CSUN - COBE
MKT348 Consumer Behavior
SPRING 2011 in Room 1229
Ms = 3.00pm-6.15pm

Dr. Franck Vigneron
Associate Professor of Marketing
California State University, Northridge
College of Business & Economics
Business Building #4140
18111 Nordhoff Street
Northridge, CA 91330-8377
Ph: (818) 677-2018
Fax (818) 677-7669
Email: Franck.vigneron@csun.edu
Web: www.vigneron.net
Office Hours: Mondays/Wednesdays 6.20 to 7.50pm
andd by Appointment."

"We must plan for the future,
because people who stay in the present
will remain in the past"
Abraham Lincoln

Review the online <"Course Schedule by Clicking Here".>
Online Exam <"Spring 2011 CB online Exam".>

REQUIRED COURSE MATERIAL
A set of readings and cases will be distributed in class which if read in advance gives you exposure to the subjects. Class sessions will be devoted primarily to probing, extending and applying the material in the readings and the cases.
Otherwise I strongly recommend this textbook:
Leon G. Schiffman & Leslie Lazar Kanuk (2010), Consumer Behavior, 10th Edition, Englewood Cliffs, N.J., Prentice-Hall.

COURSE OBJECTIVES
Marketing 348 is an introductory course in Consumer Behavior for the undergraduate who has completed some college level study, and in particular, has completed the marketing prerequisites (i.e., MKT304).
Students enrolling in Marketing 348 should also know how to use the Internet since all the handouts, study guides and other required material are available only from the course web pages. The Internet can be accessed from the computer labs on campus or from outside the campus using appropriate equipment.
The integration of this course with other core courses in the business curriculum should provide a student with a complete view of the scope of business activities and decision-making processes.
Students whose primary interests lie in other fields will come away with the foundation to understand how consumer behavior relates to their primary area of interest.
Those interested in pursuing a career in the marketing field will acquire a sound basis for further study. Not only will successful students have a thorough understanding of consumer behavior, but also improved skills that are required by employers today in all business.
You will achieve a number of core competencies such as how to apply key frameworks and tools for analyzing creative selection of target markets and blending decisions related to product, price, promotion, and place to meet the needs of customers.

TO SUCCEED IN THIS COURSE
The course focuses on the process of marketing management with a strong end application. As a result, the course relies heavily on case studies and term project. Learning will result from active student participation in case discussion and project preparation, and student's strong motivation and curiosity in navigating the Web to cumulate the business knowledge.
Reading assignments should be prepared thoroughly prior to the session for which they are assigned. Lectures will parallel the text in most instances but will be supplemented by additional material, thereby making attendance a necessity. Each student is expected to participate regularly in class discussion, both as called by the instructor and on a voluntary basis.
Past experience shows that success in this course is often related to:
·  Reading of the chapter and completion of homework assignments prior to class lecture;
·  The degree of your participation;
·  Willingness to expose your viewpoints to the critical judgment of your classmates or team members; and
·  Ensure adequate study time prior to the examinations.

USING THE WEB PAGE
This course relies extensively on the Internet to communicate information to students. For example, the Internet page provides detailed discussion of issues such as my grading philosophy and the learning competencies we hope to achieve.
The class web site will also provide a lot of useful information about examination questions, class participation techniques, group project writeup and presentation guidelines, procedures for addressing group member delinquency, and links to key sources of information about consumer behavior. Finally, every week, I will post on the web page the name of one student from each session who has been the best class participant for that week (qualitative, not quantitative). Hope to see you on this list!!
The Internet page is continuously upgraded and that is where you will find the most recent and accurate information. Check regularly the "News" and "Course Schedule" sections to review the changes.
Students will also note that copies of all of the PowerPoint presentations are available for review on the Internet when using a specific password. The purpose behind making these presentations available to students is to allow students to listen to the lecture, as opposed to mostly taking notes.
Beware! Do not make the mistake of thinking that because the PowerPoint presentations are available on the Internet, you do not have to come to class. I will regularly bring additional testable materials to class that will not be available from the Internet course page.


ASSIGNMENTS, EXAMS AND GRADING PROCEDURES

Class Participation (5%)
Class participation is considered very important in this class, and the instructor will evaluate class participation throughout the course. Your class participation, and indeed your overall experience in this class, will be effective and enjoyable if you make sure to read the assigned readings for the day before coming to class.
At any point in time, you must be willing to make a 5 minute presentation about the topic of discussion.
Regular attendance in class is strongly encouraged. A lot of material will be covered in the class, and the instructor will frequently summarize key information as well as go beyond the facts in the text. Also, your class participation grade will suffer if you are absent, since you can not participate if you are not present in class.In short, you will enjoy and do well in this class only if you are committed to regular attendance and active participation.
You will note a large number of homework assignments in the following class schedule. These homework exercises will be compiled into both an individual electronic and a group assignment over the course of the semester. There is a detailed presentation of the expectations associated with each one of these homework assignments in this course web page. You are responsible for reading and knowing these expectations.
You may ask general questions about these issues to the Instructor during office hours, by appointment or when convenient.
N.B. 5% of your participation will be assigned to a class presentation from yourteam on a specific subject assigned by the instructor, and 5% to your in-class personal participation (based on pure personal involvement (1%) and to your attendance).

Class Multiple Choice Questions (15% x 3)
These 3 quizzes follow the same format than the individual online submission apart that you will be in the classroom setting. It is intended to help assess the degree to which you have met the learning objectives. As mentioned above, these mini-tests will reflect topics emphasized in class lectures, discussions and exercises. These quizzes will be closed book/note with 50 multiple choice questions consisting of a mix of application questions. Anything discussed in class (text material, examples, exercises and videos) is potential exam material.

Only 2 of the 3 mid-term quizzes will count in the final grade, i.e., the best grade obtained for 2 of the 3 quizzes will be kept for each student.

Exams will cover text and other material emphazised in class. Questions may be multiple-choice, true/false, fill-in, and short-answer essay. Many will be application questions, requiring you to apply marketing concepts to realistic business situations. Bring a SCANTRON Form 882-ES and No.2 pencil to each exam.

Group Work
You may prepare for class sessions either on your own or as part of a study group; your answer in class, however, should be your own. You will become part of a three to 4 person group for your class project, and if you wish you may also use this group as your study group. It is recommended that these groups be self-selected of no more than three to four students. If not, you will be assigned a group by the instructor. All groups should be formed during the two first week sessions and recorded by the end of the second week session or beginning of third. We will confirm these groups during the third third week session to allow maximum time to prepare for the marketing plan.

Consumer Behavior Report
Over the course of the session, your group will develop a complete CB plan. You will first develop your proposal and then creat the plan.

The written plan is due on the day indicated on the course schedule. The written plan is due at the beginning of class on the day indicated in the course schedule. Plans turned in late will be penalized with the loss of 1/one GRADE for every day. A specific outline for the marketing plan will be discussed in class and should be followed in your document. In brief, a report write-up should include the following items: A statement of the major marketing issues facing the organization An analysis of the situation using available tools Identification of the most important tool for that product. Finally, a solution (i.e., recommended direction) and justification.
There is not a "right" page length for this marketing plan. However, the plan is to be submitted typed, and the lecturer will only consider the first 25 (maximum) pages (single-spaced) of each submission (excluding illustrations and appendices - but absolutely no more than this). Please keep reasonable margins of about one inch (2.5cm) on all sides, and do not use a type size smaller than 12, or you will be penalized.
The report should focus on situation analysis and should be suitable as the first part of a larger strategic plan. All reports must have some sort of introduction or market background that explains the nature and objective of the report to your targeted readers, a SWOT analysis of your organization, and some sort of recommendation for the proposed "new and improved" product/service.

To complete the assignment your team must first do the following:
·  Engagement Letter: This engagement letter is not graded but it is compulsory and it is due on the day indicated in the course schedule.

 

GRADING TEMPLATE
A = 94-100
A- = 90-93
B+ = 87-89
B = 84-86
B- = 80-83
C+ = 77-79
C = 74-76
C- = 70-73
D+ = 67-69
D = 64-66
D- = 60-63
F = 0-59

DOWNLOAD
WEEKLY SUMMARY OF LECTURES and SHORT REVIEWS FOR MINI-QUIZZES:

mkt348ch1
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mkt348reviewquiz1
mkt348reviewquiz2
+ extra: potential question for training here.

mkt348reviewquiz3
+ extra: potential question for training here.

Draft 1 review: 20th March 2011:
Guiguis' Team
Heisig's Team
Molhant's Team
Partiyeli's Team
Russell's Team
Bridgette's Team
Duffield's Team
Escorcia's Team

Draft 2 review: 7th April 2011
I am looking to get your next draft no later than Friday 14th April 12pm.

Guiguis' Team
Heisig's Team
Molhant's Team
Foroozan's Team
Escorcia's Team
Allois's Team
Duffield's Team
Padmore's Team

Draft 3 review: 19th April 2011
Heisig's Team
Ryder's Team
Foroozan's Team
Escorcia's Team
Bree's Team
Zerounian's Team
Jack's Team

SAMPLES OF CB REPORT:
Low-Carb Report

Template to Help you with your Report

INSTRUCTOR'S POLICIES
The following rules and policies have been established in order to maintain a classroom environment suitable for learning:
1. Students who disrupt the class will be asked to leave - this includes unnecessary chatter;
2. Any incident of academic dishonesty will be handled in accordance with the policies of the University;
3. Only those individuals enrolled in this class are allowed in this class.
4. The use of any tobacco products in this class is strictly prohibited.
5. Students are expected to take the exams at the scheduled time. No make up exam will be accepted.

"Students with disabilities must register with the Disability Resources and Educational Services office and complete a services agreement each semester.  Staff within the DRES will verify the existence of a disability based on the documentation provided and approve accommodations. Students who are approved for test taking accommodations must provide an Alternative Testing Form to their faculty member signed by a DRES Counselor prior to making testing arrangements. Disability Resources and Educational Services is located in Bayramian Hall, room 110. Staff can be reached at 818.677.2684."

© Copyright 1997-2011 - Dr. Franck Vigneron.

This site has started in May 1997. © Copyright Dr. Franck Vigneron. It may only be printed out for private personal use, it should not be copied and distributed without prior permission from the owner.