OUTCOME BASED UNIT WISE LECTURE PLAN EVEN SEMESTER 2015
Course Code
Faculty
Section
Evaluation
Scheme
SP-3
MM
Course
CONSUMER BUYING BEHAVIOUR &
INTEGRATED MAREKTING
COMMUNICATIONS
DR. ANIRUDDHA AKARTE
KRUNAL PAREKH
Major
Minor
CT1
CT2
ESE
AT
MT/
AD
1 Hr
1 Hr
3 Hrs
GD
5
5
5
5
5
5
Credits:5
RAJESH S. & FAKHRUDDIN
Major & Minor
L:4
T:1
P: 0
Total:30 Marks
Course Outcomes:
1) Identify advertising and branding tools used in integrated marketing communications
2) Explain creativity and innovation in IMC
3) Compute and interpret strategy and process in new media planning
4) Analyze the ethics and attitudes of consumers in buying process, cross cultural issues in IMC
5) Predict Consumer post purchase behavior
6) Generate branding process
Unit Contents: 01
Case Title / Numerical IDs
(Attach with this sheet)
No. of lectures required
Concept of consumer personality & brand personality as related to STP,
buying influences on consumers and organizational buyers, consumer
motivation, perception, learning & attitudes.
The “Whole Foods Effect”. Page no-21, Consumer Behaviour-Schiffman,
Kanuk & Kumar.
04 (L)
Lecture wise pedagogy
Lecture
No.
Lecture Objective(s)
(Key Concepts to be learned by
students)
Pedagogy/Process
Details
L/Case/Num/Stu.
Presentation /GD/
Activity etc
L
1
To understand the consumer
personality & brand
personality
2
To analyze the STP
L
3
To learn the concept of
buying influences on
consumers and organizations
L
4
To learn and understand the
concept of motivation,
perception and learning
attitude
L
5
To learn the practicality of
STP
Case
1 or 2 Learning assessment questions
Whether the
lecture objective
achieved? If No –
action plan?
1. What do you mean by consumer
personality?
2. Explain the Term brand
personality with suitable
example?
1. Explain the issues related to
segmentation and targeting.
1. Discuss the role of the social
and behavioral sciences in
consumer decision making.
2. Discuss the Model of CMD.
1. Explain how Motivation affects
the buying behavior of
consumers.
2. Define Perception with two
different examples.
1. Discuss the issues of
Segmentation and targeting.
Faculty Remarks to be put at the end of unit
Students Remarks (Head academics to Tick any one)
Satisfied / Not Satisfied
Can improve on:
Understood But……
Understood and will be able to apply
Need more inputs/practice
By (Action):
Attendance Report
Lecture No.
Sch. date
Actual date
1
SN Name of Student
1 Keep Very short
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
% Unit Attendance
Has Mentor Attended any lecture
Subject Head
2
3
% Course Coverage
Y/N
4
5
Case
Date of Submission
6
Y/N
Head Academics
OUTCOME BASED UNIT WISE LECTURE PLAN EVEN SEMESTER 2015
Course Code
SP-3
MM
Faculty
Section
Evaluation
Scheme
Course
CONSUMER BUYING BEHAVIOUR &
INTEGRATED MAREKTING
COMMUNICATIONS
DR. ANIRUDDHA AKARTE
KRUNAL PAREKH
Major
Minor
CT1
CT2
ESE
AT
MT/
AD
1 Hr
1 Hr
3 Hrs
GD
5
5
5
5
5
5
Credits:5
RAJESH S. & FAKHRUDDIN
Major & Minor
L:4
T:1
P: 0
Total:30 Marks
Course Outcomes:
1) Identify advertising and branding tools used in integrated marketing communications
2) Explain creativity and innovation in IMC
3) Compute and interpret strategy and process in new media planning
4) Analyze the ethics and attitudes of consumers in buying process, cross cultural issues in IMC
5) Predict Consumer post purchase behavior
6) Generate branding process
Unit Contents: 02
Case Title / Numerical IDs
(Attach with this sheet)
No. of lectures required
Reference groups, buying process, factors influencing buying decisions, models of
buying behavior, post purchase behavior.
Case Title: Tata Nano: Consumers' Post-Purchase Behavior,
http://www.ibscdc.org/Case_Studies/Marketing/Consumer%20Behaviour/CSB0028.
htm
04 (L)
Lecture wise pedagogy
Lecture
No.
Lecture Objective(s)
(Key Concepts to be learned
by students)
Pedagogy/Proce
ss Details
L/Case/Num/Stu
. Presentation
/GD/ Activity etc
1
To discuss the concepts of
reference groups
L
Define the term reference groups
with suitable examples.
2
To understand the buying
process.
To analyze the factors
influencing buying
decisions
L
How reference groups influence the
buying process.
List out the various factors
influencing buying decisions.
4
To learn models of buying
behavior and post
purchase behavior
L
5
To learn the Causes and
Concerns of post purchase
behavior
Case
3
L
Faculty Remarks to be put at the end of unit
Satisfied / Not Satisfied
Can improve on:
By (Action):
1 or 2 Learning assessment questions
Whether the
lecture
objective
achieved? If
No – action
plan?
Explain the Haward-Sheth model of
buying behavior.
Define the term post purchase
behavior.
Discuss the Common Man's car –
Uncommon Perceptions
Students Remarks (Head academics to Tick
any one)
Understood But……
Understood and will be able to apply
Need more inputs/practice
Attendance Report
Lecture No.
Sch. date
Actual date
1
SN Name of Student
1 Keep Very short
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
% Unit Attendance
Has Mentor Attended any lecture
Subject Head
2
3
% Course Coverage
Y/N
4
5
Case
Date of Submission
6
Y/N
Head Academics
OUTCOME BASED UNIT WISE LECTURE PLAN EVEN SEMESTER 2015
Course Code
SP-3
MM
Faculty
Section
Evaluation
Scheme
Course
CONSUMER BUYING BEHAVIOUR &
INTEGRATED MAREKTING
COMMUNICATIONS
DR. ANIRUDDHA AKARTE
KRUNAL PAREKH
Major
Minor
CT1
CT2
ESE
AT
MT/
AD
1 Hr
1 Hr
3 Hrs
GD
5
5
5
5
5
5
Credits:5
RAJESH S. & FAKHRUDDIN
Major & Minor
L:4
T:1
P: 0
Total:30 Marks
Course Outcomes:
1) Identify advertising and branding tools used in integrated marketing communications
2) Explain creativity and innovation in IMC
3) Compute and interpret strategy and process in new media planning
4) Analyze the ethics and attitudes of consumers in buying process, cross cultural issues in IMC
5) Predict Consumer post purchase behavior
6) Generate branding process
Unit Contents: 03
Case Title / Numerical IDs
(Attach with this sheet)
No. of lectures required
Marketing research, methods of research and research process,
data collection techniques, sources of secondary data for marketing
decisions, relevance of secondary data, marketing metrics.
Case: Social Media Metrics
http://www.dummies.com/how-to/content/how-to-use-social-mediametrics-to-increase-your-b.html
04 (L)
Lecture wise pedagogy
Lecture
No.
Lecture Objective(s)
(Key Concepts to be learned by
students)
1
TO learn marketing the concept
of Research.
2
3
4
5
To study methods of marketing
research.
To understand the concept of
research process
To understand different data
collection techniques of market
research
To identify and learn different
sources of secondary data for
marketing decisions
To learn the concept of
marketing metrics.
To learn marketing metrics
through practical example.
Pedagogy/Process
Details
L/Case/Num/Stu.
Presentation /GD/
Activity etc
L
L
L
L
1 or 2 Learning assessment questions
Whether the
lecture objective
achieved? If No –
action plan?
Explain the Term Marketing
Research.
What are the different methods of
market research?
Explain in brief the market research
process in brief.
What are different data
collection techniques?
List out the different sources of
secondary data for marketing
decisions.
Explain in brief Marketing Metrics.
Case
How to Use Social Media Metrics to
Increase Your Business
Faculty Remarks to be put at the end of unit
Students Remarks (Head academics to Tick any one)
Satisfied / Not Satisfied
Understood But……
Can improve on:
Understood and will be able to apply
Need more inputs/practice
By (Action):
Attendance Report
SN
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
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25
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27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
Lecture No.
Sch. date
Actual date
Name of Student
Abhilash Bishne
Amar Gajbhiye
Amit Ghaturle
Ankita Lokhande
Ankita Sangole
Arti Moundekar
Arti Wangalwar
Ashish Kamble
Ashwini Bondre
Ashwini Nellikwar
Ashwini Thosar
Bhavana Gaikwad
Bhushan Kolte
Deepika Patil
Gaurav Naik
Kallyani Gaurkar
Kanchan Mohadikar
Kunal Mendhe
Megha Choudhari
Mohini Bawane
Mohini Ghogle
Monali Thombare
Neha Dhawane
Neha Ramteke
Nikita Kolte
Nishant Talmale
Nitesh Gharpande
Pankaj Kakde
Pranali Gadpayle
Pratik Meshram
Pravin Wadatkar
Pravin Waghmare
Priti Kuduple
Priya Bangade
Priyanka Kale
Priyanka Mulkalwar
Priyanka Turutkane
Punam Bankar
Ragini Shukla
Rahul Joshi
Rajendra Randive
Rashmi Bahal
Ratan Ghodke
Ritika Bahal
Rutuja Gaidhane
Sapana Prajapati
Sonali Ambekar
Suraj Buradkar
Surbhi Agrawal
Vaishnavi Diwase
Vikrant Tarekar
Vishwajeet Patel
Mh. Amil
Raj Raghtate
1
% Unit Attendance
Has Mentor Attended any lecture
Subject Head
2
% Course Coverage
Y/N
3
4
5
Case
Date of Submission
Head Academics
6
Y/N
OUTCOME BASED UNIT WISE LECTURE PLAN EVEN SEMESTER 2015
Course Code
SP-3
MM
Faculty
Section
Evaluation
Scheme
Course
CONSUMER BUYING BEHAVIOUR &
INTEGRATED MAREKTING
COMMUNICATIONS
DR. ANIRUDDHA AKARTE
KRUNAL PAREKH
Major
Minor
CT1
CT2
ESE
AT
MT/
AD
1 Hr
1 Hr
3 Hrs
GD
5
5
5
5
5
5
Credits:5
RAJESH S. & FAKHRUDDIN
Major & Minor
L:4
T:1
P: 0
Total:30 Marks
Course Outcomes:
1) Identify advertising and branding tools used in integrated marketing communications
2) Explain creativity and innovation in IMC
3) Compute and interpret strategy and process in new media planning
4) Analyze the ethics and attitudes of consumers in buying process, cross cultural issues in IMC
5) Predict Consumer post purchase behavior
6) Generate branding process
Unit Contents: 04
IMC definition, scope, elements, role, etc., models of IMC, media
and media planning, IMC strategy and process, new media
Case Title / Numerical IDs
(Attach with this sheet)
No. of lectures required
Case:- Opryland America, page no-263, Integrated Advertising, Promotions &
Marketing Communications, Pearson Pub.
04 (L)
Lecture wise pedagogy
Lecture
No.
Lecture Objective(s)
(Key Concepts to be learned by
students)
1
To understand the concept of
Integrated Marketing
Communication.
Pedagogy/Process
Details
L/Case/Num/Stu.
Presentation /GD/
Activity etc
L
To learn the models of IMC.
Define Integrated Marketing
Communication.
Explain the scope of Integrated
marketing Communications
TO learn the scope, elements
and role of IMC
2
1 or 2 Learning assessment questions
L
3
To learn the concept of
buying influences on
consumers and organizations
L
4
To learn and understand the
concept of media and media
planning
L
Explain the AIDA Model of IMC
Explain the Communication Process
in detail.
Discuss the role of the social and
behavioral sciences in consumer
decision making.
Discuss the Model of CMD.
What are the Different types of
Media for advertising?
Faculty Remarks to be put at the end of unit
What is Media Relations and why is
it Important.
Which media should Mark use in
advertising Opryland America? Defend
your choices.
Students Remarks (Head academics to Tick any one)
Satisfied / Not Satisfied
Understood But……
Can improve on:
Understood and will be able to apply
5
By (Action):
To discuss the new media
planning
Case
Need more inputs/practice
Whether the
lecture objective
achieved? If No –
action plan?
Attendance Report
Lecture No.
Sch. date
Actual date
1
SN Name of Student
1 Keep Very short
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
% Unit Attendance
Has Mentor Attended any lecture
Subject Head
2
3
% Course Coverage
Y/N
4
5
Case
Date of Submission
6
Y/N
Head Academics
OUTCOME BASED UNIT WISE LECTURE PLAN EVEN SEMESTER 2015
Course Code
SP-3
MM
Faculty
Section
Evaluation
Scheme
Course
CONSUMER BUYING BEHAVIOUR & INTEGRATED
MAREKTING COMMUNICATIONS
DR. ANIRUDDHA AKARTE
KRUNAL PAREKH
Major
Minor
CT1
CT2
ESE
AT
MT/
AD
1 Hr
1 Hr
3 Hrs
GD
5
5
5
5
5
5
Credits:5
RAJESH S. & FAKHRUDDIN
Major & Minor
L:4
T:1
P: 0
Total:30 Marks
Course Outcomes:
1) Identify advertising and branding tools used in integrated marketing communications
2) Explain creativity and innovation in IMC
3) Compute and interpret strategy and process in new media planning
4) Analyze the ethics and attitudes of consumers in buying process, cross cultural issues in IMC
5) Predict Consumer post purchase behavior
6) Generate branding process
Unit Contents: 05
IMC and brand communication process, role of advertising in
branding process BTL, OOH, etc., promotions in IMC – consumer,
trade sales, co-branding, in-branding, etc
Case Title / Numerical IDs
(Attach with this sheet)
No. of lectures required
Case:-The future is here, page no-168, Integrated Advertising, Promotions &
Marketing Communications, Pearson Pub.
04 (L)
Lecture wise pedagogy
Lecture
No.
Lecture Objective(s)
(Key Concepts to be learned by
students)
Pedagogy/Process
Details
L/Case/Num/Stu.
Presentation /GD/
Activity etc
L
1
To understand the IMC and
brand communication
process.
2
To analyze the role of
advertising in branding
process BTL, OOH, etc.
L
To understand the promotions
in IMC – consumer & trade
sales
L
3
4
To understand the
promotions in IMC–cobranding, in-branding
5
To learn the Advertising
through case
L
1 or 2 Learning assessment questions
What do you mean by brand
communication process?
Explain in details BTL, OOH.
Discuss the role of advertising in
branding.
Evaluate the relation between
promotion and trade sales.
How consumer and promotion of
IMC correlated with each other.
Explain with example.
Give the suitable examples of cobranding.
Faculty Remarks to be put at the end of unit
Define in-branding.
Make a list of other types of
products or brands that can use this
new methods of communication as
a part of their overall IMC strategy
Students Remarks (Head academics to Tick any one)
Satisfied / Not Satisfied
Understood But……
Can improve on:
Understood and will be able to apply
By (Action):
Case
Need more inputs/practice
Whether the
lecture objective
achieved? If No –
action plan?
Attendance Report
Lecture No.
Sch. date
Actual date
1
SN Name of Student
1 Keep Very short
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
% Unit Attendance
Has Mentor Attended any lecture
Subject Head
2
3
% Course Coverage
Y/N
4
5
Case
Date of Submission
6
Y/N
Head Academics
OUTCOME BASED UNIT WISE LECTURE PLAN EVEN SEMESTER 2015
Course Code
SP-3
MM
Faculty
Section
Evaluation
Scheme
Course
CONSUMER BUYING BEHAVIOUR & INTEGRATED
MAREKTING COMMUNICATIONS
DR. ANIRUDDHA AKARTE
KRUNAL PAREKH
Major
Minor
CT1
CT2
ESE
AT
MT/
AD
1 Hr
1 Hr
3 Hrs
GD
5
5
5
5
5
5
Credits:5
RAJESH S. & FAKHRUDDIN
Major & Minor
L:4
T:1
P: 0
Total:30 Marks
Course Outcomes:
1) Identify advertising and branding tools used in integrated marketing communications
2) Explain creativity and innovation in IMC
3) Compute and interpret strategy and process in new media planning
4) Analyze the ethics and attitudes of consumers in buying process, cross cultural issues in IMC
5) Predict Consumer post purchase behavior
6) Generate branding process
Unit Contents: 06
Creativity and innovation in IMC, packaging and labeling in IMC, PR
and ethics in PR, corporate communications, International
communications, cross cultural issues in IMC.
Case Title / Numerical
IDs
(Attach with this sheet)
Case: - Tata Tea’s Jaago Re! Campaign: The Social-Cause Marketing Initiatives
and Long-term Branding Initiatives
http://www.ibscdc.org/Case_Studies/marketing/Marketing%20Strategies
/MM0063.htm
04 (L)
No. of lectures required
Lecture wise pedagogy
Lecture
No.
Lecture Objective(s)
(Key Concepts to be learned by
students)
1
To define the concept of
Creativity and innovation in
IMC
2
To learn packaging and
labeling in IMC
3
4
To learn and understand the
concept of PR and ethics in
PR, corporate
communications
To discuss the PR and
International
communications, cross
cultural issues in IMC.
To discuss marketing and
creativity
Faculty Remarks to be put at the end of unit
5
Pedagogy/Process
Details
L/Case/Num/Stu.
Presentation /GD/
Activity etc
L
L
L
L
Case
1 or 2 Learning assessment questions
Differentiate between creativity and
innovation with suitable example.
What are the different types of
packaging?
“The labeling is changing with
technology” justify the statement.
Explain how ethics and corporate
communications helpful for the
society.
What are the cross cultural issues in
IMC?
How International communications
and PR related with each other.
Case: - Tata Tea’s Jaago Re! Campaign
Students Remarks (Head academics to Tick any one)
Satisfied / Not Satisfied
Understood But……
Can improve on:
Understood and will be able to apply
By (Action):
Need more inputs/practice
Whether the
lecture objective
achieved? If No –
action plan?
Attendance Report
Lecture No.
Sch. date
Actual date
1
SN Name of Student
1 Keep Very short
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
% Unit Attendance
Has Mentor Attended any lecture
Subject Head
2
3
% Course Coverage
Y/N
4
5
Case
Date of Submission
6
Y/N
Head Academics