MARKETING 461: CONSUMER BEHAVIOR Summer 2015-CRN 14603 Instructor: Kim Moon Time: TH-1:30-4:00 Office: University Hall #2222 Location: GH 204 Email: [email protected] Office Hours: TH from 11-1 REQUIRED TEXT: Consumer Behavior: Buying, Having and Being, Author: Michael R. Solomon, 10th Edition, Publisher: Pearson, Prentice Hall : IBSN:978 0 13 267184 2

REQUIRED MAGAZINE: Purchase Fashion Magazine of Your Choice: e.g. Vogue, GQ, In-Style, Glamour, Elle

RECOMMENDED READINGS: Why We Buy: The Science of Shopping”: Author: Paco Underhill Buyology: Truth and Lies About Why We Buy, Author: Martin Lindstrom Brand Sense: Martin Lindstrom How We Decide, Author: Jonah Lehrer How Consumers Think, Author: Gerald Zaltman

COURSE DESCRIPTION: Students will study the linkages between technology, behavioral science and marketing strategy. This course seeks to bridge the gap between industrial marketing theory and practical application. Individual and group influences on consumer preferences and purchasing patterns are considered. Both theory and application are stressed. The course is a comprehensive study of not only why consumers buy but also why having or not having possessions affect the way consumers feel about themselves and others. Prerequisite(s): MKTG 360.

COURSE OBJECTIVES: To deepen the knowledge of how consumers think, feel and reason in the decision- making process; examine the role of rational and emotional thinking To explore the role of environmental factors and opinion leadership on consumer behavior To understand the differences between traditional market research techniques and new areas of research such as neuromarketing To appreciate how products, services and consumption activities contribute to the broader social world To apply critical thinking skills in analyzing case studies and acquiring marketing concepts To gain experience working with small groups and teams in an effort to build consensus

COURSE REQUIREMENTS: Regular and on-time attendance Participation in classroom discussions and collaborative learning exercises Satisfactory completion of all assignments and case studies

COURSE STRUCTURE: The course will be taught in weekly modules as per the attached course calendar. Students are responsible for reading the key concepts in the text and other additional readings prior to coming to class. Case studies, articles, videos and collaborative exercises will be used in class to allow students the opportunity to apply the core marketing principles.

POLICY FOR ELECTRONICS: To foster an environment that is conducive to learning, laptops will only be allowed for In-class assignments. Cell phones must be put away at the beginning of class.

COURSE ASSSIGNMENTS: Harvard Business Review Cases: You will need to purchase HBR Cases. I will attach an HBR course link on Blackboard. Please use this link to access and purchase the cases. NOTE: You must have a HBR account before you can access the cases. The account is FREE to set up a user name and password. Copy and paste the following link into your browser to set your account: https://cb.hbsp.harvard.edu/cbmp/register/2/Student/0/0/23754377

C.B. TOPICS IN THE NEWS: We will discuss various news worthy topics in the marketplace that relate to consumer behavior. So, you will be required to provide input to these weekly class discussions by posting an article/news clip along with a brief summary of how your topic relates to the concepts learned in class. Look for articles published in the Wall Street Journal, USA Today, Business Week, AdAge, etc.

PRE-READINGS/ASSIGNMENTS There are articles that you may need to read or videos that you may need to watch prior to coming to class (not every week). The articles and video links can be accessed via Blackboard under “Assignments”.

MINI CASE STUDIES (CASES ARE IN YOUR TEXTBOOK): You will be assigned mini-case studies to help you apply the theoretical concepts in the textbook. You will answer the questions for each respective case.

MIDTERM & FINAL: The Midterm & Final Assignments are related and make up 65% of your course grade. You will choose one topic from a list of theoretical consumer behavior concepts to work on for both the Midterm & Final. More detailed information is provided on Blackboard.

LATE ASSIGNMENTS: You may submit your assignments at any time. However, all late assignments will be assessed a 10% penalty per day. Hardcopies left at my office are discouraged but will be accepted and considered submitted on the day that I received it.

IMMERSION ACTIVITIES & MAKE-UP ASSIGNMENTS. In lieu of class participation points, you will earn points for in class assignments called Immersion Activities. After most lectures, you will apply the concepts learned in class by completing the Immersion Activity with a group.

The Immersion Activities can only be completed in class on the day that they are assigned. However, every student will be allowed a maximum of 15 “Grace Points.” You can use your points toward a missed Immersion Activity or a “C.B. Topics in the News” post. You should plan to use your points if you are traveling during the week or have to miss class for any reason. You will need to submit the form on Blackboard to earn the points.

GRADING CRITERIA: The letter course grade is determined by computing the following weights and numerical points for individual assignments:

5-Mini Case Studies 50 pts 5-“C.B. Topics in The News” 50 pts 10-In-Class Immersion Activities 150 pts 1-HBR Coca-Cola Case 100 pts Midterm 300 pts Final Written Project 250 pts Final Oral Presentation 100 pts

GRADING POINT SCALE: 900-1000 A 800-899 B 700-799 C 600-699 D Below 600 F

*Note: Individual grades are to be held in strict confidence. Therefore, students are encouraged not to discuss grades or graded assignments. All questions and discrepancies regarding graded assignments should be directed to the instructor’s attention. A request to review graded assignments should be written on “3M Post-It Notes”. The instructor will review these requests outside of class and provide a response by the next class period.

Turnitin.com: In addition to submitting a hardcopy, students must submit assignments electronically to Turnitin.com. Turnitin.com is an educational tool to teach students how to work with research sources and to improve paraphrasing and quoting skills.

Students will ONLY submit electronic versions of HBR CASE STUDIES, MIDTERM AND FINAL to Turnitin.com. Turnitin.com then produces an originality report. This report shows the instructor the results of Turnitin.com's comparison of the essay to content on the web, to Turnitin.com's database of student writing, and to some databases of common full-text journals. You must create an account to access the course. As a result, you will lose at least 10 points for unacceptable originality reports (scores appearing in Yellow and Red). Below, is the course ID and password:

TURNITIN COURSE ID: 10116486 TURNITIN PASSWORD: SUM2015

MIDTERM GRADES: Please refer to the following link for advisory information on Midterm grades. http://tigger.uic.edu/depts/oaa/advising/student_midterm.html

ACCOMMODATION FOR STUDENTS WITH DISABILITIES Concerning disabled students, the University of Illinois at Chicago is committed to maintaining a barrier-free environment so that individuals with disabilities can fully access programs, courses, services, and activities at UIC. Students with disabilities who require accommodations for full access and participation in UIC Programs must be registered with the Disability Resource Center (DRC). Please contact DRC at (312) 413-2183 (voice) or (312) 413- 0123 (TDD). . More information may also be found at the DRC Website located at http://www.uic.edu/depts/oaa/disability_resources/index.html. Students requesting accommodation must provide each instructor with a letter outlining the specific accommodations requested for a specific course. These letters are developed by the DRC in coordination with the student and presented to the instructor by the student prior to the start of each semester.

ACADEMIC INTEGRITY This course and its associated coursework are being administered under the policies of the University of Illinois at Chicago (UIC) College of Business Administration Honor Code. All students are expected to respect and uphold the CBA Student Code of Ethics found on pages 9-11 of the UIC Business Student Handbook: http://business.uic.edu/docs/default-source/default-document- library/handbook-2013-2014-for-website.pdf?sfvrsn=2

In keeping with CBA policy, evidence of academic dishonesty may result in a failing grade for the course and disciplinary review by the University. Academic dishonesty includes, but is not limited to, cheating (giving or receiving aid), fabrication/falsification, plagiarism (including not accurately referencing source material), bribes, favors or threats, examination by proxy (taking an exam for someone else), grade tampering and submitting non-original works authored by someone other than the student. Refer to the student handbook or Student Disciplinary Procedures for definitions and details: http://www.uic.edu/depts/dos/docs/Standards%20of%20Conduct.pdf and http://www.uic.edu/depts/dos/docs/Disciplinary%20Actions.pdf For a complete review of UIC policies regarding intellectual integrity and academic honesty, please visit: http://www.uic.edu/depts/dos/conductforstudents.shtml

*10th Ed. COURSE CALENDAR-Subject to change:

LECTURE: TEXT DUE DATES: HW & DATE READING IN CLASS ASSIGNMENTS ASSIGNMENTS

Buying, Having & Being: Course Overview; Practice 6/16 Chp 1 Case; Course Management Assign Midterm Topic; In Practice Case Perception: Chp 2 Class Assignment #1: 6/18 CNBC “Supermarkets Inc.” Learning & Memory: Mini Case 1: Avatars pg 6/23 Chp 3 In Class Assignment #2 112; HC Social Class & Lifestyles: In Class Assignment #3: “C.B. in The News” #1 6/25 Chp 12 CNBC “Untold Wealth” HC/EC on BB

Mini Case 2: Plus Size “Las Vegas Video”; C.B. in pg 206; HC; MIDTERM 6/30 The Self: Chp 5 Print (Magazine) STRATEGY HC DUE

“C.B. in The News”#2; HC/EC BB; VALS2 Survey: HC Next Class 7/2 VIRTUAL HOLIDAY DISCUSSION BOARD: In Class Assignment #4: “CB in The News” #3 VALS2 Survey: Must HC/EC on BB Personality & Complete Before Class 7/7 Psychographics: Chp 6 CNBC “As Seen On TV”: Attitudes & Persuasion: C.B. in Print (Magazine) Chap 7 Buying and Disposing: MIDTERM/Submit HC/ 7/9 Chp 9 In Class Assignment #5 EC to Turnitin.com HBR Coke Case; HC/EC Motivation & Global In Class Assignment #6: to Turnitin.com 7/14 Values: Chp 4 CNBC “Coke-The Real Thing” In Class Assignment #7: Mini Case 3: Parrot pg “Consuming Kids” Docu. 519;HC: Consuming 7/16 Subcultures: Chp 13 Must Watch Before Class Kids Documentary Decision-Making: Chp 8 Mini Case 4: MAC vs PC 7/21 pg 330; HC Organization & HH “C.B. in The News” #4 7/23 Decision-Making: Chp 10 HC/EC on BB: FINAL In Class Assignment #8 ORAL REVIEW IN CLASS Groups & Social Mini Case 5: Miracle pg Media: Chp 11 437 (Answer Q. 1-3); 7/28 In Class Assignment #9 HC Culture: Chp 14 In Class Assignment #10: “C.B. in The News” #5; 7/30 Course Evaluations HC/EC on BB ORAL Final HC/EC of Word to PRESENTATIONS: “Turnitin.com”/Oral 8/4 LAST DAY OF CLASS PPT to BB