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110629-MKB106-V2 Consumer Behaviour Academic Year: PGP 2010- 2012 Course Code - MK-B1-06 Sector Job Profiles in this sector Advertising and Media/Market Research Creative division Media Planning Client Servicing FMCG/Retail/Consumer Durables Brand Management Page 1 of 29

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110629-MKB106-V2

Consumer BehaviourAcademic Year: PGP 2010- 2012

Course Code - MK-B1-06

Sector Job Profiles in this sector

Advertising and Media/Market Research

Creative division

Media Planning

Client Servicing

FMCG/Retail/Consumer Durables Brand Management

Product Management

Marketing Communications

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1.Introduction to the Module

Consumer behaviour is a discipline that looks at why people buy the things they do. This marketing discipline applies knowledge from areas such as psychology, sociology and anthropology to describe and understand how consumers are likely to behave. However, the realization of customer diversity leads a greater need to study consumer behaviour to provide basic understanding to support successful business decisions. Consumer behaviour study is primarily needed to define marketers view in taking both strategic decisions such as segmentation, targeting and positioning and tactical decisions such as new product development, pricing integrated communication techniques and marketing logistics. The course begins with an introduction to consumer profile and research tools applied to understand customer’s mind. It then examines how consumers process information and make decisions, and looks at a number of traits of individual consumers. Group and situational influences are also investigated. The course concludes with an examination of cultural influences and international consumers. Each lesson offers learning objectives, readings, mini cases and comprehensive exercises to help you reinforce your learning.

Learning Outcomes : This course lays a foundation for understanding how consumers behave in a marketplace and equips students with understanding of how marketers can influence consumer behaviour.

At the end of the course students will be able to :

1. Understand how marketers try to appeal to consumers in terms of their personality, perceptual and attitudinal characteristics. 2. Understand how consumers are influenced by Marketing communications and how it helps them to change their attitude towards a product or an organisation. 3. Understand the power of reference groups and family influences .4. Understand culture, sub-culture and cross culture to meet the specific needs, motivations, perceptions and attitudes within a larger and more complex society. 5. Understand how consumers make product choice decisions.

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2. Introduction to the Tutors

2.1 Area Chair Prof. Sujit Sengupta IILM, Lodhi Road campus # 9811076737 [email protected]

2.2 Module Leader: Ms. Anju Gulla Cabin no.: 213 IILM, Lodhi Road campus # 9971129420 [email protected]

Course Tutors

Anju Gulla http://www.iilm.edu/faculty/profiles/anju-gulla.html Jones Mathew http://www.iilm.edu/faculty/profiles/jones-mathew.html Dr.Deepti Wadhera

http://www.iilm.edu/faculty/profiles/deepti-wadhera.html

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3. Module Overview

Session Topics Day

Session 1 Introduction to the course Day 1

Session 2 Segmenting the consumer market Day 1

Session 3 Importance of consumer research Day 2

Session 4 Internal Determinants of Consumer Behaviour - Motivation Day 2

Session 5 Case Discussion on Motivation Day 3

Session 6 Internal Determinants of Consumer Behaviour -Personality and Lifestyle

Day 3

Session 7 Internal Determinants of Consumer Behaviour - Perception Day 4

Session 8 Internal Determinants of Consumer Behaviour -Learning & Memory

Day 4

Session 9 Case Discussion on Learning & Memory Day 5

Session 10 Internal Determinants of Consumer Behaviour - Attitude Day 5

Session 11 Changing Attitudes through Interactive Communications Day 6

Session 12 Case Analysis on Consumer Behaviour Day 6

Session 13 External Determinants of Consumer Behaviour - Role and Power of Reference Groups, Opinion Leadership

Day 7

Session 14 External Determinants of Consumer Behaviour – Family influences.

Day 7

Session 15 Case discussion – Neglecting the child Day 8

Session 16 External Determinants of Consumer Behaviour – Subcultures Day 8

Session 17 External Determinants of Consumer Behaviour – Culture Day 9

Session 18 Exercise on Culture Day 9

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Session 19 External Determinants of Consumer Behaviour – Cross Culture Day 10

Session 20 Case Discussion on Cross Culture Day 10

Session 21 Consumer Decision Making Process Day 11

Session 22 Diffusion of Innovation Day 11

Session 23-24

End Term Assessment Day 12

4. Module Pre-Requisites :

A basic knowledge of Marketing concepts. Students will also have to revise their concepts of market research.

5. Module Readings

5.1 Main Texts

Schiffman Leon G. & Kanuk Leslie I.. “Consumer Behavior” Prentice Hall of India (8th edition)

5.2 Reference Text

Solomon Michael R. “Consumer Behavior”, Pearson Education Inc; 8th edition, Special Asian Edition

Blackwell, Miniand and Engel “Consumer Behaviour” Thomson Southwestern, 10th edition

Arnould, Price and Zinkhan “Consumers” Mc Graw Hill, 2nd edition

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SESSION-WISE COURSE PLAN

6. Session Plan

6.1-Session 1

Title : Introduction to the course

An introduction to the study of consumer behavior will be given. Students will understand about the roots of Consumer Behavior in the market-place and how the study of consumer behaviour is essential for marketers.

The course contents, group projects, assessment criteria, course expectations will be spelled out.

Groups will be finalized for Case analysis and Project work.

Essential Reading : Chapter 1, pages 24 – 30, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

Learning Outcome :

This session will help students understand the basics of Consumer Behaviour and within that, consumers are actors on the market stage and that consumer behavior involves many actors all playing their parts in the process.

6.2-Session -2

Title : Segmenting the Consumer Market

Segmentation in Indian consumer market will be discussed

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Essential Reading : Chapter 3, pages 82 – 92, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

Desired Reading : “New Criteria for Market Segmentation”, by Daniel Yankelovich, Harvard Business Review

Learning Outcome :

To understand market segmentation and gain familiarity with a more effective segmentation approach.

6.3-Session 3

Title : The Importance of Consumer Research

In this session students will be instructed on the relevance and use of research tools to determine different consumer needs and the bases of market segmentation illustrated appropriately with industry examples to help students orient themselves with important concepts.

Essential Reading : Market Research the Japanese way by Johny K. Johansson and Ikujiro Nonaka,p 2-5, Harvard Business Review

Learning Outcome :

This session will help students understand the role and types of market research and how to use it to understand consumer behaviour. This session will also help the students to know how and why a marketer should try to obtain information on consumer needs and gather marketing intelligence and help satisfy these needs efficiently.

6.4-Session 4

Title : Internal Determinants of Consumer Behaviour – Motivation

Students will be introduced to the underlying motivational and value drivers behind consumer purchasing behaviour.

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Essential Reading : Chapter 4, pages 109 – 119, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

Learning Outcome :

The students will understand how motivation is the driving force (tension) within consumers that impels them to action.

6.5-Session 5

Title : Case Discussion on Motivation

Essential Reading : Case on “Volkswagen: Backward and Forward at the Same Time”

Questions for Class Discussion:

a) What kind of needs might buyers for the New Beetle have? Innate? Acquired?b) What are rational motives for purchasing a New Beetle? Emotional motives? Which do you think are stronger?

Learning outcome from the case:

The students will be able to understand how marketers plan to satisfy both rational and emotional motives in stimulating purchase. They will also understand how defense mechanisms can be used in dealing with frustrations and explain how marketing activities such as advertising can arouse or intensify drives.

6.6-Session 6

Title : Internal Determinants of Consumer Behaviour -Personality and Lifestyle

In this session a clear understanding of trait theory and its problems in consumer research; psychographic segmentation - uses and typologies and the impact of lifestyles on individual and group identities will be discussed and analysed.

Essential Reading : Chapter 5, pages 137 – 146, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

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Desired Reading : “Eager Sellers and Stony buyers”, Understanding the Psychology of new product adoption by John T. Gourville, Harvard Business Review

Learning Outcome :

By the end of the session the students will develop an understanding of a consumers inner psychological characteristics that both determine and reflect how a person responds to his or her environment.

6.7-Session 7

Title : Internal Determinants of Consumer Behaviour - Perception

The dynamics of perception and consumer imagery, understanding sensory systems and perceptual positioning will be discussed in this session. How we absorb and interpret information about products and other people from the outside world will be analyzed here.

Essential Reading : Chapter 6, pages 173 –184, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

Learning Outcome :

After going through this session the students will be able to learn- how different consumers select, organise and interpret stimuli into a meaningful and coherent picture of the world.

6.8-Session 8

Title : Internal Determinants of Consumer Behaviour -Learning & Memory

Students will be given an understanding of behavioural learning theories and appropriate marketing applications; Cognitive Learning Theory, Role of memory in learning.

Essential Reading : Chapter 7, pages 221 – 233, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

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Learning Outcome : Students will learn why it is important for marketers to understand how consumers learn about products and services.

6.9-Session 9

Title : Case study on Learning and memory

Essential reading : Case discussion on “Lee Dungarees : Not Momma’s Jeans Anymore!”

Analysis of Lee’s consumer understanding and the target audience’s acceptance of a brand’s communication strategy owing to its marketing strategy of listening to what consumers want and thereby re-inventing itself to be a “cool” brand for the youth.

Questions for class discussion:

a) Explain how stimulus generalization and discrimination can be used to explain consumer’s understanding of the relationship between the Lee brand and its sub-brands. Does placing the name, Lee, on each of the new sub-brands have positive or negative effects?

b) Are jeans likely to be a high or low involvement purchase for teens? How does this relate to advertising for the product?

c) What type of learning theory does the Buddy Lee advertising strategy used by Fallon McElligott exemplify? Classical conditioning? Instrumental Conditioning? Cognitive Learning Theory? Explain your answer using the terms associated with the theory.

Learning outcome from the case:

The students will be able to use the Consumer behaviour concepts like Cues, Stimulus generalization, Stimulus discrimination, Cognitive learning theory, Involvement and Central processing in real life situation.

6.10-Session 10

Title : Internal Determinants of Consumer Behaviour - Attitude

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In this session students will study consumer attitude formation and change and how consumers are often motivated to maintain consistency among all the components of this attitude. Students will also be instructed in the power and functions of attitudes and knowing how to predict behaviour by studying attitude.

Essential Reading : Chapter 8, pages 261 – 270, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

Learning Outcome :

By the end of this topic, the students will be able to understand attitude formation, attitude change and related marketing issues.

6.11- Session 11

Title : Changing Attitudes through Interactive Communications

In this session students will be given an understanding of how attitudes change through marketing communications, an insight into the communication process and the nature of persuasive communication. Course material will be made more interesting by incorporating easy-to-connect examples to clarify concepts.

Essential Reading : Chapter 9, pages 300 – 311, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

Desired Reading : 1. “The Perfect Message at the Perfect Moment” by Kirthi Kalyanam and Monte Zweben, Harvard Business Review

2.“The continuing power of mass advertising” by Paul F. Nunes and Jeffrey Merrihue, MITSloan Management Review, HBSP

Learning Outcome :

The students will learn that communication is a link between the individual and society. By the end of this session the students will understand that communication is a tool that marketers use to persuade consumers to act in a desired way.

6.12-Session-12

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Title : Case analysis “Yahoo : Do you Yahoo? For How Long?”

Questions for class discussion:

a) How does Yahoo! segment the market for its Internet service? How does this help Yahoo build a customer franchise?

b) How does Yahoo! affect consumers’ perceptions of its service? What media does it use? How does it create an image for Yahoo!

c)How does Yahoo! affect attitude formation toward the Internet and toward itself? How does it affect the three components of attitude?

Learning outcome :

Students should be able to bring forth and highlight issues of market segmentation, consumer perception of services, how attitudes form and communication strategies get adopted.

6.13-Session 13

Title : External Determinants of Consumer Behaviour - Role and Power of Reference Groups and Opinion Leadership

The session will commence with an overview of external factors on consumer decision making and the role of reference group’s impact on consumer behavior. Focus will be on Understanding the power of reference groups; Selected consumer-related reference groups; Celebrity & other reference group appeals. Students will be encouraged to refer to real-life examples in their roles as consumers. Further, Opinion Leadership will also be covered in this session. Under Opinion Leadership an understanding of how credibility is created and maintained will be imparted.

Essential Reading : 1.Chapter 10, pages 333 – 340, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

Learning Outcome : The student will understand the importance of reference groups to marketers concerned while influencing consumers in their purchase decisions. They will also understand opinion leadership, its process dynamics and the motivation behind it.

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6.14 - Session 14

Title : External Determinants of Consumer Behaviour – Family influences.

Students will be given a scientific basis of the role of The Intimate Corporation and what family decision making is all about. This would cover the process of defining the modern family, socialization of family members. Family decision-making and consumption-related roles will also be covered in this session to make the understanding of the family as an important but ever-changing force on marketer’s goals. Students will be introduced to the role of children in buying decisions for products for themselves and for family consumption.

Essential Reading : Chapter 10, pages 347 – 357, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

Desired Reading : “Major Sales – Who really does the buying” by Thomas V. Bonoma, Harvard Business Review

Learning Outcome :

At the end of this session, the students will understand the family’s life cycle effect on the buying process and analyse how at different age points, people become consumers for different products and services. Students will also be familiar with role of children in buying process.

6.15-Session 15

Title : Case study on Family influences

Essential Reading : Case discussion on “Neglecting the child”

Case Analysis “Neglecting the Child” : will be discussed to ascertain the mistakes marketers commonly make when designing the 4Ps for children’s products.

Questions for class discussion:

1. What issues does the case raise in terms of Marketing communication for kids?

2. What aspects of children needs to be considered as consumer?

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3. What can be the reasons for the influence of kids on adult product choices?

4. Role and impact of children's attempts to influence parental decision making of various products?

Desired Reading : Children as co decision makers in the family? The case of family holidays by Malene Gram, VOL. 8, Emerald Group Publishing Limited, Young Consumers

Learning outcome from the case:

The students will be able to understand that children need to be considered as an important consumer segment in their own right, and marketer’s need to apply all the guidelines that apply to marketing to any segment should apply.

6.16-Session 16

Title : External Determinants of Consumer Behaviour – Subcultures

This session will discuss the influence of subcultures on consumers’ minds and relevance of the same for marketers. Students will be trained to grasp the impact of various subcultures such as Income, Social Class, Ethnic, Racial, Religious and Age on consumers’ buying behaviour.

Essential Reading : Chapter 13, pages 442 – 453, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

Learning Outcome :

By the end of this session the students will be able to understand how marketers need to segment their markets to meet the specific needs, motivations, perceptions and attitudes shared by members of a specific subcultural group.

6.17-Session 17

Title : External Determinants of Consumer Behaviour – Culture

This session will cover the impact of cultural influences on consumer behaviour. Students will be taught how to understand cultures, its myths and rituals, sacred and profane consumption rules and how all the above impact a marketer’s playing arena.

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Essential Reading : Chapter 12, pages 412 – 423, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

Desired Reading : 1.“Dimensions of Indian culture, core cultural values and marketing implications” by Saikat Banerjee, Cross Cultural Management: An International Journal, Emerald Publishing Ltd.

2. “Branding strategies in a changing marketing environment (Indian context)”, by S Ramesh Kumar Journal of Brand Management; Sep 2003; 11, 1; ABI/INFORM Global pg. 48

Learning Outcome : By the end of this session the students will understand culture as a sum total of learned beliefs, values and customs that serve to regulate the consumer behavior of members of a particular society.

6.18- Session 18

Title : Exercise on culture

Students will do an analysis of few FMCG product advertisements and identify the values portrayed by the brand, in the way it has been advertised. Identify the ritual setting portrayed by the brand's communication so that it creates a specific perception in the minds of the consumer.

Learning outcome from the exercise:

Students should be able to learn how advertisements of brands are communicated to a specific target audience keeping core cultural values in mind and how culture plays a distinct role in the marketing communication context.

6.19-Session 19

Title : External Determinants of Consumer Behaviour – Cross Cultural Consumer Behavior

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The creation and diffusion of a global consumer culture will be the focus of this session. Students will be made familiar with the creation of culture and the various aspects of cultural selection. The question whether global marketing really works or not will be discussed too. The importance of thinking globally but acting locally will be stressed upon. Finally emerging consumer cultures in transitional economies will also be covered to give students an all-round view.

Essential Reading : Chapter 14, pages 479 – 490, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

Learning Outcome :

Understand the importance of formulating an appropriate multinational or global marketing strategy. Understand how to study the differences among cultures while developing marketing strategies. Understand how consumer-related factors impact a firm’s decision to select a global, local or mixed marketing strategy. Understand how lifestyle and psychographic segmentation can be used in developing global or local marketing strategies.

6.20- Session 20

Title : Case study on Cross Culture

Essential Reading : “Barbie: A cultural Icon, new age guru or blonde bimbo?”

In this session the effect of cultural values, beliefs and customs on consumers’ acceptance of a product will be discussed. The concepts will be analysed using a caselet called Barbie: A cultural Icon, new age guru or blonde bimbo? for discussion.

Questions for class discussion:

a) What American & Indian core values can be associated with Barbie? b) Some critics would maintain that the introduction of Barbies in different nationalities leads to the Americanization of cultures. What kind of cultural learning is involved for Barbie to teach young people new cultural values? Is this Americanization likely to occur? Why/ why not?

Learning outcome from the case:

The students would be required to delve into the impact of cultural icons on consumer behavior using the Barbie caselet as a base point. The students will

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be able to understand how cultural icons can adapt to cultural changes and demonstrate some of the problems in cross-cultural marketing.

6.21-Session 21

Title : Consumer Decision Making Process

This session will concentrate on the various stages in individual decision making and the process of acceptance of new products by consumers. Differences between business /organizational buying and individual buying processes will also be highlighted.

Essential Reading : Chapter 16, pages 550 – 559, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

Learning Outcome :

The students will understand how do consumers make decisions for a low involvement as well as a high involvement product.

6.22-Session 22

Title : Diffusion of Innovation

Here students will be made familiar with the “diffusion of innovation” process. How a consumer adopts an innovation, what are the effects that a consumer’s culture have on the adoption process and what is the profile of a “consumer innovator” will be studied. The variability in the rates of adoption of an innovation by consumers in the same culture will also be analyzed.

Essential Reading : Chapter 15, pages 521 – 530, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

Learning Outcome :

By the end of this session the students will be able to understand that diffusion and adoption process are two closely related concepts which are concerned with the acceptance of new products by consumers.

6.23-24-Session 23-24

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End Term Assessment

Assessment Plan

1. Case study analysis (20%)2. Group Project (20%)3. End term Assessment (60%)

Case study assessment grid

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Guidelines for Group Project work

You are encouraged to form your own groups and the groups should be of 5-

6 members. While making a group kindly identify the skills of the individual

members of the group and use them to advantage, as well as making sure

you schedule meetings that all can attend and allocate tasks evenly among

the group members. It is in your own interest to learn to work together and

to make an equal contribution to the whole project.

Title of the group project:

“Impact of the Television advertising on children and thereby how it

influences the buying behaviour of the children and parents”.

The group project will be evaluated on the following basis:

1. Attitude of children towards Television advertisements

2. Impact of Television advertisement on the buying behaviour of children

3. Role and impact of children's attempts to influence parental decision

making of various products

The impact of the Television advertisement on children and the influence on

the buying behaviour can be measured with the help of a survey using a

questionnaire and a group report needs to be submitted on the same.

Details on the project:

Attitudes can be measured with the help of different cognitive, affective and

behavioural reactions of kids towards television advertising and can be

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measured by understanding how much knowledge students have about

advertisements and what are their perceptions about advertisements which

can form beliefs. What are their feelings towards these advertisments (Like

ads, ads are fun, jingles are good). The impact of TV advertiement can be

measured by knowing few of the following things: Does the TV

advertisements add add value to children’s knowledge of brands and

products. Does it encourage unhealthy food habits or Increase purchase

requests of children

A total word count for this project is no more than 2000 words.

Plagerism Policy :

Management education is concerned with learning and understanding as a basis for functioning effectively and developing and extending knowledge. The appropriate way of enhancing learning and understanding is to interpret information within your own knowledge base and in your own words. Each year cases of plagiarism are uncovered and dealt severely.

A coursework shall be considered plagiarized for following reasons:

•Copying sections of text from books, dissertation journals, internet without acknowledgement. Brief statements may be used in assessed coursework from these sources but they should be fully referenced including the page number.

• Paraphrasing ideas from texts without stating their origins. The use of phrases such as "According to Mc Donald (1995) ." is acceptable

• Colluding with other students and submitting identical work

• Copy the work of another student with or without the student's consent To avoid anyone copying you are advised to ensure that you delete any word-processed coursework on Institute's PCs after you have copied the work on a pen drive.

Policy for Plagiarism and Copying

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1. Minor Cases or the inclusion of unacknowledged material accounting less than 20% of the assignment - This would result in a reduction of marks by 20%

2. Moderate cases or the inclusion of unacknowledged material accounting for 20% -30%of the assignment - This would result in a reduction of marks by 50%.

3. Severe Cases or the inclusion of unacknowledged material accounting for over 30% of the assignment - The student will be awarded a mark of zero.

4. Even in no-copy-paste reports, the students have to mention the references/ sources of the data.

5. In the absence of the references, 10% marks will be deducted.

6. Copying of answers/ assignments/ reports among friends‟ results in awarding zero to all similar copies.

Format of Submission of Group Project work

Project work must be submitted according to the deadlines specified by the instructor at the beginning of the module. The documents must be submitted to the instructor before 5 pm on the day of submission. Failure to submit without good cause (illness supported by a medical certificate or similar) will result in a zero mark..

Submissions are to be made in soft copy.

When submitting Project work, you must include a cover page which specifies: • The Title of the project• Your name / group member names • Student ID number (s) • Your section • The Module title • The name of the module instructor

Consumer Behaviour Rubrics - Project

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LEARNING CURRICULUM

6.1 CURRICULUM MAP: Consumer Behaviour

Programme Learning OutcomesModule L1 L2 L3 L4 L5 L6 L7 L8 L9

CB * * * * *

L1: An understanding of organizations, their external context and their management.L2: An awareness of current issues in business & management which is informed by research & practice in the field.L3: An understanding of appropriate techniques sufficient to allow investigation into relevant business & management issues.L4: The ability to acquire & analyze data and information.L5: The ability to apply relevant knowledge to practical situation.

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L6: The ability to work & lead effectively in a team based environment.L7: An improvement in both oral & written communication skills.L8: Be cognizant of the impact of their individual & corporate actions on society and recognize ethical business practices.L9: Be sensitive to the social economic and environmental responsibilities of business.

6.2 TEACHING MAP: Consumer Behaviour

TEACHING MAPModule T1 T2 T3 T4 T5 T6CB * * * *

T1: LecturesT2: Seminars/TutorialsT3: Projects & PresentationT4: Case DiscussionT5: Guest Lectures/Industrial VisitsT6: Lab Sessions

6.3 ASSESSMENT MAP: Consumer Behaviour

ASSESSMENT MAP

Module A1 A2 A3 A4 A5CB * * *

A1- Individual assignment/case study

A2- Group assignment/ project/business plan

A3- Open book examinations/ case study

A4- Closed book examinations

A5- Group Presentations

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