Download MKTG 3221: Consumer Behavior and Strategy Instructor Information

MKTG 3221: Consumer Behavior and Strategy
Fall 2014: Wed 3:30 - 6:15 pm, CHHS 159
Instructor Information
Dr. Linyun Yang
Office: 244B, Friday Building, 2F
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 each of you comes
to class prepared. The level and success of the discussions depends on the willingness and ability of
everyone to participate actively.
Course Materials
Consumer Behavior 1st edition, by Frank R. Kardes, Marla L. Cronley, and Thomas W. Cline
Additional required readings will be posted online 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
10
Quiz #1
Individual
W 9/17
16
Group
W 10/1
16
Individual
W 10/22
16
Group
W 11/5
16
Individual
W 12/10
16
Experience Map Assignment
Quiz #2
Image-Identity Gap Analysis
Quiz #3
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. 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 (10%)
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 provided by the instructor. The group will be asked to employ the
solution insights learned from the lecture/discussion and assigned reading of the week.
Quizzes (16% each)
There will be three quizzes. These quizzes are not cumulative and will focus solely on the topics covered
in class. The quizzes 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. You will be asked to evaluate the
participation of each team member in your group for all of the group assignments.
Experience Map Assignment (16%)
Create an experience map that captures the emotional state of a user through an essential interaction
with a brand of your choosing. That experience can be anything from buying and unboxing a new iPhone
to calling AT&T customer service. Whatever the experience, it should be one that informs a user’s
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.
You will submit a one-page experience map and describe your research process and findings in a 10minute presentation. Presentation order will be determined by random drawing. Bring a color print-out
of your one-pager to class (in addition to submitting on Moodle before the beginning of class).
Image-Identity Gap Analysis (16%)
To nurture and sustain a brand effectively, you must be constantly in touch with what your stakeholders
(consumers, users, members) think about your brand and what you (your organization) think of your
brand. It helps to have some language to pull these constructs apart.
Brand image is defined as the set of actual associations the consumer has with a brand. Brand identity is
defined as the set of aspirational associations the organization would like to have of its brand. Perform
an image-identity gap analysis by capturing the brand associations from these two perspectives.
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You will submit a one-page experience map and describe your research process and findings in a 10minute presentation. Presentation order will be determined by random drawing. Bring a color print-out
of your one-pager to class (in addition to submitting on Moodle before the beginning of class).
Class Policies
Promptness
To minimize disruptions, please do not come late or leave early. If you must, let me know in advance.
E-Mail
When sending me an email, please include “MBAD 6271” 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 to me explaining why you think there is an error. Please attach a copy of the
graded assignment.
2. All re-grade requests must occur within seven (7) calendar days of the day graded material is
returned to the class.
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
All reading assignments are tentative. Make sure to check Moodle for the most updated readings.
All page numbers correspond to the 1st edition of the optional textbook.
Wk Day
Topic
1a
Consumer Behavior
Course Overview
W 8/20
1b
2a
W 8/27
2b
3a
W 9/3
3b
4a
W 9/10
Reading/Assignment
Consumer Research
Text pg. 20-22, 26
Consumer Perception I
Click on Pringles ad
Text pg. 62-70
Consumer Perception II
NYT - Anywhere the Eye Can See
Text pg. 74-79
Note: Add/drop deadline is on 8/27
Memory
Text pg. 126-131
Attitude Formation
Text pg. 91-92
Motivation & Emotion
Text pg. 102-106, 114-115
Quiz #1 Review
Experience Map Overview
4b
5a
W 9/17
Quiz #1
6a
W 9/24
Classical Conditioning
Text pg. 120-124
Operant Conditioning
Text pg. 124-126
6b
7a
W 10/1
Experience Map Presentations
Submit on Moodle before class
Bring color print-out of assignment to class
8a
W 10/8
Automatic Behavior
NYT – Voting Booth Feng Shui
Text pg. 136-138
8b
Consumer Habits
5
Wk Day
Topic
Reading/Assignment
9a
Psychology of Money
Wharton – Are you a tightwad or spendthrift?
NY Magazine – The Money-Empathy Gap
W 10/15
Quiz #2 Review
Image-Identity Gap Overview
9b
10a
W 10/22
Quiz #2
11a
W 10/29
Social Influence I
Text pg. 286-299
Social Influence II
Text. Pg. 299-310
11b
12a
W 11/5
Image-Identity Gap Presentations
Submit on Moodle before class
Bring color print-out of assignment to class
13a
W 11/12
Culture I
JCMC – A cross-cultural analysis of websites
13b
14a
Culture II
W 11/19
14b
Decision Making Process
Text pg. 214-219, 223-231
Complete pre-class exercise
Creativity
WSJ – How to be creative
15
W 11/26
Thanksgiving – No Class
16a
W 12/5
Branding Strategy
16b
17
Stanford GSB – Highly Trusted Brands
Text pg. 165-169
Quiz #3 Review
W 12/10
Quiz #3
3:00 – 4:30 pm
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