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7/30/2019 Consumer Behaviour Course Outline 27-6-13
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GITAM INSTITUTE OF MANAGEMENT
GITAM UNIVERSITY
COURSE OUTLINE
***************************************************************************
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
***************************************************************************
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.
7/30/2019 Consumer Behaviour Course Outline 27-6-13
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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
Lecture Chapter1 pages
1-20
3 Consumer and
Marketing Strategy
Article Based
4 Inter Disciplinary
Approach
Lecture Chapter1 pages
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
12 Student Presentations/
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
26 Student Presentations/
Case Studies
27 Student Presentations/
Case Studies
28 Revision-Excercises in
consumer behaviour
29 Revision-Excercises in
consumer behaviour
30 Revision-Excercises in
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/