School of Management, (SOM)
 
SM80.9046 : Selected Topic: Consumer Behavior  3(3-0)
 
Course objectives:
This course aims to equip and familiarise students with consumer behaviour as an underpinning notion to their marketing education. The lectures embrace and integrate a mixture of concepts derived from various disciplines such as psychology, sociology and anthropology which are used to study and explain consumer behaviour.
 
Learning Outcomes:

After taking this course, students are expected to achieve learning objectives as follows:
1. To understand consumer behaviour as a vital constituent of marketing.
2. To be able to explicate the concept and process of consumer behaviour.
3. To be able to critically analyse consumer behaviour and to define relevant influences on the consumer’s purchasing decision.
4. To be able to apply the students’ knowledge of consumer behaviour in their marketing careers and their everyday lives.
 
Pre-requisite(s):

SM 80.1708: Marketing Management
 
Course Outline:

I. Introduction

1. Overview of Consumer Behaviour
2. Consumers in the Marketplace
3. Importance of Consumer Behaviour
4. Consumer Behaviour and Marketing
5. Scope of Consumer Behaviour Study


II. Consumers as Individuals

1. Perception
2. Learning and Memory
3. Motivation
4. Consumer Fantasy, Fun and Escapism
5. Involvement
6. Emotions
7. Attitudes
8. Attitude Change
9. The Self: Traditional View
10. The Self: Alternative View
11. Personality
12. Lifestyle and Values
13. Consumers and their Digital Lifestyle


III. Consumers and Symbolic Consumption: An Alternative View to Understand Consumers

1. Consumer Identity and Symbolic Consumption
2. Consumers and Marketing Appropriation
3. Possessions and the Extended Self


IV. Consumers as Social Beings

1. Consumers as Social Beings
2. Consumers and Demographics
3. Consumers and Social Class
4. Consumers and Reference Groups
5. Consumers and Family
6. Consumer and Culture
7. Consumers and Subcultures
8. Cultural Changes and Diffusion

a. Globalization
b. Media Society
c. Postmodernity
d. Body Culture


V. Consumers as Decisions Makers

1. Individual Purchase Decision Process
2. Consumer Satisfaction
3. Impulsive Buying
4. Self-Gift Behaviour
5. Group Decision
6. Consumer and Family Decision


VI. Consumer Journey/Experience

1. Consumer Moments of Truth
2. Journey from ZMOT to UMOT


VII. Other Sides of Consumers

1. The Dark Side of Consumer Behaviour


VIII. Consumer Behaviour and Marketing

1. Marketing and Consumer Research
2. Marketing and Consumer Responsibility
 
Laboratory Sessions:

None
 
Learning Resources:

Textbook:

Solomon, Michael (2018), Consumer Behavior: Buying, Having, and Being, Twelth edition, Upper Saddle River, New Jersey: Pearson Prentice Hall.
 
 
 
 
Teaching and Learning Methods:

In class, teaching and learning aims to pursue a process of joint learning with students. That is, the lecturer introduces concepts and theories of Consumer Behaviour to the class; then students share their experiences regarding the lectured concepts and theories. Hopefully, we learn from each other for ultimately we all are consumers!!!
Outside class, students are encouraged to do their own self-study as much as possible. As consumer behaviour is a ‘dynamic subject’, assignments and the term paper intend to provide some of the necessary analytical skills needed.
 
Evaluation Scheme:

Class participation 20%
Assignments 20%
Term Paper (and Presentation) 40%
Final Examination 20%
 
Instructor(s):
SECTION NAME
A Dr. Muhammad Junaid