Lecture - · Web viewLecture 1 Consumer Behavior and Marketing Strategy Discuss Marketing...
Transcript of Lecture - · Web viewLecture 1 Consumer Behavior and Marketing Strategy Discuss Marketing...
Lecture Text Readings
Core Principles Assignments Learning Outcomes
Lecture 1
Consumer Behavior and Marketing Strategy
Discuss Marketing Research Presentation and Bi-Weekly Marketing Analysis
Chapter 1 Hawkins, Mothersbaugh & Best 10th
i.) consumer behaviour
ii.) marketing strategy
iii.) customer value
iv.) market analysis & segmentation
v.) consumer decision process
Chp.1
Questions: 4, 5, 13, 14, 15, 18, 23, 25
1. understand the basics of consumer behavior
2. what is customer value
3. relationship between CB & Marketing Strategy
4. understand the consumer decision process
Lecture 2
Cross-Cultural Variation in Consume Behavior
Discuss Developing Marketing Plan
Designing a Questionair
Doing Market Research
Chapter 2 Hawkins, Mothersbaugh & Best 10th
i.) culture in consumer behaviour
ii.) norms & cultural values
iii.) variations in the communication system
iv.) marketing research
Chp.2
Questions: 1, 2, 4, 5, 9, 11, 15,
1. understand what culture is
2. how does culture influence behavior
3. understand cultural values
4. understand cross-cultural variation
5. develop a cross-cultural approach to designing marketing strategy
Lecture 3
Values: Changing of the Chinese Society
Demographics and Social Stratification
Chapter 3 & 4 Hawkins, Mothersbaugh & Best 10th
i.) consumer values and behaviour
ii.) green marketing
iii.) cause related marketing
iv.) using demographics for MS
v.) stratification of groups of people
vi.) social class
Chp.3 & 4
Questions Chp. 3
1, 4, 8, 10, 17
Chp. 4
1, 2, 9, 11, 16, 18
1. understand societies are changing
2. understand that societies are multi-dimensional
3. the role society plays in marketing strategy
4. understanding demographics influence in CB
5. understand social stratification
6. how social class influences CB
Lecture 4
Subcultures: Changing of the Chinese Society
Families and Households
Marketing Analysis Assignment
Chapter 5 & 6 Hawkins, Mothersbaugh & Best 10th
i.) subcultures & groups
ii.) ethnic subgroups
iii.) regional subcultures & ethnic groups
iv.) household life cycle
v.) family decision making
vi.) consumer socialization &
Chp. 5 & 6
Questions Chp. 5
1, 4, 7, 23
Chp. 6
2, 4, 6, 10, 15, 17, 20
1. understand subcultures within society
2. how identify ethnic subgroups
3. understand the ethnic groups in China
4. importance of household on CB
5. know what a household lifecycle is
its influence on children
6. role of households on children
Lecture 5 &6
Group Influences on Consumer Behavior
Marketing Research Review
Chapter 7 Hawkins, Mothersbaugh & Best 10th
i.) group formation
ii.) conformity
iii.) consumption subculture
iv.) communication: group influence
v.) innovation diffusion
Chp. 7
Questions: 2, 3, 4, 7, 13, 20, 22, 24, 26
1. understand reference group influence
2. subculture consumptions influence on MS
3. group communications influence on MS
4. influence of opinion leaders
5. diffusion process
6. develop MSLecture 7 & 8
Perception
Chapter 8 Hawkins, Mothersbaugh & Best 10th
i.) perception exposure
ii.) attention & stimulus factors
iii.) individual & situational factors
iv.) interpretation:cognitive & affective
v.) consumer inferences
Chp. 8
Questions: 1, 2, 3, 5, 6, 9, 14, 17, 18, 22, 23, 25
1. understand nature of perception
2. understand nature of exposure
3. understand nature of attention
4. understand nature of interpretation
5. developing strategies base on perceptions
Lecture 9 & 10
Learning, Memory and Product Positioning
Marketing Analysis Due
Chapter 9 Hawkins, Mothersbaugh & Best 10th
i.) consumer learning
ii.) memory: short-term/long-term
iii.) low & high involvement learning
iv.) classical conditioning
v.) operant conditioning
vi.) cognitive learning
vii.) memory inferences
viii.) brand equity
Chp. 9
Questions:
1. know the strengths of learning
2. Understand the theories of learning
3. role of low & high involvement learning
4. how memory works
5. competitive inferences
6. how to develop product positioning strategies
7. importance of brand equity
Lecture 11 & 12
Motivation, Personality, and Emotion
Chapter 10 Hawkins, Mothersbaugh & Best 10th
i.) consumer motivation theories
ii.) consumer needs
iii.) consumer personality
iv.) brand personality
v.) emotion
vi.) consumption
Chp. 10
Questions:
1. understand nature of motivation
2. motivation for purchasing decision
3. understand nature of personality
4. understand nature of emotion
5. role all play in
process the consumption process
Lecture 13
Attitudes and Influencing Attitudes
Tutorial TestChap, 1 -- 10
Chapter 11 Hawkins, Mothersbaugh & Best 10th
i.) attitudes & lifestyles
ii.) components: cognitive, affective, behavioral
iii.) source credibility
iv.) emotional appeals
v.) message effectiveness
Chp. 11 1. Understanding attitudes & how they function
2. know components of attitude
3. how communication can be influenced by attitudes
4. how attitudes can segment markets
5. how to develop effective messages
6. how to analysis attitudes and make strategies
Lecture 14
Self-Concept and Lifestyle
Marketing Analysis Assignment #2
Chapter 12 Hawkins, Mothersbaugh & Best 10th
i.) self-concept: belief oneself
ii.) lifestyles
iii.) psychographics
iv.) VALS
v.) geo-demographics
Chp. 12 1. understand nature of self-concept
2. relationship self-concept & lifestyle
3. lifestyle influence on purchases
4. understand psychographics
5. nature of VALS
Lecture 15
Situational Influences
Chapter 13 Hawkins, Mothersbaugh & Best 10th
i.) situational influences
ii.) situational characteristics
iii.) individual characteristics
iv.) marketing activities
v.) consumption responses
Chp. 13 1. understand the influences of situational influences on the consumer
2. know the characteristics of individuals
3. how marketing is influenced by consumer characteristics
4. how to develop a situational based marketing strategy
.Lecture 16
Consumer Decision Process and Problem Recognition
Chapter 14 Hawkins, Mothersbaugh & Best 10th
i.) types of consumer decisions
ii.) problem recognition
iii.) types of consumer problems
iv.) uncontrollable determinants
v.) decision making
Chp. 14 1. understand the different types of consumer decisions
2. how consumers recognize a need
3. what the types of consumer problems are
4. what are uncontrollable determinants in problem recognition
5. determining customer decision making
process
Lecture 17
Information Search
Chapter 15 Hawkins, Mothersbaugh & Best 10th
i.) nature of information
ii.) type of information
iii.) sources of information
iv.) internal & external information
v.) cost of information search
vi.) strategies for searching
Chp. 15 1. what is the value of information
2. understanding the types of information
3. where to find information
4. cost vs. benefit of searching for info
5. know the various strategies for information searching
Lecture 18
Alternative Evaluation and Selection
Chapter 16 Hawkins, Mothersbaugh & Best 10th
i.) consumer decision making process
ii.) evaluating criteria
iii.) individual judgement
iv.) decision rules
v.) scientific approach to analysis of consumer decision making
Chp. 16 1. how consumers make choices
2. how to consumers evaluate criteria
3. understanding individual judgement
4. know the various decision rules of CB
5. understand the research into the decision behaviour of
individuals
Lecture 19
Outlet Selection and Purchases
Marketing Analysis #2 Due
Chapter 17 Hawkins, Mothersbaugh & Best 10th
i.) outlet vs. product choice
ii.) retailing
iii.) attributes of retailing
iv.) consumer characteristics and outlet choice
v.) in-store and online influences
Chp. 17 1. understand the concept of outlet and product choice
2. how retailing influences customers
3. understand what attributes influence retailing image
4. how consumer characteristics influence outlet choice
5. understand what in-store and online characteristics influence CB
Lecture 20
Post Purchase Process, Customer Satisfaction and Customer Commitiment
Marketing Analysis Due
Chapter 18 Hawkins, Mothersbaugh & Best 10th
i.) post purchace dissonance
ii.) product use and non use
iii.) disposition
iv.) purchase evaluation
v.) customer satisfaction & dissatisfaction
Chp. 18 1. what is cognitive dissonance
2. disposition of consumers
3. how consumers evaluate products
4. understand the reasons for satisfaction and dissatisfaction
vi.) repeat purchase and commitment
5. why consumers by again
Lecture Text Readings
Core Principles Assignments Learning Outcomes
Lecture 21
Organizational Buyer Behavior
Chapter 19 Hawkins, Mothersbaugh & Best 10th
i.) organizational purchase process
ii.) organizational culture
iii.) external factors influencing org culture
iv.) internal factors influencing org culture
Chp.19 1. understand how organizations make purchasing decisions
2. what influence organization culture has on the purchase decision
3. understand the influences of external and internal factors in the org. culture
Lecture 22
Marketing Regulation and Consumer Behavior
Chapter 20 Hawkins, Mothersbaugh & Best 10th
i.) regulations for children
ii.) ability of children to comprehend
iii.) controversial marketing to children
iv.) marketing to adults
Chp.20 1. understand why we need to regulate marketing to children
2. what activities are allowed and not allowed for marketing to children
3. understand why we need to regulate marketing to adults
Lecture 23
Discuss Marketing Plan, the Consumer Behavior Process and Development
Chapter Summary Hawkins, Mothersbaugh & Best 10th
Class review of Consumer Behavior
1. understand the need for consumer behaviour research
2. understand role CB plays in developing marketing plans
3. the role CB plays in marketing strategy
4. understanding demographics influence in CB
5. understand the need for protecting consumers
Lecture 24
Marketing Paper Presentations
Final Exam Chapters 11-20
Chapter Hawkins, Mothersbaugh & Best 10th
Consumer Behavior – Course Outline and Schedule
Instructor: Dean Kruger, MBA, Ph.D.
Start Date: April, 2008End: May, 2008
Course Detail: The course Consumer Behavior is intended to present students with the basic principles and strategies of Consumer Behavior and Research. Some understanding of business and marketing will be needed as a pre-requisite or at least a co-requisite. The course will use a combination of lectures, tutorials, group assignments/presentations, tests, quizzes, directed readings, and other media to educate the student. The evaluation methods will be as present below. The text for the course will be Hawkins, Mothersbaugh and Bests’ Consumer Behavior: Building Marketing Strategy 10th edition. Additional readings and problems will be directed as required. All lectures will be for two hours with class discussion, student presentation, or other forms of media such as video.
Evaluation Methods:
Tutorial Participation – 5% (Personal Consumption Journal)Assigned Consumer Behavior Analysis Papers (2) – 10 %Group Presentation – 5%Final Consumer Behavior Analysis Paper -- 20%Exams (2) – 60% (20%, 40%)
You are required to attend the weekly tutorials as ALL Quizzes and Exams will be given during the tutorial sessions. You will be given a set of questions and problems for each tutorial relevant to the chapters covered in class. You are asked to complete as many as you can as they will assist you in your Consumer Behavior Analysis and Research Papers. Some questions will ask for Decision-Making answers. This will require you to write a short paragraph on your decision. I will grade you on the content, not the grammar, but if your written papers are to hard to read, I will deduct points.
Assigned Consumer Behavior Analysis Papers:
You will be asked prepare a brief consumer behavior analysis based topics given in class. You are to use the chapter topics discussed in class to prepare your analysis. You will be required to turn in a brief two or three page marketing report on your analysis.
Course Objectives:
Upon successful completion of this course the student should be able to:
1. Explain the importance of consumer behavior in order to plan marketing strategy that better satisfies customer needs and wants.
2. Identify the internal or individual factors that affect consumer behavior, needs and motivation, personality, psychographics, perception, learning and involvement, and attitudes.
3. Explain the impact of external or group influences on consumer behavior, reference groups, family, social class, culture and subculture.
4. Explain the steps in consumer purchase decision making and the various environmental factors that influence this process.
5. Analyze and explain the importance of social responsibility in the marketing application of consumer behavior theory and the role of ethical marketing conduct in customer relations.
Content Outline & Competencies:
I. Overview of Consumer Behavior and Marketing Strategy A. Explain the importance of understanding consumer behavior B. Describe the methods of consumer analysis
II. Analyzing Internal Influences on Consumer Behavior A. List and define the steps in consumer problem recognition B. Illustrate examples of consumer motivation C. List and explain types of consumer personality and behavior D. List and explain consumer perceptions E. Describe product/service development & communications
III. Analyzing External Influences on Consumer Behavior A. Define and illustrate social class influences B. Explain the impact of reference groups and family influences C. Explain the influence of culture and its diversity D. Illustrate subculture influences E. Explain cross-cultural (international) influences F. Define distribution and promotional strategies
IV. Evaluating the Consumer Purchase Decision Making Process A. List and explain the elements of consumer decision making B. Illustrate and explain alternative options C. Define the steps of post-purchase assessment
V. Examining Consumer Behavior and Social Responsibility A. List and explain the steps in consumer behavior analysis B. Explain the impact of attitudes and social influences on CB
Consumer Behavior Presentation OutlineCONSUMER BEHAVIOR PROJECT (25%) – ANATOMY OF A PURCHASE DECISION: You will form teams of five students for this project. Once your group has been established, identify a consumer purchase decision that you will analyze throughout this project. For instance, purchasing furniture, cell phone, MP3 player, bicycle, etc, . Your work throughout the module will be to analyze the consumer behavior related to this purchase process and to develop an understanding of the consumers making this kind of purchase. Your analysis will require a thorough understanding of consumer behavior concepts. This knowledge base will grow gradually during the module as we cover new material. The project will also require that you seek input from secondary research sources - CB articles, websites, books, as well as, primary data sources - feedback from consumers who have engaged in your particular purchase process, input from marketers involved in the product category and its purchase, and your own firsthand observations and insights. The attached project outline provides some probing questions that may be helpful as you analyze the purchase process and the typical consumer decision making related to that type of purchase.
Groups will be asked to share feedback with the rest of the class at regular intervals throughout the term as we cover relevant material and chapters. At the end of the term each group will be asked to write a final paper, not to exceed 20 pages, covering key findings and insights about the purchase process and the consumers engaging in this process, and an executive summary that focuses on what marketers should know about consumers and how they approach the purchase. Each group will then have 20 minutes to present their executive summary and key findings to the class. Groups must be formed by Wed., April 9th. A project proposal is due Mon., April 14th. Your group will turn in four rough drafts throughout the term. The final paper is due in May at the beginning of our final session. Class Presentation 5% (of final grade) Final Paper 20% (of final grade) Project Total: 25% (of final grade) Final Project Portfolio must include: -final paper with citations in APA form -rough drafts of paper with my feedback -transcripts of interviews, if used -copies of any visuals used in presentation, including PPT slides PERSONAL CONSUMPTION JOURNAL(5%): This is an incremental three-part assignment. Part One requires that you keep a personal consumption journal for one week. Parts Two and Three will require you to analyze the data collected in your journal entries. Details will be posted on the HHU Edulink website. Due dates are allocated as follows: Part One 40% April 17th Part Two April 28th Part Three 60 % May 19th
CASES AND EXERCISES (10%): We will be utilizing a number of end-of-chapter assignments-questions, cases, activities, as well as, supplemental cases to apply conceptual material. As assigned, prepare the case/activity and be ready to discuss it in class and in some instances, hand in the assignment. Points will vary.
Grading of Final Paper: total grade is made of two parts:
Total Grade = 30% * Progress Book Grade + 70% * Final Paper Grade
Progress Book Grade. This must be hand-written and will show the progress of your research. The grade will be out of 100%
Weekly Evaluations. At the end of each week your progress book will be marked by your tutor. You will be given a grade out of 100% which reflects:
did you meet the week´s goals in terms of progress? does the notebook represent research you have done? does it show
the sources you consulted, and are you able to discuss these sources with your tutor?
is it written by hand?You will be given targets of content and volume which will be required to be met each week.
Final Paper Grade.. You will be given a grade out of 100% for your mini-marketing plan paper based upon the following:
Content: Your paper must apply relevant topics discussed in class to the analysis of your chosen product. You should demonstrate proper integration of reference material and material from appropriate text books. Each section should contain the elements specified in the assignment document.Originality: Originality and creativity that goes beyond the basic course material.Style & Presentation: Fluent style, framework is clear, well organized, readable.Referencing: All sources used in your research and analysis must be referenced properly. Please only use the Harvard Reference System for your references and citations.
Relevance of This Paper to Your Overall Grade for the Module.
Part 1: Total 40% This paper will be 20% of your final grade. This paper will also be the basis for an in-class presentation which will contribute
a further 5% to your grade. Class Assignments & Tutorial Participation will be 15% of your final grade.
Part 2: Total 60% A mid-class exam will be worth 20% of your grade and a final examination will
be worth 40% of your final grade for the module.YOU MUST PASS (I.e., get a minimum of 40%) BOTH PARTS in order to pass the module overall. If you do not pass both parts you will fail, and will be required to re-do any part that you failed.