Course Requirements

MRKG 2371 Consumer Behavior 16 Week Semester

Open Campus Distance Education

Updated Nov. 20, 201 For 2020 Spring Semester 96883 002

Further updated Syllabus will be found on Blackboard web site for this course.This futher updated syllabus may contain last minute changes.

1. Instructor Information:

Professor: Nick Sarantakes

Office Room 1428.05 HLC

Room 2204.04 CYP

Phone: 512.223.7455

E-Mail sarantak@austincc.edu

Instructor’s Web site: go..austincc.edu/sarantak

Office Hrs See the Class Schedule Link for Office Hours &

Locations

Blackboard Web site: http://acconline.austincc.edu/

2. Course Description:

A study of how marketing meets consumer needs. Covers consumer behavior as it affects marketing. Topics include needs, motivation, perceptions, and attitudes of consumers and the influence of social class, culture and subculture on consumer behavior and behavior research are discussed in depth. Couse addresses strategies for creating customer values and trends in customer behavior. Case studies are used extensively. Skills: R (MKT2073)

3. Required Text/Materials:

Consumer Behavior, Building Marketing Strategy by Mothersbaugh, Hawkins, & Kleiser 14th edition, McGraw Hill Publishers.

You will be required to purchase the the Connect Software. The majority of the asignments will use this software and assignments will be submitted using this software.

During the course you will also be required to complete a variety of assignmnets that will be delivered via Connect, an innovative online learning system that is integrated with the text and proven to help students achieve greater success. Assignments completed in Connect will make up a significant portion of your total grade inthis course, so you should arrange access immediately.

To Purchase E-Text and Connect: (McGraw Hill requires both of these items to be purchased together.

This course ispart of ACC;s FDA (First Day Access) which means that the purchase price of the text and access care are part of the tuition.

Click on the first Connect assignment in your Blackboard course. You'll be prompted to either login with an existing Connect account username and password, or to create a new account.

Then either purchase your e-text book and your access code to Connect on line. You may also click on a 2 week free trail period.

4. Orientation for PCM Consumer Behavior

PCM courses are designed for anyone, who has scheduling problems, work-scheduling that conflict with normal class times, or any reasons they may have. To be successful in a PCM course you must be disciplined to set a time to study the course and then maintaining that schedule. If you have an attitude that “I will study when I have the time”, you will find that you will not have the time, since there may be other items that will take priority. The deadlines are established so you do not think you can do all the work at the end of the semester.

The first step to success in this course is the Mandatory Course Orientation. You must accomplish this by the deadline that is listed in the Class Schedule and Deadline Link on Blackboard. The course content is delivered in Blackboard. If you are not familiar with the Blackboard software, you can to http://www.austincc.edu/acceid/step1.htm to obtain an ACCeID that you will need as a first step. You may also obtain assistance from an ACC Tutoring Lab at any of the ACC campuses.

The orientation for this course consists of reading this course syllabus and the class schedule and deadlines, which can be performed on the Blackboard web site. If you have any questions, please ask them in an email.

Do not wait until an assignment is due to ask where do I go to get the questions? Perhaps the secret to an on line course is to re-read the syllabus several time a week.

I then need for the student to send me an email acknowledging that they have read and understood the syllabus and the class schedule and deadlines and understand that all the assignments, tests and projects are required.

In addition to this statement that you have read and understood the course syllabus and class schedule and deadlines, I need you to address and reply to the following questions:

What is the last day that you can take Test 1?
Test 1 covers what chapters?
Are the course chapter assignments mandatory or optional?
What cases are assigned in this course?
What is the last day you can take Test 4 at a Testing Center?

In all your emails to me, place the following in the Subject section of the email form: MRKG 2371- (then you can put in a sub-topic if you desire). This will insure that it does not go into a SPAM folder. Make sure you all ways use your full name to let me know who you are. peanuts@hotmailI.com does not tell me who you are. Also please do not use text messaging to send me an email. If you have any questions, please ask them by email or call me at 223-7455

I would strongly recommend that you re-read the syllabus a number of times during the semester and write down the test and project dates so you will not forget them. Pay special attention to the deadline for test 4. They are established to insure that I will receive the tests prior to my having to submit grades to the Admissions Office.

In addition, you should read the Announcements Link on Blackboard web site once a week, since I will be using this feature to communicate to the class as a whole. These announcements will also be sent to students by email using their ACC G mail accounts. Students should check this email account or take action to have all their emails at this address forwarded to their preferred email address. Check IT for instructions on how to do this.

In a distance education course such as this, it is important that you become familiar with Blackboard and use it. You should also become familiar with the ACC gmail system. Emails sent in this course will go to your ACC gmail account. All students have an ACC gmail account. You can also have the ACC gmail go to your regular email, if you desire.

5. Instructional Methodology:

This section an internet open campus self study course. The instructor is available for assistance. You will study the material on your own. The multiple choice tests are taken at ACC Testing Centers and the essay type questions are taken at home and are listed and submitted in Blackboard. Any VCT students will take their multiple choice exams at their college’s testing centers. There are deadlines for all tests and projects.

The Blackboard software will be used in this course to find out grades, submit projects, and to receive announcements and/or discussions. This is be mandatory.

Students should be checking the Blackboard site once a week for announcements and review their scores on projects and tests. For those students that are not familiar with is software, you can obtain detail instructions on: http://itdl.austincc.edu/blackboard/instrstart.htm or from an ACC Tutoring Lab.

6.Course Rationale:

Marketing attemps to influence the way consumers behave. We are all consumers and we are all members of society, so consumer behavior, and attempts to influence it is critical to all of us.

This course is basically the psychology course of Marketing. Marketers want to know why do consumers do what they do. Why do you go to this retailer instead of that other one, or this restaurant instead of that restaurant. To know the way consumers behave is critical since we are all so different.

Marketers spend billions of dollars attempting to influence what, when, and how you and I consume. Marketers not only spend billions attempting to influence our behavior, but also spend hundreds of millions of dollars studying our behavior. With a knowledge of consumer behavior marketers can increase the success of their products.

Course Objectives/Outcomes:

Common Course Learning Objectives:

Each chapter has for 4 to 5 objectives. These are the main topics of the chapters.

Grading systems:

Testing: There are 4 exams for this course. They may be taken at any of the following ACC testing centers:

Riverside Campus Eastview Campus

Northridge Campus Round Rock Campus Cypress Creek Campus

San Gabriel Campu Hays Campus Highland Learning Center

South Austin Campus Elgin Campus

.

The tests will be made up multiple choice and there may be some additional short answer questions. The instructor will grade all the questions.

2. Tests will be taken on the Respondus software at ACC Testing Centers The exam will be made up have approximately 60 Multiple-Choice questions. Each will be worth 3 points. In additional there will be a Test Essay part that will be approximately 5 or 10 short answer questions in which you will be required to answer 5. Each of these questions will be worth 4 points each. You may answer 3 additional questions for extra or bonus credit (4 points maximum per extra bonus questions.)

The student may obtain exam grades by going to Blackboard and looking up their exam grade. All exams must be completed prior to the posted closing times of the testing centers, so give you ample time to complete the exam.

Exam	Text Chapters	Value of the test
1	Chapters 1 to 5	200 points	180 points for M/C Test 20 points for Essay part
2	Chapters 6-10	200 points	180 Pts for M/C Tests 20 pts for Essay part
3	Chapters 11-15	200 points	180 Pts for M/C Tests 20 pts for Essay part
4	Chapters 15-20	200 points	180 Pts for M/C Tests 20 pts for Essay part

4. Students taking the exams by the deadline will earn a bonus of 5 points per exam.

Total Value

4 multiple choice test is worth 180 points 720 Points (4 tests x 180 pt each)

4 Essay part Tests 80 Points (each worth 20 pts)

Connect (Learn Smart) Chapter Assignments 100 Points (20 Ch. x 5pt each)

Connect Applied Tests 80 Points ( 4 tests x 20 each)

Case Study Projects 20points

Total points 1000

Test letter grades (combined multiple choice and essay parts):

A= 200 to 180 points

B= 179 to 160 points

C= 159 to 140 points

D= 139 to 120 points

F= Below 120 points

Semester letter grades will be earned based on the following points:

A= 1000 to 900 points

B= 899 to 800 points

C= 799 to 700 points

D= 699 to 600 points

Below 600 points

C. You can obtain your grades by logging on the grade section of the Blackboard software and follow the instructions provided.

9. Testing Center Policy

A. Generally, you should know the hours of operation for all the campus testing centers. Tests must be completed by the closing time of the testing center. Testing centers locations and hours of operation are at www.austincc.edu/testctr/

B. You will need a student ID to take tests at the ACC testing Centers. If you did not have an ACC ID Card, check with the Admissions Office at any campus. To take the exams you will need the ACC Student ID card and a pictured ID such as a Drivers License.

10. Dates and Deadlines: Check the class schedule link on Blackboard.

11. Test Review Notes:

There are Test Reviews posted on Blackboard. Students have stated these are very helpful. The multiple choice tests are not limited to the material listed in these notes. The entire text is testable.

12. Course Outline

See Table of Contents on page 9

13. Note used

14. Withdrawal:

It is the student’s responsibility to withdraw from the course if the situation so dictates. You should initiate the withdrawal from in accordance with the procedures at any Admissions Office at any campus. Check the Class Schedule Link for the last day to withdraw from this course. Failure to successfully comp0lete the course or withdraw from the course will result in a grade of “F” which will become part of the student’s permanent record.

The instructor may withdraw the student for failure to particpate in the course by not taking the tests by the deadlines or submitting the required assignments. Therefore it is important to keep the instructor informed if there is any delays in submitting assignments or taken of tests.

16. Case Study Analysis Projects:

You have to complete 1 case for this project. The deadline for these projects are listed in the Class Schedule Link. The total value of these required projects will be worth a maximum of 20 points.

The case assigned will be announced at a later date.

You may want to rview the link on Blackboard titled "What is a Case Study".

In answering these questions write the question first and then, you are providing me with your ideas and/or analysis based on the text material, but you must make your replies detailed and complete. Several of the questions may have several parts, so make sure you address all parts of the questions

Generally, the case method of instruction or analysis is a real world situation in which you are asked to answer specific questions. Some of the information to answer the questions may come from the case itself. In addition you may have to apply knowledge from several chapters to answer the questions.

17. Incomplete Grades

You are encouraged to complete this course successfully, therefore incomplete grades are rarely granted. Past experience reflects students who do not complete the necessary work during the semester they are registered in will not complete the course even if additional time is given. In these cases the incomplete grade of “I” becomes a “F” grade. However if the situations exist, I may grand the grade of incomplete, “I”. To receive this temporary grade of “I” you must:

Have completed 2 exams with at grade of C or better and 2 of the 4 projects.
Request the “I” grade to the instructor and complete the necessary forms.
Complete the course in the time allowed by the instructor. Failure to complete the material in the allowed time will result in the “I” grade being changed to a grade of “F”.

18. Course Policies: Departmental and College Policies

Concealed Handgun Policy:

This is a new policy. View a short video that appears on the bottom right hand side of the Blackboard site for this course so you may become familiar with this new policy. This policy ensures compliance with the Texas Government Code while maintaining ACC's commitment to provide a safe enfiromnent for its sudents, faculty, and visitors.

A. Incomplete Policy: An instructor may award a grade of “I” (Incomplete) if a student was unable to complete all of the objectives for passing grade in a course. An incomplete grade cannot be carried beyond the established date in the following semester. The completion date is determined by the instructor, but may not be later than the final deadline for withdrawal in the subsequent semester.

B. Attendance Policy: Since this is an Open Campus course, this police are not applicable. However, tests and other projects will have deadlines and they are expected to be taken or submitted on time.

Regular and punctual class attendance is expected of all students. If attendance or compliance with other course policies is unsatisfactory, the instructor may withdraw students from the class.

C. Withdrawal Policy: It is the responsibility of each student to ensure that his or her name is removed from the roll should he or she decide to withdraw from the class. The instructor does, however reserve the right to drop a student should he or she feel it is necessary. If a student decides to withdraw, he or she should also verify that the withdrawal is submitted Before the Final withdrawal Date. The student is also strongly encouraged to retain their copy of the withdrawal form for their records.

Students who enroll for the 3rd or subsequent time in a course taken since Fall, 2002, may be charged a higher tuition rate, for that course.

State law permits students to withdraw from no more than 6 courses during their entire undergraduate career at Texas public colleges or universities. With certain exceptions, all course withdrawals automatically count towards this limit. Details regarding this policy can be found in the ACC College Catalog.

D. Academic Freedom Statement: Each student is strongly encouraged to participate in class. In any classroom situation that includes discussion and critical thinking, there are bound to be many differing viewpoints. In the OLN courses this can be via the internet or Blackboard. These differences enhance the learning experience and create an atmosphere where students and instructors alike will be encouraged to think and learn. On sensitive and volatile topics, students may sometimes disagree not only with each other but also with the instructor. It is expected that faculty and students will respect the views of others when expressed in classroom discussions.

E. Scholastic Dishonesty Statement: A student attending ACC assumes responsibility for conduct compatible with the mission of the college as an educational institution. Students have the responsibility to submit coursework that is the result of their own thought, research, or self –expression. Students must follow all instructions given by faculty or designated college representatives when taking examinations, placement assessments, tests, quizzes, and evaluations. Actions constituting scholastic dishonesty include, but are not limited to plagiarism, cheating, fabrication, collusion, and falsifying documents. Penalties for scholastic dishonesty will depend upon the nature of the violation and may range from lowering a grade on 1 assignment to an “F” in the course and/or expulsion from the college. See the Student Standards of Conduct and Disciplinary Process and other policies at http://www.austincc.edu/current/needtoknow

F. Student Rights and Responsibities: Students at the college have the rights accorded by the U.S. Constitution to freedom of speech, peaceful assembly, petition and association. These rights carry with them the responsibility to accord the same rights to others in the college community and not to interfere with or disrupt the educational process. Opportunity for students to examine and question pertinent data and assumptions of a given discipline, guided by evidence of scholarly research, is appropriate in a learning environment. This concept is accompanied by an equally demanding concept of responsibility on the part of the student. As willing partners in learning, students must comply with college rules and procedures.

G. Student Discipline Statement: Each ACC campus offers support services for students with documented disabilities. Students with disabilities who need classroom, academic or other accommodations must request them through the Office for Students with Disabilities (OSD). Students are encouraged to request accommodations when they register for courses or at least 3 weeks before the start of the semester, otherwise the provision of accommodations may be delayed.

Students who have received approval for accommodations from OSD for this course must provide the instructor with the “Notice of Approved Accommodations” for OSD before accommodations will be provided. Arrangements for academic accommodations can only be made after the instructor receives the “Notice of Approved Accommodations” form the student.

Students with approved accommodations are encouraged to submit the “Notice of Approved Accommodations” to the instructor at the beginning of the semester because a reasonable amount of time may be needed to prepare and arrange for the accommodations.

Additional information about the Office for Students with Disabilities is available at http://www.austincc.edu/support/osd/

H. Safety Statement: Austin Community College is committed to provide a safe and healthy environment for study and work. You are expected to learn and comply with ACC environmental, health, and safety procedures and agree to follow ACC safety policies. Additional information on these can be found at http://www.austincc.edu/ehs.

Because some health and safety circumstances are beyond our control, we ask that you become familiar with the Emergency Procedures poster and Campus Safety Plan map in each classroom. Additional information about emergency procedures and how to sign up for ACC Emergency Alerts to be notified in event of a serious emergency can be found at http://www.austincc.edu/emergency/.

Please note, you are expected to conduct yourself professionally with respect and courtesy to all. Anyone who thoughtlessly or intentionally jeopardizes the health or safety of another individual will be dismissed from the day’s activity, may be withdrawn from the class, and/or barred from attending future activities.

Use of ACC Email: All college email communications to students will be sent solely to the student’s ACCmail account, with the expectation that such communications will be read in a timely fashion. ACC will send important information and will notify you of any college emergencies using this account. Students should only expect to receive email communications from their instructor using this account. Likewise students should use their ACC mail account when communicating with instructors and staff. Instructions for activating an ACC mail account can be found at http://www.austincc.edu/accmail/index.php.

J. Testing Center Policy: Under certain circumstances, an instructor may have students take an examination in a testing center. Students using the Academic Testing Center must govern themselves according to the Student Guide for Use of ACC Testing Centers and should read the entire guide before going to take the exam. To request an exam one must have:

Course Abbreviations (e.g.MRKG ) Course Number (e.g. 1311) Course Synonym (e.g. 11231) Course section (e.g. 001) Instructor’s Name (Sarantakes)

Do not bring cell phones to the Testing Center. Having your cell phone in the testing room, regardless of whether it is on or off, will revoke your testing privileges for the remainder of the semester. ACC Testing Center policies can be found at http:www.austincc.edu/testctr/

K. Student and Instructional Services: ACC strives to provide exemplary support to its students and offers a broad variety of opportunities and services. Information on these services and support systems is available at: http://www.austincc.edu/s4/

Links too many student services and other information can be found at http://www.austincc.edu/current/

ACC Learning Labs provide free tutoring services to all ACC students currently enrolled in the course to be tutored. The tutor schedule for each Learning Lab may be found at http://www.austincc.edu/tutor/students/tutoring/php

For help setting up your ACCeID, ACC Gmail, or ACC Blackboard, see a Learning Lab Technician at any ACC Learning Lab.

19. Extra Credit Work:

Each student will be able to earn 50 bonus or additional points toward their final grade. Extra credit projects will be announced during the semester and the assignments will be from the text.

DATE	CHAPTER TITLE
	Chapter 1 Consumer Behavior & Marketing Strategy
	Chapter 2 Cross-Cultural Variations in Consumer Behavior
	Chapter 3 The Changing American Society: Values
	Chapter 4 The Changing American Society: Demographics and Social Stratification

	Chapter 5 The Changing American Society: Subcultures
___________________________	__________________Test 1__________________________________ Chapter 6 The American Society: Families & Households
	Chapter 7 Group Influences on Consumer Behavior
	Chapter 8 Perception

	Chapter 9 Learning, Memory, & Product Positioning
____________________________	Test 2__________________________________________________ Chapter 10 Motivation, Personality & Emotion
	Chapter 11 Attitudes & Influencing Attitudes
	Chapter 12 Self-Concept & Lifestyle

	Chapter 13 Situational Influences
	Chapter 14 Consumer Decision Process & Problem Recognition
	Chapter 15 Information Search
___________________________	Test 3____________________________________________________ Chapter 16 Alternative Evaluation & Selection
	Chapter 17 Outlet Selection & Purchase
	Chapter 18 Postpurchse Processes, Customer Satisfaction & Customer Commitment
	Chapter 19 Organizational Buyer Behavior
____________________________	Chapter 20 Consumer Behavior and Marketing Regulations ______________________________________________________________ Test 4

Readings

The entire text will be covered in this 16 week course. See the updated syllabus on the Blackboard Web Site for any changes.

Test 1 Chapters 1-4

Test 2 Chapters 5-8

Test 3 Chapterss 9-12

Test 4 Chapters 13-20

Course Subjects

The following are the course subjects that will be covered in the text.

DATE

CHAPTER TITLE

Chapter 1 Consumer Behavior & Marketing Strategy

Chapter 2 Cross-Cultural Variations in Consumer Behavior

Chapter 3 The Changing American Society: Values

Chapter 4 The Changing American Society: Demographics and Social Stratification

Chapter 5 The Changing American
Society: Subcultures

Test 1

Chapter 6 The American Society: Families & Households

Chapter 7 Group Influences on Consumer Behavior

Chapter 8 Perception

Chapter 9 Learning, Memory, & Product Positioning

Chapter 10 Motivation, Personality & Emotion

Test 2

Chapter 11 Attitudes & Influencing Attitudes

Chapter 12 Self-Concept & Lifestyle

Chapter 13 Situational Influences

Chapter 14 Consumer Decision Process & Problem Recognition

Chapter 15 Information Search

Test 3

Chapter 16 Alternative Evaluation & Selection

Chapter 17 Outlet Selection & Purchase

Chapter 18 Postpurchse Processes, Customer Satisfaction & Customer Commitment

Chapter 19 Organizational Buyer Behavior

__________________________

Chapter 20 Consumer Behavior and Marketing Regulations

___________________________________________________-_____

Test 4

Student Learning Outcomes/Learning Objectives

Course outcomes and learning objectives are listed in each chapter of the text. There are from 5 to 7 objectives per chapter. See above course requirements for the text title and edition.. See the updated course syllabus on the Blackboard web site.

Syllabus Sections

Publish Date

Consumer Behavior

Course Information

Office Hours