Faculty of Business Studies Department of Business ...bup.edu.bd/assets/uploads/file_to_program/1530366727MKT 2016... · Viva Voce . 06-07 Jul Weekend 2nd Week 08-12 Jul Class

SEMESTER OUTLINE-2018

BBA (MKT-2016) Sec- A & B

3rd Year 2nd Semester

ID No:…………………………. Name:…………………………. Sec:...............................

Bangladesh University of Professionals

Faculty of Business Studies

Department of Business Administration in Marketing

BANGLADESH UNIVERSITY OF PROFESSIONALS (BUP)

SEMESTER OUTLINE BBA MKT- 2016 (Sec- A & B)

PREFACE

1. General. This tentative Semester Outline is the overall pen picture of the academic curriculum blended with series of learning events from social activities and numerous enjoyable events for an effective learning to be fit in the competitive world. Its core theme is to provide a panoramic view of the course curriculum for the initial mental set up of the students and to give guidelines for teachers for innovative and research oriented learning. This comprehensive Semester Outline includes a column each for the Day/Date, Class Timing, Name of the Section Location (Classroom Number), Course Code, Topic/Event, Teacher/Faculty Member and Remarks/Discussion Points. The Semester Outline is also a basic guideline indicating the modes of conduct of the course curriculum. It accommodates all relevant information required for the whole semester including all central events (e.g. sports, games or cultural competitions, National Day(s) celebrations, seminars, cultural programs, etc.). In a nutshell, this Semester Outline is the ready reckoner to all your questions regarding the program.

2. Semester Starting and Finishing Dates. The semester starts on 01 July 2018 and finishes on 31 December 2018. 3. Timing and Conduct of Classes. The academic week starts on Sunday and finishes on Thursday, making it a five-day working week. Each Section shall have about two classes per day. So, there will be total ten classes per week for each Section. Each class shall be of 90 minutes duration, of which 60 minutes shall be dedicated for lecture, and the rest 30 minutes shall be spent for discussions by the students. The mode and conduct of discussions shall be designed by the class-teacher as per the ‘Remarks/Discussion’ column given in the following pages. Apart from the planned classes, makeup classes and industrial visits will be conducted on Saturdays as per plan of the Department. 4. Names of Courses with Codes. The names of courses with course code have been stated below:

Serial Name of Course Code

1. Quantitative Business Analysis ALD 3201

2. Pricing Strategies and Practices MKT 3202

3. Marketing Information System (MIS) MKT 3203

4. Brand Management MKT 3204

5. Consumer Behavior MKT 3205

5. Assessment System. The assessment system is as under:

Events Weightage

Class Test 1 3.00

Class Test 2 3.00

Class Test 3 3.00

Class Test 4 3.00

Mid Term 20.00

Term Paper/ Presentation 10.00

Assignments/ Case Studies/ Presentation 10.00

Class Participation/ Presentation 3.00

Attendance 5.00

Final Examination 40.00

Total: 100%

6. Conclusion. This Semester Outline, with its all information and instructions, welcomes the students to be a proud member of BUP. It sets the tone and describes the general academic environment of the University for the 3rd Year 2nd Semester. In fact, it is a complete guideline for the students for the Semester, so that there is no room for any confusion on anyone’s part. It also gives a clear picture of what BUP wants to impart to the students as well as what is expected out of the students. Disciplinary aspects are also mentioned enabling the students to have a prior understanding of the culture and discipline of BUP. It is expected that students shall take all instructions and information by heart and follow the same with utmost sincerity. It is worth mentioning that curriculum of BUP is not only a bundle of strict routines and their observances, but also a place where students shall learn to be a good and knowledgeable citizen with excellent presentation skill. The Semester is full of fun and frolics apart from the pure academic curriculum, which the students shall come across as the Semester unfolds with passage of time. We hope, gradually, all students shall successfully complete the Semester with praiseworthy results. Welcome to BUP once again.

SEMESTER OUTLINE- 2018 BBA (MKT-2016), Section- A & B

3rd Year 2nd Semester

1st Week

Date/Month Topic Remarks

01-05 Jul Class

Class

BUP Holiday

Govt. Holiday

Optional Holiday

Preparatory Leave

Weekend

Mid Term Exam

Semester Final Examination

Viva Voce

06-07 Jul Weekend

2nd Week

08-12 Jul Class

13-14 Jul Weekend

3rd Week

15-19 Jul Class

20-21 Jul Weekend

4th Week

22-26 Jul Class

27-28 Jul Weekend

5th Week

29Jul-02 Aug Class

03-04 Aug Weekend

6th Week

05-08 Aug Class

Thu 09

Aug MID TERM

10-11 Aug Weekend

7th Week

12-14 Aug MID TERM

15 Aug National Mourning Day Govt. Holiday

16 Aug MID TERM

17-18 Aug Weekend

8th Week

19 Aug Eid-ul-Azha/Mid Term Break ( 19-27 August) Govt. Holiday

28-30 Aug Class /Seminar

31 Aug -01 Sep Weekend

9th Week

02 Sep

Janmashtomi Optional Holiday

03-06 Sep Class

07-08 Sep Weekend

10th Week

09-13 Sep

14-15 Sep Weekend

11th Week

16-20 Sep

21 Sep Ashura Govt. Holiday

22 Sep Weekend

12th Week

23-27 Sep Class /Handball Final & Seminar

28-29 Sep Weekend

13th Week

30 Sep -04 Oct Class

05-06 Oct Weekend

14th Week

07-11 Oct Class

12-13 Oct Weekend

15th Week

14-17 Oct Class

18 Oct Durga Puja Optional Holiday

19 Oct Durga Puja Optional Holiday

20 Oct Weekend

16th Week

21-23 Oct Class

24 Oct Probarona Purnima Optional Holiday

25 Oct Class /Seminar

26-27 Oct Weekend

17th Week

28 Oct -01 Nov Class

02-03 Nov Weekend

18th Week

04-05 Nov Class

06 Nov Shama Puja Optional Holiday

07 Nov Akheri Chahar Shamba Govt. Holiday

08 Nov Class /Cricket Final

09-10 Nov Weekend

19th Week

11-15 Nov Class /Seminar

16-17 Nov Weekend

20th Week

18-19 Nov Class

20 Nov Preparatory Leave (PL)/Question Setting & Moderation (20 November-28 November) BUP Holiday

29 Nov Semester Final Examination (29 November-11 December) BUP Holiday

12 Dec Viva Voce (12 December-13 December)

14 Dec Weekend

15 Dec

Winter Vacation (15 December-31 December 2018) Victory Day (16 December), Viva Voce (17-18 December), Fateha-I-Yajdaham (19 December),

Christmas Day (25 December) Result Publication (26-31 December)

BANGLADESH UNIVERSITY OF PROFESSIONALS


Dept. of Business Administration in Marketing

COURSE OUTLINE

COURSE DESCRIPTION: Quantitative Business Analysis relies on using mathematics to solve business issues with measurement based on verifiable information,

like the data found in sales reports or income statements. What makes quantitative analysis so valuable to financial people is that much of the data can only be

interpreted one way. Its not subjective.

LEARNING OBJECTIVES: The overarching goal of Quantitative Analysis (QA) courses is that students learn to understand, communicate, and interpret quantitative information and mathematical ideas. Though they will vary in emphasis, all should develop skills in the recognition of patterns, generalization, abstraction to a formal system, and application of the system to specific situations.

QA courses further include learning outcomes from one or more of the following categories:

Data Analysis and Statistical Inference

COURSE TITLE: Quantitative Business Analysis

COURSE CODE: ALD 3201

PROGRAM NAME: BBA MKT 2016

YEAR & SEMESTER: 3rd Year 2nd Sem

COURSE CREDIT: 03

DURATION: 6 Months

COURSE TEACHER: Ali Ahsan

Professor,

Department of Management,

University of Dhaka.

Koushik Prashad Pathak

Assistant Professor, Dept of Marketing,

University of Dhaka

PHONE NUMBER: 01715023338

EMAIL ADDRESS: [email protected]

Students are better able to evaluate information, both quantitative and qualitative, gathered to assess the plausibility, or validity, of an open question of interest. This may include the construction of graphical and numerical summaries, applications of probability to properly assess the uncertainty surrounding any estimates, or discussions of how to design a study/experiment so that the desired questions are adequately addressed, all in order to make sound decisions based on the gathered data.

2. Formal symbolic systems

Students can abstract from a concrete situation to a representation in a formal symbolic system whose primary units are not words, and apply this formal system to other specific examples. Some examples of the formal system are symbolic logic, computer programming languages, geometry, number theory, chemical equations and electron-dot notations.

3. Mathematical models

Students are able to develop and understand mathematical models for problems that arise in various disciplines. Though these problems are often not explicitly mathematical, mathematical models should be used to gain insights into how systems work, how their component parts interact or contribute to the system’s output and, in many cases, to make predictions about how the system will behave.

DISTRIBUTION OF WEIGHTAGE: v

Events Weightage Class Test 1 3.00

Class Test 2 3.00

Class Test 3 3.00

Class Test 4 3.00

Mid Term 20.00




Attendance 5.00

Final 40.00

Total: 100%

REFERENCES:

TEXT BOOK(S) :

REFERENCE BOOK(S) :

OTHERS:

LECTURE PLAN

Week Class No Chapter Topic Discussion Point

1 Chapter: 1 Introduction to

Quantitative Analysis

1. Introduction 2. The quantitative analysis approach 3. Quantitative analysis model

2 Introduction to Quantitative Analysis

1. The role of Computers and Spreadsheet Models in the quantitative analysis approach.

2. Possible problems in the Quantitative Analysis Approach 3. Implementation

3 Chapter: 2 Probability concepts and Application Process

1. Mutually exclusive and collectively exhaustive events 2. Statistically independent events 3. Statistically dependent events

4

Probability concepts and Application Process

1. Revising probabilities with Bayes Theorem 2. Further probability revisions 3. Random Variables

5

Probability concepts and Application Process

1. Random variables 2. Probability Distribution 3. The Binomial Distribution 4. The Normal Distribution

6

Probability concepts and

Application Process

1. The F Distribution 2. The Exponential Distribution 3. The Poisson Distribution

7 QUIZ-1 CHAPTER : 1& 2

8

Chapter: 3

Decision Analysis

1. Introduction 2. The six steps of Decision Making 3. Types of Decision Making Environment 4. Decision Making Under Uncertainty

9 Decision Analysis

1. Decision Making Under Risk 2. Decision Tree 3. How Probability values are estimated by Bayesian Analysis 4. Utility Theory

10 Chapter: 4

Regression Model

1. Scatter Diagram 2. Simple linear Regression 3. Measuring the Fit of the Regression Model

11

Regression Model

1. Using computer software for Regression 2. Assumptions for the Regression Model 3. Testing the model for significance.

12

Regression Model

1. Multiple Regression Analysis 2. Binary or Dummy Variables 3. Model Building 4. Nonlinear Regression

13 QUIZ-2 Chapter : 3 & 4

14 Chapter : 5

Forecasting

1. Types of Forecast 2. Scatter diagram and time series 3. Measures of forecast accuracy

15 Forecasting

1. Time series forecasting model 2. Monitoring and controlling forecasts

16 CHAPTER: 6 Inventory Control Model

1. Importance of Inventory Control 2. Inventory Decisions 3. Economic order determining : how much to order.

17

Inventory Control Model

1. Quantity Discount Model 2. Single-period Inventory Model 3. ABC Analysis

18 QUIZ-3 Chapters: 5 & 6 3.

19 Impromptu Presentation Topics will be given Instantly

20 Chapter: 7

Linear Programming Models

1. Requirements of a linear programming problems 2. Formulating LP Problems 3. Graphical solutions to an LP Problems

21 Linear Programming Models

1. Four special cases in LP 2. Sensitivity Analysis

22

MID TERM

Chapter: 1, 3, 5 & 7

23 CHAPTER: 14

Simulation Modeling

1. Introduction 2. Advantages and Disadvantages of simulation 3. Monte Carlo Simulation

24

Simulation Modeling

1. Simulation and Inventory Analysis 2. Simulation of a Queuing Problems 3. Simulation model of a Maintenance policy

25 Case studies Case will be given Instantly

26 Quiz-4 Chapter: 14

27 Impromptu Presentation

Topics will be given Instantly

28 Revision Class

29 Presentation Term paper presentation

30 Presentation

31 Presentation

32 Presentation




COURSE OUTLINE

Course Description

The aim of this course is to give the students an understanding of information systems, data management and database management systems, the internet and

the networked environment, and the application of these to E-Commerce and Marketing. It aims to explain information Systems, business processes and how

information technology is used in business to automate business processes for cost reduction or productivity improvements. It is structured to provide the

students to have an understanding of database technology and how data is becoming a key corporate asset. It is designed to develop knowledge and experience

of the networked environment and it is relevant to marketing, network technology, the internet and publishing content on the internet.

Learning Outcome:

On completion of this module, the learner will be able to:

1. Understand the nature, role and strategic value of marketing information in all types of business operations

2. Know how to identify and obtain the informational requirements for marketing management, planning and control

3. Understand the internal documentary system of a marketing information system

4. Apply the marketing intelligence system of a marketing information system

COURSE TITLE: Marketing Information System

(MIS)

COURSE CODE MKT 3203



COURSE CREDIT: 03

DURATION: 6 Months

COURSE TEACHER: Abu Naser Mohammad Saif

Assistant Professor,

Management information system, University of

Dhaka.



5. Explain and apply the market research component of a marketing information system

6. Understand the marketing analytical system of a marketing information system

7. Understand the applications of marketing information systems in a wide range of organizational functions

8. Analyze and Understand the international/multinational/global marketing information systems

.

Teaching Learning Strategy

1. eLutceL

2. ncLtteuQ-rQtsLe

3. rree-suew

4. neucsucetuctteuQ

5. lQieieicrIurQiuneucsureLtLQtrteuQ

Reference book: 1.Essentials of Management information system; Kenneth C. Laudon, Jane p. Laudon

DISTRIBUTION OF WEIGHTAGE:


Class Test 2 3.00

Class Test 3 3.00

Class Test 4 3.00

Mid Term 20.00




Attendance 5.00

Final 40.00

Total: 100%

Course Outline:

Weeks Period/Class Topics Task/Reading

1

1 Business Information

Systems in Your

Career

Define information systems

Explain how information systems transform business

Understanding Information Systems: A Business Problem-Solving

Approach

Case study


Systems in Your

Career

Perspectives on Information Systems and Information Technology

What Is an Information System?

The Role of People and Organizations

Dimensions of Information Systems

2


Systems in Your

Career

Information Systems and Your Career

How Information Systems Will Affect Business Careers

Business Problem-Solving Case

4 Global E-Business and

Collaboration

Components of a Business

Types of Business Information Systems

The Information Systems Function in Business


3

5 Global E-Business and

Collaboration

Using Information Systems to Achieve Competitive o Advantage

Competing on a Global Scale Competing on Quality and Design

Competing on Business Processes

6 IT Infrastructure:

Hardware and

Software

IT Infrastructure: Computer Hardware


4

7 IT Infrastructure:

Hardware and

Software

IT Infrastructure: Computer Software Managing Hardware

and Software Technology

o Class Test-1

8 Foundations of Business

Intelligence:

Databases and

Information

Management

The Database Approach to Data Management

Database Management Systems

5 9 Foundations of Business Using Databases

Intelligence:

Databases and

Information

Management

to Improve Business Performance and Decision Making

Managing Data Resources

10 Telecommunications, the

Internet, and

Wireless Technology

Telecommunications and Networking in Today’s Business World

Communications Networks

6

11 Telecommunications, the

Internet, and

Wireless Technology

The Global Internet

The Wireless Revolution

12 Securing Information

Systems

System Vulnerability and Abuse

Business Value of Security and Control

7

13 Securing Information

Systems

Establishing a Framework for Security and Control

Technologies and Tools for Protecting Information o Resources

14 Achieving Operational

Excellence

and Customer Intimacy:

Enterprise

Applications

Enterprise Systems

• Business Value of Enterprise Systems

Supply Chain Management Systems

Class Test-2

8

15 Achieving Operational

Excellence

and Customer Intimacy:

Enterprise

Applications

Customer Relationship Management Systems Enterprise Applications: New Opportunities and Challenges


o Midterm

16 E-commerce: Digital

Markets, Digital

Goods

E-commerce and the Internet

E-commerce: Business and Technology

Case study and interactive session

9

17 E-commerce: Digital

Markets, Digital

Goods Making and

Managing

Knowledge

The Mobile Digital Platform and Mobile

E-commerce M-commerce Services and Application

Building an E-commerce Presence

18 Application of ICT in

MIS Background computer knowledge

ICT as a tool

What is ICT

The role of ICT in business and management process

I


MIS Networking

Intranets, Extranets

ICT in CRM

ICT in Supply chain


MIS

DBMS

DSS

How to apply DSS

Where to apply DSS

Executive information system

Class Test-3

11

21 Improving Decision

Making and Managing

Knowledge

Decision Making and Information Systems Business Value of Improved Decision Making, Types of Decisions

The Decision-Making Process

Business Intelligence in the Enterprise

22 Improving Decision

Making and Managing

Knowledge

Intelligent Systems for Decision Support

Systems for Managing Knowledge

12

23 Building Information

Systems and

Managing Projects

Problem Solving and Systems Development

Alternative Systems-Building Approaches

24 Building Information

Systems and

Managing Projects

Modeling and Designing Systems

Project Management

13

25 Ethical and Social Issues

in Information

Systems

Understanding Ethical and Social Issues Related to Systems

Ethics in an Information Society

26 Ethical and Social Issues

in Information

Systems

The Moral Dimensions of Information Systems


14

27 Review Class

Class Test-4

28 Review Class

15

29 Presentation

30 Presentation

16

31 Presentation

32 Presentation




COURSE OUTLINE

COURSE DESCRIPTION: The course builds on existing communications and consumer behaviour models in order to explore many of the issues facing a modern

day brand manager. Topics: evaluation of brands, brands and their relationships with consumers, how to create brand equity and the tools required to manage

equity over time.

LEARNING OBJECTIVES: The purpose of the course is “to enhance our understanding regarding the fundamentals of branding including the theoretical

backgrounds and their broader impact in and around business and society”.

Learning Outcomes:

To provide understanding of the importance of brands in present world.

To provide understanding of the strategies and practices to create and sustain a brand in the present competitive world.

COURSE TITLE: Brand Management

COURSE CODE: MKT 3204



COURSE CREDIT: 03

DURATION: 6 Months

COURSE TEACHER:

Md. Tanvir Alam Himel (A)

Lecturer,

Sanjida Amin (B)

Lecturer,

Department of Marketing

Bangladesh University of Professionals

PHONE NUMBER: 01769021714, 01769028384

EMAIL ADDRESS: [email protected],

[email protected]

mailto:[email protected]

To develop the understanding of the importance of co-ordination between the business strategy and the brand strategy to develop an effective brand

nationally and globally.



Class Test 2 3.00

Class Test 3 3.00

Class Test 4 3.00

Mid Term 20.00




Attendance 5.00

Final 40.00

Total: 100%

REFERENCES:

TEXT BOOK(S) :

Strategic Brand Management: Building, Measuring, and Managing Brand Equity –

Kevin Lane Keller, A.M.G. Parameswaran and I. Jacob, 4th Edition, 2015, Pearson

India Education Services Pvt. Ltd.

OTHERS: Articles related to Brand Management.

LECTURE PLAN

Class No Chapter Topic Discussion Points

1 Introductory Class Interactive Session

2 1 Brands and Brand Management 1. What Is a Brand?, 2. Why Do Brands Matter?, 3. Can Anything Be Branded?, 4. What Are the Strongest Brands?

3 1 Brands and Brand Management 1. Branding Challenges and Opportunities, 2. The Brand Equity Concept, 3. Strategic Brand Management Process.

4 2 Customer-Based Brand Equity

and Brand Positioning

1. Customer-Based Brand Equity, 2. Making a Brand Strong: 3. Brand Knowledge, 4. Sources of Brand Equity.

5 2 Customer-Based Brand Equity

and Brand Positioning

1. Identifying and Establishing Brand Positioning, 2. Positioning Guidelines, 3. Defining a Brand Mantra.

6 3 Brand Resonance and the Brand

Value Chain

1. Building a Strong Brand: The Four Steps of Brand Building

7 3 Brand Resonance and the Brand

Value Chain (Quiz 1) 1. The Brand Value Chain

8 4 Choosing Brand Elements to

Build Brand Equity

1. Criteria for Choosing Brand Elements,

2. Options and Tactics for Brand Elements

9 4 Choosing Brand Elements to

Build Brand Equity

1. Options and Tactics for Brand Elements,

2. Related Articles and Cases.

10 5 Designing Marketing Programs

to Build Brand Equity

1. New Perspectives on Marketing,

2. Integrating Marketing,

11 5 Designing Marketing Programs

to Build Brand Equity

1. Product Strategy,

2. Pricing Strategy,

3. Channel Strategy.

12 6 Integrating Marketing

Communications to Build Brand

Equity

1. The New Media Environment,

2. Four Major Marketing Communication Options.

13 6 Integrating Marketing

Communications to Build Brand

Equity

1. Brand Amplifiers,

2. Developing Integrated Marketing Communication Programs.

14 7 Leveraging Secondary Brand

Associations to Build Brand

Equity

1. Conceptualizing the Leveraging Process, Company,

2. Country of Origin and Other Geographic Areas,

3. Channels of Distribution.

15 7 Leveraging Secondary Brand

Associations to Build Brand

Equity

1. Co-Branding,

2. Licensing,

3. Celebrity Endorsement,

4. Sporting, Cultural, or Other Events,

5. Third-Party Sources.

16 8 Developing a Brand Equity

Measurement and Management

System

1. The New Accountability,

2. Conducting Brand Audits,

17 8 Developing a Brand Equity

Measurement and Management

System

1. Designing Brand Tracking Studies,

2. Establishing a Brand Equity Management System.

18 9 Measuring Sources of Brand

Equity: Capturing Customer

Mind-Set

1. Qualitative Research Techniques,

2. Quantitative Research Techniques.

19 9 Measuring Sources of Brand

Equity: Capturing Customer

Mind-Set

1. Quantitative Research Techniques,

2. Comprehensive Models of Consumer-Based Brand Equity.

20 10 Measuring Outcomes of Brand

Equity: Capturing Market

Performance

1. Comparative Methods,

2. Holistic Methods.

21 11 Designing and Implementing

Brand Architecture Strategies

1. Developing a Brand Architecture Strategy,

2. Brand Portfolios,

3. Brand Hierarchies.

22 11 Designing and Implementing

Brand Architecture Strategies

1. Brand Hierarchies, 2. Corporate Branding,

3. Brand Architecture Guidelines.

23 12 Introducing and Naming New

Products and Brand Extensions

1. New Products and Brand Extensions,

2. Advantages of Extensions,

3. Disadvantages of Brand Extensions

24 12 Introducing and Naming New

Products and Brand Extensions

1. Understanding How Consumers Evaluate Brand Extensions,

2. Evaluating Brand Extension Opportunities,

3. Extension Guidelines Based on Academic Research

25 13 Managing Brands Over Time 1. Reinforcing Brands,

2. Revitalizing Brands.

26 13 Managing Brands Over Time 1. Revitalizing Brands, 2. Adjustments to the Brand Portfolio.

27 14 Managing Brands Over

Geographic Boundaries and

Market Segments

1. Regional Market Segments,

2. Other Demographic and Cultural Segments, Rationale for Going

International,

3. Advantages of Global Marketing Programs,

4. Disadvantages of Global Marketing Programs,

5. Global Brand Strategy,

6. Standardization versus Customization.

28 14&15 Managing Brands Over

Geographic Boundaries and

Market Segments & Closing

Observations

1. Building Global Customer-Based Brand Equity,

2. Strategic Brand Management Guidelines,

3. What Makes a Strong Brand?,

4. Future Brand Priorities.

29 Presentation

30 Presentation

31 Presentation

32 Presentation

CONCLUSION: Key concepts will be introduced using lecture, refined through group discussion and applied through exercises, case studies, writing

assignments and projects. Learning will be assessed using through class tests, student papers, individual and group project and a final test. Topics for term paper

and presentation will be given within the first half of the semester and students will get enough time for submitting the papers on the given topics.




COURSE OUTLINE

Rationale

Consumer behavior is an exciting area. Every day, we are exposed to hundreds or thousands of marketing stimuli, which are designed to

inform, persuade, and influence our purchase decisions. These stimuli are designed and constructed based upon the implicit theories that

marketers have about how consumers behave. This course examines social science and consumer behavior research for concepts and

principles that marketers can use to better understand customers and meet their needs. Throughout this course, focus will be given on the

understanding of consumer behavior, how and why consumers make purchase decisions, how they think, feel and act before, during and after

the purchase.

Objectives

This course has two main objectives:

Introduce students to the classic theories and practice of consumer behavior and the implications of the most current academic research in the

field;

Enable students to apply consumer behavior concepts to real world marketing problems and develop their own ideas about their future research

interests.

COURSE TITLE: Consumer Behavior

COURSE CODE: MKT 3205


YEAR & SEMESTER: 3rd Year 2nd Sem COURSE

CREDIT: 03

DURATION: 6 Months

COURSE TEACHER: Nawshin Tabassum Tunna

Lecturer,

Department of Marketing

Bangladesh University of Professionals.



Page | 1

Course Learning Outcomes

Upon successful completion of this course, students will be able to:

1. understand the importance of consumer behavior in the overall marketing process;

2. Identify the key terms, concepts, and theories of consumer behavior;

3. Evaluate the principal theories of consumer behavior; critically assess strengths, limitations and applications;

4. Apply consumer behavior concepts to real world marketing problems and develop better marketing programs and strategies to influence those

behaviors;

Teaching Learning Strategy

A variety of teaching methods will be employed which will include lectures, self-assessments, individual and group projects, and presentations.



Class Test 2 3.00

Class Test 3 3.00

Class Test 4 3.00

Mid Term 20.00




Attendance 5.00

Final 40.00

Total: 100%

Course Outline

Week Class Topics Task/Reading

1

1

Introductory class relevant to the

course.

Applying consumer behavior knowledge, Psychological, Sociological, Anthropological and economic concept pertinent to consumption.

Page | 2

2

Defining of the consumer behavior.

Importance of Studying the

consumer behavior.

Consumer decision making, Theoretical origins of consumer behavior, Models of consumer behavior, Different modes of consumer behavior.

2

3

Challenges marketer face,

marketing ethics & social

responsibilities, Simplified model

of consumer decision making

Marketing challenges in the twenty first century, Business and Marketing are changing, Marketing landscape,

4

Consumer Buyer decision process,

Types of Buying decision behavior,

Factors that affecting the consumer

buyer behavior

Assign Term paper

Problem recognition, Search and Evaluation, purchasing processes, post-purchase behavior.

3 5

Consumer Research, the consumer

Research Process

Marketing research, steps in the research process.

6 Market segmentation, Bases for

segmentation.

Criteria for effective segmentation, Marketers etc.

4 7

Scope of consumer buyer behavior

study

Fields of consumer buyer behavior study,

Class Test-1

8 Culture, Characteristics of the cultures Culture of Bangladesh, Cross cultural study,

Methods of cross-cultural study, Cultural symbolism etc.

5

9

Components of culture, Sub-Culture What is sub culture? Nationality subcultures Religious subcultures, Geographic & regional subcultures Racial subcultures, Age subcultures, Sex as a subculture, Subculture interaction

10 Cross- cultural study, cultural

symbolism

Religious subcultures, An international Perspective

Geographic and Regional subculture, racial subcultures, age subculture

Page | 3

6 11

Social Class and Classification of

social Class

Social stratification, research model of social class, social class and buying behavior,

Class Test-2

12 Social class and Its characteristics Life styles profiles of the social classes, the

affluent consumer,

7 13 Social Class, The measurement of social class, Diffusions of innovations: the diffusions process

Social class, types of class, characteristics of social class, socialization, social change in Bangladesh, social class in Bangladesh.

14 Implications of social class as a determinant of consumer buyer behavior

Marketing and social class, Research models of social class, social class and buyer behavior

8 15 The family and its lifecycle stages and their consumer patterns, The family functions of the family

Family structure in Bangladesh and USA. Consumption patterns of family structures in our country.

Midterm

16 The family functions of the family

Influences on family decision making, using family concepts in marketing and The role of family in consumer decision making etc.

9 17 Family decisions making, the

family life cycles

Husband-dominated decisions, Endorsement, Autonomic (unilateral) decisions, Indirect reference groups.

18 What is group? References groups.

Primary and Secondary Reference

groups.

Selected consumer related consumer groups. Consumer Association of Bangladesh (CAB)

10 19

The dynamic nature of motivation Motivation as a psychological forces, Model of motivation, Hierarchy of needs, Multiplicity of needs and variation of goals

20 Motives, Arousal of motives. Ethics and Consumer motivation, Generic

goals, levels of aspiration, positive vs. Negative motivation

Page | 4

11 21

Frustration and defense mechanism Maslow’s hierarchy of needs, motivational approach, motivational research techniques,

Class Test-3

22 Personalities Different personalities of Bangladesh,

features of personality, Brand personality.

12 23 Consumer perception Theory of perception

24 Influences of perception on consumer buyer behavior

Ethics and Consumer Perception, Cognitive dissonance, Consumer imagery, Gestalt psychology

13 25

Concepts of the learning, Learning, Learning theories

Elements of consumer learning, behavior learning theories, cognitive learning theories, measures of consumer learning.

26 Belief formation, self and self-image

One or multiple selves, the extended self, altering the self, Freudian theory, Neo-Freudian Theory.

14 27 Brand loyalty, Brand equity Branding challenges, tools, Perceptual Map, Brand building blocks

Class Test-4

28 Consumer Attitude formation and Change

Structural models of attitudes, Attitude formation, Strategies of attitude change

15 29 Presentation

30 Presentation

16 31 Presentation

32 Presentation

Documents

Faculty of Business Studies Department of Business ...bup.edu.bd/assets/uploads/file_to_program/1530366727MKT 2016... · Viva Voce . 06-07 Jul Weekend 2nd Week 08-12 Jul Class