MKT 3020 Syllabus Yoonji Shim Sep 5 PDF

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MKT 3020: CONSUMER BEHAVIOR Course Outline COURSE & INSTRUCTOR INFORMATION Division: School of Management and Economics Instructor: Yoonji Shim

Class meeting times: Tue. 8:30-9:50am Thu. 8:30-9:50am

Email: [email protected] Office hours: Wed. 11am-12pm or by appointment Term: 2019F Course duration: Sep. 2 – Dec. 13, 2019 (excl. final exams which run Dec. 16-20, 2019) Office: Room 503, Teaching A Classroom location: Room 105, Teaching D Course website: Blackboard (https://bb.cuhk.edu.cn/) MKT 3020: Consumer Behavior Required textbook: Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being, Global Edition (12th Ed). Pearson. Teaching Assistant (TA): Rainbow Chen ([email protected]) COURSE GOALS Consumer behavior is an applied discipline rooted in other social sciences, you will therefore learn multiple concepts, frameworks and theories. Your job is to master those concepts and use them to organize, explain, and predict consumers’ judgments and choices. Ultimately you should be able to identify a consumer behavior issue, select a relevant theory to examine and explain the issue, and apply the theory in a managerial decision. COURSE DESCRIPTION Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. We will draw on research from psychology, marketing, and other fields to learn why consumers behave in the ways that they do. The course focuses on three general topics. 1) Consumers as individuals. We will explore basic psychological concepts like intrinsic motivation, perception, memory, and emotions to help us understand behavior. 2) Attitude change and decision making. We will examine how consumers search and evaluate alternatives, develop attitudes, and make choices. 3) Consumers in their social and cultural settings. We will examine the interaction between the consumer and multiple external influences. We investigate how social elements and culture influence behavior. LEARNING GOALS Upon successful completion of this course, students will be able to: 1) Identify the major individual, social and cultural factors that affect consumers’ decision making; 2) Explain and analyze the major stages which consumers usually go through when making a decision; 3) Understand the essence of how consumers make decisions and be able to assess the relevant implications for marketing practitioners; 4) Develop critical thinking, better appreciate cross-cultural differences, and improve oral and written communication skills. COURSE RESOURCES • • •

Required textbook: Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being, Global Edition (12th Ed), Pearson. Optional additional readings will be suggested for students to learn more about topics of interest. Course websites: The course will be supported in Blackboard. You can find MKT 3020: Consumer Behavior after you log in to the system (https://bb.cuhk.edu.cn/).

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MKT 3020: CONSUMER BEHAVIOR Course Outline ASSESSMENT ASSESSMENT SUMMARY Active Engagement in Class

10%

In-Class Activities

[5%]

Attendance & Oral Participation

[5%]

Assignment in Pairs: Experiential Audit

10%

Team Project: Marketing Plan

30%

Group Project Day Hand-Out

[5%]

Project Presentation

[10%]

Written Report

[15%]

Midterm Exam

20%

Final Exam

30%

ASSESSMENT DETAIL For each assessment category, you will receive a percent score; to calculate your final course mark each of these is multiplied by its category weight and the products are summed. Active Engagement in Class – 10%: Developing business professionalism means learning to listen actively, think critically, communicate effectively, and work as a positive, productive contributor; these skills will be evaluated through students’ active engagement in class. 1) In-Class Activities– 5%: To move from passive learning of course concepts to interactive discussion and application, many class sessions will include activities individually or in small groups. 2) Attendance & Oral Participation– 5%: Participation is highly valued. Students must actively participate in class by: 1) thoughtfully asking or answering questions about course concepts, 2) drawing connections between concepts, 3) sharing relevant experiences or points of view, or 4) building on (but not merely repeating) points raised by others. Don’t be afraid to express opinions; often in marketing, multiple answers can be appropriate, if they are well-justified! You are expected to participate at least once every other class. Participation points are gained (via meaningful contributions) and lost (due to absences, late arrivals, early departures, and/or unexcused use of devices) throughout the course and converted to a participation score at instructor discretion. Assignment in Pairs: Experiential Audit – 10%: Working in pairs, you will familiarize yourselves with the use of the experiential audit tool as a means of uncovering insight into the consumer’s psychological experience. The assignment involves a field visit to two retail or service environments and conducting an assessment using the experiential audit tool. Note: you must run your two chosen branded examples by me first. First, pick a retail or service category (e.g., coffee shops, pizza, consumer electronics, clothing, etc.). Then pick 2 particular branded examples that you feel involve relatively better vs. worse (or otherwise qualitatively distinct) consumer experiences. For example, you might compare the Apple store with the Sony store. Next, you will visit both locations and complete the experiential audit. Next, you will analyze the psychological “experience” offered by each of the spaces, including motives, sensations, interpretations, memories, and attitudes. Use the experiential grid to analyze both retail/service settings separately. Make note of all the experiences falling into specific cells of the grid. You may focus on most, but not necessarily all, of the cells. Be sure to use both dimensions of the grid. It is fairly easy to describe the experience providers (e.g., environment vs. products vs. people). But also pay special attention to examine the distinct internal responses that are evoked (sensation, interpretations, affective response, etc.). One experience provider typically triggers a chain of responses. To capture this, fill out the grid vertically, start with the first column and then go

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MKT 3020: CONSUMER BEHAVIOR Course Outline down the list of 5 responses. Finally, come up with a metric that you believe best allows you to compare consumer experiences. You will hand in your completed grids as appendices and then also provide a consumer insight brief that highlights a) what are the key experiential differences/similarities that were observed across the two different settings, b) why you think such similarities and differences emerged, c) what you think the best metric would be to describe the value of experiences, d) whether there are any insights to be gleaned from this analysis, e) whether one of the two providers is doing a “better” job at serving their target market, or whether they are serving different markets in different ways, and f) the quality of actionable recommendations to either one or both of the providers given your analysis. Page Limits: Your report should contain maximum 3 pages of text (times new roman 12, single-spaced, 2.5cm margins all round, A4 paper), plus cover page and a 2-page appendix. Marks will be deducted for surpassing length limits, and work that extends beyond the limit will not be graded. Assignment Deadline and Evaluation Criteria: This is due on Oct 31 (Thu), 2019 at 6pm. Each pair needs to submit one hardcopy and one softcopy of their reports to me by the deadline. Late submission will be penalized 10% per day. You will be evaluated on: a) clarity, b) concrete details and thoroughness of the analysis, c) quality of conclusions/ recommendations, and d) the applicability of your metric. Team Project: Analysis of Consumer Behavior/ Marketing Phenomenon – 30% Your groups will be formed by a TA. Working in assigned teams of 5-6, your assignment is to identify a recent marketing phenomenon that relates to consumer behavior and to analyze the phenomenon in relation to course concepts. For example, a marketing phenomenon might include a new or different marketing strategy ([e.g., stealth marketing]. If you choose this option it must truly be a different marketing strategy – don’t simply analyze an advertisement) or marketing directed towards a new consumer behavior (e.g., environmentalism). Submit an introduction of your team (a hardcopy and a softcopy), including your team name, and each individual team member’s name, student ID, major, email address, group leader, as well as a picture with all group members to me on Sep 19 (Thu). Remember to indicate each member’s name on the photo. A group meeting with the instructor will be on Oct 10 (Thu) and Oct 15 (Tue) before or after the class. A typed one page briefing document on the chosen marketing phenomenon should be prepared the meeting. Change of topic thereafter is only allowed with prior approval from the instructor. 1) Group Project Day Hand-Out (5%) There will be group project days with TA on Sep 26 (Thu) and Oct 29 (Tue). Each group will be given a handout to work on and asked to submit it by the end of class. Your attendance will be checked. 2) Group Presentation (10%) Each group will give a 15-minute presentation on your marketing phenomenon and then follow by the Q&A sessions on Nov 28 (Thu), Dec 3 (Tue), Dec 5 (Thu), and Dec 10 (Tue). The Q&A will last for 5 minutes. Note that the time-limit will be strictly observed, so make sure you can give your presentation in the allotted time. Give the class a good idea of what your marketing phenomenon is and how consumer behavior principles apply. Given the limited time available for each presentation, you should highlight noteworthy aspects of your analysis (i.e., don’t simply read your paper!). Make it interesting! Can you bring in examples or give the class an exercise to demonstrate relevant principles? Presentations are evaluated on ability to inform the class about your chosen phenomenon, incorporation of class themes and concepts, ability to involve and engage the class, use of visual aids, and presentation style. Casual formal dressing is expected. 3) Group Written Report (15%) a) Guidelines for the Marketing Phenomenon

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MKT 3020: CONSUMER BEHAVIOR Course Outline The following is the guidelines for the written report: •

Cover Page: Include a cover page that includes course number, team name, team members’ names, team members’ student numbers, assignment title, and date.

•

Page Limits: Your report should contain maximum 10 pages of text (times new roman 12, single spaced, 2.5cm margins all round, A4 paper), excluding cover page, appendices, and references. You may also have up to 5 pages of tables, figures and illustrations in an appendix. This means that the report can be maximum 15 pages in total. Marks will be deducted for surpassing length limits, and work that extends beyond the limit will not be graded. References: All secondary sources must be cited using APA format, both as in-text citations within your writing and in separate references lists. Penalties will apply for missing citations and inconsistent style.

• •

Assignment Deadline: All written reports are due on Dec 12 (Thu), 2019 at 6pm. Each group need to submit one hardcopy and one softcopy of their reports to me by the deadline. Late submission will be penalized 10% per day.

•

Readability: The written report is to be written in clear, grammatically correct English. Proofreading is absolutely required. Penalties will apply for consistent errors and steep penalties will apply for consistent errors that interfere with comprehension.

b) Structure of the Marketing Phenomenon Each group will have to submit one group report which based on the feedback from the verbal presentation. Below are the guidelines for the content of your written report. But this is just for your reference and you are encouraged to include but not limited to the following parts: •

Executive summary (summarize the main points of your marketing plan, including the main goals, key findings or recommendations, etc.)

•

Overview of the marketing phenomenon (what are marketers/consumers doing?). Describe what your marketing phenomenon is and provide clear examples of it. You may want to provide research or reallife examples

•

Why is the phenomenon arising now? Who is the intended target of the marketing strategy? This will not be as specific as segmenting a market, but outline what group (or groups) of consumers marketers are targeting with this strategy. Describe the consumer market in terms of psychographics and demographics. Why is this marketing phenomenon emerging in the marketplace (i.e., are there certain demographic, psychographic, or environmental trends that are facilitating the phenomenon)?

•

Analysis of the marketing phenomenon by addressing a number of concepts from the class. a) You will evaluate the marketing phenomenon in terms of what consumer behavior principles are at work in the strategy itself. b) You will analyze consumer reactions to the marketing phenomenon (what psychological processes come into play when consumers are responding to the marketing phenomenon?) The key is to tie in concepts from the course from both a marketing point of view (what strategies are being used? what strategies could be used?) and from a consumer point of view (how are consumers reacting? how might they react? what might influence how they react?). That is you must identify, explain, and apply course concepts regarding your chosen phenomenon from both a marketer’s and a consumer’s standpoint. Make sure you differentiate yourself from someone who has not taken the course. c) You should take your analysis further to make a conclusion. Is there is anything that marketers should/could be doing better given your analysis? Based on what you know about consumer behavior is the marketing phenomenon likely to be successful/ long-lived? How could marketers be more effective? How will the marketing phenomenon evolve over time? Are their ethical considerations that marketers need to consider in your context?

Your paper will be graded on 1) ability to describe and illustrate your phenomenon, 2) ability to identify and describe the relevant consumer market(s), consumer behaviors, and environmental trends, 3) ability to apply

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MKT 3020: CONSUMER BEHAVIOR Course Outline a number of course concepts to the phenomenon, 4) ability to apply course concepts in a relevant and appropriate manner, 5) ability to analyze and evaluate the marketing phenomenon, and 6) organization of the material, clarity, grammar, etc. c) Peer Evaluation At the end of the term, students will complete a mandatory evaluation of each team member’s contribution (including their own) to the team’s assignments. Individual grades on team assignments may be adjusted based on team evaluations. Reductions can be significant (up to a maximum deduction of 100%, which is a grade of zero) if an individual has contributed little to the team or significant problems are identified; where team members are reliable and contribute, no adjustments are made. This assignment is not worth any points; however, failure to complete the evaluation will incur at least a 10% deduction on all team assignments. Midterm Exam – 20%; Final Exam – 30%: Both the midterm and the final exam will include a combination of multiple choice and short/long answer questions. These will be based on information from the text, lectures, activities, and any additional class materials (e.g., videos, exercises, etc.). The midterm will cover material up to and including the last class session before the midterm; the cumulative final exam will cover material from the first session to the last class session. Both exams will be closed book. The venue, time and format of the final exam will be confirmed and informed to you later.

COURSE AND INSTITUTIONAL POLICIES Attendance: You are expected to attend all class sessions. Absences will impact marks for active engagement. If you expect to miss a class session, please notify me in advance via email. Tardiness: You are expected to arrive on time and fully prepared for all class sessions. Late arrivals and early departures are disruptive and, as a result, will impact marks for active engagement. Additionally, students arriving more than thirty minutes late or leaving more than thirty minutes early will be treated as absent for that class session. If you expect to arrive late or leave early, please notify me in advance via email. Electronic devices: Laptops and tablets are permitted in class for note-taking and in-class activities. Laptop users are expected to turn off or mute all sound functions. Mobile phone or other smart devices use is not allowed in class. If you need to take a call or read a text, please leave the classroom. Each violation of the laptop/tablet/phone policy will result in a 10% reduction to participation grade (i.e., 1% of your final grade). ACADEMIC INTEGRITY AND PLAGIARISM Academic honesty is essential to the continued functioning of CUHKSZ as an institution of higher learning and research. All students are expected to behave as honest and responsible members of our academic community. It is your obligation to inform yourselves of the applicable standards. Any students suspected of dishonest practices shall be liable to disciplinary action in accordance with CUHKSZ’s procedures. Dishonest practices include, but are not limited to: •

Asking a classmate to complete an assignment for you, or agreeing to complete an assignment for a classmate. Assignments include but are not limited to in-class activities and exams.

•

Speaking or communicating in any way with other candidates during exams. This includes purposely exposing exam pages to the view of other candidates or purposely viewing exam pages of other candidates.

•

Using or having visible or audible any reference materials (including but not limited to books, papers, notes, memory aids, and communication tools) or electronic devices (including but not limited to laptops, tablets, cell phones, and smartwatches) during exams. Electronic devices must be powered down if present at an exam.

•

Destroying, damaging, removing from the exam room or classroom, or failing to hand in any exam materials.

•

Distributing materials used in this course to any other student who might take the course in the future.

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MKT 3020: CONSUMER BEHAVIOR Course Outline GRADE DESCRIPTION Letter Grade

Grade Definitions

Remarks

A

Excellent

-Outstanding performance on all (or almost all) learning outcomes.

A-

-Demonstrates the ability to synthesize and apply the principles or subject matter learnt in the course, to novel situations and/or in novel ways, in a manner that would surpass the normal expectation at this level, and typical of standards that may be common at higher levels of study or research. -Has the ability to express the synthesis of ideas or application in a clear and cogent manner.

B+

Good

B B-

-Substantial performance on all learning outcomes, or high performance on some learning outcomes which co...