SCHOOL OF BUSINESS

1717 S. Chestnut Ave.

Fresno, CA 93702-4709
www.fresno.edu

MKT-305; Consumer Behavior

Course Syllabus
Semester/Year: Spring 2017 Instructor: Andrew Shinn, MBA
Units: 3 Office Hours: Mondays 1 pm – 3 pm and by appointment
Office Location: Jost Hall 230
Phone number: 559-453-3684
Email: [email protected]
Moodle Course Shell: learning.fresno.edu
Moodle Support: 559-453-3460
Length: 16 weeks (January 8, 2017 – May 3, This class is delivered in the following format:
2018) Face-to-Face
Room: AIMS Hall, 113 Moodle Enhanced
Schedule: Total Class meeting hours: 42 hours
Mondays, 6 pm – 9 pm

Course Description
The course focuses on the nature and determinants of consumer behaviors. Based on a market-
segmentation process, this course introduces various influences on the consumers’ decision-
making process.
Student Learning Objectives
Upon successfully completing the course, students will have the tools and knowledge to:
1. Articulate the practical applications of marketing theories, principles, and research studies
through working with applied business problems, projects and case studies.
2. Identify, evaluate and synthesize information by utilizing the most appropriate quantitative and
qualitative methods, tools, devices and modalities for effective decision-making.
3. Demonstrate an understanding of the relationship between business administration and the
Christian faith through their ability to discern, reason, and create resolutions to ethical issues.
4. Present and discuss management theory and business practices through effective verbal and
nonverbal communication in group settings.
5. Demonstrate logical reasoning, and critical analysis to develop and implement business concepts
and management practice in an effective manner through proper written language.

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Date syllabus last revised: 1/3/2018
 Course calendar

Week Topics Reading Assignment / Quiz

Discussion

1 Understanding Consumer CB: Chapter 1 Assignment 1: Consumer Quiz 1

Behavior Generated Content
1/8 Buyology: Chapter 1

2 No class meeting – Martin CB: Chapter 2 Assignment 2: Mall Visit Quiz 2

Luther King, Jr. Day
1/15 Buyology: Chapter 2

3 From Exposure to CB: Chapter 3 Assignment 3: Design Quiz 3

Comprehension two Ads
1/22 Buyology: Chapter 3

4 Memory and Knowledge CB: Chapter 4 Assignment 4: Compare Quiz 4

CB and Buyology
1/29 Buyology: Chapter 4 chapters

5 Attitudes Based on High CB: Chapters 5 and 6 Assignment 5: Social Quiz 5

Effort/Low Effort Media Ads
2/5

6 Problem Recognition and CB: Chapter 7 Assignment 6: Interview Quiz 6

Information Search 5 Consumers
2/12 Buyology: Chapter 5

7 No class meeting – CB: Chapters 8 and 9 Assignment 7: Grocery Quiz 7

President’s Day Store Stalking
2/19 Buyology: Chapter 6

8 Post-Decision Process CB: Chapter 10 Assignment 8: Reflection Quiz 8

on Buyology Chapter 7
2/26 Buyology: Chapter 7

March SPRING BREAK

5-9

9 Social Influences on Consumer CB: Chapter 11 Assignment 9: Word of Quiz 9

Behavior Mouth Log
3/12 Buyology: Chapter 8

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Date syllabus last revised: 1/3/2018
10 Consumer Diversity CB: Chapter 12 Assignment 10: Fruit
Drink Marketing
3/19 Buyology: Chapter 9

11 Household and Social Class CB: Chapter 13 Assignment 11:

Influences Measuring Class
3/26 Buyology: Chapter 10

12 Psychographics: Values, CB: Chapter 14 Quiz 10

Personality, and Lifestyles
4/2 Buyology: Chapter 11

13 Innovations: Adoption, CB: Chapters 15 and 16 Quiz 11

Resistance, and Diffusion /
4/9 Symbolic Consumer Behavior

14 Marketing, Ethics, and Social CB: Chapter 17 Assignment 12: Bad and Quiz 12
Responsibility in Today’s Ugly Ads
04/16 Buyology: Chapter 12
Consumer Society

15 Final Review

4/23

16 Final Exam

4/30

Required texts materials:

Consumer Behavior, 7th Edition, by Hoyer, MacInnis, and Pieters

Buyology by Martin Lindstrom

Supplementary materials:

APA Style Manual, Sixth edition. ISBN: 978-1-4338-0561-5

APA/MLA guidelines for students by quickstudy.com ISBN: 978-142321758-9

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Date syllabus last revised: 1/3/2018
Assessment and grading system for major assignments:
Quizzes: Weekly quizzes will be given to assess your understanding of chapter material. The quiz will be
available through Moodle each week. Students will have one week to complete each quiz.
Participation: All students are expected to participate actively in class discussion. This includes
evidence of thorough prior preparation of course materials, engaging in exercises, etc. Attendance at all
session is required except in previously arranged cases/emergencies.
Application Assignments: Assignment will be given to test and apply principles of consumer behavior
research. Details of these assignments will be found in Moodle. The Assignment Rubric can be found in
each assignment on Moodle.
Final Exam: Students will complete an in-class final exam on Moodle. The exam will be open-book, but
no outside resources (including any internet-based resources) will be allowed. Any student accessing
resources besides the assigned textbooks will immediately fail the exam.
Requirements for Assignments and Papers. The following list of requirements is expected of all papers
and assignments:
1. Cite using APA style
2. Times New Roman font only – 12 point.
3. Standard 1” margins
4. A title page and running header are required.
5. Do not include an abstract for the weekly assignments.
6. Use headings (see APA manual for stylistic concerns).
7. Never use first person unless it is a personal reflection.
8. Outside material (anything copied and pasted) should be included in an Appendix to the
assignment, not in the assignment itself. Turnitin will be used to enforce this.
Grading:
All assignments are due by 11:59 pm on the date shown in Moodle. Moodle will not accept an assignment
after this time.

Performance Level Letter Grade

95 – 100 A

90 – 94 A-
87 – 89 B+
83 – 86 B

80 – 82 B-

77– 79 C+
73 – 76 C

70 – 72 C-

67 – 69 D+

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Date syllabus last revised: 1/3/2018
 63 – 66 D

60 – 62 D-

59 or Below F

Assignment Weights
Homework 50%
Quizzes 25%
Final Exam 15%
Participation 10%

Total 100%

Assessing Rubric:
• ‘A’ work demonstrates thorough understanding of the related material and insight beyond that
presented in the required reading. Critical analysis and practical application are evident.
Organization of the written response is logical and aids the reader in comprehension of the
information. There are few grammatical errors and the style is consistent throughout.
• ‘B’ work demonstrates understanding of the related material and insight into the required
reading. Critical analysis and practical application are evident. Organization of the written
response is logical and aids the reader in comprehension of the information. There are few
grammatical errors and the style is mostly consistent.
• ‘C’ work demonstrates an acceptable level of understanding of the related material with some
insight into the required reading. Some critical analysis is present, with little to no practical
application. Organization of the written response is present, and grammatical errors are at an
acceptable level. Some evidence of an intentional style is present.
• ‘D’ work demonstrates little to no understanding of relevant material or insight into the required
reading. There may be little evidence of critical thinking and likely little to no practical
application. Organization and grammar are likely poor.

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Date syllabus last revised: 1/3/2018
Estimated Coursework Time

READING Hours
Consumer Behavior, 7th edition (457 pages) 25.39

Buyology (218 pages) 12.11

ASSIGNMENTS
Weekly Assignments 40

Review for Quizzes 18

Taking Quizzes 18

Final Exam Review 8

TOTAL ESTIMATED ASSIGNMENT HOURS FOR COURSE 121.5

University Policy and Procedures

Students are responsible for becoming familiar with the information presented in the Academic
Catalog and for knowing and observing all policies and procedures related to their participation in
the university community. A University Policy Summary may be found on the university website at
http://registrar.fpu.edu/catalog

Course/classroom policies:

Plagiarism
Plagiarism will not be tolerated. All assignments will be turned in on Moodle and run through
Turnitin. Any student caught plagiarizing will be required to complete a 6-hour online plagiarism
course within 6 days of instructor notification. No further assignments will be accepted from the
student until the plagiarism course in completed. No assignment due date extensions will be given
as a result of this delay.
How to avoid plagiarism
Students plagiarize most often when they copy and paste resources from the internet. Plagiarism
can be avoided by:

1. Properly citing your sources (using APA in-text citation format)

2. Including a works cited page at the end of the assignment
3. Including any extended citations in an appendix at the end of the assignment

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Date syllabus last revised: 1/3/2018
Expectations of the Instructor

You may expect assignments to be returned within 14 days from the posted due date excluding
holidays.
Timeliness of Feedback and Availability Outside of Class

The instructor is available for individual meetings by appointment at mutually agreed upon times. I
am also available by text and by email. You may expect text and email messages to be returned
within 2 business days excluding holidays and weekends.
Electronic Devices

In order to respect our classroom learning/teaching environment, please make sure that all
electronic devices are put away during class times. This includes cell phones, tablets, computers
etc. You may return phone calls/emails during breaks. At various times during class meetings the
use of your computer may be necessary to complete class work; the professor will let you when
these times will be.
Fundamental Principles of Study

1. Diligent preparation for class. You may assume that the professor will operate on a
collaborative learning model; that is, all persons in the room are expected to be
knowledgeable about the topic for the day and to have something to contribute.
2. Active participation in class discussions. Because of this collaborative learning model, your
contribution to the class is vital. Your focused and attentive participation, openness to
others’ ideas, and positive attitude toward the learning experience are expected throughout
the course.
3. Intellectual engagement. Students should view assignments as learning opportunities.
Going above and beyond what is expected in the assignment helps you mature as a scholar.
Bringing your own ideas or ideas from sources beyond those listed in the syllabus will make
an important contribution to the class learning experience.
4. Self-regulation. At this level of study, students are expected to regulate their own behavior
and to not need to be reminded of deadlines. Ask for feedback, take the initiative to get
what you need from the class, and be courageous in the questions you ask. Hold one
another accountable for the quality of the learning experience. Take risks and take
responsibility for your own learning.
5. Coherent, professional writing. Students are expected to write in a way that is clear, concise,
coherent, and professional following APA. Every written assignment should be at least a
second draft that has been reviewed by another person for clarity. If you have difficulty
with your writing, take the initiative to pursue assistance in this area.
6. Collegiality. College is an opportunity for you to become a colleague with your instructor
and your classmates. Respect for one another’s ideas, a willingness to engage the hard
questions, and openness to new ways of thinking about issues are some of the hallmarks of
collegiality. An appropriate balance of challenge and support for one another is expected in
this course.

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Date syllabus last revised: 1/3/2018