MRKT 310 01: Consumer Behavior

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MRKT 310 - Consumer Behavior

2023 Spring Syllabus, Section 01, CRN 7250

Course Information

You are responsible for knowing this material, so please read carefully. Any changes will be announced in a Blackboard Announcement. You will be responsible for any changes. Your continued enrollment in this course is your implicit agreement to abide by the requirements of this class.

This syllabus describes the requirements and procedures for MRKT 310: Consumer Behavior. You are responsible for knowing this material, so please read carefully. Any changes will be announced in Blackboard. You will be responsible for any changes. Your continued enrollment in this course is your implicit agreement to abide by the requirements of this class. 

Times and Location

MW 4pm-5:15pm in Nistler, Rm 310

Instructor Information

Dr. Jennifer Stoner

Email: Jennifer.stoner@und.edu

Office: Nistler 321H

2023 Spring Office Hours:
Monday/Wednesday 1 pm – 2 pm or by appointment

Office Phone: 701-777-3748

About the Professor

I will be introducing myself during our 1st class period. Refer to the PowerPoint from that class period on Blackboard for more information.  

Course Description

Theoretical and applied analysis of consumption-related activities of individuals. Investigations of the reasons behind and the forces influencing the selection, purchase, use, and disposal of goods and services.

Students taking this course must have successfully completed MRKT 305. 

Consumer behavior focuses on the consumption-related activities of individuals, families, and groups.  It investigates the reasons behind and the forces influencing the selection, purchase, use and disposal of goods, services, ideas, and experiences in order to satisfy particular needs and wants.   

Consumer behavior is ubiquitous.  It includes everything that occurs as prospective customers become actual customers, and as other prospective customers decide not to. Consumer behavior is a subset of a larger set of activities consisting of all human behavior.  The field of consumer behavior is interdisciplinary and is embedded in the concepts, principles, and theories from the various social sciences. 

The study of consumer behavior has relevance to many. Marketing managers base product development and positioning strategies; market segmentation; and communication, distribution, and pricing strategies on understanding the behavior of consumers in the marketplace (domestic and global).  Laws and regulations are formulated to protect consumers against consumption risks and guide them in making informed choices.  The laws and regulations are designed after researching the anticipated or actual behavior of consumers.  Lastly, we are all consumers, and can gain a better understanding of our own behavior that will enable us to make more informed decisions in our daily lives.

Learning Outcomes

After successfully completing this course, you should be able to: 

  1. Understand the consumer decision making process; 
  2. Discriminate how personal, social, and situational factors (e.g., attitudes, perception, motivation, lifestyles, values, cultures, groups) influence the decision making process; 
  3. Analyze how marketers respond to the needs and wants of diverse buyer groups; 
  4. Evaluate the relevance of consumer behavior information to a strategic issue; 
  5. Develop appropriate strategies for product and service companies; 
  6. Enhance the development of self as a more informed consumer; 
  7. Incorporate an interdisciplinary view of thinking by integrating course material into the marketing management decision process; and 
  8. Develop effective written and oral skills that will aid in the personal understanding of consumer behavior and its communication to others. 

Course Materials

Babin, B. J., & Harris, E. G.  (2021).  CB9.  Mason, OH:  South-Western Cengage Learning.  

ISBN: 9780357518205 

Cengage Course Key:  MTPN8CQZF374 

CB8 also acceptable 

Technical Requirements/Assistance

Whether you’re taking courses in the classroom or online, it’s important to have the right technology and equipment.  Visit the UND Technical Requirements webpage for more information. Students are expected to use their official UND email in the course. For technical assistance, please contact UND Technical Support at 701.777.2222. Visit the University Information Technologies (UIT) website for their hours, help documents and other resources.

Minimum Technical Skills Needed

In order to succeed in this course, at a minimum, you should be able to: 

  • Navigate in and use basic Blackboard functions

  • Download and open electronic documents  

  • Create, save, and upload/attach electronic documents 

  • Send, receive, and manage email 

  • Navigate in and use basic search functions in an internet browser such as Google Chrome 

  • Navigate in and use MS Word 

  • Navigate in and use MS PowerPoint and be able to create a basic presentation 

Course Logistics

Access and Log in Information

This course was developed and will be facilitated utilizing Blackboard. To get started with the course, please go to: http://blackboard.UND.edu and log in with your NDUS.Identifier, Username and Password. If you do not know your NDUS Identifier or have forgotten your password, please visit Your NDUS Account page on the UIT website.

Course Overview

Students will be expected to participate by engaging in course discussion. During class there will be a variety of activities including lecture, videos, teamwork and question and answer periods. Students have a variety of learning styles and so a variety of teaching styles will be used in order to try to have understanding by the entire class. It is imperative that you participate in lecture as well as in small group activities to enhance your learning. 

Resources

Many services are available to UND students such as writing assistance from the UND Writing Center, free online tutoring from Smarthinking, and more. Visit the Student Resources page for more information. Students also have access to the UND Student Resource Site via Blackboard. It is recommended that you become familiar with the tools and tutorials within the site to better equip you in navigating the course.

Course Requirements/Expectations

  • The student will review the syllabus and course schedule posted in Blackboard. 
  • The student will submit all assignments, tests, etc. in the format described and by the date and time listed on Blackboard and the Course Schedule. We will use Central Time for due dates and times. 
  • The student will treat other members of the classroom in a respectful and professional manner.
  • The student will participate fully and in a timely manner to get the full benefit of learning from their instructor and/or peers. 
  • Students will not be on cell phones or other electronics unless instructed by the professor. 

Instructor Responsibilities and Feedback

  • The instructor will be available during scheduled appointments to answer questions, provide feedback, and offer advice. 

  • The instructor will provide feedback on all assignments and group activities within two weeks of the due date. 

Communication

Announcements

Announcements such as those regarding changes to course schedule will be sent out via Blackboard. 

Email

E-mail is the best way to communicate with me. I will typically respond within 24 hours. On occasion, due to travel I will be less available; however, I will make announcements about this in class so that students are aware. 

Assessment Summary

This course is made up of a series of assignments and assessments to assist you in achieving the course learning objectives/outcomes. For more detailed information regarding the expectation of the assessments, please refer to the individual assignments in Blackboard. Assignments are all due at class time. 

Assessments 

All assignments are due by the beginning of class on the day indicated. For all assignments students should refer to the more detailed instructions posted to Blackboard. In this course your learning will be assessed in the following ways: 

 

Individual at Home Assignments 

Random Act of Kindness 

You will write a reflection paper on a random act of kindness that they will perform.  DUE 1/18 

IAT 

You will complete an Implicit Association Test of your choice and complete a reflection paper on it. DUE 1/30 

 

Consumer Microcultures 

You will choose two different microcultures and design a travel package for each of them. DUE 4/3 

CB Problem Group Assignment 

Consumer Behavior Proposal, Paper and Presentation 

The charge for your final project is to identify a specific behavioral problem you want to analyze and suggest how to change it. Using your knowledge of consumer behavior, you will diagnose the underlying consumer tendencies that give rise to that problem and create interventions based on these insights. Proposal DUE 2/22, Final Paper DUE 5/1 

Quizzes 

You will take five quizzes throughout the semester. Each quiz will take place during class time and consist of 5 multiple choice questions. 

In Class Assignments 

You will complete five in class assignments based on in class concepts. 

Exams 

You will take two exams throughout the semester. Each exam will consist of 45 multiple choice questions and 2 short answer questions and will be taken via Blackboard at normal class time. 

Engagement 

You will receive points based on your participation in class. You may gain points for making thoughtful contributions during class period. You can lose points for disruptive behavior such as talking when someone else is talking, arriving late/leaving early, being on your phone in the classroom as well as for unexcused absences (see point breakdown below). If you do not participate a lot in class you can also earn points by turning in an engagement portfolio at the end of the semester.

Assignment                                               Final Grade

50 points      In-class assignments (5 --10 point assignments)   

50 points      In-class quizzes (5 -10 point quizzes) 

100 points    Take home individual assignments (2 – 25 point assignments, 1 – 50 point assignment) 

200 points   Exams (2 – 100 point exams) 

50 points     Project Proposal 

100 points    Final Paper  

50 points Final Presentation 

50 points Class engagement 

-3 for each unexcused absence 

-1 for arriving at class late/leaving early 

   -1 talking when you should not be in class 

   -1 being on cell phone or electronics in class 

  +1 (or more) for excellent participation 

TOTAL: 650 points              

Final Grade Scale

90 – 100%   =  A 

80 – 89%     =  B 

70 – 79%     =  C 

60 – 69%     =  D 

Below 60%  =  F 

Course Evaluation 

Near the end of the semester, you will be asked to complete an online course evaluation form (SELFI). Your feedback on the course is extremely valuable to me. I read my students’ comments carefully and use them to improve the course the next time I teach it. 

  • When the time comes, please let me know which aspects of the course helped you learn—and which aspects might be modified to help future students learn more effectively.  

  • Please note that the course evaluations are anonymous and that I won’t see the results until after the grades for the course are submitted, allowing you to provide honest and constructive feedback.  

  • And if you have feedback to offer before the end of the semester, please let me know. 

Schedule of Topics and Assignments

Day: Date: Reading(s): Agenda/Topic: Due:
Mon 1/9 Course Introduction
Wed 1/11 Text: Ch 1 What is Consumer Behavior?
Mon 1/16 No Class
Wed 1/18 Text: Ch 2 The Consumer Value Framework Assignment: Name Tent
Assignment: Random Acts (I)
Mon 1/23 Segmentation & Positioning
Wed 1/25 Text: Ch 3 Consumer Perception & Attention
Mon 1/30 Learning Assignment: IAT (I)
Wed 2/1 Text: Ch 4 Comprehension Assignment: Group Members
Mon 2/6 Memory
Wed 2/8 Text: Ch 5 Motivation & Emotions
Mon 2/13 Text: Ch 6 The Self Concept
Wed 2/15 Text: Ch 7 Attitudes
Mon 2/20 No Class
Wed 2/22 Changing Attitudes Assignment: Project Proposal
Mon 2/27 Exam Review
Wed 3/1 EXAM 1
Mon 3/6 Text: Ch 8 Group Influence
Wed 3/8 Word of Mouth
Mon 3/13 No Class
Wed 3/15 No Class
Mon 3/20 Text: Ch 9 Consumer Culture
Wed 3/22 Text: Ch 10 Microcultures
Mon 3/27 Text: Ch 11 Consumers in Situations
Wed 3/29 Text: Ch 12 Need Recognition & Search
Mon 4/3 Text: Ch 13 Alternative Evaluation (Recorded lecture?) Assignment: Consumer Microcultures (I)
Wed 4/5 No Class
Mon 4/10 No Class
Wed 4/12 Exam Review
Mon 4/17 EXAM 2
Wed 4/19 Text: Ch 14 Consumption to Satisfaction
Mon 4/24 Text: Ch 15 Beyond Consumer Relationships
Wed 4/26 Text: Ch 16 Consumer Marketing Misbehavior
Mon 5/1 GROUP PRESENTATIONS (only need to attend when group presents) Assignment: Final Paper (G)—DUE TODAY FOR ALL GROUPS
Wed 5/3 GROUP PRESENTATIONS (only need to attend when group presents)

Course Policies

Assignment Policy

All Assignments are due AT class time on the day listed

Late Work

Each student will have two free absences (consider these similar to personal days at a job). Sponsored absence (athletics, case competition) and required military service do not count towards your 2 absences. Work that is due the day of the absence that has been pre-announced (listed on the syllabus) are still due THAT day at class time. For unannounced class work (in class assignments and pop quizzes), students will need to make arrangements to make up the assignment within one week of the absence. In the case of long-term excused absence, the professor will work with the student to arrange a schedule to make up missed work. It is the responsibility of the student to find out what was missed during times of absence. NO LATE ASSIGNMENTS WILL BE ACCEPTED. 

Academic Honesty 

Cheating and plagiarism includes but is not limited to: misrepresenting someone else’s work as your own, copying text word for word from another source without proper citation, and collaborating with others on individual assignments. If you are concerned that something may be against course policy, please clarify it with Dr. Stoner. In the first instance of academic dishonesty, the student will receive a 0 for the assignment. In the second instance, the student will receive a 0 for the course. Additional disciplinary action from the university may be sought at the discretion of the professor. 

Incompletes

It is expected that students will complete all requirements for a course during the time frame of the course. For reasons beyond a student’s control, and upon request by the student or on behalf of the student, an incomplete grade may be assigned by the instructor when there is reasonable certainty the student will successfully complete the course without retaking it. The mark “I,” Incomplete, will be assigned only to the student who has been in attendance and has done satisfactory work up to a time within four weeks of the close of the semester, including the examination period, and whose work is incomplete for reasons satisfactory to his or her instructor. More information regarding UND’s Incomplete policy can be found on The Grading System webpage.

College/Department Policies

I. Health and Safety Language (as sent from the Provost in his email of 12/19/2022) 

UND is committed to maintaining a safe learning environment while providing quality learning experiences for our students. COVID-19’s continued presence within our UND community may necessitate changes in classroom management as the academic year progresses. As such, UND asks students and instructors to be flexible when necessary to promote a safe environment for learning. Please do not attend an in-person class or lab if you are feeling ill, particularly if you are experiencing symptoms of COVID-19, or if you have been directed by health professionals to quarantine or isolate. If you are not able to attend class or lab, please notify your instructor as soon as possible and discuss options for making up any missed work in order to ensure your ability to succeed in the course. If you will have an extended absence due to serious illness or other uncontrollable circumstances, you may request an absence notification through the Office of Student Rights and Responsibilities. Similarly, if your instructor is ill they may need to cancel class or temporarily move your course to online delivery to ensure that you are able to complete the course successfully.  Instructors may require students to wear masks in the classroom or in the laboratory as a preventative measure designed to facilitate uninterrupted classroom engagement and to facilitate health and safety in the classroom.   If your instructor does require masks in class or in a laboratory, you are expected to comply with that request. 

UND also strongly encourages all members of the University community, including students, to get vaccinated, seek out testing when needed, and model positive behavior both on- and off-campus to foster a healthy and safe learning environment for all students. Individuals who would like to discuss disability accommodations regarding masks should contact the Disability Services for Students (DSS) office at 701-777-2664 or UND.dss@UND.edu. Individuals who are unable to wear a mask due to a sincerely held religious belief should contact the UND Equal Opportunity and Title IX Office at 701.777.4171 or UND.EO.TitleIX@UND.edu. 

II. Requests for Accommodations 

Then Nistler college is committed to providing reasonable accommodations in all courses to students regardless of religious beliefs, disability status, or pregnancy status. To request an accommodation, you must do so during the first two weeks of the semester, by following the official UND procedure(s) described here https://campus.und.edu/equal-opportunity/discrimination-harassment-accommodations.html). Failure to follow official UND procedures in requesting accommodations will be considered as forfeiting the right to accommodation. 

III. Links to policy statements: 

Policies and procedures applicable to all courses at UND can be found at  

https://und.edu/academics/provost/course-resources.html#d54e89--2 

Nistler College of Business and Public Administration policies can be found at  

https://business.und.edu/current-students/academic-advising/cobpa-syllabi-statement.html  

University of North Dakota Policies & Resources

Academic Integrity

Academic integrity is a serious matter, and any deviations from appropriate behavior will be dealt with strongly. At the discretion of the professor, situations of concern may be dealt with as a scholastic matter or a disciplinary matter.

As a scholastic matter, the professor has the discretion to determine appropriate penalties for the student’s workload or grade, but the situation may be resolved without involving many individuals. An alternative is to treat the situation as a disciplinary matter, which can result in suspension from the University, or have lesser penalties. Be aware that I view this as a very serious matter and will have little tolerance and/or sympathy for questionable practices. A student who attempts to obtain credit for work that is not their own (whether that be on a paper, quiz, homework assignment, exam, etc.) will likely receive a failing grade for that item of work, and at the professor’s discretion, may also receive a failing grade in the course. For more information read the Code of Student Life.

Access and Opportunity, Disability Support, & Medical Services

The University of North Dakota is committed to providing equal access to students with documented disabilities. To ensure access to this class and your program, please contact Disability Services for Students (DSS) to engage in a confidential discussion about accommodations for the classroom and clinical settings. Accommodations are not provided retroactively. Students are encouraged to register with DSS at the start of their program. More information can be obtained by email UND.dss@UND.edu or by phone at 701.777.2664.

COVID-19

UND is committed to maintaining a safe learning environment while providing quality learning experiences for our students. COVID-19’s continued presence within our UND community may necessitate changes in classroom management as the academic year progresses. As such, UND asks students and instructors to be flexible when necessary to promote a safe environment for learning. Please do not attend an in-person class or lab if you are feeling ill, particularly if you are experiencing symptoms of COVID-19, or if you have been directed by health professionals to quarantine or isolate. If you are not able to attend class or lab, please notify your instructor as soon as possible and discuss options for making up any missed work in order to ensure your ability to succeed in the course. If you will have an extended absence due to serious illness or other uncontrollable circumstances, you may request an absence notification through the Office of Student Rights and Responsibilities. Similarly, if your instructor is ill they may need to cancel class or temporarily move your course to online delivery to ensure that you are able to complete the course successfully.  Instructors may require students to wear masks in the classroom or in the laboratory as a preventative measure designed to facilitate uninterrupted classroom engagement and to facilitate health and safety in the classroom.   If your instructor does require masks in class or in a laboratory, you are expected to comply with that request.

UND also strongly encourages all members of the University community, including students, to get vaccinated, seek out testing when needed, and model positive behavior both on- and off-campus to foster a healthy and safe learning environment for all students. Individuals who would like to discuss disability accommodations regarding masks should contact the Disability Services for Students (DSS) office at 701.777.2664 or UND.dss@UND.edu. Individuals who are unable to wear a mask due to a sincerely held religious belief should contact the UND Equal Opportunity and Title IX Office at 701.777.4171 or UND.EO.TitleIX@UND.edu.

Religious Accommodations

UND offers religious accommodations, which are reasonable changes in the academic environment that enable a student to practice or observe a sincerely held religious belief without undue hardship on the University. Examples include time for prayer or the ability to attend religious events or observe a religious holiday. To request an accommodation, complete the student religious accommodation request form. If you have any questions, you may contact the Equal Opportunity & Title IX Office.

Pregnancy Accommodations

Students who need assistance with academic adjustments related to pregnancy or childbirth may contact the Equal Opportunity & Title IX Office or Academic Affairs to learn about your options. Additional information and services may be found at Pregnancy Resources.

Notice of Nondiscrimination

It is the policy of the University of North Dakota that no person shall be discriminated against because of race, religion, age, color, gender, disability, national origin, creed, sexual orientation, gender identity, genetic information, marital status, veteran’s status, or political belief or affiliation and the equal opportunity and access to facilities shall be available to all. Concerns regarding Title IX, Title VI, Title VII, ADA, and Section 504 may be addressed to Donna Smith, Assistant Vice President for Equal Opportunity & Title IX and Title IX/ADA Coordinator, 102 Twamley Hall, 701.777.4171, UND.EO.TitleIX@UND.edu or the Office for Civil Rights, U.S. Dept. of Education, 230 S. Dearborn St., 37th Floor, Chicago, IL 60604 or any other federal agency.

Reporting of Discrimination, Harassment, or Sexual Misconduct

If you or a friend has experienced sexual misconduct, such as sexual harassment, sexual assault, domestic violence, dating violence, or stalking, please contact the Equal Opportunity & Title IX Office or UND’s Title IX Coordinator, Donna Smith, for assistance: 701.777.4171; donna.smith@UND.edu; or visit the Title IX webpage. You may also contact the Equal Opportunity & Title IX office if you or a friend has experienced discrimination or harassment based on a protected class, such as race, color, national origin, religion, sex, age, disability, sexual orientation, gender identity, genetic information, pregnancy, marital or parental status, veteran's status, or political belief or affiliation.

Faculty Reporting Obligations Regarding Discrimination, Harassment, or Sexual Misconduct

It is important for students to understand that faculty are required to share with UND’s Title IX Coordinator any incidents of sexual misconduct or of discrimination or harassment based on a protected class that they become aware of, even if those incidents occurred in the past or are disclosed as part of a class assignment. This does not mean an investigation will occur if the student does not want that, but it does allow UND to provide resources to help the student continue to be successful at UND. If you have been impacted by discrimination, harassment, or sexual misconduct, you can find information about confidential support services on the Equal Opportunity & Title IX webpage..

UND Cares Program

How to Seek Help When in Distress

We know that while college is a wonderful time for most students, however, some students may struggle or have issues that arise. You may experience students in distress on campus, in your classroom, in your home, and within residence halls. Distressed students may initially seek assistance from faculty, staff members, their parents, and other students. In addition to the support we can provide to each other, there are also professional support services available to students through the Dean of Students and University Counseling Center. Both staffs are available to consult with you about getting help or providing a friend with the help that he or she may need. For more additional information, please visit the UND Cares Program Webpage.

How to Recognize When a Student is in Distress

The term “distressed” can mean any of the following:

  • Student has significant changes in eating, sleeping, grooming, spending, or other daily activities.
  • Student has cut off or minimized contact with family or friends.
  • Student has significant changes in performance or involvement in academics, sports, extracurricular, or social activities.
  • Student describes problems (missing class, not remembering, destructive behavior) that result from experiences with drinking or drugs.
  • Student is acting withdrawn, volatile, tearful, etc.
  • Student is acting out of character or different than usual.
  • Student is talking explicitly about hopelessness or suicide.
  • Student has difficulty concentrating or difficulty carrying on a normal conversation.
  • Student has excessive dependence on others for company or support.
  • Student reports feeling out of control of one’s emotions, thoughts, or behaviors.

Land Acknowledgement Statement

Today, the University of North Dakota rests on the ancestral lands of the Pembina and Red Lake Bands of Ojibwe and the Dakota Oyate - presently existing as composite parts of the Red Lake, Turtle Mountain, White Earth Bands, and the Dakota Tribes of Minnesota and North Dakota. We acknowledge the people who resided here for generations and recognize that the spirit of the Ojibwe and Oyate people permeate this land. As a university community, we will continue to build upon our relations with the First Nations of the State of North Dakota - the Mandan, Hidatsa, and Arikara Nation, Sisseton-Wahpeton Oyate Nation, Spirit Lake Nation, Standing Rock Sioux Tribe, and Turtle Mountain Band of Chippewa Indians.

Additional Resources

It is my goal to foster an environment of mutual respect in which everyone feels comfortable voicing their opinions, sharing their stories, and learning about potentially heavy or personally relevant material. If, at any point, you feel like the information covered in this class elicits thoughts, feelings, or concerns that you would like to discuss further, don’t hesitate to reach out to me, or the UND Counseling Center (701-777-2127).

Further, if you experience extenuating circumstances, sexual violence, identity-based harm, or any other personal crisis during the semester, don’t hesitate to reach out to me so we can provide academic assistance and help you in this course, and put you in contact with the appropriate resources and services (if needed).