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UNIVERSIDAD DE ESPECIALIDADES ESPÍRITU SANTO
FACULTAD DE ESTUDIOS INTERNACIONALES
SYLLABUS
ENGLISH VERSION
FOR DAC 11 VER 12 03 09
SUBJECT: Consumer Behavior
FACULTY: Abdul.R.Butt
CONTACT HOURS: 48
YEAR: 2010
DAYS: Monday - Thursday
ROOM: G-203
CODE: UMKT 353
CREDITS: 3
NON-CONTACT HOURS: 96
PERIOD: Summer
SCHEDULE: 8:50pm 10:10 pm
SYLLABUS DATE: June,
2010
1. COURSE DESCRIPTION
This course delivers a general understanding of how psychological, sociological, and
cultural variables influence buying behaviour and marketing strategy development. It
focuses on identifying the relevant behavioural variables in a given product purchase
situation and determining how marketing strategy can be adapted to meet the way in
which consumers perceive, select, and buy.
2. JUSTIFICATION
Behaviour is a subject of psychology but it is vastly studied in the world of Business
and Marketing as Consumer Behaviour, why people what they buy and why not, if
we know the what going on in their psychology, we can grow in any business
market place around the world.
3. OBJECTIVES
a. GENERAL
All Students who chose marketing as their career must Learn what’s on the mind
of consumer how they take decisions what influence them change their decisions, this is
where student begins to understand the vastness of Marketing and that advertising is just
one tool of it.
b. SPECIFIC
- Identify the factors and variables that influence consumer´s motivation
- Acquire a framework for analyzing consumer behavior problems
- Understand how consumers and shoppers make their decisions
- Learn how consumer behavior can be affected by different marketing strategies
4. COMPETENCIES
Understands the importance of studying consumer behaviour
Recognizes different market segments
Identifies variables and factors that influence consumer behaviour
Identifies variables and factors that influence consumer behaviour
Explains how consumers and shoppers make their decisions by applying basic principles
on case analysis
5. COURSE CONTENT OUTLINE
DATE
1
SPECIFIC
COMPETENCIES:
July 5th
Monday
2
6th
3
4
The student
discusses and
identifies the
meaning of
perception
CONTENT
HOMEWORK (96
HRS.)
ASSESSMENT
Icebreakers
Syllabus Overview
Assignment &
number of allotted
hours-specify
pages
How assignment
will be evaluated
p. 2-34 p. 3674
Evaluation
Ch.1 Consumer Behavior & Mkt
Strategy
7th
Ch.2 Cross-Cultural Variations
Group Designations
Ch.2 continues
p. 79 - 106
In-class
Participation
Evaluation
8th
Ch.3 Values
p. 111-147
Differentiates
cultures. Inclass
Participation
Evaluation
In-class
Participation
Evaluation
Demonstrates
material. Inclass
Participation
Evaluation
In-class
Participation
Evaluation
Reviews and
demonstrates
marketing
plan. In-class
Participation
Evaluation
5
July 12th
Monday
6
13th
7
14th
The student
analyzes common
mistakes in buying
behavior
Ch.4 Demographics & Social
analyzes
Stratification
Consumer
Behavior Science Ch.5 Subcultures
and Art
Evaluation
p. 151-185
Written Report
PP
Presentation
Case Presentations
p. 189-219
8
15th
9
July 19th
Monday
10
20th
Ch.6 Families & Households
The student
reviews a
marketing plan
learns critiques
and assesses the
meaning of attitude Ch.7 Group Influences
Demonstrates
different attitude
changes in C.B.
also learn critique
and assesses on
what has been
Ch.8 Perception
accomplished
within the project
p. 223-259
p. 274-309
Review. Inclass
Evaluation
p. 315-348
Review and
call on. Inclass
Participation
Evaluation
Written Report
PP
Presentation
11
21st
Ch.9 Learning, Memory and
Positioning
Case Presentations
p. 353-380
Review and
call on. Inclass
Participation
Evaluation
12
Ch. 16 Alternative Evaluation &
Selection
22nd
13
July 26th
Monday
14
27th
15
28th
16
Recognizes
different market
segments
Ch.10 Motivation, Personality and p. 420-449
Identifies variables Emotion
and factors that
influence
Ch.11 Attitudes
Written Report
consumer behavior
PP
Presentation
Ch.12 Self-Concept & Lifestyle
August 2nd
Monday
18
3rd
19
4th
20
5th
21
August 9th
Monday
22
10th
23
11th
The student
critiques and
assesses on what
has been
accomplished
within the project
The student
identifies the
purchasing power
of consumers
The student
critiques and
questions
presentations.
In-class
Participation
Evaluation
In-class
participation
Present
projects inclass.
Evaluate
content
p. 499-520
Demonstrates
subcultures inclass activity
Take written
evaluation inclass
.
29th
Test of
Knowledge.
17
p. 385-416
Exam / Mid Term Grades
Revision
Ch. 14 Consumer Decision
Process
p. 555-582
Ch. 15 Information Search
p. 587-620
In-class
Participation
Evaluation
Case Presentations
p. 625-655
Discusses and
participates.
Evaluation
p. 674-700
Demonstrates.
In-class
Participation
Evaluation
The student
Ch. 17 Outlet Selection &
extends their
Purchase
abilities to
understand and
explains how
consumers and
shoppers make
Ch.18 Post-purchase Processes
their decisions by
applying basic
principles on case
analysis
Ch. 19 Organizational Buyer
Behavior
Discuss
material. Inclass
Participation
Evaluation
Written Report
PP
Presentation
p. 706-734
12th
August 16th
Monday
17th
Ch.20 Marketing Regulation
The student
explains various
moral issues
associated with the
Revision Session
business
environment
Test of
Knowledge
18th
19th
August 23rd
Monday
Exam / Mid Term Grades
Revision
Taken written
final
evaluation.
Final Projects
Present final
project
The student
develops the ability
Final Projects
to analyze
products and
services from the
perspective of
consumers buy
preferences
Final Projects
24th
Present final
project
None
Present final
project
Result discussion
6. METHODOLOGY
This is a lecture-based course that will require continuous student attendance. Student
knowledge and competencies will be evaluated through daily class participation, questionand-answer sessions and examination through authentic assessment i.e., demonstrating
what has been learned.
Note that students CANNOT make-up missed work through class absence. Students are
highly encouraged to maintain a consistent presence during all scheduled class times.
7. – EVALUATION
The student will be assessed through daily participation and evaluation by written work and
testing. By the conclusion of this class the student will be able to recognize and identify key
objectives and will be able to fundamentally apply what was learned based upon the
information given in this bi-mester of instruction.
7.1 Assessment Criteria






Completion and knowledge of the assigned course readings,
Two in-class examinations,
Two out-of-class examinations,
Consistent use of electronic media,
Completion of assigned homework
Classroom participation
7.2 Performance Markers







Completely understands the Science behind human behavior
Identifies and recognize different variables that influence buying behavior
Identifies the inter-relationships of science and art that effect consumer buying behavior
Identifies and recognize various targets and segments
Create and apply different strategies towards buying behavior
Examines the buying behavior and find out new opportunities for business.
Create new advertisements
Examines and analyze new and old products from the perspective of consumer’s buying
behavior
7.3 Weighting
 Unit Quizzes
 Unit Exams
 Homework
 Participation
8. BIBLIOGRAPHY
10%
50%
10%
30%
8.1 REQUIRED
Consumer Behavior, buying, having and being 6th Edition, Michael Solomon,
Prentice Hall, 2004
8.2 COMPLEMENTARY
Global Marketing, herald, time, money magazines youtube and metacafe.com
consumer buying and product analysis videos are also helping
8.3 HANDOUTS:
[You will be giving on mostly Thursday and time to time when necessary]
8.4 WEBLIOGRAPHY:
 EBSCO DATABASE
http://www.marketingpower.com and through EBSCO at http://www.uees.edu.ec/biblio/bienvenida.htm
www.youtube.com
www.metacafe.com
9. FACULTY INFORMATION
NAME: Abdul.R.Butt
www.AbdulRButt.com
ACADEMIC CREDENTIALS:
UNDERGRAD: Bachelor B.Com Bachelors in Commerce
GRADUATE: M.B.A. Master of Business Administration (Marketing-Management)
E – MAIL: email@AbdulRButt.com
10.
Prepared by: Abdul.R.Butt
Reviewed by: Dean Monica Reynoso
Date: June, 2010
Date: June, 2010