DEPARTMENT OF MANAGEMENT
COURSE
Code
Name
Theory of Consumer
Behavior
BUS 645
Level
Year
Semester
BA Graduate
1
II
Status
Number of ECTS Credits
Class Hours Per Week
Total Hours Per
Semester
Elective
7.5
3+0
45+0
Instructor
Assistant
Assoc. Prof. Dr. Teoman Duman
Working Time:
Wednesday
E-mail address: tduman@ibu.edu.ba
1. LEARNING
OBJECTIVES AND
GOALS
The purpose of this course is to explore theoretical concepts of
consumer behavior. As well as covering subjects such as perception,
learning, motivation, values, personality, attitudes, decision making
and cultural issues in the classroom environment, a consumer
research study will be conducted by the students during semester to
have a chance of experiencing theoretical subjects in the marketing
environment.
2. GRADING POLICY
Mid-Term Exam 20% (Chapters 1-11)
Final Exam 20% (Chapters 12-22)
Participation in the research study 30% (Details will be given in class.)
Presentation of research study 10%
Article reporting and chapter presentations 20%
Schiffman L. G. and Kanuk, L. L. (2007). Consumer Behavior. 9th edition.
Pearson: Upper Saddle River, New Jersey.
2- Keller, K. L. (2008). Strategic Brand Management: Building, Measuring
and Managing Brand Equity. 3rd edition. Pearson: Upper Saddle River,
New Jersey. Chapter: 2.
1-
3- Spiggle, S. and Sewall, M. A. (1987). A Choice Sets Model of Retail Selection.
3. COURSE
Journal of Marketing, 51(April), 97-111.
READINGS AND 4- Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The
TEXTS
American customer satisfaction index: Nature, purpose and findings. Journal
of Marketing, 60(October), 7-18.
5- Gutman, J. (1984). Analyzing Consumer Orientations Toward Beverages
Through Means-End Chain Analysis. Psychology and Marketing, 1, 3/4, 23-43.
6- MacInnis, D. J. and Jaworski, B. J. (1989). Information Processing from
Advertisements: Towards an Integrative Framework. Journal of Marketing,
October, 53, 1-23.
4.
LANGUAGE OF
INSTRUCTION
English
5. SCHDULE OF LECTURES AND READINGS
Week 1
Class
Hours
3
Week 2
3
Week 3
3
Week 4
3
Week 5
3
Week 6
3
Week 7
3
Week 8
3
Week 9
3
Week 10
Week 11
3
3
Week 12
3
Week 13
Week 14
Week 15
3
3
3
Date
Topic
Chapter 1: Consumer Behavior: Its origin and strategic implications
Chapter 2: Consumer research
Research study meeting
Chapter 3: Market segmentation
Chapter 4: Consumer motivation
Chapter 5: Personality and consumer behavior
Chapter 6: Consumer perception
Article presentation and research study meeting
Chapter 7: Consumer learning
Chapter 8: Consumer attitude formation and change
Chapter 9: Communication and consumer behavior
Chapter 10: Reference groups and family influences
Article presentation and research study meeting
Chapter 11: Social class and consumer behavior
Chapter 12: The influence of culture on consumer behavior
Chapter 13: Subcultures and consumer behavior
Chapter 14: Cross cultural consumer behavior: An international perspective
Article presentation and research study meeting
Mid-term exams
Chapter 15: Consumer influence and diffusion of innovations
Chapter 16: Consumer decision making
Article presentation and research study meeting
Research study meeting
Research study presentation