Course Synopsis Consumer Behavior .doc

Semester 1 Academic Year 2012/2013Universiti Malaysia SabahLabuan International CampusLabuan School of International Business and FinanceCode: GT 20103Subject: Consumer BehaviorLecturer: Dr. Geoffrey Harvey TanakinjalClass : Wednesday 8.00am 10.00am (Podium D)Course DescriptionThe purpose of this course is to allow student to understand the important of consumer behavior in marketing and also the business world. Topics covered the factors that determined consumer purchase behavior such as motivation, personality, perception, attitude, and theory of learning and consumer decision model. This course will be emphasis on the concepts, theories, and models from the marketing, economics, psychology discipline and others scope that will be applied in consumer decision making. In addition, the course also introduces methods of measuring and analyzing consumers and consumer market.Course Objectives This course provides students a thorough understanding of theoretical concepts of consumer behavior and the application of these concepts in marketing strategy and decision making. The course is designed to enable students to develop critical thinking and decision-making skills in consumer behavior and marketing.Learning OutcomesBy the end of the module, it is expected that the student will be able to:-1. Understand the key concepts and theories of consumer behavior.2. Recognize trends based on current research related to consumer behavior.3. Apply theories of consumer behavior to the formulation of effective marketing strategy.Required TextBlackwell, R.D., Miniard, P.W., Engel, J.F., Pai, D., Norjaya, M.Y., and Wan Jooriah, H. (2012). Consumer Behaviour. Singapore: Cengage Learning Asia Pte Ltd.Supporting materials:Schiffman, L.G & Kanuk, L.L. (2010). Consumer behavior (10th ed.). New York: McGraw- Hill.Solomon, M. (2009). Consumer behavior: Buying, having, and being (8th ed.). New York: Prentice-Hall.Hawkins, D. I., Best, R. J., & Coney, K. A. (2004). Consumer behavior. Building marketing strategy (9th ed.). New York: McGraw-Hill.Kardes, F. R. (2002). Consumer behavior and managerial decision making (2nd ed.). Upper Saddle River, New Jersey: Prentice-Hall.Course EvaluationComponentWeighta.Group project30%b.Mid-term examination25%c.Quizzes5%d.Final examination 40%Total100%Course ContentsWeeksTopicsTutorial12/09/2012Consumer Behaviour and Consumer Research What is consumer behaviour? Why study consumer behaviour? Evolution of consumer behaviour How do you study consumer? The underlying principles of consumer behaviour. Challenges for the future. Chapter 1Q1 & Q419/09/2012Creating Marketing Strategies for Customer-Centric Organizations The century of the consumer Where does consumer behaviour fit? Customer loyalty and retention strategies. Global marketing strategiesChapter 2Q1 & Q726/09/2012The Consumer Decision Process The consumer decision process model Variables that shape the decision process Types of decision process Diagnosing consumer behaviorChapter 3Q6 & Q703/10/2012Pre-Purchase Process: Need Recognition, Search and Evaluation Need recognition Search Pre-purchase evaluationChapter 4Q1 & Q310/10/2012Purchase To buy or not to buy? Retailing and the purchase process Determinants of retailer success or failure The changing retail landscape Purchase behaviour in the E-Commerce revolution Consumer resources Chapter 5Q1 & Q317/10/2012Post-Purchase Process: Consumption and Post-Consumption Evaluations Consumption Post consumption evaluations Chapter 6Q2 & Q524/10/2012Consumer MotivationChapter 7Q5 & Q7Semester Break 29th Oct 4th Nov 201207/11/2012Consumer Beliefs, Feelings, Attitudes, and Intention Consumer beliefs Consumer feelings Consumer attitudes Consumer intentionsChapter 8Q614/11/2012Culture, Ethnicity, Social Class, Family and Household Influences What is culture? How culture affects consumer behaviour? Changing valuesChapter 9Q1, Q2 & Q321/11/2012Group and Personal Influence Group and personal influences individuals How reference groups influence individuals Diffusion of innovations Why some innovations succeed and others dont The diffusion processChapter 10Q6 & Q728/11/2012Making Contact Exposure AttentionChapter 11Q3 & Q705/12/2012Shaping Consumers Opinion Opinion formation Opinio