Download MKTG 3221: Consumer Behavior and Strategy Instructor Information

MKTG 3221: Consumer Behavior and Strategy
Spring 2016: Tue/Thur 9:30 – 10:45 am, Colvard 4123
Instructor Information
Dr. Linyun Yang
Office: 244B, Friday Building
Email: [email protected]
Office hours by appointment
Course Overview
Businesses spend an enormous amount of time, money, and other resources on monitoring, predicting,
understanding, and influencing the behavior of consumers. Their success depends on convincing
consumers to use their products and services rather than competitors’ offerings. This course provides a
contemporary, strategic approach to consumer behavior.
Throughout the course, students will examine cutting‐edge examples of how key concepts and theories
can be applied to company, brand, and organizational decisions. This course will also have a heavy
emphasis on application through assignments and in‐class exercises. Students will learn how marketing
managers use their research‐based knowledge to reach consumers more efficiently and to create more
effective segmentation, positioning, and branding strategies.
Course Format
The course will combine lectures, in-class exercises, videos, student presentations, and class discussion.
We will use many different materials in this course to illustrate consumer behavior phenomena and to
get you thinking about managerial implications of those findings. It is important that everyone comes to
class prepared. The level and success of the discussions depends on the willingness and ability of
everyone to participate actively.
Course Materials
Why We Buy by Paco Underhill (required)
Consumer Behavior 2nd edition by Frank R. Kardes, Marla L. Cronley, and Thomas W. Cline (optional)
Additional required readings will be posted on Moodle throughout the semester.
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Course Assessment
Note: Assignments will be taken down a letter grade for each day they are turned in late.
Assignment
Individual
or Group
Due
%
Grade
Research Participation
Individual
Ongoing
5
Finding Examples
Individual
Ongoing
5
Class Participation
Individual
Ongoing
5
Exam #1
Individual
T 2/9
15
Exam #2
Individual
Th 3/3
15
Group
T 3/29
15
Individual
T 4/19
15
Group
T 4/28
25
Experience Map
Exam #3
Field Project
Individual Assignment Details
Research Participation (5%)
There are two alternative ways to complete the research participation requirement. The first is to be a
subject for academic research projects for a maximum of 2 hours. You will be assigned to participate in
specific research projects. This requirement provides students with first-hand experience in marketing
research. Your participation in academic research projects will also help Marketing Faculty continue to
develop state-of-the-art marketing thought – which is ultimately brought back to the classroom.
The second alternative way to fulfill this requirement is to attend the Department of Marketing
distinguished speaker series or read assigned academic research papers. You will then write reports
based on the research presented in each of the seminars or research papers. The grading for either will
be Pass/Fail.
Finding Examples (5%)
You will be required to provide examples for ten of the topics covered in class. To do so, go through the
assigned reading and/or slides for class and write 2 or 3 sentences about how an example (e.g., an ad,
personal experience, etc.) is related to the topic for the day. For instance, you can analyze an ad or
personal experience and discuss how it demonstrates or relates to the topic to be discussed in class.
Examples must be submitted on Moodle before class on the day the topic is discussed. Submissions will
be graded on a pass/fail basis. No late submissions will be accepted.
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Class Participation (5%)
Your individual participation will be graded based on:
 Discussion Contribution: Each of you can improve the quality of the course by sharing your own
insights from the readings and observations in the real word. Your comments will be evaluated
based on quality, not quantity.
 Group Exercises: On several occasions during class, you will be asked to work in groups to craft a
solution to a problem. The group will be asked to employ the solution insights learned from the
lecture/discussion and assigned reading of the week.
Exams (15% each)
There will be three exams. These exams are not cumulative and will focus solely on the topics covered
in class. The exams will be closed book/notes and consist of multiple choice and possibly short answer
questions.
Group Assignment Details
Forming Your Group
During the second week of class, you will be asked to form groups of 4 to 5 members. You will be
working in these groups for all group exercises and write-ups. If necessary, you will be asked to evaluate
the participation of each team member in your group for the group assignments.
Experience Map Assignment (15%)
Create an experience map that captures the emotional state of users through an essential interaction
with a brand of your choosing. That experience can be anything from buying and unboxing a new phone
to having dinner at a restaurant. Whatever the experience, it should be one that informs users’ lasting
attitudes and opinions about your brand. Your map should highlight the best and worst parts of the
experience and how those moments relate to the brand’s intended user experience.
Field Project (25%)
Paco Underhill’s Why We Buy helps readers understand some of the critical factors that bring consumers
into stores, keep them there or drive them away, and eventually lead them to buy (or not). Your
assignment is to an independent, local store (no chains) as your “client.” Make sure to choose a store
that needs help but has potential (e.g., not one that is already incorporating many of these ideas in their
store). Your job will be to analyze the store layout and marketing, guided by the principles discussed in
Why We Buy. From a consumer behavior perspective, what is the firm doing right and what is it doing
wrong? What can it do to improve the quantity and quality of customers, increase profitability, enhance
the customer experience, and improve consumer satisfaction and loyalty?
Be specific in your suggestions. The deliverable will be a recommendation to the client on what they
should keep and what they should change. While the cooperation and engagement of the client may be
beneficial for the project, it is not required. If you have a relationship with the client, you can give store
management a copy of the report if you’d like.
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Group Assignment Submission Details
You will submit a PPT deck and deliver a presentation that summarize your assignment. Presentation
order will be determined by random drawing on the first day of presentations. Bring a color printout of
your PPT deck to class (in addition to submitting on Moodle before the beginning of class).
Class Policies
Promptness
To minimize disruptions, do not come late or leave early. If you must, let me know in advance.
E-Mail
When sending me an email, please include “MKTG 3221” in the subject heading. I have a filter that will
allow me to give priority to your emails. This is also the best way to contact me with any questions.
Re-Grading
If you believe an error has been made in grading your assignments, you may request a re-grade by doing
the following:
1. Write a brief note explaining why you think there is an error.
2. All re-grade requests must occur within 7 calendar days of the day grades are posted.
3. I reserve the right to re-grade the entire contents of any submitted assignment. Your grade may go
up or down.
Academic Integrity
Students have the responsibility to know and observe the requirements of The UNC Charlotte Code of
Student Academic Integrity. This code forbids cheating, fabrication or falsification of information,
multiple submissions of academic work, plagiarism, abuse of academic materials, and complicity in
academic dishonesty. Any special requirements or permission regarding academic integrity in this course
will be stated by the instructor, and are binding on the students. Academic evaluations in this course
include a judgment that the student's work is free from academic dishonesty of any type, and grades in
this course therefore should be and will be adversely affected by academic dishonesty. Students who
violate the code can be expelled from UNC Charlotte. The normal penalty for a first offense is zero credit
on the work involving dishonesty and further substantial reduction of the course grade. In almost all
cases the course grade is reduced to F. Copies of the code can be obtained from the Dean of Students
Office. Standards of academic integrity will be enforced in this course. Students are expected to report
cases of academic dishonesty to the course instructor.
Diversity
The Belk College of Business strives to create an inclusive academic climate in which the dignity of all
individuals is respected and maintained. Therefore, we celebrate diversity that includes, but is not
limited to ability/disability, age, culture, ethnicity, gender, language, race, religion, sexual orientation,
and socio-economic status.
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Tentative Course Schedule (Check Moodle for the most updated information)
Wk Day
Topic
1
Tue 1/12
Course Overview
Thu 1/14
Consumer Research
Text pg. 18-22, 27-30
Tue 1/19
Consumer Perception I
Text pg. 96-104, 111-114
Thu 1/21
Consumer Perception II
Text pg. 108-111
NYT - Anywhere the Eye Can See
Click on Pringles ad (check Moodle)
Tue 1/26
Classical Conditioning
Text pg. 120-127
Thu 1/28
Operant Conditioning
Text pg. 127-128
Tue 2/2
Memory
Text pg. 106, 131-137
Thu 2/4
Exam #1 Review
Tue 2/9
Exam #1
Thu 2/11
Automatic Behavior
Text pg. 144-149, 151-156
NYT – Voting Booth Feng Shui
Tue 2/16
Consumer Habits
Text pg. 158-160
NYT – Warning: Habits May be Good for You
Thu 2/18
Attitude Formation
Text pg. 192-194, 196-197, 202-204
Tue 2/23
Decision Making
Text pg. 268-272, 276-284
Thu 2/25
Emotion & Customer Satisfaction
Text pg. 257-258
Tue 3/1
Exam #2 Review
Thu 3/3
Exam #2
Tue 3/8
Spring Break – No Class
Thu 3/10
Spring Break – No Class
2
3
4
5
6
7
8
9
Reading/Assignment
5
Wk Day
Topic
Reading/Assignment
10
Tue 3/15
Motivation
Experience Map Overview
Text pg. 167-172, 184-185
Thu 3/17
Psychology of Money
Text pg. 294-302
Wharton – Are You a Tightwad or Spendthrift?
Tue 3/22
Creativity
WSJ – How to be Creative
Thu 3/24
Experience Map Workshop
Tue 3/29
Experience Map Presentations I
Thu 3/31
Experience Map Presentations II
Tue 4/5
Social Influence
Text pg. 257-369, 372-385
Start reading Why We Buy
Thu 4/7
Culture I
Text pg. 337-342, 402-407, 413-417
Tue 4/12
Culture II
Field Project Overview
Thu 4/14
Exam #3 Review
Tue 4/19
Exam #3
Thu 4/21
Field Project Workshop I
Tue 4/26
Field Project Workshop II
Thu 4/28
Field Project Presentations I
Tue 5/3
Field Project Presentations II
Thu 5/5
Reading Day – No Class
Tue 5/10
Exam Period – No Class
Thu 5/12
Class Wrap-Up
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12
13
14
15
16
17
18
Submit PPT on Moodle before class
Bring color print-out of PPT to class
Finish reading Why We Buy
Pick and visit retail store
Submit PPT on Moodle before class
Bring color print-out of PPT to class
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