Consumer Behavior

Course Details

Course Number: 3823  Section Number: 102

Fall 2010

Location: Dillard College of Business Administration

Classroom Number: 343

Days & Times:

9:30a - 10:50a

Course Attachments

Syllabus  syl-309072MWS-2010-Fall-MKTG3823-102-20100827-095657.docx


MSU Faculty Member
Dr. Phillip Wilson   
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Course Objectives

General Learning Goals:
• Competency in speaking and writing for common business scenarios. Students shall submit written assignments in the appropriate professional format. (Some examples of activities: group influence activities; identifying forms of marketing motivation, consumer choice decision projects). Assessment will occur as individual assignments are graded.
• Problem solving and decision-making abilities through critical analysis, evaluation, and interpretation of business information. Students will develop problem solving and decision making abilities as they evaluate consumer behavior and consumer decision models during class discussion. Assessment will occur during assignments and course examinations.
• Understanding of the influence of global and multicultural issues on business activities. Instruction and discussion of multicultural issues will occur during course topics of consumer behavior, product development, integrated marketing communications, and market segmentation. Students will be assessed on cultural and global influences during regularly scheduled exams.
These general learning goals are among those established by the Dillard College of Business Administration. General learning goals represent the skills that graduates will carry with them into their careers. While assessing student performance in obtaining these general learning goals, the Dillard College is assessing its programs. The assessments will assist us as we improve our curriculum and curriculum delivery.

Course Expectations

Course Specific Learning Goals: After completing this course, students should:
• Have the ability to segment consumer markets using external influences.
• Understand the influences of perception, learning, memory, motivation, and emotion upon consumer behavior.
• Recognize how culture, reference groups, self-concept and lifestyles influence consumers.
• Understand the consumer decision process and how marketers take action that influences the process.
• Have the ability to discuss marketing regulation and consumer behavior.

Grading Standards


Student's performance will be assessed using the following methods.

Exams (4):  Each exam will consist of approximately 50 multiple-choice questions and 2-4 essay type questions.  Lectures, guest speakers, discussions, readings, and handouts are the focus of the examination questions.  The initial four exams will cover specific areas of the course.  The fourth exam is comprehensive.  I will drop the lowest of the four examination grades.

Exercises (4):  Throughout the course of the semester various exercises occur.  Students must be present to participate or receive the assignment.  All exercises should be typed, spell-checked, and grammatically correct. Some exercises will be completed during the class period in which case a hand written submission is acceptable.  The exercises are individual unless specifically stipulated otherwise by the instructor (i.e., students should do their own work).  Some of the proposed exercises are:

Exercise 1:  Matrix Re-population Project

Exercise 2:  Personal Ad

Exercise 3:  McGuire’s Motives

Exercise 4:  Emerging Trends


Exam and project points will be allocated using the following scheme. 



Grades will be assigned using the following scheme. 

Exam I*





Exam II*





Exam III*





Exam IV*





Exercise 1: 



Less than 600


Exercise 2: 





Exercise 3: 





Exercise 4: 





Total Points

*Lowest exam score will be dropped.






The grade ranges are firm.  For example, a 799 is a "C".  Thus you can assess the performance required prior to the semester paper and final exam.  Semester grades will be reported through normal University channels with no exceptions.

Submission Format PolicyNote: You may not submit a paper for a grade in this class that already has been (or will be) submitted for a grade in another course, unless you obtain the explicit written permission of me and the other instructor involved in advance.

Plagiarism Policy Plagiarism is the use of someone else's thoughts, words, ideas, or lines of argument in your own work without appropriate documentation (a parenthetical citation at the end and a listing in "Works Cited")-whether you use that material in a quote, paraphrase, or summary. It is a theft of intellectual property and will not be tolerated, whether intentional or not.

Student Honor Creed

As an MSU Student, I pledge not to lie, cheat, steal, or help anyone else do so."

As students at MSU, we recognize that any great society must be composed of empowered, responsible citizens. We also recognize universities play an important role in helping mold these responsible citizens. We believe students themselves play an important part in developing responsible citizenship by maintaining a community where integrity and honorable character are the norm, not the exception. Thus, We, the Students of Midwestern State University, resolve to uphold the honor of the University by affirming our commitment to complete academic honesty. We resolve not only to be honest but also to hold our peers accountable for complete honesty in all university matters. We consider it dishonest to ask for, give, or receive help in examinations or quizzes, to use any unauthorized material in examinations, or to present, as one's own, work or ideas which are not entirely one's own. We recognize that any instructor has the right to expect that all student work is honest, original work. We accept and acknowledge that responsibility for lying, cheating, stealing, plagiarism, and other forms of academic dishonesty fundamentally rests within each individual student. We expect of ourselves academic integrity, personal professionalism, and ethical character. We appreciate steps taken by University officials to protect the honor of the University against any who would disgrace the MSU student body by violating the spirit of this creed. Written and adopted by the 2002-2003 MSU Student Senate.

Students with Disabilities The Americans with Disabilities Act (ADA) is a federal anti-discrimination statute that provides comprehensive civil rights protection for persons with disabilities. Among other things, this legislation requires that all students with disabilities be guaranteed a learning environment that provides for reasonable accommodation of their disabilities. If you believe you have a disability requiring an accommodation, please contact the Disability Support Services in Room 168 of the Clark Student Center, 397-4140.

Safe Zones Statement The professor considers this classroom to be a place where you will be treated with respect as a human being - regardless of gender, race, ethnicity, national origin, religious affiliation, sexual orientation, political beliefs, age, or ability. Additionally, diversity of thought is appreciated and encouraged, provided you can agree to disagree. It is the professor's expectation that ALL students consider the classroom a safe environment.

Contacting your Instructor All instructors in the Department have voicemail in their offices and MWSU e-mail addresses. Make sure you add your instructor's phone number and e-mail address to both email and cell phone lists of contacts.

Attendance Requirements

Attendance Policy: Regular attendance is expected and roll will be taken. Participation in class discussion and role playing is encouraged. Students should read the assigned material and complete assignments prior to coming to class and be prepared to discuss, ask questions, and participate in role playing exercises that relate to assigned material. See the MSU Student Handbook for University Class Attendance Policy.

Other Policies

Missed Examination Policy: Only students with authorized absences (see University Class Attendance Policy) may make up missed examinations. Students must make up a missed exam before they are allowed to return to class.
Class communication: Students must communicate with the instructor via WebCT. I will provide course updates, readings, handouts, examination reviews, and other communication using WebCT. Students may also check their grades via WebCT.

Syllabus Change Policy:
This syllabus is a guide for the course and is subject to change. Syllabus changes will be communicated via WebCT.

Additional Information:
Grade Appeals: Any student who believes a grade has been inequitably awarded should first contact the instructor who awarded the grade to discuss the issue and attempt to resolve the differences. A student has 30 days following the first day of the succeeding semester to file a written appeal with the dean of the instructor’s college in which the course was taught. Refer to the Undergraduate Catalogue for further details. See the MSU Student Handbook for University policy on grade appeal.

Grade Changes: No grade except “I” may be removed from a student’s record once properly recorded. Changes are not permitted after grades have been filed except to correct documented clerical errors. Requests for error correction must be initiated immediately after the close of the semester for which the grade was recorded.

Awarding and Removal of I: I - incomplete; a non punitive grade given only during the last one fourth of a semester and only if a student (1) is passing the course; (2) has reason beyond the control of the student why the work cannot be completed on schedule; and (3) arranges with the instructor to finish the course at a later date by completing specific requirements that the instructor must list on the grade sheet. A student may remove a grade of I within 30 days by completing the stipulated work.

Final Grades: The instructor posts final grades in Web CT. Do not call or stop by the office to ask for grades.

General policies: Exam dates are firm. The student is responsible to have all materials prepared on time. Please feel free to contact the instructor as needed. I want to see everyone do well in this course, but a big part of success depends on the student. I view everyone as an "A" student until proven otherwise. I expect on-time attendance, preparation, participation, and professional effort. Students who have a good attitude and strive to meet these expectations will find me very supportive - I will do whatever I can to help students succeed in this course and beyond.

Assignments: Assignments are due in class at the beginning of class on the specified due date. There is NO PROVISION for late work on any assignment. Plan and schedule to complete work early. Having your work completed on schedule is a key to early success in your business career.

Classroom behavior: Some miscellaneous expectations that I have in the delivery of the course.
• Ask questions.
• Come to class on time and leave on time.
• Turn off your cell phones and put them away.
• Please do not wear hats or caps in the classroom. These are inappropriate in almost all indoor business situations.
• Please avoid my pet peeves.
o Attempting to turn in late assignments.
o Asking: “Did I miss anything important,” “Will I miss anything important,” or “Will we get out early today?”
o Packing up before class is over.

Writing Proficiency Requirement All students seeking a Bachelor's degree from Midwestern State University must satisfy a writing proficiency requirement once they've 1) passed English 1113 and English 1123 and 2) earned 60 hours. You may meet this requirement by passing either the Writing Proficiency Exam or English 2113. Please keep in mind that, once you've earned over 90 hours, you lose the opportunity to take the $25 exam and have no option but to enroll in the three-credit hour course. If you have any questions about the exam, visit the Writing Proficiency Office website at, or call 397-4131.