. 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