ASSUMPTION COLLEGE
MARIE EUGENIE SCHOOL FOR INNOVATIVE LEARNING
COURSE SYLLABUS
SECOND SEMESTER, SY 2015-2016
COURSE CODE & TITLE :
CREDIT UNITS
:
PREREQUISITE COURSES:
PROFESSOR
:
I.
Consumer Behavior
Three (3) Units
Jessica G. Evangelista jessicalacege@gmail.com 09175217280
COURSE DESCRIPTION
Marketing begins and ends with the customer, from determining customers' needs and wants to providing
customer satisfaction and maintaining customer relationships. This course examines the basic concepts
and principles in customer behavior with the goal of understanding how these ideas can be used in
marketing decision making.
The course explores how the examination and application of consumer behavior is central to the planning,
development, and implementation of marketing strategies. This class is designed to provide students with
1) an understanding of the many factors that influence consumer behavior, 2) fluency with some of the
prominent theories that comprise consumer psychology, 3) the ability to formulate and answer questions
about consumer behavior, and 4) the ability to relate conclusions to actionable marketing strategy.
This class will examine prominent theories in psychology and other disciplines that relate to consumer
behavior and evidence that can be used to test and further refine those theories. Furthermore, because
theories rarely predict behavior with perfect accuracy, the class will explore the research process in detail.
Doing so will help students develop the skills necessary to critically evaluate and conduct their own
targeted behavioral research.
LEARNING OUTCOMES: At the end of the term, the students should be able to:
THINKING AND COMMUNICATING
1. To appreciate the importance of understanding the customer to a firm's success.
2. To acquire an understanding of the psychological processes that underlie the effectiveness of
marketing strategy in terms of impact on consumer behavior.
3. To acquire a knowledge base that enables critical assessment of current and future metrics,
research technologies, and research data output.
4. To acquire a “toolbox” of psychological principles applicable to marketing strategy.
FEELING AND DOING
1. Develop concepts for anticipating customer reactions to marketing stimuli.
2. Obtain a framework for analyzing consumer behavior problems
3. Show how behavioral evidence can be used to evaluate alternative marketing strategies
4. Learn how to use customer behavior concepts in determining marketing strategy.
5. Acquire experience in applying these theories to real-world consumer behavior problems
II.
EVIDENCE OF LEARNING
Expected Output:
1. Weekly class activities and team assignments
Team assignments are designed to give you working experience with the research process.
These assignments will involve formulating research questions, planning and executing
experiments, analyzing data, and developing marketing strategy on the basis of the results.
You will also learn to manage tasks in a group setting, and communicate ideas both orally
and in writing. You will receive a separate handout detailing the team assignments.
2. Individual Case Study
3. Midterm project
Will be based on lectures, assigned readings, and class assignments.
4. Final project
Details will be discussed in class
5. Extra Credit
Your grade in this class will be based on the rubric. Students may not request
supplementary assignments for “extra” credit, since offering opportunities to some students
that are not available to all would be unfair. Exams may list problems for “extra credit” but
these opportunities, if available, will be available to all students.
COURSE CALENDAR/ SCHEDULE
Detailed Course Content & Time Frame
1. Subject Orientation
Week 1
Course Requirements and Introduction to
Consumer Behavior
2. Introduction to Consumer Behavior
Week 2
a. Consumer behavior and the marketing
concept
b. Customer value, satisfaction, trust, and
retention
c. The impact of new technologies
Course Activities/ Requirements/ Assessments
Learning Experiences
 Understand consumer behavior and the different
types of consumers
 Understand the relationship between consumer
behavior and marketing concept, societal
marketing concept, segmentation, targeting, and
positioning
 Understand relationship between consumer
behavior and customer value, satisfaction, trust,
and retention
 Understand the effect of new technologies, and
how marketer are increasingly able to reach
consumers
 Understand the makeup and composition of a
model of consumer behavior
Assessment: Case studies
Instructional Aid: Powerpoint presentation
3. Consumer Research Process
Learning Experiences
Weeks 3
 Understand the importance of consumer research
a. Developing research objectives
for firms and their brands
b. Collecting secondary data
 Steps in consumer research process
c. Designing primary research
 The importance of establishing specific research
d. Data analysis and reporting research
objectives
findings
 The purpose and types of secondary consumer
research that is available for decision making and
planning
 Understand specific features and applications of
different methods in consumer research
Assessment: Case studies and Team FGD
Instructional Aid: Powerpoint presentation
4. Market Segmentation and Strategic Targeting Learning Experiences
Week 4
 Understand why market segmentation is essential
a. Criteria for effective targeting
 The criteria for targeting selected segments
b. Bases for segmentation
effectively.
c. Implementing segmentation strategies
 The bases for segmenting consumers.
 How segmentation and strategic targeting are
carried out.
Assessment: Case studies
Instructional Aid: Powerpoint presentation
5. Consumer Motivation
Learning Experiences
Week 5
 Understand the types of human needs and
a. Motivation as psychological force
motives and the meaning of goals.
b. Dynamics of motivation
 Understand the dynamics of motivation, arousal
c. Types and systems of needs
of needs, setting of goals, and interrelationship
d. Measurement of motives
between needs and goals.
 Learn about several systems of needs developed
by researchers.
 Understand how human motives are studied and
measured.
Assessment: Case studies and Individual Paper
Instructional Aid: Powerpoint presentation
6. Personality and Consumer Behavior
Learning Experiences
Week 6
 Understand how personality reflects consumer’
a. Defining personality
inner differences
b. Theories of personality
 Freudian, Neo-Freudian, and Trait theories and
c. Understanding consumer behavior
d. Brand personality
e. Self and self-image
f. Virtual personality
7. Consumer Perception
Week 7 – December 18
a. Sensory dynamics of perception
b. Elements of perception
c. Consumer imagery
MIDTERMS
8. Consumer Learning
Week 10
a. Elements of consumer learning
b. Behavioral learning
c. Information processing and cognitive
learning
d. Consumer involvement and passive
learning
e. Outcomes and measures of consumer
learning
9. Consumer Attitude Formation and Change
Week 11
a. Defining attitudes
b. Structural models of attitudes
c. Attitude formation
d. Strategies of attitude change
e. Behavior can precede or follow attitude
formation
the influence of personality on consumers’
behavior and attitudes
 How personality reflects consumers’ responses to
product and marketing messages
 How marketers seek to create brand
personalities-like traits
 Product and services that consumers use enhance
their self-image
 Online identities
Assessment: Case studies
Instructional Aid: Powerpoint presentation
Group 1 Presentation: Chapter 14 Psychographics,
Value, Personality, and Lifestyle
Source: Hoyer, W. D., Pieters, R., & MacInnis, D. J.
(2010). Consumer behavior. Mason, OH: SouthWestern Cengage Learning
Learning Experiences
 Understand the sensory dynamics of perception.
 Learn about the three elements of perception.
 Understand the components of consumer imagery
and their strategic applications
Assessment: Case studies
Instructional Aid: Powerpoint presentation
Group 2 Presentation: Chapter 4 Knowledge and
Understanding
Source: Hoyer, W. D., Pieters, R., & MacInnis, D. J.
(2010). Consumer behavior. Mason, OH: SouthWestern Cengage Learning
MIDTERMS
Learning Experiences
 Understand the process and four elements of
consumer learning
 Understand the process and four elements of
consumer learning.
 Study behavioral learning and understand its
applications to consumption behavior.
 Study information processing and cognitive
learning and understand their strategic
applications to consumer behavior.
 Study consumer involvement and passive
learning and understand their strategic affects
on consumer behavior.
 Understand how consumer learning and its results
are measured.
Assessment: Case studies
Instructional Aid: Powerpoint presentation
Learning Experiences
 Understand what attitudes are, how they are
learned, and their nature and characteristics
 Composition and scope of selected models of
attitude
 How experience leads to initial formation of
consumption-related attitudes
 Ways consumers’ attitudes are changed and can
lead to behavior, which can lead to attitudes
Assessment: Case studies
Instructional Aid: Powerpoint presentation
Group 3 Presentation: Chapter 5 Attitudes Based on
High Effort
Source: Hoyer, W. D., Pieters, R., & MacInnis, D. J.
(2010). Consumer behavior. Mason, OH: SouthWestern Cengage Learning
10. Communication and Consumer Behavior
Week 12
a. The source as the message initatior
b. The receiver as the target audience
c. The media as channels for transmitting
messages
d. Designing persuasive messages
e. Feedback determines the message’s
effectiveness
11. The Family and Its Social Class Standing
Week 13
a. Socialization and related roles of
family
b. Family decision makings
c. Family life cycle
d. Social class
e. Measurement of social class
f. Lifestyle profiles of the social class
g. Social-class mobility
h. Geodemographic clustering
i. The affluent consumer
j. Middle class consumers
k. Working class and other nonaffluent
consumers
l. Recognizing the “techno-class”
m. Selected consumer behavior
applications of social class
12. Influence of Culture on Consumer Behavior
Week 14
a. Defining culture
b. Culture satisfies needs
c. Culture is learned
d. Culture is dynamic
e. Measurements of culture
f. Core values
g. Shopping culture
Learning Experiences
 Understand the role of the message’s source in
communication process
 Role of the message’s audience in the
communication process
 Advertising media and how to select the right
media when sending promotional messages
 Understanding consumers enables marketers to
develop persuasive messages
 How to measure the effectives of promotional
messages
Assessment: Case studies
Instructional Aid: Powerpoint presentation
ASSIGNMENT FOR NEXT MEETING:
1. Research on the Filipino family: 1) its changing
household spending patterns 2) dynamics of
husband-wife decision making 3) role of children
in family decision making 4) tradition and nontraditional family life cycle
2. Research on social classes in the Philippines
Group 4 Presentation: Chapter 15 Social Influences
on Consumer Behaviour
Source: Hoyer, W. D., Pieters, R., & MacInnis, D. J.
(2010). Consumer behavior. Mason, OH: SouthWestern Cengage Learning
Learning Experiences
 Socialization process and the roles of the family
 Traditional and non-traditional family life cycle
and their impact on consumer behavior
 Distinctive profiles of specific social class
groupings
 How social class is used in consumer research
studies
Assessment: Case studies and Individual Paper
Instructional Aid: Powerpoint presentation
ASSIGNMENT FOR NEXT MEETING:
1. Research on Filipino core values
Group 5 Presentation: Chapter 13 Social Class and
Household Influences
Source: Hoyer, W. D., Pieters, R., & MacInnis, D. J.
(2010). Consumer behavior. Mason, OH: SouthWestern Cengage Learning
Learning Experiences
 What culture is and how it impacts consumer
behaviors.
 How culture acts as an “invisible hand” that
guides consumption-related attitudes, values and
behavior.
 How culture sets standards for what satisfies
consumers’ needs.
 How culture is learned and expressed in language,
symbols, and rituals.
 How consumers are always adapting to culturerelated experiences.
 How the impact of culture on consumer behavior
is measured.
 How core cultural values impact American
consumers.
 How the American culture became a “shopping
culture.”
Assessment:
Case studies and Developing a
Consumer Behavior Case Study
Instructional Aid: Powerpoint presentation
13. Consumer and the Diffusion of Innovations
Week 15
a. Diffusion process
b. Adoption process
c. Profile of the consumer innovator
14. Consumer Decision Making and Beyond
Week 16
a. Levels of consumer decision making
b. Models of consumers: Four views of
consumer decision making
c. Model of consumer decision making
d. Consumer gifting behavior
e. Consuming and possessing
f. Relationship marketing
15. Marketing Ethics and Social Responsibility
Week 17
a. Exploitive Targeting
b. Manipulating consumers
c. Social responsibility
FINALS
Group 6 Presentation: Chapter 12 Consumer
Diversity
Source: Hoyer, W. D., Pieters, R., & MacInnis, D. J.
(2010). Consumer behavior. Mason, OH: SouthWestern Cengage Learning
Learning Experiences
 Twofold process of the spread and acceptance of
innovative products and services within a social
system
 How individual consumers decide whether or not
to try an adopt
 Personal characteristics of innovators
Assessment: Case studies
Instructional Aid: Powerpoint presentation
Learning Experiences
 Three levels of consumer decision making
 Four different models of consumer decision
making
 Detail the model of consumer decision making
 Nature and scope of consumer gift giving
 Need for relationship marketing
Assessment: Case studies
Instructional Aid: Powerpoint presentation
Learning Experiences
 Understand the meaning of marketing ethics and
social responsibility
 Potential unethical marketing practices involving
targeting especially vulnerable or unaware
customers
 How marketers can ambush consumers
 How marketers can advance society’s interest via
advocating social benefits, cause-related
marketing, and green marketing
Assessment: Case studies
Instructional Aid: Powerpoint presentation
Submission of Final Project
GRADING SYSTEM: * Should be aligned with objectives and course requirements
MIDTERM GRADE
PRE-FINAL GRADE
FINAL GRADE
40% - Class Standing
* Quizzes
* Written activities
* Homework/ Seatwork
* Case Study
60% - Midterm Exam
100% TOTAL
40% - Class Standing
* Quizzes
* Written activities
* Homework/ Seatwork
* Case Study
60 % - Final Project
100% TOTAL
60% Prefinal Grade
40 % Midterm Grade
100% TOTAL
COURSE POLICIES:
 Attendance and lateness/Missed Exams and Assignments
 Tardiness is recorded within 15 minutes from the start of the class schedule. It is the
responsibility of the latecomers to approach and inform her professor about her tardiness.
 Three instances of tardiness make one absence.
 Maximum permissible number of absences per semester. For all 3 unit courses meeting twice
a week:
4 cuts – for Freshmen and Sophomores
6 cuts – for Juniors and Seniors
2 cuts – for all year levels for a 3 unit course meeting once a week.
 It is the responsibility of the students to keep track of their absences and incidents of
tardiness. They should exercise wise use of their allotted cuts. Students should not expect a
warning upon reaching the maximum number of allowable cuts.
 Any absence (or equivalent incidents of tardiness) beyond the maximum number of
permissible absences automatically means a grade of Failure due to Absence (FA). After



having exceeded the maximum allowable cuts, negotiations should be made immediately
with the Associate Dean only in the following instances:
a) Prolonged illnesses and contagious diseases, death in the immediate family or other
equally compelling reasons.
b) Official representation in school-related activities as recommended by the Dean of
Student Affairs or the Department Chairperson;
 The presentation of a doctor’s certificate and/or letter from the parents/guardian is required.
In the case of school - related activities, proof of attendance must be presented.
 Students are responsible for all lectures and assignments given during their absence. No
make-up tests are given for those missed during absence.
(Note: An excused absence is one that has been authorized by the school)
Class participation:
 Each student is expected to be an active participant during class discussions. Extra credits
will be given to students who will enhance classroom interactions through their opinions and
insights.
Submission of Requirements
 All academic requirements must be submitted on time.
Academic dishonesty
 Any student caught engaging in cheating or plagiarism will be subject to sanctions described
in school policy (SH p. 49) that can include failure of the course.
REFERENCES
Assael, H. (2004). Consumer Behaviour. Boston; Houghton Mifflin
Blackwell R.D., Minard P.W. and Engel J.W. (2006). Consumer Behaviour (10th ed.). Thomson South
Western
Blyth, J, (2008). Consumer Behaviour. London: Thomson Learning.
Evans, M., Jamal, A., and Foxall, G. (2009). Consumer Behaviour. (2nd ed.), Chichester,Wiley
Hanna, N. and Wozniak, R. (2001). Consumer Behavior – An Applied Approach (2nd ed.). Prentice-Hall.
Hoyer, W. D., Pieters, R., & MacInnis, D. J. (2013). Consumer behavior. Mason, OH: South-Western
Cengage Learning.
Malhotra, N. K. (2007). Marketing research: An applied orientation. Upper Saddle River, NJ:
Pearson/Prentice Hall.
Peter, J. P., & Olson, J. C. (2010). Consumer Behavior & Marketing Strategy, (9th ed.). McGrow-Hill
Irwin
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior. Upper Saddle River, NJ: Pearson Prentice
Hall.
Solomon, M. R. (2004). Consumer Behavior – Buying, Having and Being (6th ed.). Pearson Prentice
Hall.