BU 432 (B) – Consumer Behaviour

Course Outline (v1.1)

Fall 2021

Instructor: Paul Curwen

Office: LH 2038; Telephone: 519-884-0710, Ext. 4958
Email: pcurwen@wlu.ca
Class Meetings: Mon./Wed. 8:30 – 9:50 (Online)
Office Hours: Mon. 10am – 11am (online, by appointment)

Administrator: Jane Thomas (jthomas@wlu.ca)

*This course outline is subject to change at instructor’s discretion.

Introduction

Hello and welcome to Consumer Behaviour!

As you all know, for the Fall term, BU432B will be taught remotely. This is an ongoing adjustment for
everyone, but I am confident that we will manage just fine. The learning objectives and main course
requirements remain intact and I have adjusted the lectures, the assignment schedule, and the grading
structures to better suit the online delivery format.

I do understand the challenges that some of us may have with remote learning. Although much of your
work for this class will be done independently, please do your best to participate during appropriate
class sessions and make sure you ask any questions you have about the content.

It is important to note that the contents of this syllabus are subject to change. We may need to adapt
and adjust as we go in order to continue to manage the remote learning process. Despite this format,
I’m sure the class will be rewarding for everyone.

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Lecture and Class Structure
To assist in understanding the material and putting the course concepts into context, I plan to run
lectures each week (slides and commentary) during class time. Please review the assigned chapters at
the beginning of the week and prepare any questions you may have to discuss during our class-time
sessions. For each class session, I will be online to answer your questions, to discuss course materials,
and to chat about consumer behaviour.

Also, if you have a question or comment, feel free to post in the MyLS discussions section for our course.
I will monitor these discussions and answer any questions you have.

You will see in the course schedule that I have set up some mandatory group check-in sessions. For
these I will schedule a brief (10 minute) online meeting in Zoom with each group. These sessions will
allow us to connect and to address and concerns/questions regarding the group project component of
the course. I am hoping that our regular check-in sessions will also help structure your learning and build
a sense of community for the groups and for the class.

Course Overview
The successful design and implementation of marketing strategies requires a sound understanding of
consumer behaviour. This course focuses on understanding psychological, situational, social, and
cultural aspects of the marketing environment and the nature of these influences on the buying
behaviour of individuals and groups. We will use theoretical concepts from psychology, sociology, and
behavioural economics to examine how consumers think, feel, and behave throughout the decision-
making process (i.e., before, during, and after purchase). We will discuss how these concepts can apply
to practices that benefit firms, consumers, and public policy.

Course Objectives

 To understand internal factors (e.g., personality) and external factors (e.g., culture) that influence
consumer behaviour.
 To be able to apply theoretical concepts of consumer behaviour to marketing practice.
 To gain insight into consumer research conducted by practitioners and academics.

Course Format
The course will consist of posted lectures, discussions, and group projects. Students are responsible for
ALL assigned readings including textbook chapters/content that may not be covered in-depth in class as
well as lecture material.

Course Materials (Required)

Required Text:
Michael R. Solomon, Katherine White, and Darren W. Dahl (2021), Consumer Behaviour: Buying, Having,
and Being, 8th Canadian edition, Pearson Education Canada.

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Course Performance Evaluation

Midterm exam 25%

Individual Assignment (Final) 30%
Class contribution 10%

Group project (and presentation) 25%

Chapter concepts presentation (Group) 10%
TOTAL 100%

Students with disabilities or special needs are advised to contact Laurier's Accessible Learning Office for
information regarding its services and resources. Students are encouraged to review the Calendar for
information regarding all services available on campus. If you are unsure what resources are appropriate
for you or require any assistance with any type of academic issues, contact the Central Academic
Advising Office at: http://www.wlu.ca/academicadvising.

You must receive a passing grade in all individual work to pass the course.

Course Requirements and Grading

Individual Work

Midterm Exam (25%)

The midterm exam will take place during class time on Oct 25. The exam will consist of multiple-choice
questions and short answer/essay style questions. More details will be provided in class. The exam will
be written using a lockdown browser.

Final Assignment (30%)

The final assignment for this course will be a take-home assignment. I will release the final assignment
on Nov 22 (on MyLS). You will have one week to complete the assignment. The assignment will be
comprehensive in nature. It will test your understanding of, and ability to, apply course material
discussed throughout the term. The take-home assignment is an evaluation of your learning, and thus,
must not be completed with other students.

Students should upload their written assignment to MyLS Dropbox by Nov 29 (11:59 pm).
Submit a MS Word file under the file name, “LASTnameFIRSTname.” Late submissions will be
penalized (Up to 24 hours late = 10% deduction, More than 24 hours late = grade of 0). More
details will follow in the term.

Class contribution (10%)

Participation in the course is essential to the learning process and makes the class more enjoyable for
everyone. It is critical to develop the ability to articulate your thoughts about and experiences with
consumer behaviour. Contribution will primarily consist of answering questions in class and participating

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in various in-class discussions. In addition, completion of mini-assignments may be required as part of
your contribution grade. Grading is at the discretion of the instructor.
Group Work

Chapter concepts presentation (Groups) (10%)

Each group will choose a chapter (when instructed) from the text that will serve as the basis for their
presentation. To complete this assignment, groups will choose one topic from the assigned chapter and
then present it to the class. It is expected that each group will explore the topic chosen in detail and will
enlighten the class as to its relevance and importance to consumer behaviour. Sources and insight from
beyond the textbook are expected. Each presentation should be approximately 20 minutes in length
with 5 minutes for questions. Groups may be assigned to lead question periods.

 Slide deck for presentation (must be PowerPoint) must be placed in MyLS Dropbox folder by noon
the day preceding the presentation.
 Groups can present in any format, as long as the slides align with posted Powerpoint deck.

Group Project (25%)

You will form a group of students at the start of the term (approx. 5 members). Each group will be
responsible for a group report and a class presentation (approx. 20 minutes plus 5 minutes for
questions). To complete the assignment, each group will identify a marketplace phenomenon that is
likely to impact consumer behavior. Groups will then develop a report and an accompanying
presentation on their topic of choice. The purpose of the project is to develop your skill in recognizing,
understanding and evaluating emerging consumer behavior phenomena. You should approach the
report and presentation with the intent of educating the audience (e.g. marketing team, managers,
classmates, instructor) as to the incidence, the impact, and the importance of the phenomenon.

Part A) Group Report (20%)

For an effective report, groups should choose an interesting and current phenomenon. A good
report will avoid broad and obvious trends that have been discussed frequently in the
business/marketing literature (e.g., healthy, green, or digital consumers). As examples, your
chosen trend might be observed in a single industry (e.g., ‘superhero movies’ in the film
industry) or in multiple industries (e.g., ‘sharing economy’ in the automotive, hotel, IT
industries).

The goal of this report is to demonstrate your understanding of course concepts and your ability
to apply them. Do not define course concepts. Instead, incorporate concepts into your
discussion of the phenomenon and link them where possible (use consumer behavior theories
to explain what is going on). It is your responsibility to conduct an in-depth analysis of the
phenomenon and effectively communicate your ideas within the page limit. Be creative and
support your claims with facts and secondary data whenever possible.

The more interesting and impactful your topic and the more insightful your analysis, the
greater the opportunity to enlighten and engage the class which supports strong performance
in the assignment.

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 Your group will submit a report to the MyLS Dropbox folder on Dec 8 (by 11:59pm). (Up to 24
hours late = 10% deduction, over 24 hours late = grade of 0).

The report should consider the following content:

1) Summary of the phenomenon

2) Consumer implications: How the trend has influenced consumer behaviour.
3) Managerial implications: Discuss how companies should respond to this trend.
4) Cultural or societal implications: Discuss its predicted impact on other trends.

Group report requirements:

 Entire report: MS Word file, 12-point font, 1-inch margins, double spaced
 Maximum eight (8) pages, double-spaced (excluding any appendices or references)
 References: Cite facts and evidence to back up your claims where necessary

Part B) Group presentation component (5%)

In addition to the group report requirement, each group will be responsible for a 20-minute
presentation highlighting key information from the report and presented to the class via Zoom
on Dec 1, 6, or 8th (order TBD)

All members must be present for the presentation (to answer questions) but do not have to
present. The presentation will be graded based on
(1) Appropriate choice of information included (and excluded)
(2) clarity of explanations,
(3) convincing support for claims,
(4) overall effectiveness, and
(5) effective and appropriate visuals and accompanying discussion. Failure to attend your
group’s presentation without prior notice will result in a zero for your presentation grade.

Presentation Requirements:

 Presentation slide decks must be submitted in a PowerPoint format. Can be

presented in any format as long as slides are aligned.
 Presentation slides decks must be placed in MyLS Dropbox folder by noon the day
preceding your presentation (assigned dates TBD).

N.B. - To ensure that each group member actively participates in the project, your group project grade
may reflect a peer review assessment upon request from any member within the group. Upon request,
each member may be asked to evaluate every other member’s performance (excluding self) on a scale
from a 1 (very poor) to 5 (very good). The average of these scores will then be used in part to determine
student’s individual project grade (both presentation and report).

Note- such a request is serious and should be considered before it is made. Request for peer evaluation
should follow a discussion with the instructor and should be made early in the course versus later when it

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is more difficult to take remedial action. The instructor reserves the right to penalize the group for
project mismanagement.

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ADDENDA

Textbook access

IMPORTANT INFORMATION FOR ALL STUDENTS

ACCESSING MyLearningSpace and the e-text
1. How do I log into MyLearningSpace (MyLS)?
a. Login to MyLS at https://mylearningspace.wlu.ca. This takes you to a single sign on page
for MyLS where you can enter your credentials, which are the same as those used for
wifi and (your Laurier) email.
b. Information for Laurier students is available here: https://students.wlu.ca/services-and-
spaces/tech-services/accounts-and-passwords.html.
c. Once logged in then scroll down to My Courses
d. Select the correct tile for your Course
e. Scroll to content browser for DTA etext & the e-reader platform
f. Please ensure you read the instructions thoroughly and do not pay for access to the e-
text online through the Publisher website as your Laurier student account will be
charged.
g. If your course is using an e-text resource that utilizes the Vitalsource Bookshelf e-reader
please ensure you download the e-reader to your device(s) – up to 4. You will realize all
the features of the e-reader (notes, highlighting, text to speech etc) and be able to
access your resources offline anywhere, anytime!

IMPORTANT INFORMATION FOR ALL STUDENTS

Paying for and opting out of Digital Textbook Access
1. Billing for DTA resources
a. The charges for the DTA resources will be billed to your LORIS Account after the opt out
deadline
b. The charges show up as a line item with the code DBK and the charge for the e-text
c. The charges typically appear on your Laurier account approximately 4 weeks after the
start of the term and an invoice payment deadline is included.
d. You can pay your invoice as follows;
i. Online Banking – set up as a bill payment and ensure you use your Laurier
Student ID # as the Account # when setting up the payee online
ii. Service Laurier – you can pay your invoice at the Service Laurier office using
debit card. (Please note: Service Laurier does not accept cash, credit card or
cheque)
e. If your invoice is not paid by the deadline and there are outstanding charges on your
account there will be a HOLD applied to your account and your grades will not be
released until the charges are paid.

2. Digital Textbook Access – Opting out

a. PLEASE ENSURE YOU CHECK YOUR @mylaurier.ca email regularly during the first 2-3
weeks of your course.

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 i. You will be sent a Welcome email outlining how the Digital Textbook Access
program works approximately 1 week prior to the start of classes
ii. One week prior to the opt out deadline you will be sent the first communication
about how to opt out if you do not want to continue using the DTA resources or
you have secured the resources elsewhere.
iii. One day prior to the opt out deadline you will receive another communication
regarding the opt out process and deadlines.
iv. The communications have an opt out link embedded in the email so it is as
simple as clicking on this link and selecting the OPT OUT option.

IMPORTANT INFORMATION IF YOU DID NOT OPT OUT

 You have been provided with a temporary license to the digital resources for your course.
  If you chose to remain opted in to the DTA program you will have to access your materials
through your course in MYLearningSpace after the opt out period.
 Clicking on the link in your course will convert your license for the digital resources from
temporary to permanent.
 This step can be completed on or after SEPTEMBER 29, 2021

Should any of your students identify that they are having issues accessing the resources after September
29th, you can direct them to follow this process and the issues should be resolved.

3. If you have questions about this process please email digitaltextaccess@wlu.ca and we will
respond promptly.

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_____________________________________________________________________
GRADE REASSESSMENT AND MAKE-UP ASSIGNMENT POLICY FOR MARKETING COURSES
A. Procedure to request reassessment of any component of the grade in a Marketing course:
1. Requests for reassessment (other than of final grade) should be made within 48 hours of the grade
being released. For reassessment of final grade, follow University policy.
2. If the request for reassessment is due to grade miscalculation (e.g., addition error, ungraded answer),
bring this to the instructor's attention. If the instructor confirms the error, the grade will be altered
accordingly.
3. If the request is because the student believes a higher grade is deserved, then:
a. Return the original marked paper to the instructor, explain in writing exactly why a higher grade may
be warranted, and address any feedback already provided by the instructor. A reassessment is
warranted only if the student can point to specific content that was under-graded. The following are not
legitimate reasons to request a reassessment:
i. Comparison with others in class ("Others wrote the same thing but got higher points").
ii. Comparison across sections ("Other sections were given different instructions/got higher grade"). It is
only necessary that instructions and grading be uniform within a section.
iii. Entitlement ("I worked really hard..."): We cannot see or evaluate your input - only the output is
graded.
iv. Future plans (grad school/scholarship/job requirements).
b. With any reassessment, the grade could go up, down, or stay the same. If the grade changes, even if it
decreases, this revised grade will hold. Instructor will provide written feedback and return the original
paper to the student.
c. If the student continues to dispute the grade, the reassessment should be passed on to the course
coordinator (or to another full-time faculty member if the course coordinator is also the instructor). If
the student continues to be dissatisfied, the reassessment will be passed on to the area coordinator. In
every case, the student must provide the written explanation previously submitted noting all reasons for
the continued reassessment.
d. If the student's concern is not resolved at the Marketing area level, they should follow University
policy as defined in the calendar.

B. Policy for make-up exams/assignments in a Marketing course:

1. Alternate midterm exam dates:
a. Alternate dates for midterm exams will be scheduled only in the following situations – religious
conflict, varsity athletics/sports conflict, academic conflict. In these instances, please inform your
instructor and contact the BBA office within one week of the announcement of the test/exam date to
schedule an alternate date for the midterm.
b. While students may have other valid reasons for missing a midterm (e.g., health/ family emergencies,
job interviews, non-varsity sports/athletics, competitions, family events etc.), our limited resources
make it impossible for a make-up midterm to be scheduled. In such cases, in consultation with the
student, the instructor will add the weight of the midterm to either the final exam, other individual
assignments if appropriate, or to some combination of the two.
2. Request for additional work to compensate for inadequate overall grade or poor performance on one
of the components of evaluation will not be considered. No make-up activity or assignment can be
undertaken in order to improve your class contribution, mid-term, projects, or any other evaluated
course work.

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A. Academic Misconduct

Please note that students involved in any form of academic misconduct may receive a zero grade on the
course and a notation of academic dishonesty on their transcripts. In this course, academic misconduct
includes copy or use of unauthorized aids in cases or examinations (i.e., cheating); plagiarism;
submission of work that is not your own; submission of work generated for another course without prior
clearance by the instructor of this course; aiding and abetting another student's dishonesty; and giving
false information for the purpose of gaining credit.

Students are strongly encouraged to make themselves familiar with the University regulations
concerning Academic Misconduct as outlined in the online WLU Calendar.

Deferred Examinations

Students MUST provide documentation outlining a valid reason for missing an in-class exam (e.g., note
from a doctor). Students who miss an in-class exam will be notified by the Dean or the Dean's designate
that they may not miss more than one in-class exam under any circumstance. Students who miss two in-
class exams will not be allowed to write the final exam. Any request for a deferred final examination
must be made through an application to the SBE Academic Petitions Committee.

STUDENT PRIVACY

One important goal of this course is to offer a positive educational experience for the student through
lectures, in class debate, group work, presentations and assignments. During the course, it may be
necessary to divulge students’ names, ID numbers, marks, or other personal information to other
members of the class. Every reasonable effort will be made to keep the personal information of the
student private and secure. The following measures have been put in place to balance the requirements
of the course with the need to protect personal information:

1. Exams and assignments will only be released to the student who submitted them. If a student is
uncomfortable with their name being called in class, he or she should contact the instructor the
day before the assignment is to be returned.
2. Marks will only be released through MyLearningSpace.
3. The individual circumstances or performance of a student will not be discussed before, during,
or after class. A student wanting to review their performance or discuss personal circumstances
affecting their performance should make an appointment to speak to the instructor in private
during office hours. Please note, however, that the office door will NOT be closed at any time
during a meeting with a student.
4. Group work may be a necessary component of this course. This will involve disclosure of some
personal information to other class members in order to assign topics, arrange groups, submit,
evaluate and return work. Enrolment in the course is deemed to be consent to such necessary
disclosure.
5. Class participation is a vital component of this course. This may involve the use of class lists,
name tags, posting on MyLearningSpace bulletin boards, in-class discussions, etc. If a student is
uncomfortable with his or her name being disclosed in these formats, he or she should bring this
matter to the attention of the instructor during the first week of class so that alternate
arrangements can be made.

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 6. The record of the student’s progress throughout the course will be maintained by the instructor
for a period of one year after completion of the course. Some instructors may retain students’
records for a longer period of time.
7. Sign in sheets will be used to record attendance at the midterm (if part of the course) and final
exam. If a student does not wish to sign the sheet, he or she should bring this to the attention of
the proctor before the start of the exam.

If a student is concerned or needs to make special arrangements to accommodate specific privacy

issues, he or she must bring these matters to the attention of the instructor within the first week of
classes so that reasonable accommodations can be made or an alternate course can be selected by the
student.

B. Intellectual Property: The educational materials developed for this course, including, but not
limited to, lecture notes and slides, handout materials, examinations and assignments, and any
materials posted to MyLearningSpace, are the intellectual property of the course instructor.
These materials have been developed for student use only and they are not intended for wider
dissemination and/or communication outside of a given course.

Posting or providing unauthorized audio, video, or textual material of lecture content to third-
party websites violates an instructor’s intellectual property rights, and the Canadian Copyright
Act. Recording lectures in any way is prohibited in this course unless specific permission has
been granted by the instructor. Failure to follow these instructions may be in contravention of
the university’s Code of Student Conduct and/or Code of Academic Conduct, and will result in
appropriate penalties. Participation in this course constitutes an agreement by all parties to
abide by the relevant University Policies, and to respect the intellectual property of others
during and after their association with Wilfrid Laurier University.

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C. Accessibility and Foot Patrol

NOTE: Students with disabilities or special needs are advised to contact Laurier’s Accessible Learning
Centre for information regarding its services and resources. Students are encouraged to review the
University Undergraduate Calendar for information regarding all services available on campus. If you
are unsure what resources are appropriate for you or require any assistance with any type of
academic issues, contact the Central Academic Advising Office at
http://www.wlu.ca/academicadvising.

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