Marketing 365 –Fall 2006
Consumer/Buyer Analysis and Behavior
Facts and Figures
Instructor: Barry J. Babin, Ph.D. (
Office: 306-JGH
Office Hours: 1:15 PM – 3:15 PM, 4:45 – 5:30 PM M W (by appointment and drop ins are welcome)
Phone: (601) 266-4627
Email: barry.babin@usm.edu Web: ocean.otr.usm.edu/~W305022/
Tentative Classroom: 104 JGH
Required Text: Consumer Behavior, by Hawkins, Mothersbaugh
and Best
Text web site: www.mhhe.com/hawkins10e
Recommended Reading: Wall Street Journal/Fortune for current affairs and
participation
CoB
CoB Vision: To
become the leading agent for career development in
CoB Values: PRIDE (Professionalism, Respect, Integrity, Discipline, Excellence)
Click here for a course schedule (section 3/4:45 PM).
Course Goals
The highest and most important goal of any college
course should be to stimulate thinking. Each student brings to class a
wide-ranging and quite unique perspective of consumer behavior based on their
past experiences. However, few of you have probably ever spent a great deal of
time contemplating decisions related to or the manner in which you go about
consuming. In this course you will be exposed to various perspectives or
theories of consumer behavior. You, as students, are challenged to confront
these perspectives based on your own perceptions and experiences. In doing so,
you should gain a greater appreciation for the sociological, psychological and
motivational underpinnings that help determine our actions; and these actions,
in return, provide value.
Learning Objectives
If successful, each student should understand
how "consumer behavior" affects organizations, society and
individuals (including you). A successful student in this class, upon
completion, should be able to:
(1) Understand the obvious, that the most successful competitive business is the one best and most quickly understanding her/his customer. Students should increase their ability to integrate facts about consumers into business decision making.
a. This should be accompanied by an understanding of the ethical dimensions of consumer behavior and treatment.
b. Ability to use the concept of ‘positioning’ including perceptual mapping
(2) Thoroughly understand and apply the concept of Value – and its two major types:
a. Utilitarian Value
b. Hedonic Value
1. In doing so, the student should see how business activities contribute to lifetime customer value
(3) In addition to business applications, identify clear applications of what you learn here in your everyday lives as consumers of goods, services, thoughts, ideas, time, etc.
a. Understand types of consumer decisions
1. Implications for budgeting
b. Understand how consumers make decisions
c. Understand the psychology of a consumer
(4) Each student should become a strong advocate for the consumer and realize the importance of a consumer orientation in a competitive business environment.
(5) Understand how culture moderates the relationships between marketing efforts and consumer behavior.
(6) Be able to explain the consumer behavior framework.
Finally, a high degree of student interaction is
encouraged as we go in search of the eternal and elusive question, "Did people
ever really like green shag carpet?"
Tentative Student Evaluation
|
Class Participation |
20% |
|
Tests (5) |
50% |
|
Cases & Other |
10% |
|
Final Exam |
20% |
|
Total |
100% |
Participation includes factors
not limited to attendance, enthusiasm, professionalism, homework participation,
credit for leading class discussions, current event presentations,
cooperativeness, etc.
Fine Print:
·
Factors
contributing to success: (1) attendance, (2) participation, (3) class
preparation (responsibility), (4) study habits, (5) self-motivated reflection
(thinking about the stuff), (6) genuine enthusiasm, (7) fake enthusiasm.
·
Academic
honesty is taken very seriously. Plagiarism in any form, such as copying from
another student on any assignment, copying from a published source without
appropriate citation, cheating on an exam, etc. is grounds for failing the
course, dismissal from the program and potential dismissal from the University
with cause.
·
"Handy"
rule: Mobile phones (and sundry electronic communication devices) must be
turned off during class and should not be in sight of the student. Keep them in your bag or car. A mobile phone
disruption is considered a serious breach of respect to the other students in
the class and will be so reflected in one's participation. Text
messaging, emailing or exchanging video or picture images during class is
considered a serious breach of integrity and professionalism.
·
Hurricane
rule: Should a hurricane (national emergency, snow storm or similar act of God)
force the closure of the University on a day when an event including a
test/exam/presentation is scheduled, the event will be held on the first class
day following the resumption of classes.
Finer Print:
The Wall Street Journal Statement:
The Wall Street Journal -- The
As part of this partnership, all juniors,
seniors, and graduate students listed as
For upper level business students, access to WSJ.com
will be attainable through a link on SOAR.
The path is: Home<SA Self Service<Learner
Services<Home<Learner Services.
Click on The Wall Street Journal
Online link and you will be immediately transferred to the WSJ.com home
page. You will have full access to WSJ.com
and will be able to personalize your home page to meet your specific needs.
In the event that you have questions, you may contact Marie Johnson by email
at: marie.johnson@dowjones.com. You may
also contact Melia
The Academic Integrity Statement
:
As a course offered in the
The
If a student has a disability that qualifies
under the Americans with Disabilities Act (ADA) and requires accommodations,
he/she should contact the Office for Disability Accommodations (ODA) for
information on appropriate policies and procedures. Disabilities covered by
Course Enrollment Statement
It is the responsibility of each student to
determine that he or she is appropriately enrolled in each course. Students are expected to confirm their
registration in the selected courses prior to the last day to register for full-semester
classes, the fifth class day of the semester.
The
Students can drop a course on SOAR up to the
last day to drop full-semester classes without academic penalty. After that date, students should not ask to
drop a course except in extenuating circumstances (e.g., medical incapacity),
and under no circumstances after the University withdrawal deadline.
For the Fall Semester 2006, the last day to
register for full-semester classes is Friday, September 1, 2006, the last day
to drop full-semester classes without academic penalty is Wednesday, October 4,
2006, and the University withdrawal deadline is tentatively set for Monday,
December 4, 2006.
Grading Policy and Grade Review Policy
Statement (USM Undergraduate
Bulletin, 2006-2007)
The instructor has the authority in his or
her class over all matters affecting the conduct of the class, including the
assignment of grades. Student
performance should be evaluated according to academic criteria made available
to all students within the first two weeks of each semester. Grades should not be determined in an
arbitrary or capricious manner.
When a student disagrees with the final grade
given by an instructor, fair play requires the opportunity for an orderly
appellate procedure. A student must
initiate the appeal procedure within 30 school days (excluding Saturday,
Sunday, and official student holidays) of the beginning of the semester
subsequent to the one in which the grade was awarded, or 120 calendar days
after the issuance of spring semester grades, should the student not be
enrolled during the summer term. The
procedure assures due process for both the instructor and student. For policies and procedures governing grade
review, contact the dean of the appropriate college or the Office of the
Provost.
Student
E-Mail Accounts
Please be sure to set up your USM e-mail
account. Even if you are using another e-mail account as your primary
account, you should still activate your USM account and route it to your other
primary account. The HELP desk (266-HELP; 266-4357) can assist you in
doing this or you should be able to activate it through SOAR. The
University is moving more toward e-mail notification for all types of issues
and this will help to keep you informed about various deadlines and other
things that may affect your academic career.
May
2007 Graduation Information
Students planning a May 2007 graduation date
need to meet with an adviser in JGH 110 prior to the Friday, November 3, 2006
deadline for filing their application for degree. Instructions for filing the
degree application can be found at www.usm.edu/registrar/degree%20application/index.html.
Finally
And this means you!