Course Outline
PROGRAMME: Integrated BBA MBA
Batch: 2017 – 2022 Semester VIII
|
Course Code & Title |
MM 603 Consumer Behaviour |
|
Credit Hours |
3.0 |
|
Faculty |
Jayesh P Aagja |
|
E-mail ID |
|
|
Blog |
|
|
Phone No: |
9825047922 |
|
Office hours |
2.40 PM to 03.40
PM (Monday) 11.30 AM to 12.30
PM (Friday) |
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I. Course Overview
Consumer
Behavior adopts theories from various social sciences and applies these to the
pre-purchase, purchase and consumption stage, and post-consumption stage of
market offering (products/ services/experience). In this course, we deal with
the internal and external factors which determine consumer decision making in
response to the strategic and tactical inputs provided by the marketers.
II.
Course Learning Outcomes (CLO)
At the end of the course, the students would be
able to:
1.
Explain
the relevance of studying Consumer Behavior and its implications in developing
marketing strategy
2. Explain
the dynamic nature of consumer psychology and ethics in developing marketing
strategy
3.
Explain
the implications of the culture, cross-culture, social class, reference group
influence on consumers buying decision making process
4. Analyze the consumer decision
making in various situations
III.
Text
Book
Schiffman
Leon G., Kanuk, Leslie Lazer & Ramesh Kumar (2016) “Consumer Behaviour”,
Eleventh Edn., Pearson., New Delhi
IV. Assessment
Components & Schedule
|
Assessment Component |
Weightage of each Assessment (%) |
Schedule |
Overall Weightage |
CLO Number |
|
Quiz
1 Quiz
2 Quiz 3 |
10% 10% 10% |
After
11 session After
21 session After 31 session |
30 |
1, 2 & 3 |
|
Group
Assignment 1 Group
Assignment 2 |
15% 15% |
Continuous Report
Submission in Session 34 |
30 |
2, 3 & 4 2, 3 & 4 |
|
End Semester
Exam |
40% |
As per
schedule |
40 |
1, 2, 3 & 4 |
V. Session
Plan
|
Session
No. |
Description |
|
|
1 |
Topic |
Introduction
to Consumer behaviour |
|
Pedagogy |
Lecture & Discussion |
|
|
Text Book |
Chapter 1 of Text
Book (pp 1-18) |
|
|
CLO |
1 |
|
|
2 |
Topic |
Introduction to Consumer behavior (cont.) |
|
Pedagogy |
Lecture & Discussion |
|
|
Text Book |
Chapter 1 of Text Book (pp 19-23) |
|
|
CLO |
1 |
|
|
3 |
Topic |
Consumer Behaviour and
Marketing Strategy – An Overview |
|
Pedagogy |
Discussion |
|
|
Text Book |
Chapter 2 of Text Book (pp 26-54) |
|
|
CLO |
1, 2
3 & 4 |
|
|
4 |
Topic |
Consumer Motivation |
|
Pedagogy |
Lecture
& Discussion |
|
|
Text Book |
Chapter 3 of Text Book (pp
58-65) |
|
|
CLO |
2 |
|
|
5 |
Topic |
Consumer Motivation (cont..) |
|
Pedagogy |
Lecture
& Exercise |
|
|
Text Book |
Chapter 3 of Text Book (pp
58-65) |
|
|
Exercise |
Exercise
to understand consumer motivation |
|
|
CLO |
2 |
|
|
6 |
Topic |
Consumer Motivation (cont..) |
|
Pedagogy |
Discussion
|
|
|
Text Book |
Chapter
3 of Text Book (pp 65-73) |
|
|
CLO |
2 |
|
|
7 |
Topic |
Understanding
Consumer Motivation |
|
Pedagogy |
Case
Discussion |
|
|
Case |
Understanding the
Brand Equity of Nestlé Crunch Bar: A Market Research Case (CP)
|
|
|
CLO |
2 |
|
|
8 |
Topic |
Consumer Personality |
|
Pedagogy |
Lecture
& Discussion |
|
|
Text Book |
Chapter 3 of Text Book (pp 73-80) |
|
|
CLO |
2 |
|
|
9 |
Topic |
Consumer Personality |
|
Pedagogy |
Lecture
& Discussion |
|
|
Text Book |
Chapter 3 of Text Book (pp 81-93)
|
|
|
CLO |
2 |
|
|
10 |
Topic |
Consumer Motivation & Personality |
|
Pedagogy |
Case Discussion |
|
|
CLO |
2 |
|
|
Case |
Sustaining
an Ethnic soft drink: Paper boat: Brand positioning and consumer behavior
(Text Book case) |
|
|
11 |
Topic |
Perception |
|
Pedagogy |
Lecture
& Discussion |
|
|
Text Book |
Chapter
4 of Text Book (pp 98-106) |
|
|
CLO |
2 |
|
|
12 |
Topic |
Perception |
|
Pedagogy |
Lecture
& Discussion |
|
|
Text Book |
Chapter
4 of Text Book (pp. 107-113) |
|
|
CLO |
2 |
|
|
13 |
Topic |
Perception |
|
Pedagogy |
Lecture
& Discussion |
|
|
Text Book |
Chapter
4 of Text Book (pp. 114-133) |
|
|
CLO |
2 |
|
|
14 |
Topic |
Perception |
|
Pedagogy |
Case
Discussion |
|
|
Case |
Introducing
New Coke (CP) |
|
|
CLO |
2 |
|
|
15 |
Topic |
Perception |
|
Pedagogy |
Exercise
and Discussion |
|
|
Exercise |
Consumer
perception exercise |
|
|
CLO |
2 |
|
|
16 |
Topic |
Consumer Learning |
|
Pedagogy |
Lecture
& Discussion |
|
|
Text Book |
Chapter
5 of Text Book (pp 138-148) |
|
|
CLO |
2 |
|
|
17 |
Topic |
Consumer Learning |
|
Pedagogy |
Lecture & Discussion |
|
|
Text Book |
Chapter 5 of Text Book (pp
149-158) |
|
|
CLO |
2 |
|
|
18 |
Topic |
Consumer Learning- Habit and Brand Loyalty |
|
Pedagogy |
Case Discussion |
|
|
Text Book |
Chapter
5 of Text Book (158-163) |
|
|
Case |
A
Case For Brand Loyalty (CP) |
|
|
CLO |
2 |
|
|
19 |
Topic |
Consumer Attitude Formation |
|
Pedagogy |
Lecture
& Discussion |
|
|
Text Book |
Chapter 6 of Text Book (pp
168-177) |
|
|
CLO |
2 |
|
|
20 |
Topic |
Consumer Attitude Formation |
|
Pedagogy |
Discussion |
|
|
Text Book |
Chapter 6 of Text Book (pp 168-177) (Cont..) |
|
|
CLO |
2 |
|
|
21 |
Topic |
Attitude Change |
|
Pedagogy |
Lecture & Discussion |
|
|
Text Book |
Chapter 6 of Text Book (pp 186-190) |
|
|
CLO |
2 |
|
|
22 |
Topic |
Attitude Change |
|
Pedagogy |
Presentation and Classroom |
|
|
Text Book |
Chapter 6 of Text Book (pp 190-197) |
|
|
CLO |
2 |
|
|
23 |
Topic |
Problem Recognition and Information Processing |
|
Pedagogy |
Presentation & Discussion |
|
|
Reading |
R1: Problem Recognition |
|
|
CLO |
2 |
|
|
24 |
Topic |
Evaluation & Choice |
|
Pedagogy |
Lecture & Discussion |
|
|
Text Book |
Chapter 13 of Text Book (pp 366-376) |
|
|
CLO |
2 |
|
|
25 |
Topic |
Evaluation
and Choice |
|
Pedagogy |
Presentation & Discussion |
|
|
Text Book |
Chapter 13 of Text Book (pp 366-376) |
|
|
CLO |
2 |
|
|
26 |
Topic |
Post
Purchase Process |
|
Pedagogy |
Case Discussion |
|
|
Case |
Case : Starbucks Delivering Customer Service (CP) |
|
|
CLO |
4 |
|
|
27 |
Topic |
Consumer Buying Behaviour |
|
Pedagogy |
Class Exercise & Presentation |
|
|
Exercise |
Consumer buying behaviour |
|
|
CLO |
3 |
|
|
28 |
Topic |
Consumer Buying Behaviour (cont..) |
|
Pedagogy |
Class Exercise & Presentation |
|
|
Exercise |
Consumer buying behaviour |
|
|
CLO |
3 |
|
|
29 |
Topic |
Customer
Centricity |
|
Pedagogy |
Lecture & Discussion |
|
|
Reading |
R2: Understand the Customer Experience |
|
|
CLO |
2 |
|
|
30 |
Topic |
Group Influences on Consumer Behaviour |
|
Pedagogy |
Lecture & Discussion |
|
|
Text Book |
Chapter 9 of Text Book (pp 250-263) |
|
|
CLO |
3 |
|
|
31 |
Topic |
Group Influences on Consumer Behaviour |
|
Pedagogy |
Case Discussion |
|
|
Case |
Case
: Building Brand Community on the Harley-Davidson Posse Ride (CP) |
|
|
CLO |
3 |
|
|
32 |
Topic |
Family and Household Decision Making |
|
Pedagogy |
Lecture & Discussion |
|
|
Text Book |
Chapter 10 of Text Book (pp 278-297) |
|
|
CLO |
4 |
|
|
33 |
Topic |
Demographics and social stratification |
|
Pedagogy |
Lecture
& Discussion |
|
|
Text Book |
Chapter 10 of Text Book (pp 297-311) |
|
|
CLO |
3 |
|
|
34 |
Topic |
Culture, Sub Culture and cross culture and Consumer Behaviour |
|
Pedagogy |
Lecture & Discussion |
|
|
Text Book |
Chapter 11 of Text Book (pp
314-335) Chapter 12 of Text Book (pp 340-360) |
|
|
CLO |
3 |
|
|
35 |
Topic |
Consumer Influence and Diffusion of Innovation |
|
Pedagogy |
Lecture & Discussion |
|
|
CLO |
3 |
|
|
Text Book |
Chapter 13 Consumer Decision Making and Diffusion of Innovations
(466-473) |
|
|
36 |
Topic |
Consumer Influence and Diffusion of Innovation
(cont..) |
|
Pedagogy |
Case Discussion |
|
|
Case |
Mekanism: Engineering Viral Marketing (CP) |
|
|
CLO |
3 |
|
|
37 |
Topic |
Consumer Influence and Diffusion of Innovation |
|
Pedagogy |
Case Discussion |
|
|
Text Book |
Chapter 9 of Text Book (pp
264-273) |
|
|
Case |
Sony Aibo
(CP) |
|
|
CLO |
3 |
|
|
38 |
Topic |
Consumer Behaviour & Marketing Strategy |
|
Pedagogy |
Presentation
& Review |
|
|
Text Book |
----- |
|
|
CLO |
1,2,3 & 4 |
|
|
39 |
Topic |
Consumer Behaviour & Marketing Strategy |
|
Pedagogy |
Presentation
& Review |
|
|
Text Book |
----- |
|
|
CLO |
1, 2, 3 & 4 |
|
|
40 |
Topic |
Consumer Behaviour & Marketing Strategy |
|
Pedagogy |
Presentation
& Review |
|
|
Text Book |
----- |
|
|
CLO |
1, 2 ,3 & 4 |
|
|
41 |
Topic |
Communication and Consumer Behaviour |
|
Pedagogy |
Guest Lecture |
|
|
Text Book |
Chapter 7 of Text Book (pp 204-223) Chapter 8 of Text Book (pp 228-244) |
|
|
CLO |
3 |
|
|
42 |
Topic |
Online Communication |
|
Pedagogy |
Case Discussion |
|
|
Text Book |
Chapter 8 of Text Book (pp 228-244) |
|
|
Case |
Case United Breaks Guitar (CP) |
|
|
CLO |
3 |
|
|
43 |
Topic |
Online Communication and Consumer Behaviour |
|
Pedagogy |
Guest Lecture |
|
|
CLO |
3 |
|
|
Reading |
----- |
|
|
44 |
Topic |
Marketing
Ethics and Consumer Behaviour |
|
Pedagogy |
Lecture & Discussion |
|
|
Text Book |
Chapter
14 of Text Book (pp 394-413) |
|
|
Reading |
Newspaper articles on Maggi
Recall |
|
|
CLO |
2 |
|
|
45 |
Topic |
Integrated Discussion & Review |
|
Pedagogy |
Case Discussion & Review |
|
|
Case |
Positioning & Behaviourial Dimensions :
Implications for Big Bazaar (Text Book pp. 614-625) |
|
|
CLO |
1,
2, 3 & 4 |
|
VI.
Readings:
R1: Bruner, Gordon & Pomazel, Richard
(1988). ‘Problem Recognition: The Crucial First Stage of Consumer Decision
Process’ in Journal of Consumer Marketing December 1988 pp. 53-63.
R2: Meyer, Christopher & Schwager,
Andre (Feb, 2007) Understanding the Customer Experience in Harvard Business
Review Feb, 2007
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