Graduate Studies Reports Access

Graduate Course Proposal Form Submission Detail - MAR6577
Tracking Number - 2942

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Current Status: Approved by SCNS - 2012-11-19
Campus: St Petersburg
Submission Type: New
Course Change Information (for course changes only): Not applicable.
Comments: Approved by USF STPT 10/29/12. to USF Sys 10/29/12; to SNCS 11/6/12. Concurrence cleared 11/19/12. Updated number from 6204 to 6577. Submit to SCNS 11/19/12. Approved effective 1/1/13

Detail Information

  1. Date & Time Submitted: 2012-09-17
  2. Department: Marketing
  3. College: BP
  4. Budget Account Number: 140100
  5. Contact Person: Alison Watkins
  6. Phone: 7278734086
  7. Email:
  8. Prefix: MAR
  9. Number: 6577
  10. Full Title: Seminar in Consumer Behavior
  11. Credit Hours: 3
  12. Section Type: D - Discussion (Primarily)
  13. Is the course title variable?: N
  14. Is a permit required for registration?: Y
  15. Are the credit hours variable?: N
  16. Is this course repeatable?:
  17. If repeatable, how many times?: 0
  18. Abbreviated Title (30 characters maximum): Seminar in Consumer Behavior
  19. Course Online?: B - Face-to-face and online (separate sections)
  20. Percentage Online: 0
  21. Grading Option: -
  22. Prerequisites: Admission to USF Graduate School
  23. Corequisites: None
  24. Course Description: A study of how individuals make consumption-related decisions, as well as how individuals dispose of products they consume. Ethical issues in consumer decision-making as well as corporate social responsibility in marketing are also discussed.

  25. Please briefly explain why it is necessary and/or desirable to add this course: Replacing Selected Topics with Permanent number; already listed in program
  26. What is the need or demand for this course? (Indicate if this course is part of a required sequence in the major.) What other programs would this course service? No course currently exists at the 6000 level for Consumer Behavior. The subject of consumer behavior is becoming an important topic in the business world. Companies need to understand how consumers react to marketing plans. Consumers also need to be aware of the ethical issues that arise from their consumption decisions.

    This course should also service other MBA programs at other USF institutions.

  27. Has this course been offered as Selected Topics/Experimental Topics course? If yes, how many times? Yes, 3 or more times
  28. What qualifications for training and/or experience are necessary to teach this course? (List minimum qualifications for the instructor.) Ph.D in Marketing or related field. Sufficient research to be academically qualified under USFSP guidelines for AACSB accreditation, or professionally qualified under USFSP guidelines for AACSB accreditation.
  29. Objectives: This course has been designed to help students:

    1. Develop an appreciation for the field of consumer behavior from both managerial and consumer perspectives

    2. Develop research skills by collecting and analyzing qualitative data pertaining to consumer behavior

    3. Apply concepts learned in this class to analyze consumer behavior in a number of different settings

    4. Apply concepts learned in this class to evaluate marketing campaigns

    5. Develop the ability to present results of their efforts in a coherent written format

  30. Learning Outcomes: At the end of this course students should be able to:

    1. Analyze marketing campaigns targeted at consumers

    2. Demonstrate an in-depth knowledge of ethical issues related to consumer behavior

    3. Collect and analyze data pertaining to consumer behavior

    4. Present their arguments in a clear and coherent written format.

    5. Demonstrate how consumer decisions can have a global impact.

  31. Major Topics: 1. Social Media Marketing

    2. Consumer Awareness

    3. Consumer Culture and International Issues

    4. Organic and Local Food Consumer Behavior

    5. Green Marketing

    6. Consumer Activism

    7. Corporate Social Responsibility

    8. Ethical Issues

    9. Profitable Consumer Groups

    10.Consumer Misbehavior and the Dark Side of Marketing

    11.Future Issues in Consumer Behavior

  32. Textbooks:
  33. Course Readings, Online Resources, and Other Purchases: From the Harvard Case Study Series. See the course outline below for more detail on course readings.
  34. Student Expectations/Requirements and Grading Policy: Evaluation Component Points

    Final course grades will be based upon the following:

    Individual Work:

    Discussion Forum (10 points each) 170

    Quizzes (10 points each) 180

    Discussion of Presentations 40

    Total Individual Work 390

    Group Work:

    Taste-Testing Project 100

    Ethnographic Project 100

    International Project 100

    Total Group Work 300

    Total 690

    Grade Weighted % Total Points†

    A 90 – 100% 621 – 690.00

    B 80 – 89.99% 552 – 620.99

    C 70 – 79.99 % 483 – 551.99

    D 60 – 69.99% 414– 482.99

    F 0 – 59.99% 0 – 413.99

    † Final course grades will be based strictly upon the “Total Points” scale.

    This class will NOT use the +/- grading system.

  35. Assignments, Exams and Tests: From the Summer 2012 semester:

    May 19 Course Orientation

    Module 1: Let’s Turn Our Focus on the Consumer: Landmark Articles in Marketing

    Required Reading: Marketing Myopia by Theodore Levitt

    Required Reading: Rediscovering Market Segmentation by Daniel Yankelovich and David Meer

    Suggested Reading: Product Differentiation and Market Segmentation as Alternative Marketing Strategies by Wendell R. Smith

    May 20 Module 2

    Topic: Social Media, Social Media Marketing, and Market Segmentation

    Required Reading: Can You Measure the ROI of your Social Media Marketing? By Donna L. Hoffman and Marek Fodor

    Required Reading: Avatar-Based Marketing by Paul Hemp

    Required Case: Cyworld: Creating and Capturing Value in a Social Network by Sunil Gupta and Sangman Han

    May 26 Topic: Consumer Awareness, Shopping Motivations, Purchase Intentions, and Purchase

    Required Reading: Hedonic and Utilitarian Shopping Motivations among Portuguese Young Adult Consumers by Paulo Ribeiro Cardoso and Sara Carvalho Pinto

    Required Reading: Consumers’ Responses to CSR Activities: The Linkage between Increased Awareness and Purchase Intention by Ki-Hoon Lee and Dongyoung Shin

    Required Reading: Behold the Extreme Consumers and Learn to Embrace Them by Andreas B. Eisingerich et al.

    Suggested Reading: Co-Creation: Harvesting the Unconscious to Create Value for Business and Society by Gerald Zaltman

    May 27 Topic: Consumer Culture and International Issues

    Required Reading: An International Perspective on Luxury Brand and Country-of-Origin Effect by Gaetona Aiello et al.

    Required Reading: The Effect of Power Distance and Individualism on Service Quality Expectations in Banking: A Two-Country Individual- and National-Cultural Comparison by Stayabhusan Dash, Ed Bruning, and Manaswini Acharya

    Required Case: General De La Rey and the Blue Bulls by Michael Goldman

    The Taste-Testing Project is due. All groups will have their presentations recorded and submit their written assignments.

    Jun 02 Topic: Organic Food Consumption in the U.S. and Abroad

    Required Reading: Organic and Local Food Consumer Behavior: Alphabet Theory by Lydia Zepeda and David Deal

    Required Reading: Attitudes and Behavior towards Organic Products: An Exploratory Study by Efthimia Tsakiridou et al

    Required Reading:. Exploring the Decision-Making Process of Canadian Organic Food Consumers: Motivation and Trust Issues by Leila Hamzaoui Essoussi and Mehdi Zahaf

    Suggested Reading: Personal Determinants of Organic Food Consumption: A Review by Joris Aertsens et al.

    Discussions of Taste Test Presentations are due.

    Jun 03 Topic: Can Green Marketing Programs Be Successful: Consumer and Company Issues

    Required Reading: Lessons Learned from Renewable Electricity Marketing Attempts by Sharyn Rundle-Thiele et al.

    Required Reading: Adopting Sustainable Innovation: What Makes Consumers Sign up to Green Electricity by Ritsuko Ozaki

    Required Reading: OPOWER: Increasing Energy Efficiency through Normative Influence by Amy J. C. Cuddy and Kyle T. Doherty

    Suggested Reading: Choosing the Right Green Marketing Strategy by Jill Meredith Ginsburg and Paul N. Bloom

    Jun 09 Topic: Consumer Protest Behavior/Consumer Activism

    Required Reading: What Motivates Consumers to Participate in Boycotts: Lessons from the Ongoing Canadian Seafood Boycott by Karin Braunsberger and Brian Buckler

    Required Reading: Consumer Boycotts: The Impact of the Iraq War on French Wine Sales in the U.S. by Larry Chavis and Phillip Leslie

    Required Reading: Dancing with Macro-Boycotters: The Case of Arla Foods by Ibrahim Abosag

    Suggested Reading: Frequent (Flier) Frustration and the Dark Side of Word-of-Web: Exploring Online Dysfunctional Behavior in Online Feedback Forums by Sven Tuzovic

    Jun 10 Topic: Corporate Social Responsibility

    Required Reading: Doing Better at Doing Good: When, Why, and How Consumers Respond to Corporate Social Initiatives by C. B. Bhattacharya and Sankar Sen

    Required Reading: Does It Pay to Be Good? By Remi Trudel and June Cotte

    Required Case: Making Waves in Rural Kenya by Sebastian Herrmann, Glenn Brophey, and Denyse Lafrance-Horning

    The International Project is due. All groups will have their presentations recorded and submit their written assignments.

    Jun 15 Topic: Ethical Issues

    Required Reading: Maclaren’s CEO on Learning from a Recall by Farzad Rastegar

    Required Reading: An Empirical Examination of a Multinational Ethical Dilemma: The Issue of Child Labor by Shruti Gupta, Julie Pirsch, and Tulay Girard

    Required Case: Ten Thousand Villages of Cincinnati: The First Year and Beyond by Mary Conway Dato-On

    Suggested Reading: The Bottom-Line Benefits of Ethics Code Commitment by K. Matthew Gilley, Christopher J. Robertson and Tim Mazur

    Discussions of International Project Presentations are due.

    Jun 16 Topic: Profitable Consumer Groups

    Required Reading: The Female Consumer Groups by Michael J. Silverstein and Kate Sayre

    Required Reading: Integrated Approach to Understanding Consumer Behavior at Bottom of Pyramid by Saroja Subrahmanyan and J. Tomas Gomez-Arias

    Required Case: Metabical: Positioning and Communications Strategy for a New Weight-Loss Drug by John A. Quelch and Heather Beckham

    Suggested Reading: How to Market to Generation M(obile) by Fareena Sultan and Andrew J. Rohm

    Jun 20 Topic: Consumer Misbehavior and the Dark Side of Marketing

    Required Reading: Consumer Credit—The Next Crisis by William Jarvis and Ian C. MacMillan

    Required Reading: Customer Rage: Triggers, Tipping Points, and Take-Outs by Paul G. Patterson et al.

    Required Reading: Understanding Unethical Retail Disposition Practice and Restraint from the Consumer Perspective by Mark S. Rosenbaum, Ronald Kuntze, and Barbara Ross Wooldridge

    Suggested Reading: Compulsive Buying in a Product Specific Context: Clothing by Tricia Johnson and Julianne Attmann

    Jun 22 Topic: What Does the Future Hold?

    Required Reading: The Postrecession Consumer by Paul Flatters and Michael Willmott

    Required Reading: The 10 Trends You have to Watch by Eric Beinhocker, Ian Davis, and Lenny Mendonca

    Required Reading: The Next 20 Years: How Customer and Workforce Attitudes Will Evolve by Neil Howe and William Strauss

    The Ethnographic Project is due. All groups will submit their written assignments. There is no presentation due for this project.

  36. Attendance Policy: For both the online and live version of the class first class attendance is mandatory. First class attendance is done via Canvas for the online class. For the live class attendance is mandatory for all classes. For the online version of the class, attendance is required by participation in discussion boards and other online venues.

    Students are responsible for dropping undesired courses in these categories by the 5th day of classes to avoid fee liability and academic penalty. (See USF Regulation – Registration - 4.0101,

    Attendance Policy for the Observance of Religious Days by Students: In accordance with Sections 1006.53 and 1001.74(10)(g) Florida Statutes and Board of Governors Regulation 6C-6.0115, the University of South Florida (University/USF) has established the following policy regarding religious observances: (

    In the event of an emergency, it may be necessary for USF to suspend normal operations. During this time, USF may opt to continue delivery of instruction through methods that include but are not limited to: Blackboard, Elluminate, Skype, and email messaging and/or an alternate schedule. It’s the responsibility of the student to monitor Blackboard site for each class for course specific communication, and the main USF, College, and department websites, emails, and MoBull messages for important general information.

  37. Policy on Make-up Work: Make-Up Policy is dependent on various instructors' policies. All make-up tests, regular tests and other evaluative material is subject to the USF policy on academic dishonesty.

    See USF Policy on Academic Dishonesty and Disruption of Academic Process at:

    Because of the University’s commitment to academic integrity, plagiarism or cheating on course work or on examinations will result in penalties. Penalties in this particular section of MAR 6936 range from a grade of “F” or “FF” for the course to expulsion from the university. Any incident of academic dishonesty will be reported to the dean of the college. Definitions and punishment guidelines for Plagiarism, Cheating, and Student Disruption of the Academic Process may be found at the web addresses listed above.

  38. Program This Course Supports: USFSP MBA Program
  39. Course Concurrence Information: MBA programs at other USF institutions. The course is frequently offered online and is open to USF graduate students at all other campuses.

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