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MKT530 : Consumer Behaviour

Course Overview

Course Synopsis

The course is designed with the prime focus on developing the understanding of concepts and theories related to consumer behaviour. This course will equip the students to with the required analytical skills to analyze the trends in consumer behaviour to design and develop the workable marketing strategies. It will provide an insight into consumer learning process, motivation, personality, social and family culture that effect the decision making process of consumer. Understanding consumer’s behaviours and attitudes is a key element in successful marketing efforts.

Course Learning Outcomes

This course will help

  • To understand the core elements of Consumer Behavior as an approach to business and marketing strategy
  • To understand the research processes and techniques to determine factors which influence Consumer Behavior
  • To understand the role of consumer motivations and needs and social and cultural dimensions in decision making process
  • To understand the marketing implications of the factors that influence Consumer Behavior which include factors such as opinion leadership and how it may effect the marketing mix decisions


Course Calendar

TopicLectureResourcePage
An Introduction to consumer behavior and marketing concept1Handouts1--4
Customer Value2Handouts5--7
Consumer Behaviour Research3Handouts8--12
Customer Satisfaction4Handouts13-16
Segmentation5Handouts17-21
Target Market6Handouts22-28
Quiz No. 1
Motivation7Handouts29-35
Personality8Handouts36-41
Personality (contd)9Handouts42-46
Perception10Handouts47-51
perception (contd)11Handouts52-55
Product Positioning12Handouts56-60
Repositioning13Handouts61-68
GDB No. 1
Learning14Handouts69-74
Conditioning15Handouts75-79
Instrumental Learning16Handouts80-84
Theories17Handouts85-89
Attitude18Handouts90-93
Cognition19Handouts94-98
Attitude Formation20Handouts99-104
Consumer Learning Process21Handouts105-108
Attribution22Handouts109-112
GRAND QUIZ
***This is tentative schedule, any change, if made, will be intimated via announcement.
 
 
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