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Marketing and Consumer Studies
MCS*2600 Consumer Behaviour (02)
Winter 2022
__________________________________________________________________________________
Instructor(s): Dr. Jing Wan, Email: jingwan@uoguelph.ca
Virtual Office Hours: by appointment
Teaching Assistant: TBA
Class Schedule: Please keep an eye on Courselink Announcements and your email for any scheduling
changes! Note: first two weeks of classes will be held online.
In-person, synchronous lectures:
Mon, 4PM – 5:20PM; MCKN, Room 029
Online, asynchronous/synchronous activities:
Fri, 4PM – 5:20PM; Zoom/Courselink
Disclaimer:
Please note that the ongoing COVID-19 pandemic may necessitate a revision of the format of course
offerings and academic schedules. Any such changes will be announced via CourseLink and/or class
email. All University-wide decisions will be posted on the COVID-19 website
[https://news.uoguelph.ca/2019-novel-coronavirus-information/covid-19-communication-updates/] and
circulated by email.
Course Description and Objectives:
“Marketers spend billions of dollars attempting to influence what, when, and how you and I consume.
…Most of us spend more time buying and consuming than we do working or sleeping. …Given the time
and energy we devote to consuming, we should strive to be good at it” (Hawkins, Best, and Coney 2004).
This quote summarizes why I feel consumer behaviour might be one of the most interesting and relevant
marketing courses for your professional and personal life. This course applies knowledge from areas such
as psychology, sociology, and anthropology to describe and understand how and why consumers select,
purchase, use, and dispose of products. My goals are for you to learn several key consumer behaviour
concepts and theories, and more importantly, to develop your own critical thinking in order to apply them
when analyzing business phenomena and developing appropriate marketing strategies.
Upon the successful completion of this course, students should be able to:
1. Understand and explain the theories and concepts relevant to various aspects of consumer
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behaviour and discuss how marketers can use these theories in designing marketing strategies.
2. Apply these concepts to analyze marketing issues and evaluate real-world marketing strategies,
such as advertising, product development, packaging design, etc., via assignments, presentations,
and projects.
3. Develop and evaluate marketing strategies to influence consumer behaviours.
Course Materials and Resources:
This course uses a variety of materials and resources. One of your primary resources will be the course
website (http://courselink.uoguelph.ca). All announcements, required and recommended readings,
assignments and updates will be posted here. Do check the course Courselink page regularly.
The required textbook is: Solomon, Main, White, and Dahl (2018), Consumer Behavior: Buying,
Having, Being, 8th Canadian Edition. Pearson
Bundled with MyLab
* Note: Additional readings may be assigned or recommended during the course.
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Course Schedule and Key Dates:
Week
Date
Topic
Activity/Assessment
1
Jan 10
Course overview + Intro (Ch1)
Synchronous: Course overview
Podcast: Intro to CB + Research Methods
Jan 14
5pm, Jan 14th Group Sign-up Due
2
Jan 17
Perception (Ch2)
Synchronous: Perception
Podcast: Perception
Jan 21
No activity
3
Jan 24
Learning & Memory (Ch3)
Synchronous: Learning
Podcast: Memory
Jan 28
Quiz #1 (covers all materials from week 2 –
Perception), open from 4-5:20pm
5pm: submit Assignment 1check-in –
REQUIRED meeting #1
4
Jan 31
Motivation & Affect (Ch4)
Synchronous: Affect and Consumer
Involvement
Podcast: Motivation
Feb 4
Consultation session for
Assignment 1 (need to book
ahead of time)
Quiz #2 (covers all materials from week 3 –
learning and memory), open from 4-5:20pm
5pm: submit Assignment 1 check-in –
REQUIRED meeting #2
Email TA with preference for Assignment 2
presentation date by 5pm
5
Feb 7
The Self (Ch5)
Synchronous: The Self
Feb 10
5pm: Submit Assignment 1 Presentation Files
Feb 11
Assignment 1 presentations (online)
Quiz #3 (covers all materials from week 4 –
motivation and affect), open from 4-6pm
6
Feb 14
Assignment 1 presentations (online)
Feb 18
Assignment 1 presentations (online)
7
Feb 28
Midterm
4pm: Midterm (covers topics from all
previous weeks). Takes place ONLINE
Mar 4
Personality (Ch6)
Podcast: Personality
8
Mar 7
Attitudes (Ch7)
Synchronous: Attitudes
Podcast: Attitudes
Mar 11
Quiz #4 (covers all materials from week 5 and
7 – the self and personality), open from 4-
5:20pm
9
Mar 14
Attitude Change (Ch8)
Synchronous: Attitude Change
Podcast: Attitude Change
4
Mar 18
Quiz #5 (covers all materials from week 7 –
attitudes), open from 4-5:20pm
5pm: Submit Assignment 2 check-in –
REQUIRED meeting #1
10
Mar 21
Decision Making (Ch9)
Synchronous: Decision Making
Podcast: Decision Making
Mar 25
Consultation session for
Assignment 2 (need to book
ahead of time)
Quiz #6 (covers all materials from week 8 –
attitude change), open from 4-5:20pm
5pm: Submit Assignment 2 check-in –
REQUIRED meeting #2
Email TA with preference for Assignment 2
presentation date by 5pm
11
Mar 28
Buying and Disposing (Ch10)
& Group Influence (Ch11)
Synchronous: Buying and Disposing
Podcast: Group Influence
Mar 31
5pm: Submit Assignment 2 Presentation AND
Report Files
Apr 1
Assignment 2 presentations (online)
Quiz #7 (covers all materials from week 9 –
decision making), open from 4-6pm
12
Apr 4
Assignment 2 presentations (online)
Apr 8
Assignment 2 presentations (online)
LO 1-3
Final Exam (cumulative)
30%
LO 1-3
Total
Method and Timing of Evaluation
Your performance will be evaluated based on the following:
Assignment/Examination
Marks allocated
Associated
Learning
Outcomes
Due Date
Group Component:
Assignment 1: Group Experiment
Presentation
10% for report and
presentation
LO 1-2
File due: Feb 10
Presentation: Feb
11/14/18
1% for check-in for
required meetings
Jan 28 AND Feb 4
Assignment 2: Group Project &
Presentation
14% for report
LO 1-3
Files due: Mar 31
5% for presentation
Presentation: Apr 1/4/8
1% for check-in for
required meetings
Mar 14 AND Mar 25
Individual Component:
SONA participation
4%
LO 1-3
Can be completed any
time before the last day
of class
Quizzes
15%
LO 1-3
Weekly, see schedule