CB Course Outline 2020

   

PROGRAMME:  MBA

Batch: 2019 – 2021   Term- IV

 

Course Code & Title	MFT5SEMM03    Consumer Behaviour
Credit Hours	3.0
Faculty	Dr. Himanshu Chauhan
E-mail ID	himanshuchauhan@nirmauni.ac.in
Blog	https://drhimanshuchauhan-CB.blogspot.com/
Phone No.	Land Line: 71652000     Ext: 641 Mobile : 9879399004
Office Hours	Monday 3:00 pm to 4:00 pm Thursday 2:00 pm to 3:00 pm (Tentative slots, will be adjusted upon the receipt of time table)

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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 that 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 will be able to:

 1.      Identify 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.      Analyze the implications of the culture, cross-culture, social class, reference group influence on consumers buying decision making process

 III.     Text Book

Schiffman, L. G., Wisenblit, J., & Kumar, S. R. Consumer Behavior | By Pearson. Pearson Education India.

IV.     Assessment Components & Schedule

Assessment Component	Weightage %	Schedule	Overall Weightage %	CLO  Number
Quiz-1 Quiz -2	05 % 05 %	After 9th session After 18th session	10	1
Class Test	20 %	After session 13	20	2
Group Assignment 1	15 %	To be submitted in session 23	15	1,2,3
Group Assignment 2	15 %	Continuous	15	1,2,3
End-Term Exam	40 %	As per schedule	40	1,2,3

 

   V.     Session Plan

Session No.	Description
1	Topic:	Introduction to Consumer Behaviour
	Pedagogy:	Lecture & Discussion
	Text Book:	Chapter 1, pg. 1-10
	CLO:	1
2	Topic:	Technology benefits  Consumers and Marketers
	Pedagogy:	Lecture & Discussion
	Text Book:	Chapter 1, pg. 11-30
	CLO:	1
3	Topic:	Consumer Decision Making
	Pedagogy:	Lecture & Discussion
	Text Book:	Chapter 1,  pg. 31-39
	CLO:	1
4	Topic:	Market Segmentation
	Pedagogy:	Lecture & Discussion
	Text Book:	Chapter 2, pg. 41-71
	CLO:	2
5	Topic:	Consumer Motivation
	Pedagogy	Lecture & Discussion
	Text Book	Chapter 3,  pg. 73-80
	CLO	2
6	Topic :	System of Classifying Needs and Impact of Hidden motives
	Pedagogy:	Lecture & Discussion
	Text Book	Chapter 3,  pg. 81-88
	CLO:	2
7	Topic	Consumer Personality
	Pedagogy	Lecture & Discussion
	Text Book	Chapter 3,  pg. 88-108
	CLO	2
8	Topic	Consumer Perception
	Pedagogy	Lecture & Discussion
	Text Book	Chapter 4, pg.113-157
	CLO	2
9	Topic	Consumer Perception and Positioning
	Pedagogy	Lecture & Discussion
	Text Book	Chapter 4, pg. 113-164
	CLO	2
10	Topic	Consumer Learning
	Pedagogy	Discussion
	Text Book	Chapter 5, pg. 169-205
	CLO	2
11	Topic	Consumer Learning
	Pedagogy	Discussion
	Text Book	Chapter 5, pg. 169-205
	CLO	2
12	Topic	Consumer Attitude Formation
	Pedagogy	Lecture & Discussion
	Text Book	Chapter 6 ,pg. 209-230
	CLO	2
13	Topic	Attitude Change
	Pedagogy	Lecture & Discussion
	Text Book	Chapter 6, pg. 231-244
	CLO	2
14	Topic	Communication and Consumer Behaviour-Persuading Consumers
	Pedagogy	Lecture & Discussion
	Text Book	Chapter 7, pg. 247-277
	CLO	2
15	Topic	Communication and Consumer Behaviour- Print, Broadcast, Social Media & Mobile Advertising
	Pedagogy	Presentation & Discussion
	Text Book	Chapter 8, pg. 280-312
	CLO	3
16	Topic	Group Influences on Consumer Behaviour: Reference Groups , Opinion Leaders
	Pedagogy	Lecture & Discussion
	Text Book	Chapter 9, pg. 313-334
	CLO	3
17	Topic	Group Influences on Consumer Behaviour: WOM , Adoption of Innovation
	Pedagogy	Discussion
	Text Book	Chapter 9, pg. 334-348
	CLO	3
18	Topic	Family, Social Class  and Household Decision Making
	Pedagogy	Lecture & Discussion
	Text Book	Chapter 10, pg. 351-370
	CLO	3
19	Topic	Culture and consumer behavior
	Pedagogy	Lecture & Discussion
	Text Book	Chapter 11, pg. 373-412
	CLO	3
20	Topic	Cross Culture Variations in Consumer Behaviour
	Pedagogy	Lecture & Discussion
	Text Book	Chapter 12 ,pg.415-443
	CLO	3
21	Topic	Consumer Influence and Diffusion of Innovation
	Pedagogy	Lecture & Discussion
	Text Book	Chapter 13, pg. 383-390
	CLO	3
22	Topic	Qualitative Research & Consumer Behaviour 1
	Pedagogy	Lecture &  Discussion by Guest Faculty
	CLO	3
23	Topic	Qualitative Research & Consumer Behaviour 2
	Pedagogy	Lecture &  Discussion by Guest Faculty
	CLO	3
24	Topic	Qualitative Research & Consumer Behaviour 3
	Pedagogy	Lecture &  Discussion by Guest Faculty
	Reading	-------------------------------
	CLO	3
25	Topic	Complex Decision Making Process
	Pedagogy	Discussion
	CLO	3
26	Topic	Hedonic consumption, Low-Involvement Decision and problem Recognition
	Pedagogy	Discussion
	CLO	3
27	Topic	Evaluation and Choice
	Pedagogy	Class Discussion
	CLO	3
28	Topic	Market Strategy & Consumer Behaviour
	Pedagogy	Discussion
	CLO	1
29	Topic	Ethics: Socially Responsible marketing, Consumers' Privacy, Exploiting Children and Others.
	Pedagogy	Lecture & Discussion
	Text Book	Chapter 14, pg. 477-490
	CLO	1, 2, 3
30	Topic	Ethics : Misleading Labels and advertising,  Promoting Social Causes
	Pedagogy	Lecture & Discussion
	Text Book	Chapter 14, pg. 490-506
	CLO	1, 2, 3

 

VI.            Readings- (Not Applicable)