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MARKETING 320 -- CONSUMER BEHAVIOR

Professor: Dr. Laura Flurry Office: COBB 341

Office Phone: 257-3768 Office Hrs: 8:00a.m.-11:30a.m. MWF,

Email: lwflurry@latech.edu and by appt.

COLLEGE POLICY: CAB students must earn a C or better in all courses in their major area. Thus, if you a

a marketing major, you MUST earn a C or better in this course. If you do not earn a C, you will be required

repeat the course to receive credit.

Prerequisite: Marketing 300 No exceptions. Please be advised that you are responsible for taking

courses in the proper order and with the appropriate prerequisites. If you take a course without the

designated prerequisite(s), you will NOT be given credit for the course.

COURSE DESCRIPTION: A review of the basic concepts of consumer behavior. Emphasis will be placed o

issues surrounding consumers' search for, purchase, and use of products. The social and psychological influenc

on these various behaviors will also be explored.

TEXT: Consumer Behavior. Tenth Edition, Leon G. Schiffman and Leslie Lazar Kanuk, 2010, Prentice-Hall.

EXAMS: Three exams will be administered during the quarter. Material for the exams will come from class

discussions / lectures, articles discussed in class, videos shown in class, class exercises, and assignments. For th

reason, class attendance is strongly encouraged.

CLASS PARTICIPATION: Many class sessions will involve experiential activities that require class

participation. During these class sessions, you will be asked to turn in materials that will serve as evidence ofparticipation. Participation will also be assessed during group presentations at the end of the quarter.

INDIVIDUAL ASSIGNMENTS: Throughout the quarter, you will be given individual assignments. These

assignments are designed to enable you to observe consumer behavior concepts discussed in class and to promot

class discussion. The assignments will be given during class and in many cases will be due in the following clasperiod. If you miss class, you are still responsible for completing the assignment before the appointed time.

COURSE GRADE DETERMINATION:

Exams (100 points each) 300 points

Group Project 100 pointsIndividual Assignments and Class Participation 50 points

GROUP PROJECT: A quarter-long group project will enable all students to develop analytical and social

interaction skills in a group setting by applying consumer behavior concepts to a business situation. To do so, estudent will serve as a member of a new product development team. Each team must design and develop a new

product or service and complete an introduction and promotional plan for the new product / service. The plan mbe submitted in both a written report and a formal presentation. Groups should assume that the client is either aCEO of their company or an interested investor.

Groups: Each group should be composed of no more than 6 members. Students are encouraged to form

their own groups. To do so, submit a list of preferred group members in class on December 3. Studentswho have not self-selected group membership will be assigned a group on December 5.

The product: Groups must create a new product or service to which there exists a need and a viable targ

market. The product must not be an existing product! Students are encouraged to be creative in theirproduct selections. At least 3 product ideas must be described in written form and submitted for approva

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by December 14. For the formal presentation, groups must develop a prototype of the product, includingpackaging and brand name. Grading criteria: creativity, originality, and market viability

Written report: Each group must submit a report summarizing their product proposal. Included in the

report must be a description of the new product, identification of the target market for the product, and adiscussion of the promotional strategies and corresponding consumer behavior concepts used to support

choice of promotional campaign. Grading criteria: theoretical appropriateness of strategy, quality of

secondary market analysis, organization, clarity (expresses ideas clearly and makes reasoning for points

clear), appearance (typed, double-spaced, no typos/ liquid paper), and grammar. An outline of the requircontent is attached. The report is worth 50 points and is due on February 15.

Formal presentation: Each group will be expected to give a 15-20 minute presentation of their newproduct. The presentations should be concise and effectively demonstrate the product, its market potenti

and proposed marketing strategies. For the formal presentation, groups must develop a prototype of

the product, including packaging and brand name. Groups are encouraged to be creative and to use amedium (i.e., videotape, slide show, theatrics, etc.) to convey their ideas. Grading criteria: creativity

(originality, use of multi-media presentation format), organization (concise, informative presentation wh

does not exceed the time limit), quality of responses to questions, presentation medium appropriateness,and appearance (quality of product prototype, slides or other presentation materials and group members

dressed appropriately). The presentation is worth 50 points. Groups presentation order will berandomly assigned.

Group participation: Each student will be expected to evaluate their own and other members'

participation / contribution to the group assignment. Evaluation forms will be handed out during class an

are to be returned the day of your presentation. A composite of each persons group evaluation will beutilized to weight each students final group project grade.

College of Administration and Business

Writing Standards Policy

Business students must demonstrate professional standards in writing if they are to be successful in the business world. Tohelp reinforce this necessary skill, all written assignments in the CAB must meet minimal standards to be acceptable. Thes

standards address spelling, punctuation, basic grammar, and appropriate format. Unacceptable grammatical errors and err

of form include the following:

misspelled words

sentence fragments

run-on sentences or comma splices

mistakes in capitalization

serious errors in punctuation

errors in verb tense or subject/verb agreement

lack of conformity with assignment format

improper citations

Papers with more than five of the aforementioned errors marked by the instructor on any one page, or more than fifteen in entire document are unacceptable. The instructor may stop reading when either figure is exceeded and may return the pape

to the student without a grade.

If an individual paper is returned because of significant errors, it must be corrected and returned to the instructor by the ne

class meeting. Grades on all papers that are returned because of poor written communication skills will be reduced by one

letter. It is, therefore, in a students best interest to carefully review all written assignments and to use available help befor

submitting a paper the first time. Failure to produce an acceptably written document may result in an F on the assignme

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CLASS SCHEDULE

Date Topic Chapter Learning Objectives:November 28 Course Overview

November 30 Introduction to Consumer Behavior 1 To define consumer behaviorDecember 3 Marketing Environment To evaluate impact of external factors

December 5 Consumer Research 2 To understand steps in and use of research

December 7 Market Segmentation 3 To understand bases of market segmentation

December 10 Problem Recognition, Information Search 15 and criteria for target marketsDecember 12 Group Work Day Finalize Product Ideas

December 14 Alternative Evaluation, Purchase, Outcomes 15 To overview consumer decision-making

December 17 Decision-Making Types process, including influencing factorsDecember 19 Exam 1

December 21 Merry Christmas no class

January 7 Motivation 4 To learn dynamics of needs and motivationJanuary 9 Personality 5 To discuss aspects of individuals personality

January 11 Perception 6 To introduce strategic applications of

perceptionJanuary 14 Learning 7 To introduce learning theories

January 16 Communication 9 To review persuasive communication strategJanuary 18 Attitudes 8 To review theoretical approaches to attitude

January 21 MLK Holiday No ClassJanuary 23 Exam 2 formation and change

January 25 Reference Groups and Family 10 To discuss external group influences

January 28 Social Class 10January 30 Culture 11 To evaluate the impact of cultural groups

February 1 Subculture 12 To identify subgroups within U.S. culture

February 4 Innovation and Personal Influence 14 To learn diffusion of innovation and adoptioFebruary 6 Exam 3 theory

February 8 Group Work Day

February 15 Group Presentations and ALL Groups Written Reports DueFebruary 18 Presidents Day Holiday No class

February 20 Group Presentations

February 22 Group Presentations

February 25 Group PresentationsFebruary 27 Grades Due for Graduating Seniors

THE PROFESSOR RESERVES THE RIGHT TO MAKE CHANGES TO THIS SCHEDULE WITH

NOTICE TO THE STUDENTSAcademic Misconduct:

University policy with respect to academic misconduct will be strictly enforced. Academic misconduct will not be tolerate

Cheating on exams, plagiarism, or copying another students assignments will result in a grade of zero. In accordance withthe Academic Honor Code (www.latech.edu/tech/students/honor-code.pdf), students pledge the following: Being a studen

of higher standards, I pledge to embody the principle of academic integrity. Any attempts at cheating, plagiarism, or

facilitating academic dishonesty will be penalized. Students are advised to read the Academic Misconduct section of the

current University Bulletin. Please be aware that misrepresentation of an excused absence is grounds for academic

misconduct.

Accommodation for Special Needs:

Students needing testing or classroom accommodations based on a disability are encouraged to discuss those needs with th

professor as soon as possible. Required documentation from the DSS office (e.g., appropriate DSS memorandum) should

provided.

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Consumer Behavior Group Product Paper

Title Page

Table of ContentsExecutive Summary

I. Introduction of Product

A. What is your product? (provide a name and a detailed description) **NOTE: you will be required t

develop a prototype of your product for the presentation.B. What type of problem will your product typically satisfy?

C. What type of innovation is your product?

D. What is the expected diffusion rate of your product? (Evaluate your product using the characteristicwhich influence the adoption rate of a new product.)

II. Target Market

A. What is the target market for your product? Utilize the appropriate segmentation approaches

(demographic, psychographic, usage, benefits, and geographic) to identify the target market for youproduct. Be sure to refer not only to the introductory class discussion of market segmentation, but a

to the specific discussions on the individual and environmental influences which may be applicable

your product (i.e., personality and lifestyle, family life-cycle, culture / subculture, social class, etc.).

B. Why is the selected target market the most appropriate segment? (Use the criteria for successfulsegmentation to justify your choice of target market.)

C. What is your intended target market strategy (i.e., undifferentiated, concentrated or multi-segment)?Why?

III. Situational Analysis

Conduct secondary data analysis for your proposed product and market. This information should providjustification as to why your product is needed in the marketplace and why your product has a competitiv

advantage. You will need to thoroughly examine the forces in the environment that may affect your abil

to reach your target market.

A. Situational Environmenti. Demand / demand trends industry trends

ii. Social and cultural environment and trendsiii. Demographic environment and trendsiv. Economic environment and trends

v. Technological environment and trends

vi. Political and legal environment and trendsB. Competitive Environment (What existing products currently satisfy the same need as your product?

there any information about these products available to help formulate your strategy?)

i. Detailed competitive evaluation, including strengths and weaknesses

ii. Evaluate marketing mix strategy and tactics of competition, including detailedassessment of product, price, promotion and distribution

IV. Decision-Making Analysis

A. What type of decision-making type should be associated with your product? (i.e., extensive, limitedetc.)

B. What are the marketing implications of this decision-making type for your product?

1. Where and how will consumers search for information about your product?2. What types of perceived risk will be associated with your product?

3. What level of involvement will your product have?

4. How will consumers likely evaluate your product? (i.e., evaluative criteria, importance, decisio

rules, etc.)5. How likely are consumers to suffer from cognitive dissonance after the purchase of your produ

How will you propose to manage consumers cognitive dissonance?

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V. Individual factors Influencing Likelihood of Purchase

A. What will be the consumers likely needs and motivations for purchasing your product? (Maslows

hierarchy of needs)B. How will the consumer learn about your product? (Be sure to think not only in terms of learning

theory, but also about sources of information such as reference groups, etc.)

C. Which components of attitude will be most relevant to your product? (i.e., cognitive, affective,

behavioral)VI. Promotional Strategy

A. What components of the promotional mix do you intend to use to promote your product? (i.e.,

advertising, sales promotion, public relations, personal selling) Why?1. What is your message?

2. How will you get the consumers attention?

3. Provide examples of your promotional materials and provide justification for your selection ofpromotional strategy. You may wish to examine the compatibility of your target market and yo

chosen promotional strategy for appropriateness. You need not be concerned with creating a

budget or evaluating your selections based on cost. Your grade will depend on your creativityand the plausibility or appropriateness of your selections given your target market and product

type.VII. Pricing Strategy

A. At what price to you intend to offer your product? Why?

VIII. Distribution Strategy

A. Through what type of distribution channel do you plan to make your product available? Why?

IX. Appendix (reference list, etc.)