How to quit smoking Hookah Behavior Change  The idea is to focus on consumer transformation. An important part of this course is applying what you have learned to real examples. You begin by selecti

Woodbury University Strategic Principles

Transdisciplinarity, Design Thinking, Entrepreneurship, and Civic Engagement

School of Business

Cultivating Innovative Business Leaders for Sustainable Society

Woodbury University’s School of Business cultivates the distinctive talents of each student to prepare future leaders of business who communicate effectively, act ethically, and think globally.

This course is designed to support the following program learning goals:

1. Communication

• Verbal: Give an effective presentation

• Written: Write effective business documents

In addition, we rely upon the other outcomes:

1. Ethical perspectives in professional decision-making

2. Global awareness

3. Leadership skills

4. Information Literacy

This course is designed to provide understanding of the nature and dynamics of consumer markets and their significance of the marketing executive. To introduce the concepts and constructs employed to identify and measure market segments and analysis of behavioral patterns of these segments as a basis for marketing strategy.

Course Learning Outcomes

Upon successful completion of the course, students will be able to

1. Define and understand the dynamics of consumer behavior and its relevance to marketing management

2. Comprehend the nature and complexity of the internal and external influences upon consumer behaviors

3. Understand and analyze how consumer behavior is, can be, or should be regulated,

4. Understand and analyze how consumer behavior impacts society and how society impacts consumer behavior

5. Demonstrate awareness of global consumer culture.

6. Demonstrate awareness of ethical issues in consumer behavior and analyze how these issues impact consumers, corporations, society, and the world in general.

7. Apply analytical and critical thinking in consumer behavior.

1. Reading materials on Moodle

2. Consumer Behavior 8th Edition (2017) by Babin and Harris, 4LTR Press

Performance assessment and course grade break-down:

Exams 300

Exam I 150

Exam II 150

Behavior Change 200

Weekly log 75

Reflective paper 75

Group report 50

Term Project 350

FC 1 50

FC 2 75

FC 3 75

FC 4 150

Individual Participation 150

Total 1000

Course Requirement

Exams (300 points)

There will be two non-accumulative exams. They are written exams.

Behavior Change (200 points)

The idea is to focus on consumer transformation. An important part of this course is applying what you have learned to real examples. You begin by selecting a behavior that you want to change about yourself, such as stopping a harmful behavior, (i.e. smoking, texting when driving, Excessive video-game playing, or binge drinking) or small things (i.e. stop saying sorry all the time, coming to class 5 minutes earlier), starting a healthy behavior(i.e. an exercise program or changing what you eat or drink) or starting/stopping a behavior related to environment (turn off water tap when brushing your teeth, recycling). You will engage in this change over a period of 4 weeks.

Individual work:

1. During the 4 weeks, you must log your attempt to change your behavior (in narrative form, journal, number, visual pictures etc.). You will have to submit your log weekly.

2. You will journal about what you have learned about your behavior, applying concepts from the textbook and describing the effects of your attempt to change your behavior. You will write a minimum of two detailed paragraphs, first answering a question about how your behavior is influenced by the topic and second describing your behavior, any changes, and the results. The paper length is one page double-space. You will also be assigned to share your work with class. Grading is based on the comprehensiveness of the entry and how well it incorporates CB terms and concepts There will be a penalty for missing deadlines of each week.

Group work:

1. Students then exchange their findings in groups, to analyze similarities and differences, and then write the whole thing up in a report after 4 weeks of change. Your report will address following questions: What are common themes emerging from your group data? What is the process of behavior change? What are challenges? How do people face the challenges? What do you learn about changing consumer behavior? (report due 2 weeks later).

Term project: Food Consumption (350 points)

The purpose of this project is to provide an opportunity to apply what we’ve learned in class about consumers, consumer research, and consumer behavior to promote healthy food shopping and consumption. Specifically, you will have the opportunity to collect secondary data, to practice observing shoppers, to interview consumers, to analyze qualitative data, and to suggest marketing tactics for improving the consumer adoption of healthy food. These assignments will help us address various questions related to the purchase and consumption of food so that we can recommend marketing tactics to expedite adaption to healthy food consumption.

Individual work:

• FC 1: Secondary data collection

• FC 2: Observation

• FC 3: Interview

Group work

• FC4: Data Analysis and Group Presentation

Class Participation (150 points)

Learning in this course will involve regular attendance to class, contributing to any discussions in class and in small groups. Much of what you will learn in this class comes from other students sharing their own experiences and insights into Consumer Behavior. Each student is encouraged to participate in class discussions through: giving ideas, argument on case analysis, asking the professor questions during lecture; break-out exercises; and making public comments on other student ideas/comments.

Class participation is critical to the success of the course since the quality of the discussion is largely in your hands. Please plan to attend all classes and to arrive ready for discussion. In addition, please plan to stay for the entire class. Preparation is important! Participation grades include

1. Reading the assigned articles and chapters; answering assigned questions

2. Completing assignments and sharing with class

3) Participating in class discussion and activities

Your participation will be graded based on quality of your assignments, quality and quantity of your contribution during class discussion. Attendance does not equal participation.

Lectures, videos, case studies, guest speakers, written assignments, quizzes, film screenings.

The School of Business has standardized a school-wide attendance policy. Below is the official policy.

Absence and tardiness policy:

In the School of Business we believe in preparing our students for workplaces in which discipline and participation are considered part of their performance. We therefore expect our students to attend all class meetings, because the dialogues, presentations, and lectures are critical and cannot be substituted by mere textbook readings and test submissions. As is often the case in the corporate setting, learning happens by being there: through listening, sharing, asking, and other means of constructive communication.

Please find below our policy on absences and tardiness:

• • In once-a-week traditional courses, students will experience a course grade reduction after missing 2 class sessions. After the second absence, their grade will drop a full letter grade (equivalent to 1 missed session in a 7-week course). If more than 3 sessions are missed, the student will be either required to withdraw or will be dropped one letter grade for each additional absence from then on.

• • All traditional-format courses, sessions missed during the add/drop period count as absences.

• • Tardiness policy: every 2 late attendances as the equivalence of 1 absence.

• • Special circumstances will be dealt with on a case-by-case basis.

1. Academic Honesty

Assignments you turn in in are to be done by you alone, and your hands must be on the keyboard. Submitting work completed by another student will result in a reduced or failing final grade. Making your work available to other students for them to cheat with it will also result in a penalty for you. It is ok to ask for feedback from another student or for help with generating ideas, etc., but it is not ok to have someone else tell you step-by-step to complete an assignment.

1. Disabilities

This class will adhere to the following standard Woodbury policy on disabilities.

Woodbury University is committed to making reasonable accommodations to assist individuals with disabilities in reaching their academic potential. Students desiring accommodations due to a physical, learning or psychological disability must first complete an Accommodations Request Form, which can be downloaded from http://go.woodbury.edu, and found under “Academic Resources.” Accommodations cannot be granted prior to the instructor’s receipt of a Notification of Special Needs Release Form from the Disabilities Coordinator. Accommodations are never provided retroactively. (For more information, contact the Disabilities Coordinator in the Whitten Center (818) 394-3345.)

1. Assignment submission:

Assignments must be submitted on Moodle as well as hard copy in class. Assignments are expected to be completed by due date. Assignments submitted 4 days after the due date will not be accepted. For every day the assignment is late after due date, 10% will be deducted from the assignment score.

1. Moodle

Students must check Moodle for announcement and updates on class

1. Subject to change

This syllabus is provisional and subject to change

MRKT310 Syllabus – Page 11