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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. 1 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. 2 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. 3 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. 4 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 11 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 6