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Online classes

Effective: Early Spring 8-Week 2017/2018

MKTG 331: Consumer Behavior

Course Description

Introduction to individual and environmental determinants of the behavior of consumers. Use of knowledge of consumers' behavior to plan, implement and control marketing activities.

Prerequisite: MKTG 310

Proctored Exams: None



Syllabus Contents

Textbooks

Required

  • Babin, Barry J. CB 7. 7th ed. Cengage Learning, 2016.
    • ISBN-978-1-305-40323-9

MBS Information

Textbooks for the course may be ordered from MBS Direct. You can order

For additional information about the bookstore, visit http://www.mbsbooks.com.


Course Overview

This course is designed to help students understand consumers in formulating marketing strategy. In addition to understanding consumers, we will look at how products, services, and consumption activities contribute to the broader social, economic, competitive, and political world we live in. Consumer behavior is a young, dynamic field whose beginnings developed with the marketing concept of the late 1940s and 1950s. It is a multidimensional subject deriving theory from economics, psychology, sociology, anthropology, and organizational behavior.


Technology Requirements

Participation in this course will require the basic technology for all online classes at Columbia College:
  • A computer with reliable Internet access
  • A web browser
  • Acrobat Reader
  • Microsoft Office or another word processor such as Open Office

You can find more details about standard technical requirements for our courses on our site.


Course Learning Outcomes

  1. Describe the foundations of consumer behavior.
  2. Identify and explain the steps in the consumer decision process.
  3. Explain the individual determinants of consumer behavior.
  4. Analyze the cultural, sub-cultural, and cross-cultural variations in consumer behavior.
  5. Identify and analyze the reference groups important in the formation of individual consumer behavior.
  6. Assess the impact of social media and globalization on consumer behavior.

Grading

Grading Scale
Grade Points Percent
A 450-500 90-100%
B 400-449 80-89%
C 350-399 70-79%
D 300-349 60-69%
F 0-299 0-59%
Grade Weights
Assignment Category Points Percent
Discussions 60 12%
Quizzes 290 58%
Dropbox Assignments 150 30%
Total 500 100%


Schedule of Due Dates

Week 1
Assignment Points Due
Discussion 1 4 Wednesday/Friday
Discussion 2 7
Syllabus Quiz 10 Sunday
Plagiarism Tutorial and Quiz 0
Quiz 1 35
Week 2
Assignment Points Due
Discussion 3 7 Wednesday/Friday
Quiz 2 35 Sunday
Week 3
Assignment Points Due
Discussion 4 7 Wednesday/Friday
Dropbox Assignment 1 75 Sunday
Quiz 3 35
Week 4
Assignment Points Due
Discussion 5 7 Wednesday/Friday
Quiz 4 35 Sunday
Week 5
Assignment Points Due
Discussion 6 7 Wednesday/Friday
Quiz 5 35 Sunday
Week 6
Assignment Points Due
Discussion 7 7 Wednesday/Friday
Dropbox Assignment 2 75 Sunday
Quiz 6 35
Week 7
Assignment Points Due
Discussion 8 7 Wednesday/Friday
Quiz 7 35 Sunday
Week 8
Assignment Points Due
Discussion 9 7 Wednesday/Friday
Quiz 8 35 Saturday
Total Points 500

Assignment Overview

Assignment Preparation

In general, the rule of thumb for college classes is two hours of preparation for every hour of class work. When offered as a land-based course, this course includes 40 in-class sessions of 50 minutes. Because this class is taught online, students should expect to spend approximately ten to fifteen hours per week on this course. Failure to do so will usually result in poor performance due to inadequate preparation.

Each week you will need to complete 1 discussion assignment (except for Week 1 when there will be 2 discussion assignments) and a quiz. Weeks 3 and 6 there will be a Dropbox Assignment due Sunday evening.  Weekly overviews are located in the Content area and a checklist of due dates is also provided in the course.


Readings

Read all assigned chapters for the week prior to completing your discussions, assignments, and quizzes.

Assignments

  • Directions for all assignments are available in the Content area of the course. If you have questions about an assignment, please post your question/problem under the General Discussions topic.
  • For Discussions, make sure to use the message box for your posts. If you compose your messages in Word, don't submit it as an attachment. Instead, copy and paste the content of your document into the message box. Some additional formatting may be necessary. Please contact the CC Help Desk if assistance is needed. Help Desk personnel are available evenings and weekends.
  • Assignments must be submitted to the drop box in WORD or RICH TEXT format.

All assignments are to include the question that was asked, followed immediately by the answer. Example:

Question: Define consumer behavior. Provide specific support through online research, such as sites you discover and those listed on the reference page. 

Answer: Consumer Behavior is..................

Question: What are the a) positive and b) negative impacts of marketing on our society? Answer:

a) Positive impacts of marketing on our society are......................

b) Negative impacts of marketing on our society are.....................

When submitting a drop box assignment, include the appropriate headings and sections. If you are responding to a question, for example, then include the question as a heading. If this is an overall description (e.g., Overall description of age group; attitudes of the group, etc.), then that should be your heading for that section. 

When citing your research in all assignments, including discussion postings, you should be citing in text as well as in a work cited or reference/bibliography page.

Points will be deducted if your answer is not directly below the question or if your assignment is not formatted as indicated above. 

Note: Work submitted for this class must not have been used previously, submitted by you or another individual for any course. Any student who submits work previously used will automatically receive a “0” for the assignment and will be reported to Columbia College Student Life and Academic Affairs administrators.


Discussion

Your Post/Answer due by Wednesday, midnight and 3 responses by Friday, midnight.

Discussions will deepen your knowledge of the course material and will take place in the Discussions area of the course. You should read all of the discussion posts and responses. I may ask a question or two on the quizzes based on information learned in the Discussions.

Reserving a question/product/brand: Reserve the question you intend to answer (see Content section for more info). Reservations can be made by putting the Chapter number w/question/product/brand name in the subject line w/reserved in the subject line. The student should complete the assignment by clicking on the edit button and removing “reserved” from the subject line. Identical and/or “copy-cat” answers will receive a 0. The concept is that each student will select a question and complete the assignment to indicate to the instructor understanding of the text readings and concepts for that week. All questions must be selected once before the same question can be selected again, then all questions must be selected a second time before the same question can be selected again (a third time, etc).

See the grading rubric in the Content area of the course for additional details; (post your answer on time and then post 3 responses to your fellow students over different days to earn full points).

Format: Subject lines for all discussions should include the following:

  • Week #
  • Discussion #
  • Discussion Topic
  • Chapter/Question/Product/Service and/or Topic that you are covering

This information will allow your classmates to determine if a question has already been chosen for discussion.

Answers for discussion postings should be copied and pasted in the body of the discussion section, and not submitted as attachments. Discussion postings submitted as attachments will receive a “0.”

Dropbox Assignments

There are 2 written papers for the course. Each paper must be completed using Microsoft Word or a comparable program.  Please save all files as a .doc or .rtf (rich text) format and submit them to the appropriate Dropbox by Sunday of Week 3 and Week 6 at 11:59pm CT. For the first paper you will write about Tweens, Generation Y and Generation X. For the second paper you will be researching baby boomers, seniors and one american subculture group. Each paper will include demographics and other information important to marketers (see our home page for more details).  For the subculture part of the second paper do not write about African-Americans, Hispanic Americans, or Asian-Americans. The assignments may be either single-spaced (3 pages) or double-spaced (6 pages).

The assignment needs to include in either the upper right hand or upper left hand corner of the first page (not just on the drop box or file posting).

  • your name
  • reference number for the class
  • the date of the assignment
  • the assignment label

A successful paper will include all requested information plus additional information that would be of importance for a marketer targeting this group, few errors of grammar, punctuation, spelling, etc., citations, and a complete bibliography or works cited page.  Either APA or MLA format is acceptable. Directions for the assignment are available in the Content area of the course.

Papers should be written almost entirely in the students’ own words, and any borrowed passages must be enclosed within quotation marks. Otherwise these passages are plagiarized even if a citation is included. Cite your sources in-text and include a Reference (or Works Cited) page.

Points (75 total for each paper; same rubric for both papers): Demographic – 12 pts (4 for each demo); Attitude – 12 (4 for each demo); Spending – 12 (4 for each demo; include total annual spending power of the demographic); Product Development – 12 (4 for each demo; include products or services that you believe would sell to this demo); Marketing – 12 (4 for each demo; include idea of message content and media used to reach each demo); Cite - 6 (cite your sources in your text!); Reference Page 6 (include: author, source [name of article and name of web site if  from Net], date published, publisher); Writing – 3 (check for spelling, punctuation, etc.). More info will be posted on our home page on Monday of Week 2.

NOTE: You must view the plagiarism tutorial, available in the Content area and complete the quiz (80% needed) before you will be allowed to submit your first dropbox assignment.


Quizzes

Week 1 through Week 7 quizzes are available from noon Friday until Sunday at 11:59pm CT. You will have 1 minute per question to complete the quiz. Week 8 quiz is available at noon on Thursday until Saturday at 11:59pm CT.

Quizzes will consist of multiple-choice questions similar to those found in the interactive quizzes on the publisher’s companion website. Quizzes will be completed in the Quizzes area of the course and limited to 35 minutes. Questions will require a higher level of application, not just the definition of terms. Students should know the material thoroughly. Although you will have the use of the text, you will have very little time to use it.

  • Review the document titled Quiz Policies and Guidelines posted under in the Content area prior to taking the first quiz.
  • Use the Key Terms on the Review Cards provided at the end of your text to guide your studying for quizzes.
  • Complete the practice quizzes available from the publisher’s website to help you study.
  • Download audio summaries from the publisher’s website to review on the go.
  • Read the "Learning Goals" at the beginning of each chapter. The goals summarize the key points in the course and provide a guide for studying the information for quiz questions.
  • Read the textbook chapters twice. The first time scan the chapter topics reading for major points. The second time, focus on “the details” for each concept. Make sure you understand and can apply each concept included on the list of Review Terms.
  • Make use of the online study tools at the Publisher’s Companion Site. Information for accessing the companion website is provided in your textbook.

Communication

  • All communication in this course is formal. Formal rules of English and grammar apply to all submissions, including email.
  • Class participants will observe the rules of internet etiquette.
  • Students should post questions about assignments on the General Discussions link. It is the preferred method of communication but should not be used for questions relating to quizzes and/or grades. Email should be used for grading and/or quiz issues.


Course Outline

Click on each week to view details about the activities scheduled for that week.

Week 1: Introductions, What is CB and Group and Interpersonal Influence
Readings
Chapters 1 and 8
Discussion 1
Answer the questions located in the Content area of the course and respond to three students on three different days by Friday to receive all possible participation points.
Discussion 2
Answer 1 critical discussion question located in the Content are of the course by Wednesday with 3 responses due by Friday, 11:59p.
Syllabus Quiz
The quiz will be available on the opening day of class and should be taken prior to posting your first discussion. You will not be allowed to post to any discussion, dropbox assignments or complete any other quizzes until this exam has been completed. Please have your printed syllabus with you when answering the questions.
Plagiarism Tutorial and Quiz
The quiz will be available on the opening day of class. You must view the plagiarism tutorial, available in the Content area and complete the quiz (80% needed) before you will be allowed to submit your first dropbox assignment. If you fail to complete the tutorial and quiz and are subsequently late in submitting your dropbox assignment, you will have points deducted for late submission.
Quiz 1
Complete Quiz 1 located in the Quizzes area of the course by Sunday at 11:59pm CT. Quiz 1 covers Chapters 1 and 8 and will become available at noon on Friday. You will have 35 minutes from the time you begin to complete the quiz.
Week 2: Consumer Culture and Microcultures
Readings
Chapters 9-10
Discussion 3
Answer 1 critical discussion question located in the Content area of the course by Wednesday with responses due Friday.
Quiz 2
Complete Quiz 2 located in the Quizzes area of the course by Sunday at 11:59pm CT. Quiz 2 covers Chapters 9-10 and will become available at noon on Friday. You will have 35 minutes from the time you begin to complete the quiz.
Week 3: Value and Consumer Learning
Readings
Chapters 2-3
Discussion 4
Answer 1 critical discussion question located in the Content area of the course by Wednesday with responses due Friday.
Dropbox Assignment 1
The three age cohort groups you will research and write about this week:  are Tweens, Generation X, and Generation Y. Details on the assignment are located in the Content area (write about all three).
Quiz 3
Complete Quiz 3 in the Quizzes area of the course by Sunday at 11:59pm CT. Quiz 3 covers Chapters 2-3 and will become available at noon on Friday. You will have 35 minutes from the time you begin to complete the quiz.
Week 4: Comprehension, Memory, Cognitive Learning, Motivations, and Emotions
Readings
Chapters 4-5
Discussion 5
Answer 1 critical discussion question located in the Content area of the course by Wednesday with responses due Friday.
Quiz 4
Complete Quiz 4 located in the Quizzes area of the course by Sunday at 11:59pm CT. Quiz 4 covers Chapters 4-5and will become available at noon on Friday. You will have 35 minutes from the time you begin to complete the quiz.
Week 5: Personality, Lifestyle, Self-Concept, Attitudes, and Attitude Change
Readings
Chapters 6-7
Discussion 6
Answer 1 critical discussion question located in the Content area of the course by Wednesday with responses due Friday.
Quiz 5
Complete Quiz 5 located in the Quizzes area of the course by Sunday at 11:59pm CT. Quiz 5 covers Chapters 6-7 and will become available at noon on Friday. You will have 35 minutes from the time you begin to complete the quiz.
Week 6: Consumers in Situations and Need Recognition and Search
Readings
Chapters 11-12
Discussion 7
Answer 1 critical discussion question located in the Content area of the course by Wednesday with responses due Friday.
Dropbox Assignment 2
The three cohort groups you will research and write about for this paper are: Baby-Boomers, Seniors, and a U.S.-based subculture (other than African-American, Asian-American and/or Hispanic-American) of your choice. Details on the assignment are located in the Content area of the course. Provide the same information for these three groups you researched for our first paper.
Quiz 6
Complete Quiz 6 located in the Quizzes area of the course by Sunday at 11:59pm CT. Quiz 6 covers Chapters 11-12 and will become available at noon on Friday. You will have 35 minutes from the time you begin to complete the quiz.
Course Evaluation
Please evaluate the course. You will have an opportunity to evaluate the course near the end of the session. A link sent to your CougarMail will allow you to access the evaluation. Please note that these evaluations are provided so that I can improve the course, find out what students perceive to be its strengths and weaknesses, and in general assess the success of the course. Please do take the time to fill this out.
Week 7: Alternative Evaluation, Choice, and Consumption to Satisfaction
Readings
Chapters 13-14
Discussion 8
Answer 1 critical discussion question located in the Content area of the course by Wednesday with responses due Friday.
Quiz 7
Complete Quiz 7 located in the Quizzes area of the course by Sunday at 11:59pm CT. Quiz 7 covers Chapters 13-14 and will become available at noon on Friday. You will have 35 minutes from the time you begin to complete the quiz.
Week 8: Consumer Relationships and the Consumer and Marketing Misbehavior
Readings
Chapters 15-16
Discussion 9
Answer 1 critical discussion question located in the Content area of the course by Wednesday with responses due Friday.
Quiz 8
Complete Quiz 8 located in the Quizzes area of the course by Saturday at 11:59pm CT. Quiz 8 covers Chapters 15-16 and will become available at noon on Thursday. You will have 35 minutes from the time you begin to complete the quiz. Take Quiz 8 by Saturday, 11:59pm, or you will get a ‘0’ for Quiz 8!


Course Policies

Student Conduct

All Columbia College students, whether enrolled in a land-based or online course, are responsible for behaving in a manner consistent with Columbia College's Student Conduct Code and Acceptable Use Policy. Students violating these policies will be referred to the office of Student Affairs and/or the office of Academic Affairs for possible disciplinary action. The Student Code of Conduct and the Computer Use Policy for students can be found in the Columbia College Student Handbook. The Handbook is available online; you can also obtain a copy by calling the Student Affairs office (Campus Life) at 573-875-7400. The teacher maintains the right to manage a positive learning environment, and all students must adhere to the conventions of online etiquette.

Plagiarism

Your grade will be based in large part on the originality of your ideas and your written presentation of these ideas. Presenting the words, ideas, or expression of another in any form as your own is plagiarism. Students who fail to properly give credit for information contained in their written work (papers, journals, exams, etc.) are violating the intellectual property rights of the original author. For proper citation of the original authors, you should reference the appropriate publication manual for your degree program or course (APA, MLA, etc.). Violations are taken seriously in higher education and may result in a failing grade on the assignment, a grade of "F" for the course, or dismissal from the College.

Collaboration conducted between students without prior permission from the instructor is considered plagiarism and will be treated as such. Spouses and roommates taking the same course should be particularly careful.

All required papers may be submitted for textual similarity review to Turnitin.com for the detection of plagiarism. All submitted papers may be included in the Turnitin.com reference database for the purpose of detecting plagiarism. This service is subject to the Terms and Conditions of Use posted on the Turnitin.com site.

Non-Discrimination

There will be no discrimination on the basis of sex, race, color, national origin, sexual orientation, religion, ideology, political affiliation, veteran status, age, physical handicap, or marital status.

Student Accessibility Resources

Students with documented disabilities who may need academic services for this course are required to register with the office of Student Accessibility Resources. Until the student has been cleared through this office, accommodations do not have to be granted. If you are a student who has a documented disability, it is important for you to read the entire syllabus as soon as possible. The structure or the content of the course may make an accommodation not feasible. Student Accessibility Resources is located in Student Affairs in AHSC 215 and can be reached by phone at (573) 875-7626 or email at sar@ccis.edu.

Online Participation

You are expected to read the assigned texts and participate in the discussions and other course activities each week. Assignments should be posted by the due dates stated on the grading schedule in your syllabus. If an emergency arises that prevents you from participating in class, please let your instructor know as soon as possible.

Attendance Policy

Attendance for a week will be counted as having submitted any assigned activity for which points are earned. Attendance for the week is based upon the date work is submitted. A class week is defined as the period of time between Monday and Sunday (except for week 8, when the work and the course will end on Saturday at midnight.) The course and system deadlines are based on the Central Time Zone.

Cougar Email

All students are provided a CougarMail account when they enroll in classes at Columbia College. You are responsible for monitoring email from that account for important messages from the College and from your instructor. You may forward your Cougar email account to another account; however, the College cannot be held responsible for breaches in security or service interruptions with other email providers.

Students should use email for private messages to the instructor and other students. The class discussions are for public messages so the class members can each see what others have to say about any given topic and respond.

Late Assignment Policy

An online class requires regular participation and a commitment to your instructor and your classmates to regularly engage in the reading, discussion and writing assignments. Although most of the online communication for this course is asynchronous, you must be able to commit to the schedule of work for the class for the next eight weeks. You must keep up with the schedule of reading and writing to successfully complete the class.

No late discussion posts will be accepted.

No late assignments or quizzes will be accepted unless the instructor receives notification of extenuating circumstances beyond the control of the student prior to the due date. Each student has the responsibility of contacting the teacher if they are unable to complete an assignment by the due date. Late assignments, when accepted, will be graded on a time available basis.

Course Evaluation

You will have an opportunity to evaluate the course near the end of the session. A link will be sent to your CougarMail that will allow you to access the evaluation. Be assured that the evaluations are anonymous and that your instructor will not be able to see them until after final grades are submitted.


Additional Resources

Orientation for New Students

This course is offered online, using course management software provided by Desire2Learn and Columbia College. The course user guide provides details about taking an online course at Columbia College. You may also want to visit the course demonstration to view a sample course before this one opens.

Technical Support

If you have problems accessing the course or posting your assignments, contact your instructor, the Columbia College Helpdesk, or the D2L Helpdesk for assistance. Contact information is also available within the online course environment.

Online Tutoring

Smarthinking is a free online tutoring service available to all Columbia College students. Smarthinking provides real-time online tutoring and homework help for Math, English, and Writing. Smarthinking also provides access to live tutorials in writing and math, as well as a full range of study resources, including writing manuals, sample problems, and study skills manuals. You can access the service from wherever you have a connection to the Internet. I encourage you to take advantage of this free service provided by the college.

Access Smarthinking through CougarTrack under Students -> Academics -> Academic Resources.


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