.
UNIVERSIDAD DE ESPECIALIDADES ESPÍRITU SANTO
FACULTAD DE ESTUDIOS INTERNACIONALES
SYLLABUS
ENGLISH VERSION
FOR DAC 11 VER 19 05 08
SUBJECT Consumer Behaviour
FACULTY Abdul.R.Butt
CONTACT HOURS 48
YEAR 2008
DAYS Mon- Thursday
ROOM G229
CODE UMKT 353
CREDITS 3 UEES (S.N.C.C.
4.8)
NON-CONTACT HOURS 96
PERIOD Fall II
SCHEDULE 18h00-19h20
SYLLABUS DATE October
11 2008
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. Furthermore,
students should apply the concepts learned in practical cases in order to
understand
how
these
theories
are
applied
in
business.
2. JUSTIFICATION
Behaviour is subject of psychology but it is vastly studied by the students of economics,
Business and Marketing sciences as Consumer Behaviour, why people buy and why not,
if we know the behavioural science behind it, we can grow in any business market place
around the world.
3. OBJECTIVES
All Students who chose marketing as their career must Learn what’s going on in the
mind of consumer how they take decisions what influence them change their decisions,
this is where actually student learns the vastness of Marketing and that advertising is just a
small tool of it.
a. GENERAL
Understand the different variables that influence consumer behavior.
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 behavior
Recognizes different market segments
Identifies variables and factors that influence consumer behavior
Identifies variables and factors that influence consumer behavior
Explains how consumers and shoppers make their decisions by applying basic principles
on case analysis
5. COURSE CONTENT OUTLINE
DATES &
SESSIONS
27 Monday
Session 1
28 Tuesday
Session 2
SPECIFIC
COMPETENCIES
CONTENTS
Icebreakers
Syllabus Overview
Understands the
importance of studying
consumer behavior
Ch.1 Consumer
Behavior & Mkt Strategy
29
Wednesday
Ch.2 Cross-Cultural
Variations
Group Designation
NON-CONTACT
HOURS
p. 2-34
Class Activity
p. 36-74
Participation
Class Activity
30 Thursday
3 Monday
4 Tuesday
5
Wednesday
ASSESSMENT
Participation
Class Activity
Recognizes different
market segments
Ch.3 Values
p. 79 - 106
Ch.4 Demographics &
Social Stratification
p. 111-147
Review/Exercise
Presentat.
Class
Activity/Participation
p. 151-185
Review/Exercise
Presentat.
Class
Activity/Participation
Identifies variables and Ch.5 Subcultures
factors that influence
consumer behavior
6 Thursday
Case Presentations
10 Monday
Ch.6 Families &
Households
11 Tuesday
Written Report
PP Presentation
HOMEWORK
Review/Exercise
Presentat.
Class
Activity/Participation
Group Presentation
Class Participation
Identifies variables and Ch.7 Group Influences
factors that influence
consumer behavior
12
Wednesday
Ch.8 Perception
p. 189-219
13 Thursday
Ch.9 Learning, Memory
and Positioning
p. 223-259
Review/Exercise
Presentat.
Class
Activity/Participation
p. 274-309
Review/Exercise
Presentat.
Class
Activity/Participation
Case Presentations
17 Monday
Exam / Mid Term
Grades Revision
18 Tuesday
Ch.10 Motivation,
p. 315-348
Personality and Emotion
Written Report
PP Presentation
Review/Exercise
Presentat.
Class
Activity/Participation
19
Wednesday
Ch.11 Attitudes
Review/Exercise
Presentat.
Class
Activity/Participation
p. 353-380
Group Presentation
Mid Term Exam
20 Thursday
Ch.12 Self-Concept &
Lifestyle
p. 385-416
24 Monday
Case Presentations
p. 420-449
25 Tuesday
Ch. 14 Consumer
Decision Process
Written Report
PP Presentation
26
Wednesday
Ch. 15 Information
Search
p. 499-520
Class Activity
27 Thursday
Ch. 16 Alternative
Evaluation & Selection
p. 523-549
Review/Exercise
Presentat.
Class
Activity/Participation
p. 555-582
Review/Exercise
Presentat.
Class
Activity/Participation
1 Monday
Explains
how Case Presentations
consumers
and
shoppers make their
decisions by applying
basic principles on
case analysis
2 Tuesday
Ch. 17 Outlet Selection
& Purchase
Written Report
PP Presentation
Review/Exercise
Presentat.
Class
Activity/Participation
3
Wednesday
Ch.18 Post-purchase
p. 587-620
Group Presentation
Class Participation
Processes
4 Thursday
Ch. 19 Organizational
Buyer Behavior
p. 625-655
Review/Exercise
Presentat.
Class
Activity/Participation
8 Monday
Case Presentations
p. 674-700
Review/Exercise
Presentat.
Class
Activity/Participation
9 Tuesday
Ch.20 Marketing
Regulation
Written Report
PP Presentation
Review/Exercise
Presentat.
Class
Activity/Participation
10
Wednesday
Review Session
p. 706-734
Group Presentation
Class Participation
11 Thursday
Final Projects
Review/Exercise
Presentat.
Class
Activity/Participation
14 Monday
Final Projects
Review/Exercise
Presentat.
Class
Activity/Participation
15 Tuesday
Final Projects
Review/Exercise
Presentat.
Class
Activity/Participation
16
Wednesday
Final Projects
Group Presentation
Class Participation
Final Projects
17 Thursday
6. METHODOLOGY
This course aims at developing skills in consumer buying behaviours. The course participants will be
required to read the course material before the class meeting. Having made good use of this course the
students may realize that it was one of the most important courses they took.
The course will be delivered to you, by my personal lectures, with in focus which are so up to date, so you
are must required to watch carefully CNN, ABC,MSNBC BBC Business news and read Time and herald
magazine regularly.
Ebsco will be a major part of your home assignments.
You must be very active in class participation, quizzes and other activities.
7. ASSESSMENT
•
Discipline in the Class is of Paramount Importance
•
Class decorum and consideration for other student class needs is advised
•
Punctuality for class attendance stressed
•
More than 7 absenteeism will render withdrawal from course
•
Healthy participation in class discussion is essential
•
Some mathematical and statistics background is a pre-requirement for this course.
•
Complete the required readings on each topic (day to day)
•
•
Passing 1 examination, i.e. end-term
•
•
Completing all assignments and activity exercises
•
•
Taking and passing all tasks / class room activities, etc.
•
•
5.
Regular attendance according to the rules of the uees. More than 6 absences during the
term will lead to the withdrawal of the student from the course.
Class room activities
Mid/Final Term
Practical task
Attendance
Projects
20 %
30%
25%
5%
20%
100%
8. BIBLIOGRAPHY
8.1 REQUIRED
Consumer Behavior – buying , having and being
Michael R. Solomon
Pearson prentice hall 2004
8.2 COMPLEMENTARY
Global Marketing, herald, time, money magazines youtube and metacafe.com 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
9. FACULTY INFORMATION
NAME: Abdul.R.Butt
.
ACADEMIC CREDENTIALS--UNDERGRAD: BBA First Position ( over all )
GRADUATE: MBA First Position ( second, third and last semester )
E – MAIL: arehmaan@gmail.com
10.
Prepared by:
Abdul.R.Butt
Reviewed by: Dean Mónica Reynoso
Date: October 13 2008
Date: October, 2008