UNIVERSITY OF WISCONSIN - MILWAUKEE
SCHOOL OF BUSINESS ADMINISTRATION
Consumer Behavior Professor Laura A. Peracchio
216-461 Business N385
Fall 2010 Office Phone: 414-229-3830
Office Hours: W 8:30-9:30 and Home Phone: 414-332-7010 (8 am - 8 pm)
by Appointment E-Mail: email@example.com
Week Date Assignment
I. OVERVIEW AND COURSE INTRODUCTION
1 9/8 Introduction
2 9/13 Introduction slides
Wash Away Bad Hair Days
BP Steps Up Bid to Fix Image
The Mind of a Cat Could Be Feline Groovy
Chapters 1 and 2
Case: Bross Cord
II. MARKET SEGMENTATION
3 9/20 Market Segmentation
The Web’s New Gold Mine: Your Secrets
Exploring Ways to Build a Better Consumer Profile
Case: European E-Consumer
Shoppers Who Can’t Have Secrets
In a Bid to Sway Sales, Camera Track Shoppers
Fashion Nation: What Retailers Know About Us
Case: Fall Out of the Gap
Paper #1 due on 9/27
5 10/4 In Search of Adorable, as Hello Kitty …. Goodbye
Which Grease for a Squeaky Wheel
Six Strategies for Successful Niche Marketing
Guest Speaker 10/4: Barbara Glazer
6 10/11 Customer Information Processing
The Sweet Smell of Excess
Using Appeals to Emotions to Sell Paint
Modernizing the Kodak Moment
Chapters 8, 9, and 10
Cases: Schlitz Suds
7 10/18 Old Spice Argues That Real Men Smell Good
The Emotional Quotient of Soup Shopping
Chapters 3 and 4
Paper #2 due on 10/18
8 10/25 Six Key to Making Good Decision
The Impact of the Irrelevant Decision-Making
Chapters 5, 6 and 7
Cases: Bud Light Beer
IV. MARKETING ENVIRONMENT
9 11/1 Marketing Trends
Where Do Gadgets Come From?
Known Faces Are Displacing the Amateurs
A Contact Lens Cleaner, With Nature as Inspiration
Eyewear, with a Bit of Disney and a Touch of Apple
Chapters 11 and 12
Cases: Green Bay Packers
Paper #3 due on 11/1
10 11/8 But Will It Make You Happy?
11/10 Midterm Exam
11 11/15 A Pitch for Hummus Goes Nation
Love the Telenovela, Buy the Product
Chapters 13 and 14
12 11/22 Product slides
Promoting a Potato Chip
Keds Campaign Claims a First
Charity Give Shoe Brand Extra Shine
Paper #4 due on 11/22
11/24 Thanksgiving Break
13 11/29 Internet slides
Instant Ads Set the Pace on the Web
Watching TV Together, Miles Apart
What’s Wrong with Dot-Com Ads? (Handed out in Class)
14 12/6 Advertising slides
Candy Makers Cut Calories
For Corn Syrup, the Sweet Talk Gets Harder
Cases: Harry Potter
Guest Speaker: Greg Krejci
15 12/13 Channel slides
Final Case due on 12/13
Nature and Purposes of the Course
1. To analyze critically the task of marketing under contemporary conditions from a behavioral perspective.
2. To examine the major functions that comprise the marketing task and their interactions with consumer behavior.
3. To evaluate various types of consumer behavior policies that can be employed in guiding marketing activity.
4. To develop an awareness of the major types of marketing and consumer behavior problems faced by organizations.
Cross-cultural issues will be covered in the segmentation and marketing environment sections of the course. International advertising will be covered in Week 12. Week 14 will be devoted to international issues with a discussion of e-commerce.
Required: Consumer Behavior Case Packet. (This includes all cases and handout materials.)
Required: Power Point presentations, cases, and a small number of readings are on the G drive.
Optional: Peter, J. Paul and Jerry C. Olsen, Consumer Behavior and Marketing Strategy, Homewood, IL: Irwin.
Evaluation of Student Work
Each student will be evaluated on the following basis:
Midterm Exam 30%
Final Case 30%
Class Participation 15%
The examination format will draw from some or all of the following types of questions:
1. Short answer questions designed to assess students' knowledge of material developed in the course.
2. Analysis of mini-cases, each of which describes a marketing situation. On the basis of data presented in the mini-case, students are asked to (a) make decisions with respect to several issues raised in the case, and (b) marshal support or justification for the position advocated using theories, concepts, and analytical devices developed in the readings and in class.
Adequate preparation for the exams may be achieved by (1) reading and studying all of the required assignments (2) taking comprehensive notes and reviewing them prior to the exams and (3) devoting effort to the preparation and analysis of in-class cases.
Rather than rehashing concepts developed in the text, class sessions will be devoted to probing, extending, and applying the course material. It shall be assumed that students have read the course assignments before coming to class.
Each student is expected to contribute to class discussion. To a substantial extent, the benefit students derive from the assignment is related to their willingness to expose their viewpoint to the critical judgment of the class. Do not be reluctant to voice your opinion.
The cases are to be read and analyzed prior to attending class. The instructor will call on class members to present and defend their recommendations regarding case issues. Participation in these and other discussions will account for 15% of the student's final grade.
If at any point during the course you have questions regarding the preparation of cases, exams, or other course-related issues, please do not hesitate to contact me either by phone or in person. I would be happy to meet with you and discuss your questions.
Four short (Maximum Length: Two pages, single spaced) papers are assigned. The page length is a maximum; the paper need not be two pages long. The papers are designed to reinforce the material introduced in the lectures and to encourage the student to think about the concepts introduced in the course. No Paper Will Be Accepted Late! The papers will be graded Inadequate, Adequate, or Superior.
Papers are due on the assigned dates and must be turned in at the beginning of class.
9/27 - Paper 1:
A managing director of a large company made the following statement: "To be successful in business, all you need is a customer. You don't need any of those tight little academic concepts of how to manage. You don't even need to solve all your problems or be efficient. All you need is to find out what you do right for the customer you've already got and do more of it." Assess the validity of this statement. Does this reflect the marketing concept?
10/18 - Paper 2:
On March 22, 2005, Anna Ayala claimed she found a finger in her chili at a Wendy’s Restaurant in San Jose, California. On April 22, the San Jose Police Department announced that its investigation had determined Wendy’s was not at fault and that the district attorney was charging Ms. Ayala with attempted larceny. Wendy’s reported that overall sales for its 6,250 restaurants were down several percentage points. Sales of Wendy’s in the San Francisco Bay/San Jose area were down 20 to 50 percent. The Wendy’s chain, having been wrongly accused, now faced the task of rebuilding its brand. How should they address this crisis? How should Wendy’s rebuild its brand and recover lost sales?
11/1 - Paper 3:
Watch the movie Up in the Air with George Clooney. Then, do an analysis of the movie. Should American Airlines and Hilton Hotels have agreed to participate in the movie? What impact might the movie have on these brands? What potential positive or negative effects might the movie have on these brands? From a consumer behavior perspective, do an analysis of the character played by George Clooney. Be sure to describe this character’s relationship with the American Airlines and Hilton brands. Does this movie offer any insights into consumer-brand relationships?
11/22 - Paper 4:
Several years ago Fortune magazine crowned golfer Tiger Woods the number one endorser in the world; he had an estimated 85 million dollars in commercial deals. Then, in November of 1999, unflattering revelations surfaced about Tiger Woods’ private life. Many endorsers quickly abandoned Woods.