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    2022a MKTG211001

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    Wharton marketing mba curriculum

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    2022a MKTG211001

    Uploaded by

    Aman Singh
    1 views8 pages
    Wharton marketing mba curriculum

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    2022A_MKTG211001

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    Wharton marketing mba curriculum

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    1 views8 pages

    2022a MKTG211001

    Uploaded by

    Aman Singh
    Wharton marketing mba curriculum

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 8

    Syllabus

    Marketing 211 – Spring 2022


    Consumer Behavior
    TTH 1:45-3:15; 3:30-5:00

    Basic Information:

    Professor: Marissa Sharif, Ph.D.


    751 Jon M. Huntsman Hall
    [email protected]

    The purpose of this course is to provide you with a working knowledge of the major theories and
    research findings in the area of customer behavior. The goal of this course is not to simply learn
    the material, rather it is to integrate and apply the material. By the end of this course, you should
    not only be familiar with a large body of consumer behavior literature, but you should also be
    able to apply this knowledge to a variety of marketing problems.

    While the information covered in the class certainly has tactical benefit, the emphasis will be on
    broadly understanding consumers with an eye toward strategic insights.

    Course Policy

    Attendance on the first day of class is mandatory. If you are not in a seat by the second day of
    class, you may not take the course. No exceptions.

    No electronic devices are permitted in class.


    Lecture

    Lecture slides will NOT be distributed prior to class, but will be made available for download in
    .pdf format after the conclusion of class. They can be found in the “files” folder on Canvas.

    Required Reading

    There are two cases required for this course. They are available on study.net.

    Exams (50%)

    There will be two examinations. Each exam will count as 25% of your final grade. Everything
    discussed in class and in the assigned readings may appear on an exam. The first exam will
    focus on material covered in the first half of the course, the second exam will focus on material
    covered in the second half (it will not be cumulative).

    Case Reports (10%)

    You must write one report about the New Coke Case and one about Burberry case. These are
    individual assignments. The questions are listed in the syllabus. Each case will be 5% of your
    grade (10% total).

    Group Project (25%)

    Groups will present on a current issue in consumer behavior. The project will be 25% of your
    grade. Please be a good group member and equally contribute to the project. Each group member
    will rate other members in the group and will be a factor to determine your individual grade for
    the project.

    Class Attendance, In-Class Assignments, and Participation (15%)

    Class attendance and participation is mandatory to do well in this class. You are expected to
    come to each class prepared to discuss the current topic, complete in-class assignments, and
    meaningfully participate in class exercises. There will be a series of in class
    assignments/activities to ensure that you will need to complete to ensure that you understand the
    class concepts. This will be broken down by 6% attendance (showing up to class), 6% in-class
    assignments, and 3% in-class participation. You can miss 2 classes with no impact to your grade.
    These 2 days also include medical illnesses and sporting events.

    Academic Integrity
    In order to ensure fairness, students suspected of cheating will be referred to the Office of
    Student Conduct. The Office of Student Conduct will determine if there was cheating and if so,
    what punishment will be administered. There are no exceptions to this policy under any
    circumstances. Please familiarize yourselves with the University Code of Academic Integrity:
    http://www.upenn.edu/academicintegrity/

    Recommended Text

    There is no text book required for this class.

    Recommended supplementary material:

    Consumer Behavior, 7th ed., by Hoyer,


    MacInnis & Pieters
    Tentative Class Schedule (Supplemental Reading is in Parentheses)
    Day Date Reading/Topic
    Introduction: What is consumer behavior?
    Thursday January 13
    (Chapter 1)
    Tuesday January 18 Appendix: Consumer behavior research

    Thursday January 20 Motive, ability, & opportunity (Chapter 2)


    Case 1: Introducing New Coke (Case
    Tuesday January 25
    Report Due)
    Ch 3 - Exposure, attention, & perception
    Thursday January 27
    (Decide groups by today)
    Tuesday February 1 Memory (Chapter 4)

    Thursday February 3 Memory (cont.)

    Tuesday February 8 Schemas/Knowledge and understanding

    Thursday February 10 Case 2: Burberry (Case report due today)

    Tuesday February 15 Attitudes and Persuasion (Chapter 5 &6)

    Thursday February 17 Attitudes and Persuasion (Chapter 5 &6)

    Tuesday February 22 Exam 1

    Thursday February 24 In Class Group Proposal Meetings

    Tuesday March 1 Implementing an Experiment

    Thursday March 3 No Class (Group Project Proposal Due)

    Tuesday March 8 Spring Break

    Thursday March 10 Spring Break


    Problem Recognition and Info
    Tuesday March 15
    Search/High Effort Decision Making
    High Effort Decision Making/Low Effort
    Thursday March 17
    Decision Making
    Tuesday March 22 Implementing an Experiment: Part 2

    Thursday March 24 Research Application: Consumers & Goals


    Research Application: Consumers &
    Tuesday March 29
    Technology
    Customer Satisfaction & Post Decision
    Thursday March 31
    Processes (Chapter 10)
    Research Application: Consumers & New
    Tuesday April 5
    Technology
    Thursday April 7 Social Influence (Chapter 11)

    Tuesday April 12 Group Presentations

    Thursday April 14 Group Presentations

    Tuesday April 19 Group Presentations

    Thursday April 21 Wrap Up

    Tuesday April 26 Exam 2


    Grading
    Your final grade will be determined in the following manner:

    Two exams (20% each) 50%

    Two case reports 10%

    Group Project 25%

    Participation/Attendance 15%

    100%

    Cases
    Introducing New Coke (Case Report due January 25)

    This case reviews the factors that led to one of history’s most famous marketing missteps:
    Coke’s 1985 decision to replace its classic formula with New Coke. Be prepared to discuss in
    class the following questions as well as other aspects of the case:

    1. What was the meaning of Coke’s brand? How did they create this meaning?

    2. What brand image and positioning was Pepsi trying to create? How did they create it?

    3. Coke invested a substantial amount of money researching the reformulation of its


    flagship product, but they still got it very wrong. Were they focusing on the right research
    questions? What was their focus? What questions should they have asked? How should
    they have approached the problem?

    4. What are the take away lessons? Managerial implications?

    (Continued on the next page)


    Cases, cont.

    Burberry Case (Case Report due February 10)

    This case explores the challenges that arise when managing a luxury retail brand. In addition to
    discussing the case in class, each project team is expect to submit a 1000 word (maximum)
    written analysis of the case that addresses the following 3 questions:

    1. Examine the brand meaning and associations of Burberry at (a) its classic height and (b) just
    prior to Bravo’s arrival. What key factors were responsible for the brand’s decent?

    2. Describe how the brand has been elevated since Bravo’s arrival. What tactics were used to
    resurrect the brand? Ultimately, how is the brand now positioned and what are the associations?

    3. This case is filled with paradoxes: classic and trendy, functional and aspirational, iconic and
    cutting edge, Stella Tenant and Kate Moss, etc. Why are these paradoxes important? How are the
    paradoxes relevant to the brand meaning? How can these associations be managed and, given the
    apparent inconsistencies, can consumers have consistent expectations with such a strategy?
    Group Project

    For this project, you should imagine that your team is consulting for a firm or organization
    looking for insights into a consumer behavior problem. The presentation should be approached
    like a consulting report highlighting key consumer behavior theories, findings, and research to
    solve an applied consumer behavior problem. The presentation should include:

    -Problem definition and objectives


    -Literature review including references to primary research found in journals such as
    Journal of Consumer Research, Journal of Consumer Psychology, Psychology and
    Marketing, and Journal of Public Policy and Marketing.
    -Utilization of book/class concepts
    -Primary research such as a survey or focus group
    -One Experiment
    -Managerial recommendations
    -Work cited and appendix with supporting material

    1. Choose your own teams on Canvas by January 27th.

    2. Choose your topic. There will be an in-class project formulation day on February 24th
    where project teams, working in groups, will identify a project topic in consultation with
    the professor. The deadline for submitting your final outline is March 3rd. No topic
    may be chosen by more than one group.

    3. Presentations will be April 12th, 14th, and 19th. Presentation order will be determined
    randomly. I reserve the right to adjust the presentation order if necessary.

    4. All projects are due by 10:30 am on April 12th. The deliverable is a PPT deck with all
    required elements. The amount of time for your presentation will depend on your class
    size and the number of groups in your class. It will likely range from 10-20 minutes,
    including Q&A. The PPT deck can include additional material beyond your presentation
    (the amount of time you will be asked to present your project will be determined based on
    the size of your section).

    5. All team members will submit an internal peer review. Failure to adequately contribute to
    your team’s project will negatively affect your individual grade.

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