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CB - Draft Course Outline
PROGRAMME:
MBA [FT]
Batch: 2018 – 2020 Term- IV
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Course Code & Title
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MM 603 Consumer Behaviour
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Credit Hours
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3.0
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Faculty
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Jayesh P Aagja
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E-mail ID
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jayeshaagja@nirmauni.ac.in
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Blog
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Extension No.
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630
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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 Objectives
1. Sensitize
students about relevance of consumer behavior in designing marketing strategy
2. To develop understanding on impact of individual level factors influencing consumer
decision making process
3. To Develop understanding on impact of group level factors influencing consumer
decision making process
III. Course
Learning
Outcomes (CLO)
At the end of the course, the students would be
able to:
1.
Recognize
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
IV.
Text
Book
Schiffman
Leon G., Wisenbilt, Joseph; & Ramesh
Kumar (2018) “Consumer Behaviour”, Twelveth Edn., Pearson., New Delhi
V. Assessment
Components & Schedule
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Components with No. of Assessments
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Weightage of each Assessment
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Schedule
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Overall Weightage
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Brief Description of the Assignment/ Project
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Group
Project
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20 %
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To
be submitted in session 23
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20
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Buying behaviour for a product
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Group
Assignment
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10 %
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Continuous
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10
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Exercise, Library Assignment, &
Presentation
|
|
Quiz
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05 %
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09th
session and 18th session
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10
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Quiz
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Class
Test
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20 %
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After
session 13
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20
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------
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End-Term Exam
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40 %
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As per schedule
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40
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------
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VI. Session
Plan
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Session
No.
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Topic/Sub
Topic
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Session
Details
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|
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1
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Introduction to Consumer
Behaviour
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Text Book
|
Chapter 1 of Text Book
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|
Reading
|
The age of consumer capitalism, HBR, Jan-Feb,
2010
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||
|
Pedagogy
|
Lecture & Discussion
|
||
|
CLO
|
1
|
||
|
SLO
|
Students should be able to:
a.
Relate consumer behavior with marketing
strategy.
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||
|
2
|
Consumer Motivation
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Text Book
|
Chapter 3 of Text Book (pp 73-87)
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|
Pedagogy
|
Lecture & Discussion
|
||
|
CLO
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2
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||
|
SLO
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Students should be able to:
a.
Recognize the concept
of motivation to develop marketing strategy
b.
Apply the concept of motivation to develop marketing strategy
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||
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3
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Discovering Consumers Product
Knowledge & Motives
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Reference Book
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Chapter 4, Reference Book 4, Peter & Olson (pp. 64-94)
|
|
Pedagogy
|
Lecture & Discussion
|
||
|
CLO
|
2
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||
|
SLO
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Students should be able to:
a. Recognize the concept of product knowledge
among consumers.
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||
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4
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Consumer Personality
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Text Book
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Chapter 3 of Text Book (pp 88-108)
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|
Reading
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Micro economics of customer relationships, MIT Sloan Management Review,
Winter 2006
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||
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Pedagogy
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Lecture & Discussion
|
||
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CLO
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2
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||
|
SLO
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Students should be able to:
a.
Recognize the concept
of personality to develop marketing strategy
b.
Apply the concept of personality to develop marketing strategy
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5
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Consumer Perception
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Text Book
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Chapter 4 of Text Book (pp113-164)
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Reading 1
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Marketing Importance of the “Just Noticeable Difference” Business
Horizons, Vol 19, Issue 4, 1976
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||
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Reading 2
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The Science of Sensory
Marketing, HBR, March, 2015
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||
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Pedagogy
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Lecture & Discussion
|
||
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CLO
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2
|
||
|
SLO
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Students should be able to:
Apply the concept of perception in developing
marketing strategy.
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||
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6
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Consumer Perception
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Reading 1
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Analyzing Consumer Perception
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Reading 2
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Managing The Total Customer Experience, MIT Sloan Management Review,
Spring, 2002
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||
|
Pedagogy
|
Lecture & Discussion
|
||
|
CLO
|
2
|
||
|
SLO
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Students should be able to:
a.
Apply the concept of
perception in developing marketing strategy.
|
||
|
7
|
Consumer Learning
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Text Book
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Chapter 5 of Text Book (pp.
169-205)
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|
Pedagogy
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Lecture & Discussion
|
||
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CLO
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2
|
||
|
SLO
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Students should be able to:
a.
Recognize the concept
of consumer learning.
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8
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Consumer Learning-
Habit and Brand Loyalty
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Reading
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Chapter 4 of Asseal
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|
Pedagogy
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Case Discussion
A Case For Brand Loyalty
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||
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CLO
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2
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||
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SLO
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Students should be able to:
a.
Apply the concept of
learning to development of habits and brand loyalty
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9
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Consumer Attitude
Formation
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Text Book
|
Chapter 6 of Text Book (pp 209-230)
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Reading
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Implicit predictors of consumer behaviour
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||
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Pedagogy
|
Lecture & Discussion
|
||
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CLO
|
2
|
||
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SLO
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Students should be able to:
a.
Recognize the concept
of consumer attitude
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10
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Attitude Change
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Text Book
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Chapter 6 of Text Book (pp 231-244)
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Pedagogy
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Case Discussion
Super Shampoo Products & the Indian Mass Market
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CLO
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2
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||
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SLO
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Students should be able to:
a. Apply consumer attitude to developing
marketing strategy
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11
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Communication and
Consumer Behaviour
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Text Book
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Chapter 7 of Text Book
Chapter 8 of Text Book
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Reading
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How to Market to Generation (M)obile, MIT Sloan Management Review,
Summer, 2008
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||
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Pedagogy
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Presentation & Discussion
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||
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CLO
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3
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||
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SLO
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Students should be able to:
a.
Recognize the linkage
between communication process and consumer behavior.
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|
12.
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Group Influences on
Consumer Behaviour
|
Text Book
|
Chapter 9 of Text Book (pp 313-342)
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|
Reading
|
What marketers misunderstand about online reviews,
HBR, Jan-Feb, 2014
|
||
|
Pedagogy
|
Lecture & Discussion
|
||
|
CLO
|
3
|
||
|
SLO
|
Students should be able to:
a.
Recognize the group influences
on consumer decision making process.
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|
13
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Group Influences on
Consumer Behaviour
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Reading
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Getting Brand Communities Right, HBR, April, 2009
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|
Case
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Building
Brand Community on the Harley-Davidson Posse Ride
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||
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Pedagogy
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Case Discussion
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||
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CLO
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3
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||
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SLO
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Students should be able to:
a.
Illustrate
the group influences on consumer decision making process.
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14
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Family, Social Class and Household Decision Making
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Text Book
|
Chapter 10 of Text Book (pp 351-370)
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Pedagogy
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Lecture & Case Discussion
|
||
|
CLO
|
3
|
||
|
SLO
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Students should be able to:
a.
Relate the influence
of family and household decision making on consumer decision making process.
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15
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Class Test
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||
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16
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Culture and consumer
behaviour
|
Text Book
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Chapter 11 of Text Book (pp
373-412)
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Pedagogy
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Lecture & Discussion
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||
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CLO
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3
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||
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SLO
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Students should be able to:
b.
Recognize that
consumers from different sub culture and having different values behave
differently.
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17
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Cross Culture
Variations in Consumer Behaviour
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Text Book
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Chapter 12 of Text Book (pp.415-443)
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Reading 1
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Tailoring your strategy to fit the culture, IESE Insight, Issue 5
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Reading 2
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Diaspora Marketing, HBR, October, 2013
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||
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Pedagogy
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Lecture & Discussion
|
||
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CLO
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3
|
||
|
SLO
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Students should be able to:
a.
Recognize differences in consumer
behavior among different culture.
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18
|
Consumer Influence
and Diffusion of Innovation
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Text Book
|
Chapter 13 of Text Book (pp
383-390)
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Reading
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Chapter 9 of Text Book (pp
264-273)
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||
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Pedagogy
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Lecture & Discussion
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||
|
CLO
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a. 3
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||
|
SLO
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Students should be able to:
a.
Recognize
consumer influence on diffusion of innovation.
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19
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Consumer Influence
and Diffusion of Innovation
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Text Book
|
Chapter 9 of Text Book (pp
264-273)
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Pedagogy
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Case Discussion
Sony AIBO
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||
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CLO
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3
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||
|
SLO
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Students should be able to:
a. Apply the concept of group influences on diffusion of innovation.
|
||
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20
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Qualitative Research & Consumer Behaviour 1
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Reading
|
-------------------------------
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Pedagogy
|
Lecture
& Discussion
Guest
Faculty
|
||
|
CLO
|
3
|
||
|
SLO
|
Students should be able to:
a. Recognize the concepts of qualitative research for understanding
consumer behaviour.
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21
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Qualitative Research & Consumer Behaviour 2
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Reading
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-------------------------------
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Pedagogy
|
Lecture
& Discussion
Guest
Faculty
|
||
|
CLO
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3
|
||
|
SLO
|
Students should be able to:
a. Relate to the concepts of qualitative research for understanding
consumer behaviour.
|
||
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22
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Qualitative Research & Consumer Behaviour 3
|
Reading
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-------------------------------
|
|
Pedagogy
|
Lecture
& Discussion
Guest
Faculty
|
||
|
CLO
|
3
|
||
|
SLO
|
Students should be able to:
a. Relate to the concepts of qualitative research for understanding
consumer behaviour.
|
||
|
23
|
Qualitative Research & Consumer Behaviour 4
|
Reading
|
-------------------------------
|
|
Pedagogy
|
Lecture
& Discussion
Guest
Faculty
|
||
|
CLO
|
3
|
||
|
SLO
|
Students should be able to:
a. Relate to the concepts of qualitative research for understanding
consumer behaviour.
|
||
|
24
|
Qualitative Research & Consumer Behaviour 5
|
Reading
|
-------------------------------
|
|
Pedagogy
|
Lecture
& Discussion
Guest
Faculty
|
||
|
CLO
|
3
|
||
|
SLO
|
Students should be able to:
a. Relate to the concepts of qualitative research for understanding
consumer behaviour.
|
||
|
25
|
Qualitative Research & Consumer Behaviour 6
|
Reading
|
-------------------------------
|
|
Pedagogy
|
Lecture
& Discussion
Guest
Faculty
|
||
|
CLO
|
3
|
||
|
SLO
|
Students should be able to:
a. Relate to the concepts of qualitative research for understanding consumer behaviour.
|
||
|
26
|
Complex Decision Making Process
|
Reading
|
Chapter 3 of Assael
|
|
Pedagogy
|
Lecture & Discussion
|
||
|
CLO
|
3
|
||
|
SLO
|
Students should be able to:
a.
Analyse complex
decision making process
|
||
|
27
|
Hedonic consumption, Low-Involvement Decision
and problem Recognition
|
Reading
|
Chapter 3 of Assael,
Chapter 5 of Assael and
Chapter 14 of Text Book
|
|
Pedagogy
|
Lecture & Discussion
|
||
|
CLO
|
4
|
||
|
SLO
|
Students should be able to:
a.
Analyse hedonic
consumption experience, low
involvement decision making process and problem recognition process
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|
28
|
Evaluation
and Choice
|
Text Book
|
Chapter 16 of Hawkins
|
|
Reading
|
Eager Sellers, Stony Buyers, HBR, June 2006
|
||
|
Pedagogy
|
Case
Discussion
Microsoft Windows: The launch of Windows 7
|
||
|
CLO
|
4
|
||
|
SLO
|
Students should be able to:
a.
Analyse the
evaluation and choice process
|
||
|
29
|
Market Strategy &
Consumer Behaviour
|
Text Book
|
Chapter
2 of Text Book (pp.43- 71)
|
|
Reading
|
Mind
Your Pricing Cues, HBR, September, 2003
|
||
|
Pedagogy
|
Case Discussion
Neilsen: Market Research For Pantene
|
||
|
CLO
|
1
|
||
|
SLO
|
Students should be able to:
a. Apply
consumer behavior concepts to developing marketing strategy
|
||
|
30
|
Marketing Ethics
& integrated Discussion
|
Text Book
|
----------
|
|
Pedagogy
|
Lecture & Discussion
|
||
|
CLO
|
1, 2, 3 & 4
|
||
|
SLO
|
Students should be able to:
a.
Apply marketing regulation to developing
marketing strategy
b.
Review the concepts discussed in previous
sessions
|
||
VII.
References:
1)
Krishna Rajneesh, (2014) “Consumer Behaviour”
Oxford University Press
2)
Henry Assael, “Consumer
Behavior and Marketing Action”, 6th Indian reprint 2011,
Cengage Learning India Private Limited,
New Delhi
3)
Hawkins, Del I;. Motherbaugh, David L; and
Mookerjee, Amit (2014) “Consumer Behavior
building marketing strategy, 12th edition, Tata McGraw Hill
Publishing Company Limited, New Delhi
4)
Paul, Peter J. and Olson, Jerry C (2005) “Consumer
Behaviour and Marketing Strategy”, 7th Edn., Tata Mc-Graw Hill,
Indian Adapted Edition, New Delhi
5)
Bijapurkar R (2007) “We are like that only:
Understanding the logic of Consumer India”, Penguin Portfolio, India
6)
The Marketing Whitebook (Latest Available)-One
step Guide For Marketers, Business world
Other Resources:
1) Pitch – a
monthly published by exchange4media, New Delhi
2) USP Age – a
monthly published by Brand Vision, Mumbai
3)
Impact – a weekly published by exchange4media, New
Delhi
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