Texas A&M University-Texarkana MKT 467
Consumer Behavior

http://www.tamut.edu/~bowen/

Fall 2004

FACULTY CONTACT INFO MEETING TIME & PLACE TEXTBOOK COURSE INFO COURSE OBJECTIVES SCHEDULE TERM PROJECTS ATTENDANCE EVALUATION METHODS GRADING SYSTEM  
ANNOUNCEMENTS:
  1. FACULTY :

    Instructor : Dr. Robert S. Owen
    Office : 215 Academic Building
    Office phone : (903) 223-3010
    Department phone : (903) 223-3021 (Loretta Williams)
    Fax : (903) 223-3121
    Email : robert(dot)owen(at)tamut(dot)edu
    Web site : www.tamut.edu/~bowen/
    Office Hours : MWR 4:00-5:50

  2. COURSE :

    1. Meeting Time and Place :
      MW, 11:00-12:15, 255 Academic Building


    2. Course Material :

      Required   
      Textbook :
      Sheth & Mittal (2004), Customer Behavior: A Managerial Perspective, 2nd edition.  Thomson South-western.
      Other   
      Materials :
      Access to the World Wide Web is required.

    3. Course Objectives :
      Throughout this course, students should be able to demonstrate:
      • knowledge and understanding of consumer behavior concepts, theory, and terminology
      • an understanding of consumer behavior from a variety of perspectives (multicultural, interdisciplinary, etc.)
      • an understanding of how marketing research, marketing strategy, and basic research on intra- and interpersonal processes play multiple roles in the discipline of marketing
      • an understanding of peoples' consumption-related behaviors
      • the ability to develop and evaluate marketing strategies intended to influence consumer behaviors
      • the ability to present analyses in written and oral form
        as an individual and/or team member

    4. Major Topics :
      These are approximate dates. 

      Week 1 :
      23/25 AUG  

       

      Week 2 :
      30 AUG/1 SEP  

       

      Week 3 :
      8 SEP  

       

      Week 4 :
      13/15 SEP  

       

      Week 5 :
      20/22 SEP  

       

      Week 6 :
      27/29 SEP  
      • review, catch up (Monday)
      • EXAM 1 (Wednesday)

       

      Week 7 :
      4/6 OCT  
      • WRITTEN PRINT MESSAGE PROPOSAL DUE (Monday)
      • PRESENTATION DRESS REHEARSAL (Monday)
      • PRINT MESSAGE PRESENTATIONS
        to Class Client (Wednesday)

       

      Week 8 :
      11/13 OCT  

       

      Week 9 :
      18/20 OCT  

       

      Week 10 :
      25/27 OCT  

       

      Week 11 :
      1/3 NOV  
      • Ch. 11, Customer Loyalty to Products, Brands, and Stores
      • Ch. 12, Online Customer Behavior

       

      Week 12 :
      8/10 NOV  
      • Ch. 13, Creating Market Value for the Customer

       

      Week 13 :
      15/17 NOV  
      • WRITTEN WEB PAGE PROPOSAL DUE (Monday)
      • PRESENTATION DRESS REHEARSAL (Monday)
      • WEB PAGE PRESENTATIONS
        to Class Client

       

      22-26 NOV  
      • THANKSGIVING - no class

       

      Week 14 :
      29 NOV/1 DEC  
      • Catch up, review, Monday
      • EXAM 2 ( Wednesday)

       

      Week 15 :
      6/8 DEC  
      • WRITTEN ATMOSPHERICS REPORT DUE (Monday)
      • PRESENTATION DRESS REHEARSAL (Wednesday)

       

      Week 16 :
      13 DEC  
      • ATMOSPHERICS PRESENTATIONS
        to Class Client (Monday)

       




    5. Term Projects :

      We will be doing three consulting projects for real class clients.  Project 1 will require that you construct two versions of a persuasive message for print ads.  Loosely described: you will be proposing a persuasive message that is expected to be most effective under low involvement conditions, and another that is expected to be most effective under high involvement conditions. 

      Project 2 will require that you propose a Web page (mock-up only, single-page ad) that is expected to be effective under high involvement conditions for a wide variety of customer types who are actively searching for information on the client's the product class.

      Project 3 will require that you write a report (perhaps ten pages), associated with the atmospherics of a business. 

      These are consulting projects for real clients, so the exact assignment in each case will be determined after we meet with our clients.

    6. Attendance :

      Students are expected to attend and participate in all class sessions.  Exams will be based in large part on issues discussed in class. 

    7. Evaluation Methods :

      Students will be evaluated on the basis of performance on two tests, a persuasive message proposal, a Web page proposal, and an atmospherics study.  Scores on the team written and oral work might be adjusted by ratings that each team member makes of each colleague.

    8. Grading System :

      Final grades will be based on the following totals in points:
       
       A=540-600 points
       B=480-539 points
       C=420-479 points
       D=360-419 points
       E=000-359 points
      Where:
       150=Exam 1
       150=Exam 2
        75=Message Proposal (Project 1, written and oral)
        75=Web Page Proposal (Project 2, written and oral)
        75=Atmospherics Study, written report (Project 3)
        75=Atmospherics Study, consulting presentation (Project 3)
       600 TOTAL POINTS POSSIBLE