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 :	TWR 3:50-5:50

1. Meeting Time and Place :

   T, 6:00-8:45, 108/111 Akin
   

2. Course Material :

   Required    Textbook :	Hawkins, Best, & Coney (2004), Consumer Behavior: Building Marketing Strategy, ninth edition, ISBN 0-07-253686-1.  Irwin.
   Other    Materials :	Access to the World Wide Web is required.

   
   

3. Catalog Description :

   "The development of an accurate and comprehensive understanding of the consumer buying process and the important psychological variables that influence that process.  Prerequisite: MKT 363."

4. 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

5. Major Topics :

   These are approximate dates. 
   

   Week 1 : 23 AUG	course overview Ch. 1, Consumer Behavior and Marketing Strategy overview of consumer behavior
   Week 2 : 30 AUG	Ch. 8, Perception consumer information processing
   Week 3 : 6 SEP	Ch. 9, Learning, Memory, and Product Positioning cognitive learning and memory behavioral learning vicarious learning
   Week 4 : 13 SEP	Ch. 10, Motivation, Personality, and Emotion personality and psychographics motivation and affect start Ch. 11
   Week 5 : 20 SEP	Ch. 11, Attitudes and Influencing Attitudes persuasion tripartite model and attitude measurement ELM: involvement, knowledge, and persuasion beliefs, attitudes, and behavior change: the Fishbein model)
   Week 6 : 27 SEP	Ch. 12, Self Concept and Lifestyle personality and psychographics
   Week 7 : 4 OCT	EXAM 1 WRITTEN PRINT MESSAGE PROPOSAL DUE PRESENTATION DRESS REHEARSAL
   Week 8 : 11 OCT	PRINT MESSAGE PRESENTATIONS to Class Client
   Week 9 : 18 OCT	Appendix A, Consumer Research Methods
   Week 10 : 25 OCT	Ch. 13, Environmental and Situational Influences environmental and situational influences Ch. 14-18, Consumer Decision Making consumer decision making Social influence and compliance techniques
   Week 11 : 1 NOV	Ch. 2-7, Group Influences group influences households and families income and social class social influence and compliance techniques culture and international issues subculture
   Week 12 : 8 NOV	Ch. 19, Organizational Buying Behavior organizational buying behavior
   Week 13 : 15 NOV	Ch. 20, Consumerism, Public Policy, and Ethics consumerism, public policy, and ethics
   21-25 NOV	THANKSGIVING - no class
   Week 14 : 29 NOV	EXAM 2 WRITTEN ATMOSPHERICS REPORT DUE PRESENTATION DRESS REHEARSAL
   Week 15 : 6 DEC	ATMOSPHERICS PRESENTATIONS to Class Client

6. Term Projects :
   
   We will be doing two 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 write a report (perhaps ten pages), associated with the atmospherics of a business or organization. 

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

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

8. Evaluation Methods :
   
   Students will be evaluated on the basis of performance on two tests, a persuasive message 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.

9. 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
    150=Message Proposal (Project 1, written and oral)
    150=Atmospherics Study (Project 2, written and oral)
    600 TOTAL POINTS POSSIBLE
   

10. University Academic Honesty Statement :
    
    "Academic honesty is expected of students enrolled in this course.  Cheating on examinations, unauthorized collaboration, falsification of research data, plagiarism, and copying or undocumented use of materials from any source constitute academic dishonesty and may be grounds for a grade of 'F' in the course and/or disciplinary action.  The student is responsible for reading and understanding the University Policy on Academic Integrity."