‫بسم هللا الرحمن الرحيم‬
King Saud University
2016-2015
School of Business
Instructor: Heyam Al Mousa
Marketing Department
Office #201
Syllabus
Consumer Behavior
MKT 301
MKT 301 Consumer Behavior Class 27223
Instructor:
Heyam Al Mousa, Lecturer
Office:
Room 201, 2nd Floor, Department of Marketing, Build. 3, CBA
E-mail:
healmousa@ksu.edu.sa,
Webpage:
fac.ksu.edu.sa/healmousa
Phone:
0569363333
Office Hours:
(Sunday-Tuesday-Thursday)10:00-11:00am & 12:00 – 1:00pm
(Wednesday) 11:00am-1:00pm
Lecture Hours:
Sun-Tue-Thu (11-12), Room A 003
Social Media:
Twitter #dr.heyamalmousa
COURSE DESCRIPTION:
This course focuses on the study of the buying and consumption behaviour of individuals and families and the
various factors influencing their buying decisions including cultural, social, psychological, and situational
factors. It discusses the principles, concepts, and theories that stem from other social sciences such as
psychology, social psychology, sociology, cultural anthropology, economics, and others, and apply them to the
purchasing and consumption behaviour of individuals. The course gives special attention to the ways in
which these principles, concepts, and theories can be applied effectively to marketing strategies.
COURSE GOAL:
To acquaint students with the role of consumer behavior in shaping the marketing strategies of business
firms, along with a strong understanding of the culture, social, and psychological factors that influence
consumer behavior.
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It is vital at this point for students to have a full knowledge on how to benefit from the study of consumer
behavior in developing and improving marketing strategy, through a solid understanding of the stages of
buying decision process.
COURSE EXTERAL RESOURCES:
 Following the strategic decision process of various global companies
 Reading articles, and discussing different case studies.
REQUIRED TEXT:
Leon Schiffman and Leslie Kanuk, ‘Consumer Behaviour’. Prentice-Hall.
RECOMMENDED REFERENCES:
 Henry Assael, Consumer Behavior- A Strategic Approach. Houghton Mifflin Company, 2003 or latest.
 Del I. Hawkins, Roger J. Best, Kenneth A. Coney, and David L. Mothersbaugh, Consumer Behavior.
McGraw-Hill/Irwin. 2009.
 Paul Peter and Jerry Olson, Consumer Behavior and Marketing Strategy. McGraw-Hill Higher
Education.
COURSE EXPECTATIONS:
1. Students are expected to come to class. You need to discuss any situations that are impacting
your attendance – as they arise – and in advance. There are no make-up exams and quizzes,
and no late assignments accepted.
2. Students are expected to be prepared for class. You need to read the material designated for
the day and be ready to participate in the order of business for the day.
3. Students are expected to do and submit their own work. Be sure to cite any thing that is not
your original thought!
4. Students are expected to demonstrate professionalism and integrity.
5. Students are expected to do two library assignments.
6. Students are expected to do the ethics exercises at the end of each chapter as assigned.
EVALUATION CRITERIA
Performance in this course will be measured using the following key activities:
1. Exams: There will be two exams that will cover major concepts in the course. The formats
for exams can include items that are multiple-choice, true/false, and a short answer question
(any combination).
2. Case Study:
a. 2 individual cases study as an assignments.
b. 2 video cases as a group team
3. Quizzes: 2 quizzes.
4. Team project.
ATTENDENCE & PARTICIPATION POLICY
You are expected to attend all class sessions. Your participation is important! If you are absent for assigned
work, I will use discretion to the nature (if any) of the make-up work. There are two types of absences:
excused and unexcused. An excused absence is when you notify me prior to class, and I give you permission to
be absent. All other absences are considered unexcused. You are allowed FOUR unexcused absences ONLY!
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Class participation is important in a number of respects. First, it prepares you for the personal interaction
that takes place in business and in life on a daily basis. Second, it forces you to prepare better (and regularly)
because you know you will have to discuss the subject in class. You must prepare for class discussion by
spending time on assignments and case studies. The first 10 minutes of each class will include a random
selection of students discussing a recap of the previous lecture, so BE READY!!
LIST OF TOPICS
Date
Chapter
Week 1
Week 2
Week 3
Ch 1
Week 4
Week 5
Week 6
Week 7
Week 8
Ch 4
Ch5
Ch 6
Ch 7
Ch 9
Mid Term 1
Cases study 1
Video case 1
Week 9
Week 10
Week 11
Week 12
Week 13
Week 14
Week 15
Topic and Assignment
Introduction in Consumer behavior
Consumer Behavior: Meeting Changes and Challenges
The Psychological concepts that account for individual
behavior
Consumer Motivation
Personality and consumer Behavior
Consumer Perception
Consumer Learning
Communication and Consumer Behavior
Consumer in their social and cultural settings
Ch 10
Ch 11
Ch 12
The Family and Its Social Class Standing
Influence of Culture on Consumer Behavior
Subcultures and Consumer Behavior
The consumer Decision Making Process and Ethical
Dimensions
Ch 14
Mid Term 2
Cases Study 2
Video cases 2
Ch 15
Consumer and the Diffusion of Innovation
Consumer Decision Making and Beyond
Project Presentation
Group Project
A significant portion of your course grade will be determined by a team project. You will be
required to select a particular consumer phenomenon, propose and carry out a study to
examine this problem, and discuss your findings. For example, you could examine how
people decide which store to shop at, whether a specific advertising campaign has changed
consumers’ perceptions of a brand (and which factors contributed to the campaign’s
success or failure), why consumers did or did not accept a recently launched new product,
etc…
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The grade for the group project will be determined as follows:




Part I (problem description and literature review) 25%
Part II (research design, results, and discussion) 25%
Presentation 40%
Individual contributions 10%
To do this, the group would need to do research. The research would involve secondary
and primary research, such as, conducting in-depth interviews, focus group discussions, or
survey research. Based on the results of the research, the group would make
recommendations for marketing action. The findings of the groups are to be presented in a
written report. A typical report consists of the following:
1. A statement of the consumer behavior phenomenon being studied, including why the
issue is important and interesting to the group.
2. A brief description of the methodology employed for the research
3. Analysis of the consumer behavior using theory concepts discussed in class.
4. Recommendations for marketing actions based on analysis
5. Appendices: survey sample, interview questions, tables, graphs, charts, and
advertisements.
‒ The total length of the report is to be no more than 20 pages, with sections 1 through 5
covering no more than 15 pages, and the appendices with 5 or more pages.
‒ The introduction to your paper should include the following:
 The purpose of your paper in regards to the consumer behavior phenomenon highlighted
and studied.
 Introduction about the industry
 Introduction about the company with a brief history focusing on successes and how long it
has been operating in the Kingdom
 A brief description of the methodology used to gather information
 A window into your original hypothesis to be tested.
 The last paragraph should set the grounds for the reader to know what to expect in the
coming pages of your report.
Peer and Self-Evaluation
On the day of the presentation, each member of the group is to complete a peer evaluation
and self-evaluation. This evaluation is meant to indicate the degree of team participation by
each group member. A student’s grade for the group project will be based on the student’s
peer and self-evaluation as noted under the “Grading Section.”
Information Concerning the Oral Presentation of the Group Project
The Group Project requires the team to provide an oral presentation utilizing visual aids.
You and your group will be assigned a date for Group Project presentation. The oral
presentation must teach the class the relevant concepts. You must provide information that
has not been discussed in class or provided in the text. Do not be boring. Use appropriate
public speaking techniques, use the overhead, PowerPoint and use dramatization or use
any creative technique. Fifteen minutes will be allowed for the presentation that will be
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followed by a class discussion of your Group Project. You must communicate to the class
something that your group learned from the project.
Grading Plan
Points
10 points
Assessment
Quizzes
30 points
Mid Terms
5 point
2 Video cases (Groups)
5 point
2 Cases Individual
10 points
Project
40 point
Final Exam
Date
Q1 Thursday 8-10-2015 / 25-12-1435
Q2 Thursday 12-11-2015 / 30-1-1437
Midterm 1 Sunday 18-10-2015 / 5-1-1437
Midterm 2 Sunday 22-11-2015 / 10-2-1437
Case 1 Tuesday 20-10-2015 / 7-1-1437
Case 2 Tuesday 24-11-2015 / 12-2-1437
Case 1 Thursday 22-10-2015 / 9-1-1437
Case 2 Thursday 26-11-2015 / 14-2-1437
Presentation Week 15
from Sunday 6-12-2015 / 24-2-1437
To Thursday 10-12-2015 / 28-2-1437
Try to enjoy the journey in order to give excellent results.
Good Luck 
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Course Effectiveness Matrix 301mkt
Course Learning
Objective
Linked to Program Teaching Strategies
Learning
Outcomes
(PLO)
Assessment Methods
Students understanding LG1. OB 1.1-1.2
the role of consumer
behavior
in
the
marketing strategies
- Cooperative learning
- Midterm,
- Action learning
- Participation,
- Classroom discussion
- Discussion
Analyzing
and LG 2& 4: OB 2.1, 2.3
understanding of the
culture, social, and 4.1,4.2
psychological
factors
that influence consumer
behavior
- Case Analysis
- Analysis
- Exercise
- Business case
Full Knowledge on how LG 5 & 6: OB 6.1
to benefit from the
study of consumer
behavior in developing
and
improving
marketing strategy
Case
Study,
discussion
- Exercises & homework
group - Midterm
- In class dialogues and
discussion
- Written reports
- Group homework
Project
LG 7: OB 1.1
Select a company and Group Project
apply an consumer
behavior
in
her
marketing
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Here the objectives that we have to cover in the project, home assignment, case
study and quizzes
Course Teaching
Course Assessment
Strategies
Methods
1.0 Knowledge
1.1 Students will be able to recognize the importance of
studying consumer behavior and its relationship to
the marketing strategies of the firm.
1.2 Students will be able to list the differences between
consumer buying behavior and organizational buying
behavior.
1.3 Students will be able to define the stages and details
of the buying decision making process.
1.4 Students will be able to describe the importance and
strategies of product positioning.
1.5 Students will be able to state the reasons, criteria,
and process of market segmentation.
1.6 Students will be able to describe various cultural,
social, situational, and psychological factors affecting
the buying and consumption behavior of individuals
and families.
2.0 Cognitive Skills
- Lectures.
- Student participation
and discussion
individually and in
teams.
- Preparing research
papers.
- Student presentations.
- Monthly tests.
- Final exam.
- Short papers.
2.1 Students will be able to recognize course topics.
2.2 Students will be able to explain knowledge gained.
2.3 Students will be able to analyse and involve in
constructive criticism of issues in the cases.
2.4 Students will be able to search information on
consumer research.
2.5 Students will be able to justify ethics.
2.6 Students will be able to clearly explain topics orally
and in writing.
2.7 Students will be able to design consumer research
study.
- Encourage students to
share ideas and
discussions.
- Assigning tasks and
homework to students
and evaluating them.
- Connecting theory to
applications by giving
real examples from
businesses.
- Case discussions
- Students’
participation
- Written tests.
- Short papers.
- Case analysis
class
3.0 Interpersonal Skills & Responsibility
3.1 Students will be able to show meaningful dialogues
and acceptance of others’ opinions.
3.2 Students will be able to demonstrate the ability to
persuade others in order to get the needed
information.
3.3 Students will be able to evaluate response of other
- Encouraging
student - Evaluating
discussions in class.
presentations.
- Assign tasks of peer - Measuring
the
assessment
among
performance of students
students.
in
homework
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assignments
student on the task and homework assignments.
3.4 Students will be able to use linguistic and dialogue
skills in discussions with others.
3.5 Students will be able to show the positive behavior.
4.0 Communication, Information Technology, Numerical
4.1 Students will be able to do research using internet
on upgrading the course materials.
4.2 Students will be able to research databases using
Internet.
4.3 Students will be able to demonstrate
communications among peer groups.
4.4 Students will be able to appraise listening skills.
4.5 Students will be able to constructively criticize
thoughts of others.
4.6 Students will be able to research for relevant issues
on internet.
4.7 Students will be able to demonstrate persuasion of
others.
quantitatively as well as
qualitatively.
- Developing
the - Observing students’
communication skills of
communication in and
students
in
class
out of class.
including
speaking,
listening,
and
- Evaluating students’
persuading.
performance in the
- Assigning students
Internet homework.
short research studies
and home works on the
Internet.
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