Date Day Topic Assignment 01 / 15 Tuesday Introduction to the Course Session 1 01 / 17 Thursday Overview of Consumer Behavior Session 2 Read Chapter 1 DUE: Personal Profile 01 / 22 Tuesday Measuring Consumer Behavior Read Appendix Session 3 (Qualitative Methods) 01 / 24 Thursday Measuring Consumer Behavior Session 4 (Quantitative Methods) 01 / 29 Tuesday Consumer Behavior and Marketing Session 5 (Segmentation & Targeting) 01 / 31 Thursday DUE: Starbucks Case Report Case Discussion: Starbucks Session 6 Consumer Behavior and Marketing (Positioning) PART I: The Consumer Decision Making Process 1. Overview 02 / 05 Tuesday The Consumer Decision Making Read Chapter 2 Session 7 Process DUE: Form Groups for Final Project 2. Pre-Purchase Processes 02 / 07 Thursday Need Recognition & Search Read Chapter 7 Session 8 02 / 12 Tuesday Exposure & Attention Read Chapter 3 Session 9 02 / 14 Thursday Perception DUE: Select 3 Candidate Session 10 Products for Final Project 02 / 19 Tuesday DUE: Boston Beer Company Case Discussion: Boston Beer Session 11 Case Report Company Course Review 02 / 21 Thursday MIDTERM 1 Session 12
Date Day Topic Assignment 01 / 15 Session 1 Tuesday Introduction to the Course 01 / 17 Session 2 Thursday Overview of Consumer Behavior Read Chapter 1 DUE: Personal Profile 01 / 22 Session 3 Tuesday Measuring Consumer Behavior (Qualitative Methods) Read Appendix 01 / 24 Session 4 Thursday Measuring Consumer Behavior (Quantitative Methods) 01 / 29 Session 5 Tuesday Consumer Behavior and Marketing (Segmentation & Targeting) 01 / 31 Session 6 Thursday Case Discussion: Starbucks Consumer Behavior and Marketing (Positioning) DUE: Starbucks Case Report PART I: The Consumer Decision Making Process 1. Overview 02 / 05 Session 7 Tuesday The Consumer Decision Making Process Read Chapter 2 DUE: Form Groups for Final Project 2. Pre-Purchase Processes 02 / 07 Session 8 Thursday Need Recognition & Search Read Chapter 7 02 / 12 Session 9 Tuesday Exposure & Attention Read Chapter 3 02 / 14 Session 10 Thursday Perception DUE: Select 3 Candidate Products for Final Project 02 / 19 Session 11 Tuesday Case Discussion: Boston Beer Company Course Review DUE: Boston Beer Company Case Report 02 / 21 Session 12 Thursday MIDTERM 1
MKT%20450%20Syllabus%20Spring%202013-1.docx