Faculté de Gestion des Affaires
Un Engagement vers une Culture d’Excellence
Faculty of Business Administration
A Commitment towards a Culture of Excellence
Syllabus
Course Information
Course Title & Number
Number of Credit Hours
Academic Term & Year
Year of offering
Prerequisites
Lab. Requirement
:
:
:
:
:
:
Consumer Behaviour
3
Fall 2010-2011
2010-2011
MKT 1201 Marketing Principles and Practice
Yes
No x
Reference Book
: Consumer Behviour, Schiffman 9th Edn
Complementary material(s) :
Instructor Information
Coordinator Name & E-mail
: Ms. Elizabeth Sfeir; elizabeth.sfeir@upa.edu.lb
Instructors’ Names & E-mails : Dr Clark Khadige (clark.khadige@upa.edu.lb); Ms. Madiana
Mouwad (madiana.mouawad@upa.edu.lb); Dr. Elie El Khouri (elie.
elkhouri@upa.edu.lb); Dr Antoine Tannous (Antoine.
Tannous@upa.edu.lb); Ms. Carla Chamoun Azar
(carla.chamoun@upa.edu.lb); Mr. Gary Hillali
(gary.hillali@upa.edu.lb)
Course Description & Objective:
Course Schedule
: 39 Hours (26 Sessions; 13 weeks)
Weeks
Topics and Learning Outcomes
Introduction and Syllabus Presentation
Chapter 1: Consumer Behavior: Meeting Changes and Challenges
Week 1
Learning Outcomes
To Understand What Consumer Behavior Is and the Different Types of Consumers.
To Understand the Relationship Between Consumer Behavior and the Marketing Concept,
the Societal Marketing Concept, as Well as Segmentation, Targeting, and Positioning.
To Understand the Relationship Between Consumer Behavior and Customer Value,
Satisfaction, Trust, and Retention.
To Understand How New Technologies Are Enabling Marketers to Better Satisfy the Needs
and Wants of Consumers.
To Understand How Marketers Are Increasingly Able to Reach Consumers Wherever
Page 1
Consumers Wish to Be Reached.
To Understand How the World’s Economic Condition Is Leading to Consumption Instability
and Change.
To Understand the Makeup and Composition of a Model of Consumer Behavior.
Chapter 2: The Consumer Research Process
Week 2
Learning Outcomes
To Understand the Importance of Consumer Research for Firms and Their Brands, as Well as
Consumers.
To Understand the Steps in the Consumer Research Process.
To Understand the Importance of Establishing Specific Research Objectives as the First Step in
the Design of a Consumer Research Project.
To Understand the Purposes and Types of Secondary Consumer Research That Is Available for
Making Decisions or Planning Future Consumer Research.
To Understand Specific Features and Applications of Different Research Methods to Be
Carried Out in Consumer Research Studies.
To Understand Where Data Analysis and Reporting of Findings Fit in the Research Process.
To Understand How Each Element of the Consumer Research Process Adds to the Overall
Outcome of the Research Study.
Chapter 3: Market Segmentation and Strategic Targeting
Week 3
Learning Outcomes
To Understand Why Market Segmentation Is Essential.
To Understand the Criteria for Targeting Selected Segments Effectively.
To Understand the Bases for Segmenting Consumers.
To Understand How Segmentation and Strategic Targeting Are Carried Out.
Chapter 4: Consumer Motivation
Week 4
Learning Outcomes
To Understand the Types of Human Needs and Motives and the Meaning of Goals.
To Understand the Dynamics of Motivation, Arousal of Needs, Setting of Goals, and
Interrelationship Between Needs and Goals.
To Learn About Several Systems of Needs Developed by Researchers.
To Understand How Human Motives Are Studied and Measured.
Page 2
TEST 1 (10% of the total grade)
Between the 25th of OCTOBER and the 5th of NOVEMBER (include…)
Notes to be delivered before the 12 of November
Case tudC
Week 5
Learning Outcomes
To learn how to analyze and explain issues and notions.
To be able to answer the case study questions.
To recommend or provide other options.
Case Study
Week 6
Learning Outcomes
To learn how to analyze and explain issues and notions.
To be able to answer the case study questions.
To recommend or provide other options.
Chapter 5: Personality and Consumer Behavior
Week 7
Learning Outcomes
To Understand How PersonalitC Reflects Consumers’ Inner Differences.
To Understand How Freudian, Neo-Freudian, and Trait Theories Each Explain the Influence of
PersonalitC on Consumers’ Attitudes and Behavior.
To Understand How PersonalitC Reflects Consumers’ Responses to Product and Marketing
Messages.
MID TERM EXAM (30% of the total grade)
Between the 23rd and the 29th of November (include…)
Please refer to faculty memos for note delivery deadlines
Page 3
Chapter 6: Consumer Perception
Week 8
Learning Outcomes
To Understand the Sensory Dynamics of Perception.
To Learn About the Three Elements of Perception.
To Understand the Components of Consumer Imagery and Their Strategic Applications.
Chapter 7: Consumer Learning
Week 9
Learning Outcomes
To Understand the Process and Four Elements of Consumer Learning.
To Study Behavioral Learning and Understand Its Applications to Consumption Behavior.
To Study Information Processing and Cognitive Learning and Understand Their Strategic
Applications to Consumer Behavior.
Chapter 8 :Consumer Attitude Formation and Change
Learning Outcomes
Week 10
To Understand What Attitudes Are, How They Are Learned, as Well as Their Nature and
Characteristics.
To Understand the Composition and Scope of Selected Models of Attitudes.
To Understand How Experience Leads to the Initial Formation of Consumption-Related
Attitudes.
To Understand the Various WaCs in Which Consumers’ Attitudes Are Changed.
To Understand How Consumers’ Attitudes Can Lead to Behavior and How Behavior Can Lead
to Attitudes.
Page 4
Case Study
Week 11
TEST 2 (10%of the total grade)
Between the 3rd and the 7th of January (include…)
Notes to be delivered before the 18th of January
Case Study
Week 12
Learning Outcomes
To learn how to analyze and explain issues and notions.
To be able to answer the case study questions.
To recommend or provide other options.
Case Study
Learning Outcomes
Week 13
To learn how to analyze and explain issues and notions.
To be able to answer the case study questions.
To recommend or provide other options.
FINAL EXAM (40 % of the total grade)
Between the 24th and the 28th of January (include…)
Please refer to faculty memos for note delivery deadlines
Teaching Methodology
This course is bC essence highlC interactive. For this reason, “Active and Cooperative
Learning” is the method we adopt at the FacultC of Business Administration. It is preferable
to passive listening. Hence, it is more effective and leads to student-centered responsibilities.
Consequently, the course is a combination of lectures, class discussions, readings, essays,
written assignments, group case studies and group presentations.
Moreover, students are requested to read the material before coming to class.
Page 5
Course Policies and Administration
*Attendance:
Faculty regulations related to attendance control and absence repercussions will be highly
enforced. If a student does not regularly attend class and actively participate, it will be
reflected in his/her final grade.
If a student exceeds a certain limit of absenteeism without having an acceptable and
documented reason then he/she will risk being dropped from the course.
As such, students are urged to follow regulations, noting that attendance and class
participation are likely to increase their ability to understand the course and allow a greater
chance for earning a good grade.
The student is held responsible for all material presented in class even during his/her absence
from class.
The student is not allowed to leave the classroom before the end of the session.
In case the instructor is late, students should quietly remain inside the classroom, waiting for
the intervention of the Dean or the Academic Coordinator.
* Language
Students are expected to speak the French and English languages according to the standard
language principles in terms of spelling and grammar.
Since a great deal of work in this course involves writing, students are also asked to write
legibly
* Exams
The purpose of the exam is to test the knowledge of the students and his/her level of
absorption of the course material.
There will be two exams (Mid Term and Final). The first one covers the material discussed
during the first period of the semester. The second is cumulative.
No make-up exams will be allowed unless a special permission is granted from the Dean.
However, specific circumstances that may occur during the semester could be taken into
consideration, such as: serious illness or valid family issues.
* Delay
No late assignments will be accepted.
* Cell Phone
Cell phones should be turned off before entering in class. If the cell phone rings in class, it
will be immediately confiscated.
Page 6
* Guest Speaker
A key person from the industry will visit the Faculty and speak to the class about some
important course-related issues based on his/her field experience for enrichment.
Announcements will be made in due-time.
Academic Integrity:
All forms of academic dishonesty are liable of penalties. Plagiarism and cheating on essays,
reports, homework or during quizzes and examinations will not be tolerated. They are serious
violations of academic standards.
AnC student caught cheating will receive a grade of “F” on the course. Students are
responsible for promoting honesty by opposing plagiarism and cheating
Quoting of other individual’s work requires the use of the appropriate technique that
includes referencing the authors.
Support Services
Support services such as library, computer lab, tutoring and counseling are available.
Grading / student Evaluation:
 Mid-Term Exam
 Final Exam
 Group Project*
 Or Assignments
 Attendance & Participation
30%
40%
20%
10%
*Group Project
Students will be required to work on an international marketing project in a team of three
members. A report should be submitted and a presentation should be made at the end of the
semester. The project and the presentation shall receive a group grade. However, an
individual grade will be granted at the end of the presentation. .
-------------------------------------------------------------------------------------------------Good Luck
Page 7