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Course Synopsis

The overall purpose of this course is to provide the students with an understanding of Consumer Behavior concepts and their application in developing overall marketing strategy. More specifically, at micro level the student should be able to evaluate the impact on consumption patterns of consumer behaviors in individual as well as collective capacity as a member of a group. At the macro level the student should be able to analyze the influence of groups and culture on the consumer decision making process and resulting consumption patterns

Course Learning Outcomes

This course will help

  • To understand the core elements of Consumer Behavior as an approach to business and marketing strategy
  • To understand the research processes and techniques to determine factors which influence Consumer Behavior
  • To understand the role of consumer motivations and needs and social and cultural dimensions in decision making process
  • To understand the marketing implications of the factors that influence Consumer Behavior which include factors such as opinion leadership and how it may effect the marketing mix decisions



Course Calendar

Topic Lecture Resource Page
An Introduction to consumer behavior and marketing concept 1 Schiffman and Kanuk,Hawkins et.al. 24 - 37
Customer Value 2 Schiffman and Kanuk,Hawkins et.al. 27 - 29
Consumer Behaviour Research 3 Schiffman and Kanuk,Hawkins et.al. 40 - 59
Customer Satisfaction 4 Schiffman and Kanuk,Hawkins et.al. 29,233, 55 - 56
Segmentation 5 Schiffman and Kanuk,Hawkins et.al. 62 - 99
Target Market 6 Schiffman and Kanuk,Hawkins et.al.
Motivation 7 Schiffman and Kanuk,Hawkins et.al. 42,103, 126-129, 219
Personality 8 Schiffman and Kanuk,Hawkins et.al. 136 - 137
Personality (contd) 9 Schiffman and Kanuk,Hawkins et.al. 134 - 169
Perception 10 Schiffman and Kanuk,Hawkins et.al. 172
Perception (contd.) 11 Schiffman and Kanuk,Hawkins et.al. 172, 312
Product Positioning 12 Schiffman and Kanuk,Hawkins et.al. 190 - 194
Graded Discussion Board No. 1
Repositioning 13 Schiffman and Kanuk,Hawkins et.al. 194, 195
Learning 14 Schiffman and Kanuk,Hawkins et.al. 218 - 252
Quiz # 01
Conditioning 15 Schiffman and Kanuk,Hawkins et.al. 221 - 235
Assignment # 01
Instrumental Learning 16 Schiffman and Kanuk,Hawkins et.al. 230 - 235
Theories 17 Schiffman and Kanuk,Hawkins et.al. 266 - 267
Attitude 18 Schiffman and Kanuk,Hawkins et.al. 258 289
Cognition 19 Schiffman and Kanuk,Hawkins et.al. 198, 221-222, 235-245, 284
Attitude Formation 20 Schiffman and Kanuk,Hawkins et.al. 269-272
Quiz # 02
Consumer learning processes 21 Schiffman and Kanuk,Hawkins et.al. 216-255
Attribution 22 Schiffman and Kanuk,Hawkins et.al. 284-288
Mid term exam
Communication 23 Schiffman and Kanuk,Hawkins et.al. 294-329
Branding 24 Schiffman and Kanuk,Hawkins et.al. 78,238, 246-250
Communication Strategy 25 Schiffman and Kanuk,Hawkins et.al. 311-312
Marketing Communications and Ethics 26 Schiffman and Kanuk,Hawkins et.al. 294-329
Influence 27 Schiffman and Kanuk,Hawkins et.al. 539
Message strategies and appeals 28 Schiffman and Kanuk,Hawkins et.al. 313
Social and cultural Dimensions 29 Schiffman and Kanuk,Hawkins et.al. 412-439
Reference groups and its influence 30 Schiffman and Kanuk,Hawkins et.al. 330-346
Family influences and socialization process 31 Schiffman and Kanuk,Hawkins et.al. 346-370
Social class 32 Schiffman and Kanuk,Hawkins et.al. 76,376-411
Social class and its influence on consumer behavior 33 Schiffman and Kanuk,Hawkins et.al. 76,376-411
The influence of culture on consumer behavior 34 Schiffman and Kanuk,Hawkins et.al. 412-439
Core cultural values and measurement 35 Schiffman and Kanuk,Hawkins et.al. 412-440
Sub culture- issues in marketing 36 Schiffman and Kanuk,Hawkins et.al. 412-441
Marketing strategy and values 37 Schiffman and Kanuk,Hawkins et.al. 62-99,273-274
Cultures in an international context 38 Schiffman and Kanuk,Hawkins et.al. 474-499
Global marketing 39 Schiffman and Kanuk,Hawkins et.al. 76-77, 487-489, 494
Consumer influence and the diffusion process 40 Schiffman and Kanuk,Hawkins et.al. 429-539
Adoption process and information source 41 Schiffman and Kanuk,Hawkins et.al. 531-533
Post Purchase Dissonance 42 Schiffman and Kanuk,Hawkins et.al. 284, 567
Customer satisfactions and commitment 43 Schiffman and Kanuk,Hawkins et.al. 29,233,55-56
Models of consumer behavior an integrative framework 44 Schiffman and Kanuk,Hawkins et.al.
Consumer Decision making and beyond to Consumer Relationship Marketing 45 Schiffman and Kanuk,Hawkins et.al. 546-564,35-36



Read more: MKT530 - Consumer Behavior --course overview - VUDESK http://vudesk.com/group/mkt530-consumer-behaviour/forum/topics/mkt5...

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