FALL 2009


Unit   Start         End          CourseTopics                                   Text           ...


   •   Class Discussions (15% of your course grade) Much of the value of your con...
The “Active Learning Assignments” represent an “options portfolio” of written deliverables of varying format
        and g...

Email protocol: Always include “MARK 6323” in the subject heading of your ema...
A student who submits plagiarized work (or whose name is included on a team submission that contains plagiarized
work) is ...
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MARK6323 Consumer Behavior Fall 2009


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Syllabus for my online section of Consumer Behavior Fall 2009

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MARK6323 Consumer Behavior Fall 2009

  1. 1. MARK 6323 SECTION 7QA: CONSUMER BEHAVIOR FALL 2009 CONTACT INFORMATION Professor: Dale D. Fodness, Ph.D. e-Mail: (always include “MARK 6323” in subject line for class communications) Phone: 817-919-4533 Office: 120 Braniff Office Hours: via email 24/7; Skypename: dfodness, available for IM or call whenever logged in LinkedIn: Join my network at e-College: e-College Help: 7 by 24 help with technical questions: or toll free 1-877-476-4622 COURSE DESCRIPTION The purpose of business is to create and keep a customer. This course seeks practical insights into the consumer and into understanding, predicting and influencing consumer decision-making. This course focuses on developing skills in using consumer analysis to develop successful business and marketing strategies. Prerequisite: MARK 6305 Value-Based Marketing COURSE OBJECTIVE • To develop the knowledge, skills and ability necessary to understand, forecast and influence consumer behavior. REQUIRED TEXTS (2) (1) Title: Shopper, Buyer, and (2) Title: Influence: Science & Practice, Consumer Behavior, 4e 5e Authors: Lindquist, Jay and Sirgy, Author: Cialdini, Robert M. Joseph ISBN: 0205609996 ISBN: 1426630506 Publisher: Allyn & Bacon Publisher: Atomic Dog Publishing Publication Date: 2000 Copyright: 2009 MARK 6323 Consumer Behavior – Dr. Fodness - Page 1 of 6
  2. 2. COURSE TOPICS & SCHEDULE Unit Start End CourseTopics Text Deliverables*** Date Date* Readings** 1 • Shopper, buyer & consumer Aug 22 Sept 4 benefits LS-1 • Consumer decision-making process 2 • Problem recognition Managerial workshop: Aug 29 Sept 11 • Information search LS-2; C-1 Chp 1 • External search strategy 3 • Alternative evaluation • Planned vs unplanned purchasing • Consumer choice & shopping behavior Creative workshop: Sept 5 Sept 18 LS-3&4; C-2 • Product & service consumption Chp 3 • Postpurchase behavior; consumer satisfaction; cognitive dissonance • Product disposition 4 • Organizational buying Research workshop: Sept 12 Sept 25 • Diffusion of innovation LS-18 & 19; C-3 Chp 18 • Consumer research 5 • Midterm exam – over all material Creative workshop: Sept 19 Oct 2 to this point Chp 4 6 • Symbolic consumption, self-image & personality • Personal values, lifestyles, Sept 26 Oct 9 LS-5,6&7; C-4 psychographics & relationships • Memory, learning, perception & cognition 7 • Motivation, emotion, mood & involvement Creative workshop: Oct 3 Oct 16 LS-8,9&10; C-5 • Beliefs, affect attitude & intention Chp 8 • Communication & persuasion 8 • Cultural & subcultural influences LS-11,12&13; Research workshop: Oct 10 Oct 23 C-6 Chp 13 9 • Social class & reference group Research workshop: Chp influences LS-14&15; 15 Oct 17 Oct 30 • Household & family influences C-7 Cultural biography 10 • Public policy & consumer advocacy Managerial workshop: Oct 24 Nov 6 LS-16&17 • Consumer behavior & society Chp 17 11 Oct 31 Nov 13 • Course wrap up 12 • Final exam – over all material since Oct 31 Nov 13 midterm * The end dates listed above indicate when unit assignments are due. This includes class discussions, deliverables & exams. ** Lindquist & Sirgy (LS); Cialdini (C) *** Detailed assignment instructions for each deliverable are posted on the course Home Page. MARK 6323 Consumer Behavior – Dr. Fodness - Page 2 of 6
  3. 3. ASSIGNMENTS AND EVALUATION Assignments • Class Discussions (15% of your course grade) Much of the value of your consumer behavior course results from exposure to the ideas and insights of others in the class. To facilitate this exchange of knowledge, in each unit (including the assessment units 5 and 12) we participate together in an asynchronous (i.e., not in real time) class discussion focused on a specific topic from the unit. I'll typically begin the discussion by posting a question / topic and you will respond by posting your ideas and opinions on that topic. Each discussion is designed to build on the foregoing course materials to provide you with applications of your increasing consumer behavior knowledge base. General guidelines for class discussions: In general, writing a page or more for your initial response is too long and only writing a couple of sentences is not enough. It takes approximately 300 to 400 words to adequately convey your ideas in your initial posting, and roughly 200 to 300 words to comment about another classmate's response in your subsequent postings. Your performance on this assignment will be graded as follows: Grade Class Discussion Performance Criteria F Complete lack of contribution or participation in 50 percent or more of the Class Discussions. (0 pts) Substantive responses to the stated questions / issues in over 50 percent of Class Discussions, C but with little or no interaction with other students. Substantive responses to the stated questions / issues PLUS at least one substantive response B to another student's point-of-view in a majority (75 percent) of Class Discussions. Substantive responses to the stated questions / issues, substantive responses to other students' A points-of-view, PLUS contributing substantive questions to move the discussion forward in nearly all (90 percent or more) Class Discussions. • Exams (30% of your course grade) There is a midterm and a final exam over the course materials (primarily the textbook), which may consist of objective (multiple choice, true-false) and / or subjective (case analyses, essay questions, etc.) questions. Material covered on each exam is indicated on the course Schedule. Exams are self- administered from the course Web site. Be sure to familiarize yourself with this function at the Student Orientation section of the course site. There you can also find information on how to check on your scores after the exams, i.e. the Gradebook. Each assessment unit (units 5 & 12) contains full exam instructions and a hot link to the online exam. Enter the assessment units as they open according to the Schedule to access this information and link. Exams are available during the entire period that the assessment unit is open and must be completed on or before midnight of the end date for the unit. Unless otherwise instructed, you will be allowed to enter the exam itself only once during the period that the assessment unit in which it is found is open. The objective portion of an exam will be a timed event. Unless otherwise noted, exams are closed book, closed- notes, and closed-mouth and cover the assigned materials specified in the Schedule. Be familiar with these materials prior to taking the exam. The time allotted to the objective exams has been set to reward those who have done a thorough job of mastering the course materials prior to the exam and to ensure that those who have not adequately prepared will not have sufficient time to consult the course materials for answers during the exam itself. • Active Learning Assignments (55% of your course grade) We all learn best and retain the most through active participation in the learning process. Therefore, you are empowered to make choices about how you wish to meet the requirements that will comprise the 55% of your grade that is not based on Class Discussions or Exams. MARK 6323 Consumer Behavior – Dr. Fodness - Page 3 of 6
  4. 4. The “Active Learning Assignments” represent an “options portfolio” of written deliverables of varying format and grade-weight. In some cases, there are even options within a single deliverable for different weights depending on how you approach the assignment (i.e., individual or group). The Workshops referred to in the schedule are found at the end of the indicated chapter in the LS textbook. They represent hands-on projects that give you practical experience in applying consumer behavior concepts and practices to marketing management and strategy. Detailed instructions can be found at the course home page. Grading and Grade Scale Your course grade will consist of three components or opportunities to exhibit your mastery of the course content. The following table shows the exact weight of each component of your final grade. Individual or Team Percent of Course Grading Item Points Available Work Grade Class Discussions Individual 150 pts 15% Exams (2) Individual 300 pts 30% Active Learning Assignments Individual / Team 550 pts 55% The official GSM grading scale will be used and is as follows: Grade Grade Points 100-point Scale* A 4.0 93-100 A- 3.7 90-92 B+ 3.3 87-89 B 3.0 83-86 B- 2.7 80-82 C+ 2.3 77-79 C 2.0 73-76 C- 1.7 70-72 D+ 1.3 67-69 D 1.0 63-66 D- 0.7 60-62 F 0.0 <=59 FA 0.0 Failure because of excessive absences or failure to withdraw from the course. *As a percentage of total points possible for the course. LIBRARY The William A. Blakely Library is a valuable resource for this course, providing access to many electronic databases that will be useful research tools for this course. The library’s website for electronic databases and subject guides is Your UD network login and password allow access to library resources from off-campus. For username and password assistance, please contact the GSM Computing Center at 972-721-5030 or MARK 6323 Consumer Behavior – Dr. Fodness - Page 4 of 6
  5. 5. COMMUNICATION GUIDELINES AND EMAIL PROTOCOL Email protocol: Always include “MARK 6323” in the subject heading of your email to me. Experience with online courses, as well as student feedback, indicates that one of the keys to managing our online learning environment is frequent, controlled communication. Our weekly class discussions provide a forum for focused dialogue each week in an asynchronous format. We will also use email frequently. Because you and I need a well- balanced life outside of this course and because we are all overloaded by email, we will follow these important guidelines when communicating with one another regarding this course:  For any questions, problems, or concerns with the course content or schedule, you should email me directly. You are also welcome to call me at 817-919-4533.  If your question relates to a technical problem with the eCollege system, email ( or phone Help Desk (1.877.GSM.IMBA). If your email address changes during the trimester, go to the "User Profile" tab on your IMBA homepage and enter your new email information. If you do this, there is no need to inform the instructor, as the changes will be made automatically. It is expected that all participants in this course will follow conventions of professional courtesy in all email messages and communications with one another, with the instructor and with Help Desk personnel. If any communications are deemed inappropriate or offensive by the instructor (i.e., abusive, sexist, racist, threatening, etc.), such messages will be forwarded to the Dean's Office for appropriate action, not excluding expulsion from the course and the Graduate School of Management. Privacy of communications with the instructor Under no circumstances will any communication with the instructor regarding any aspect of this course be treated as confidential or privileged communications. The instructor reserves full rights to use any and all student communications in any manner deemed necessary. POLICY ON ACADEMIC HONESTY All students are responsible for familiarizing themselves with the University’s policy on Academic Honesty. Please review the entire Academic Honest policy, which is reproduced at the following URL: and in the Graduate School of Management section of the current University of Dallas General Bulletin. The following is reproduced from the Bulletin: Plagiarism and cheating are extremely serious offenses and are not tolerated in the Graduate School of Management. Students who admit to having committed such offenses, or who are found guilty of them by the Academic Review Board, are subject to dismissal by the GSM Dean. Plagiarism. Plagiarism—an attempt to claim as our own, ideas or writings that originate with others—is a serious offense against the academic community. Plagiarism is not lessened by paraphrase or even by an extensive rewriting of another’s work. Whenever ideas or words are borrowed, the student must give credit by citing the source. All credentialed sources of information must be documented in order to give proper credit to the author. In addition to traditional sources of information (e.g., books, journals, magazine and news articles), this includes information accessed electronically through the Internet or other sources. MARK 6323 Consumer Behavior – Dr. Fodness - Page 5 of 6
  6. 6. A student who submits plagiarized work (or whose name is included on a team submission that contains plagiarized work) is subject to disciplinary action as described in detail in the Graduate School of Management section of the University of Dallas General Bulletin. Cheating. All work performed by a student to satisfy course or degree requirements must be the student’s original work. This includes courses taught in any type of environment, including over the Internet. When plagiarism or cheating is found to have occurred, the student is subject to immediate dismissal from the Graduate School of Management, and the grade for the course or the work submitted is subject to change. If a degree or certificate has already been granted at the time the violation is discovered, the degree or certificate shall be revoked, regardless of the time that has passed. If you at any time submit work that was prepared by another student or another person (even if only in part) as your own, or if you in any way solicit or lift information from another student during an exam, or if you use external reference material without prior instructor permission, or if you plagiarize or fail to provide sufficient citation of the original author, the instructor will: (1) assign an “F” as your final grade for the term, and (2) notify the GSM Dean’s Office so that a formal procedure will be instituted, as described in detail in the Graduate School of Management section of the University of Dallas General Bulletin. Academic integrity standards and consequences apply to all dimensions of student behavior, including but not limited to assignment submissions, attendance records, and statements or representations about your own or another’s performance. POLICY ON DISCRIMINATION AND EQUAL OPPORTUNITY The University of Dallas is an equal opportunity, co-educational and Catholic institution of higher learning. It is open to students and faculty of all faiths and does not discriminate in admissions or employment on the basis of race, color, sex, age, disability, or national origin. POLICY ON THE AMERICANS WITH DISABILITIES ACT The University of Dallas Graduate School of Management complies with the Americans with Disabilities Act in making reasonable accommodations for qualified students with disabilities. Please present your written accommodation request to your professor and to the ADA Coordinator (972-721-5382) before the second class unit. POLICY ON ONLINE PARTICIPATION AND ATTENDANCE Attendance and full participation in all course units is required. Attendance will be monitored with logged-time records. Participation includes all unit assignments and activities and all virtual discussions. Because this is an asynchronous course, attendance must be distributed throughout the week and cannot be limited to a single sign-in at one point during the week. Provisions will not be made for make-up activities, discussions or other assignments due during the unit’s week. MARK 6323 Consumer Behavior – Dr. Fodness - Page 6 of 6