Email team members names & contact information toMs. Pam House by Jan. 29.Note: The Center for Retailing Studies Career Fair is Jan. 29.

Feb. 3-5-7 Ch. 3 Learning and Memory***Feb. 3, Mark Jones, CEO, TWG Insurance***Feb. 5, Mary Huizenga, Regional Manager for Macys


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Feb. 10-12-14 *** Feb. 14, Exam 1

Feb. 17-19-21 Ch. 4 Motivation and Values***TBD,Professor Michael M. Smith, Business Reference Librarianand Marketing Department Liaison

Feb. 24-26-28 Ch. 5 The Self***Feb. 26, Academy Sports and Outdoor

March 3-5-7 Ch. 6 Personality and Psychographics***Executive Lecturer TBD

March 10-12-14 Spring Break

March 17-19-21 Ch. 7 Attitudes and Persuasion

March 24-26-28 Section 3: Consumers as Decision Makers

Ch. 8 Decision Making*** March 28, Exam 2

March 31- Ch. 9 Buying and DisposingApril 2-4 Ch. 10 Organizational and Household Decision Making

April 7-9-11 ***Team Projects

April 14-16-18 ***Team Projects***Apr. 18, Reading Day

April 21-23-25 Section 4: Consumers and SubculturesCh. 12 Social Class and Lifestyles***Executive Lecturer TBD

April 28-29 Ch. 13 SubculturesTuesday, Apr. 29 is a redefined Friday.

Monday, May 5 ***Final Exam at 10:30 for Section 501.

mrkt 322 syllabus

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