MKT/IB 725: Global Consumer Behavior Syllabus

[Fall 2020]; Anjala S. Krishen; Credits: 3; Section 1
Last Updated: October 19, 2020

Consumers play a fundamental role in marketing. Understanding consumer behavior, including perceptions, cognitive process, decision making, and social interactions, is a necessary component in effective marketing strategy. By the end of the course, you should have a basic understanding of theories of human psychology and behavior, be able to apply this knowledge in developing effective marketing strategies and public policy, and be able to incorporate it into your discussions and writing.

Taught by

Anjala S. Krishen
anjala.krishen@unlv.edu

Grading
Guaranteed Grades
: A- ( > 90%); B- ( > 80%); C- ( > 70%)
Syllabus

Midterm Exam: 30% of total
Literature Review & Qualitative Data Collection (Individual): 25% of total
HBR Presentation & Handout (Group): 20% of total
Final Paper & Presentation (Group)
: 25% of total

Research Materials
Library How-to
Consumer Behavior website
Theories Document
Sample interview framework
Final paper guideline

Lecture Room

WRI C144 (Hybrid Schedule)

Lecture Time

7:00 PM - 9:45 PM (W)

Office Hours

By appt.

Textbook (Optional)

Consumer Behavior: Buying, Having, and Being, Student value edition (12th)

Schedule
(Tentative and subject to change)

Days

Subject (Lectures are on Webcampus as Panopto recordings)

Written Assignments, HBR Presentation & Handout, Project Work; Face-to-face = F2F

PART 1: WHAT IS CB AND WHY SHOULD I CARE?

W 8/26

Introduction to Class Materials, Website, Project (Lecture 1 – Class Strategy and Introduction to CB)

Syllabus and Class work; Think about groups
(F2F-1: Introduction, Syllabus & Finalize groups)

W 9/2

Value and the CB Framework (Lecture 2 – Value and CB)

Motivation Splash Card

W 9/9

Review Lectures 1-2 and go over Theory Board

Group 1 HBR Presentation & Handout Customer Value;
(F2F-2: Theory Board, Presentations, & Initial Ideas Template)

PART 2: INTERNAL INFLUENCES

W 9/16

Perception (Lecture 3 – Human Perception)

Watch lectures and take notes

W 9/23

Comprehension, Memory, and Cognitive Learning (Lecture 4)

Group 2 HBR Presentation & Handout Female Economy;
Group 3 HBR Presentation & Handout Ads and Privacy;

Data Collections (Phase 1)
(due by class time);
(F2F-3: Theory Board, Project work, & Presentations)

W 9/30

Motivation and Emotion (Lecture 5)

Watch lectures and work on presentations.

W 10/7

Guest Lecture Online: Dr. Payal Sharma

W 10/14

Personality, Lifestyles, Gender, and Self-Concept (Lecture 6)

Data Collections (Phase 2 draft) (due by 9:45pm)

PART 3: EXTERNAL INFLUENCES

W 10/21

Review lecture 6, full theory board, and answer questions

Group 5 HBR Presentation & Handout Customer journeys;
Data Collections (Phase 2 FINAL);
(F2F-4: Theory Board & Presentations)

W 10/28

Midterm Exam (Online)

PART 4: CONSUMPTION TO SATISFACTION

W 11/4

Attitudes and Attitude Change (Lecture 7)

Group 4 HBR Presentation & Handout Green consumers;
Group 6 HBR Presentation & Handout Marketing meets mission;
(F2F-5: Theory Board, Project work, & Presentation)

W 11/11

Veteran’s Day Recess

W 11/18

Review lecture 7

Group 7 HBR Presentation & Handout Cultural innovation;
(F2F-6: Theory Board, Project work, & Presentation)

W 11/25

Group and Interpersonal Influence and Consumer Culture (Lecture 8)

Work on your projects;
Draft Papers (Groups send via email);

W 12/2

Review Lectures 7-8, work on theory board.

(F2F-7: Theory Board & Review draft papers)

W 12/9
8:10-10:10pm

Final Presentations;
Final Paper (due at the beginning of class)
(F2F-8: Final Wrap-up)