Course Overview
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Course Synopsis
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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 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.
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Course Learning Outcomes
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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
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Course Calendar
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1
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An Introduction to consumer behavior and marketing concept
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3
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Consumer Behaviour Research
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Assignment 1
Quiz No.1
GDB No.1
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21
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Consumer learning processes
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Mid Term
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25
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Communication Strategy
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26
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Marketing Communications and Ethics
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28
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Message strategies and appeals
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29
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Social and cultural Dimensions
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30
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Reference groups and its influence
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31
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Family influences and socialization process
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Quiz No.2
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33
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Social class and its influence on consumer behavior
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34
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The influence of culture on consumer behavior
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Quiz No.3
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35
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Core cultural values and measurement
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36
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Sub culture- issues in marketing
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37
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Marketing strategy and values
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38
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Cultures in an international context
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40
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Consumer influence and the diffusion process
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41
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Adoption process and information source
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42
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Post Purchase Dissonance
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43
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Customer satisfactions and commitment
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44
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Models of consumer behavior an integrative framework
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45
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Consumer Decision making and beyond to Consumer Relationship Marketing
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Final Term
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