The Higher Canadian Institute for Engineering
Technology and Business
Quality Assurance Unit
Course Specification
Course Name: Consumer Behaviour
Course Code: ELCV 401
I. Basic Course Information
Program(s) on which the course is given: Business Administration
Core or elective course of program Core:
Department offering the course: Business
Academic level: Second
Semester in which course is offered: Spring
Course pre-requisite(s): BADM 106
Credit Hours: 3
Contact Hours Through:
Lecture
3.0
Tutorial*
2.0
Practical*
0.0
Total
5.0
Approval date of course specification: January 2014
II. Overall Aims of Course
This course provides a background of consumers before and after purchase. The course
focuses a student’s valuable conceptual knowledge of how the concepts of motivation,
perception, personality and other behavioural studies influence the consumer in making
purchase decisions. It also gives an insight to the students about the decision-making
process and the growing significance of the consumer behaviour study in various other
areas of marketing
III. Program ILOs covered by course
Program Intended Learning Outcomes (By Code)
Knowledge &
Intellectual Skills
Professional Skills
Understanding
K7
I8
P2
General
Skills
G4
1
The Higher Canadian Institute for Engineering
Technology and Business
Quality Assurance Unit
Course Specification
IV. Intended Learning Outcomes of Course (ILOs)
a. Knowledge and Understanding
On completing the course, students should be able to:
K.1 To examine the nature of Consumer behaviour
K.2 Identify and describe the internal processes (e.g. information processing,
perception, consumer involvement, motives, and attitudes) that affect
individuals and marketing practices.
b. Intellectual/Cognitive Skills
On completing the course, students should be able to:
I.1 Identify and describe external influences (e.g. culture, families, households,
groups) which affect consumers and marketing activity.
I.2 Discuss how customer satisfaction can be determined and provide examples of
relationship-building activities for enhancing customer retention.
c. Practical/Professional Skills
On completing the course, students should be able to:
P.1 To analyze the application of Consumer Behaviour with regard to formulation
of marketing strategy
P.2 To analyze the decision making process of the consumer.
d. General and Transferable Skills
On completing the course, students should be able to:
G.1Understand how to collect consumer information that would be useful for
gaining an increased understanding of consumer behaviors.
V. Course MatrixContents
Main Topics / Chapters
Duration
(Weeks)
1- What is Consumer Behavior
2
2-
3
Consumer as an Individual
3- Consumer in their Social and Cultural Setting
3
4- Consumer Decision Making Process
2
5- Other dimensions of Consumer Behavior
1
6- Role of Research in consumer Behavior
Net Teaching Weeks
1
12
Course ILOs Covered
by Topic
(By ILO Code)
K & U I.S. P.S. G.S.
K1
P1,
I1
G1
P2
P1,
I2
P2
I2
P1
I1,I P1,
G1
2
P2
2
The Higher Canadian Institute for Engineering
Technology and Business
Quality Assurance Unit
Course Specification
VI. Course Weekly Detailed Topics / hours / ILOs
Week
No.
1,2
3,4,5
Contact Hours
Total
Theoretical Practical
Hours
Hours
Hours*
Sub-Topics
1. Consumer Behavior and Marketing Strategy
2. Cross Cultural Variations
1. Values
2. Demographics and Social Stratification
3. Subcultures
6
10
15
9
6
10
6
4
10
6
4
15
9
6
Midterm Exam
1 Family and Household Consumption
7,8
2 Group Influences
1 Motivation, Personality and Emotion
9,10
2 Attitudes
1 Self-Concept and Lifestyle
2 Problem Recognition hniques
11,12,13
3 Information Search
4 Post-purchase Processes
14
15
10
Project presentation
Final Exam
Total Teaching Hours
60
Teaching/Learning
Method
Lectures & Seminars
Tutorials
Computer lab Sessions
Practical lab Work
Reading Materials
Web-site Searches
Research & Reporting
Problem Solving /
Problem-based Learning
Projects
Independent Work
Group Work
Case Studies
Presentations
Simulation Analysis
Practical site visit and
criticism according to
knowledge
Selected
Method
VII. Teaching and Learning Methods
Course ILOs Covered by Method (By ILO Code)
K&U
√
√
All
√
√
All
All
Intellectual
Skills
All
All
All
All
√
√
√
All
All
All
√
√
Professional
Skills
All
All
All
General
Skills
All
All
All
All
All
All
All
All
All
All
VIII. Assessment Methods, Schedule and Grade Distribution
3
The Higher Canadian Institute for Engineering
Technology and Business
Quality Assurance Unit
Assessment
Method
Selected
Method
Course Specification
Midterm Exam
Final Exam
Quizzes
Course Work
Report Writing
Case Study
Analysis
Oral
Presentations
Practical
Group Project
Individual Project
Practical site visit
and criticism
according to
knowledge
Course ILOs Covered by Method
(By ILO Code)
K&U
I.S.
√
√
√
√
√
K1
All
All
All
All
I1
All
All
All
All
√
All
All
√
All
√
All
All
All
20%
50%
5%
5%
3%
All
All
5%
All
All
5%
All
All
5%
P.S.
All
√
G.S.
Assessment
Weight /
Percentage
All
All
Week
No.
2%
IX. List of References

Rosenbloom, Marketing Channels: A Management View, 7th.
Or 8th.edition
 Class attendance and participation in class discussion is
expected and absences will affect your final grade.
 The due dates for assignments are non-negotiable and late
Course notes
work will be penalized.
 All assignments are to be professional in appearance and
typed to receive full credit.
Recommended books 
Periodicals, Web sites,  www.portal/cic-cairo.com
etc …
Essential Text Books
X. Facilities required for teaching and learning
List the facilities required
 Separate Seats Class
 Data show
 Speakers
 White board and markers
Course coordinator: Dr. Mohammad Al-Kalyoubi
Head of Department: Dr. Dina Krema
Date: January 2014
4