ATHENS UNIVERSITY OF ECONOMICS & BUSINESS MBA INTERNATIONAL

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1 ATHENS UNIVERSITY OF ECONOMICS & BUSINESS MBA INTERNATIONAL DS Consumer Behavior George Siomkos, Ph.D Th. 18:00-20:45 Spring 2006 COURSE NATURE & OBJECTIVES This course follows a multidisciplinary approach to examine and analyze why consumers behave as they do in the marketplace. Consumer behavior is explored from two perspectives: (1) the perspective of a consumer who must make a multitude of decisions every day about what products to buy and (2) the perspective of the marketing manager who needs the understanding of consumer behavior in order to develop, evaluate and implement effective marketing strategies and tactics. Topics covered include consumer decision-making models and information processing, consumer perceptions, loyalty and involvement, attitude measurement and change, consumer analysis and research, demo-psychographic research, interpersonal and social influences on consumer behavior, store selection and buyer behavior, and strategic implications on market segmentation, product positioning and marketing communications. The teaching methods combine lectures, discussion groups, case study analyses, exercises and team project presentations. The classroom is a forum appropriate for discussion where all students will have the opportunity to exchange and present their ideas and to support them so as to jointly arrive upon solutions to marketing problems. READING MATERIALS Required Textbook: Peter, J.P. and J.C. Olson (2005), Consumer Behavior & Marketing Strategy, 7 th edition, McGraw-Hill. [PO] Reading Packet [R] Recommended Textbooks: Hawkins, D.I., R.J. Best and K.A. Coney (2004), Consumer Behavior Building Marketing Strategy, 9 th edition, McGraw-Hill. [H] Schiffman, L.G. and L.L. Kanuk, Consumer Behavior, Prentice-Hall. Sheth, J.N., B. Mittal and B.I. Newman, Customer Behavior, Dryden.

2 Blackwell, R.D., P.W. Miniard and J.F. Engel, Consumer Behavior, Harcourt College Publishers. Solomon, M., G. Bamossy and S. Askegaard, Consumer Behaviour A European Perspective, Prentice-Hall. Hoyer, W.D. and D.J. MacInnis, Consumer Behavior, Houghton Mifflin Co. Assael, H., Consumer Behavior and Marketing Action, South-Western College Publishing. Kardes, F.R., Consumer Behavior and Managerial Decision Making, Prentice-Hall. Siomkos, G.J. (2002), Consumer Behavior and Marketing Strategy, 2 nd edition, Ath. Stamoulis Publishing. (in Greek) Relevant Scientific Journals: Journal of Consumer Research (JCR) Advances in Consumer Research (ACR) Journal of Consumer Behaviour (JCB) Journal of Retailing (JR) Journal of Marketing (JM) Journal of Marketing Research (JMR) Journal of Applied Psychology (JAP) Journal of Advertising (JA) Journal of Advertising Research (JAR) COURSE REQUIREMENTS & GRADING Class Participation 20% Term / Group Project 50% Written Assignments (MSA Application Papers) 30% Class Participation: You are encouraged to make your contributions heard and your presence felt in class. Attendance and participation will be recorded every session. Keep your remarks relevant, timely, and appropriate. Students are expected to have completed the assigned readings and to be prepared to answer questions regarding the major points of the readings. If a medical, professional or personal emergency causes you to miss a session, get the class notes from a colleague and consult your syllabus for the next set of assignments. 2

3 Term / Group Project: The term project is designed to provide you with the opportunity to apply course material to a practical business problem. You will be expected to work in teams (of 3-4 students) to prepare a written paper of about pages plus appendices (Please see APPENDIX A). You will be also expected to make a class presentation of approximately minutes (Please see APPENDIX B). You have four options of a group project which involves a research study related to specific course subject matter and is explained in APPENDIX C. All projects must meet the general and topic-specific requirements described in the syllabus. MSA Application Papers: You are required to turn a total of three (3) MSA (Marketing Strategy in Action) application papers, individually. You are required to answer all questions that appear at the end of each MSA. Your analysis answers to the questions should rely on as many of the consumer behavior concepts we discuss in class as possible. There is a strict three (3) page limit (1 ½ spaced, 12 pts) on the length of the analysis (plus appendices, if necessary). 3

4 CLASS SCHEDULE Session 1: Thursday March 23 (Room 802) Course Overview Introduction to Consumer Behavior (CB) 1,2,8 5 1 Consumer Decision-Making Process & Information Processing 3,5,7 14,15,16 1 Session 2: Thursday March 30 (Room 802) Consumer Perceptions & Marketing Strategy Involvement, Learning & Consumer Loyalty 3,4,9 9,10 3 MSA DUE: (a) Starbucks (pp ) AND Peapod Online Grocery-2003 (pp ), (b) Barnes & Noble (pp ). Session 3: Thursday April 6 (Room Evelpidon 29, 2 nd floor) Attitude Formation, Measuring & Change ,5,6,7 Market Segmentation & Product Positioning 15 9 Demographic Consumer Characteristics Psychographic Consumer Characteristics 12 MSA DUE: (a) Hallmark Cards (pp ), (b) Nike (pp ), (c) Exposure, Attention, and Comprehension on the Internet (pp ), (d) Rollerblade Inc. (pp ). Session 4: Thursday April 13 (Room Antoniadou, A36) CB Analysis & Market Research 8,9 MSA DUE: (a) Coca-Cola (pp ), (b) Hershey Chocolate USA in 2000 (pp ). Session 5: Wednesday May 3 (Room Evelpidon 29, 2 nd floor) Cultural, Interpersonal & Situational Influences ,13 10 Store Influence and Buyer Behavior Advertising and the Consumer 17 MSA DUE (*): (a) America s Movie Theaters (pp ), (b) Sony (pp ), (c) Abercrombie & Fitch (pp ), (d) The Saturn Family (pp ), (e) The Cereal Wars (pp ). (*) Note: Due one week after Session #5. 4

5 Exam Session: Thursday May 11 (Room 802) Group Project Presentations DUE: Written Term Projects (submission deadline may be extended for one week later). NOTE: Schedule is subject to change depending on class progress. 5