consumer behaviour course outline 27-6-13

7/30/2019 Consumer Behaviour Course Outline 27-6-13

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GITAM INSTITUTE OF MANAGEMENT

GITAM UNIVERSITY

COURSE OUTLINE

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Faculty: Dr.M.Jyothsna

Programme: MBA

Subject: Consumer Behaviour

Course Duration: 24thJune 2013 to 23th September 2013

Trimester: I V Trimester

Academic Year: 2013-14

Course Code: MPRBA- MM 402:

Credits: 3

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INTRODUCTION:

This course is designed to enhance your understanding and appreciation of the focal

point of all marketing / business activities the consumer. The course facilitates your

learning of how consumers behave in order to acquire and dispose products and services.

Knowledge of buyer behavior is fundamental and forms the basis for all marketing and

business activities. Whether or not you are seeking a marketing career, knowledge of the

"whys" and "hows" of buyer behavior is paramount to understanding business.

COURSE OBJECTIVE:

a) This course is designed to enhance your understanding and appreciation of the focalpoint of all marketing / business activitiesthe consumer.

b) The course facilitates your learning of how consumers behave in order to acquire anddispose products and services.

c) Analyzing the dynamics of behavior.

Learning objectives in this class can be accomplished by a combination of tasks including:

Studying content from textbook chapters, class discussion notes, and assigned articles. Participating in class discussions and completing active learning activities& other

course assignments;

Relating course content to the real world environment; Visiting the textbook companion site( bp_schiffman_cb_10) and completing activities

that enhance your learning.


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SESSIONS

NO.

Topic Instruction Method Book

1 Unit 1 Introduction to

Consumer Behaviour

Lecture Chapter1 pages

1-20

2 Determinants of

Consumer Behaviour


1-20

3 Consumer and

Marketing Strategy

Article Based

4 Inter Disciplinary

Approach


1-20

5 Profile of the Indian

Consumer

Discussion in class and

assignment.

6 Unit 2 Nature of Perception Lecture/ Activity Chapter6pages 158-193

7 Motivation Lecture/Activity Chapter 4 pages

88-116

8 Motivation Lecture/Activity Chapter 4 pages

88-116

9 Personality Lecture Chapter 5

pages 118-147

Personality Lecture/Activity Chapter 5

pages 118-147

10 Emotion Lecture/Activity Chapter 5

pages 118-147

11 Student Presentations/

Case Studies


Case Studies

13 Revision of two units

Unit 3 learning and Consumer

Behaviour-Behavioural Learning

Theories

Lecture Chapter 7

pages 196-229

14 Classical

Conditioning

Lecture Chapter 7

pages 196-229

15 Instrumental

Conditioning

Lecture Chapter 7

pages 196-229

16 Cognitive Learning Lecture Chapter 7

pages 196-229

17 Involvement Theory Lecture Chapter 7

pages 196-229


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18 Unit 4 Attitude Measurement

And Change, Social &

Cultural Factors

Lecture Chapter 8

pages 232-2265

19 Self Concept and

Lifestyle Marketing

Lecture/Activity Chapter 5 pages

148-15420 Influence of Social and

Cultural Factors on

Consumer Behaviour

Lecture Chapter 10 pages

321-338

21 Cross-Cultural

Variations in Consumer

Behaviour.

Lecture Chapter 11pages

340-368

22 Unit 5 Consumer Decision

Process

Lecture Chapter 5 pages

148-154

23 Consumer Decision

Process

Lecture/Activity Chapter 5 pages

148-154

24 Organisational Buying

Process

Lecture C.B

&Advertisement

Management

Pages 197-206

25 Organisational Buying

Process

Lecture C.B

&Advertisement

Management

Pages 197-206


Case Studies


Case Studies

28 Revision-Excercises in

consumer behaviour


consumer behaviour


consumer behaviour

Pedagogy: Lecture Method, Case Analysis , Activity Based Learning and Project

Internal assessment 40 Marks

Mid-Trimester exam 15 marks

Subject Quiz 10 Marks

Presentation/Assignment 10 Marks

Attendance 5 marks

Total 40 Marks

Trimester-End Examination 60 Marks


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Total Marks: Internal and External Evaluation: 100 Marks

Text Book:

Leon Schiffman and Leslie Kanuk, Consumer Behavior, 10th Edition, Pearson, New Delhi,

2012, ISBN-10: 1-256-59656-6 / ISBN-13: 978-81-317-3156-7 ,

Companion site: http:bp_schiffman_cb_10/

Suggested Readings:

1. Del Hawkins,David l. Mothersbaugh 2012, Consumer Behaviour, Mc Graw HillPublication,New Delhi.

2. Blackwell,Miniard,Engel,2012, Consumer Behaviour,Thomson South WesternPublication,New Delhi.

3. Matin Khan, Consumer Behaviour and Advertisement Management, 2012,New AgeInternational Publishers
http://wps.prenhall.com/bp_schiffman_cb_10/http://wps.prenhall.com/bp_schiffman_cb_10/

consumer behaviour course outline 27-6-13

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