University of Management and Technology

Course Code: MK450

Course Title: Consumer Behavior-A

Resource Person: Dr. Muhammad Faisal Shahzad

Email: [email protected]

Contact Hours: Monday to Friday

Office Address: Main Building- North- Second Floor Room 1 Office N 3/2

Programme: BBA

Section A

Semester: Spring 2022

Course Pre-requisites: Principles of Marketing

Credit Hours: 3

Course Type: NA

Venue/Day/Time: 1N-13Thursday, 11:00 Am-02:00 pm

Course URL (if any): --

Course Description:
This module aims to provide a comprehensive and critical understanding of consumers’ decision making process
and their consumption behavior. The module uses an interdisciplinary approach incorporating concepts, theories
and approaches from a range of disciplines (psychology, sociology, economics, geography etc.) to provide a
comprehensive multidisciplinary understanding of consumer behavior.
This module also aims to develop students’ understanding of the importance of understanding consumers’
behavior within strategic marketing decision. The module will also examine global and cultural elements of
consumer behavior and the effects of global marketing management strategies on international consumers.

Course Teaching Methodology:

This course is based on case study analysis, assignments, presentations, and an academic project. The course will
improve the presentation skills of the students as well. The classes will remain participant-centered and students
will be encouraged to participate in class discussions. The students may able to understand the insights about
marketing philosophy by studying the course.

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Programme Educational Objectives (PEOs):

PEO-1 To describe fundamental concepts, terminologies and issues in marketing.
PEO-2 To understand the role of marketing strategy in managing the business.
PEO-3 To understand the role and effect of external environment on marketing activities
PEO-4 To understand and apply marketing research skills in order to gain customer insights for effective
marketing
PEO-5 Critical Thinking and Decision Making
PEO-6 Effective Communication Skills
PEO-7 Ethics and Sustainability
PEO-8 To understand and apply Product, Price and Promotion Strategies.

Programme Learning Outcomes (PLOs): After completing this degree programme, students shall be
able to:
Mapping the
PLOs
PLO-1 To hone participants’ abilities through a well-developed and diversified
program designed to equip graduates with essential leadership skills.
PLO-2 To develop participants’ expertise in order to increase their
resourcefulness in better decision-making.
PLO-3 To prepare participants for steering an organization through the difficult
and turbulent global and domestic environment and enable the
development of an implementable strategic business plan that not only
addresses the financial but social and environmental issues as well.
PLO-4 To produce students who have well-rounded entrepreneurial skills - who
not only have great ideas, but can also make things happen by starting
their own ventures.
PLO-5 To enhance the proficiency of the students and groom them to deal with
the complex business situations.
PLO-6 To hone participants’ abilities through a well-developed and diversified
program designed to equip graduates with essential leadership skills.

Course Objectives (COs)

CO-1 This module aims to provide a comprehensive and critical understanding of consumers’ decision
making process and their consumption behavior.
CO-2 The module uses an interdisciplinary approach incorporating concepts, theories and approaches
from a range of disciplines (psychology, sociology, economics, geography etc.) to provide a
comprehensive multidisciplinary understanding of consumer behavior.
CO-3 This module also aims to develop students’ understanding of the importance of understanding
consumers’ behavior within strategic marketing decision.
CO-4 The module will also examine global and cultural elements of consumer behavior and the effects
of global marketing management strategies on international consumers.
CO-5

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Course Learning Outcomes (CLOs):After completing this course, students shall be able to:

CLO-1 To describe and explain concepts, terminologies and issues in consumer

behavior and decision making process.

CLO-2 To describe the difference between consumer behavior and contemporary

consumer behavior

CLO-3 To be able to use strategic marketing tools to design, promote and deliver
sustainable marketing strategies.

CLO-4 To be able to understand the concepts of consumers and its application in

business strategy.

CLO-5 In a team, work effectively to prepare a research report on consumer

behaviour issues within a specific context

CLO-6 To be able to understand consumers’ trend in Pakistan and factors that

affect their buying attention.

Assurance of Learning and Assessment Items:

Specify Assessment Items that will assure student learning through application and achieve objectives of
specific PLOs / COs / CLOs
Assessment Item Application/ Objectives
PLO / CO / CLO
Quiz+ Assignments PLO-3,4; CO-3; CLO-6
Case study analysis PLO-1,3,4; CO-3,4,5; CLO-2,3,6
Presentations on selected research articles PLO-4; CO-3,4; CLO-3,6
Mid-term exam Most of stated PLOs, COs, and CLOs
Final project Presentation PLO-4; CO-3,4; CLO-3,6
Final examination Most of stated PLOs, COs, and CLOs

Assessment Structure and Grading Policy*:

Assessment Item Weight (%) Execution Plan

Quiz+ Assignments 20% 3-4 quizzes/Assignments
Case study analysis 10% Class presentations+ article discussion
Mid Term Exam 20% One-time assessment
Project + Presentations 20% One-time assessment
Final examination 30% One-time assessment
Total 100
Notes – Norms and Important Class Policies:
(such as submission guidelines, academic honesty, make-up policy, code of conduct)

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Class Policy:
You are required to be in class at the assigned time. If you arrive more than ten minutes late, you will be
marked absent.
Mobile Policy:
Switch off your mobile phones while in class.
Email Policy:
You will be responsible if you miss a deadline because you did not read your email. Participants should
regularly check their University email account.
Class Attendance Policy:
A minimum 80% attendance is required for a participant to be eligible to sit in the final examination.
Reporting sick and attending family functions (such as a wedding) will be considered as absent. Participants
with less than 80% attendance in a course will be given grade ‘F’ (Fail) and will not be allowed to take the final
exam. An ‘F’ grade will negatively impact student’s CGPA.
Withdrawal Policy:
Students may withdraw from a course till the end of the 12th week of the semester. In such a case, a grade
‘W’ will be awarded. A ‘W’ grade will not impact student’s CGPA. A student withdrawing after the 12th week
will be awarded ‘F’ grade, which will negatively impact CGPA.
Harassment Policy:
Sexual or any other form of harassment through physical, verbal or electronic (mobile, email, etc.) means is
constituted as punishable offence. Such actions will not be tolerated.
Use of Unfair Means/Honesty Policy:
Any participant found using unfair means or assisting another participant during a class test, quiz,
assignment, examination, etc. will be liable for strict disciplinary action.
Plagiarism Policy:
Plagiarism is defined as the practice of taking someone else's work or ideas and passing them off as one's
own. The participants will submit the plagiarism report to the resource person with every assignment, report,
project, thesis, etc. A participant who fails to submit the ‘Turnitin’ report will receive ‘F’ grade that will count
towards CGPA. If participants attempt to cheat ‘Turnitin,’ they will receive an additional ‘F’ that will count
towards their CGPA. Look up the Student Handbook for further information on rules and regulations
regarding plagiarism while submitting final report and other documents.

NOTE: STUDENTS ARE REQUIRED TO READ AND UNDERSTAND ALL ITEMS OUTLINED IN THE
STUDENT HANDBOOK.
*Rubrics for all assessments (including mid and final exams) will be provided separately to the students.

Weekly Sessions Plan:

Week Topics / Contents Activity Application/Objectives

PLO / CO / CLO
1 Class lecture + term paper CO-6,7; PLO-2
Introduction to the Course; Course Outline
discussion + research article
Explanation; Course Expectations
discussion
Assessments;
2 An introduction to consumer behavior Class lecture + term paper CLO 2-4, CO-5
discussion + research article
discussion
3 Perception Quiz + Class lecture + term PLO-3; CO-2; CO-1,2
paper discussion + research

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article discussion
4 Perception Learning and memory case study analysis + class PLO-3,4; CO-3,4; CO-5
lecture
5 Perception Learning and memory Quiz Class + lecture + term PLO-3,4; CO-3,4; CO-5
paper discussion + Case
Analysis
6 Motivation, values and involvement Class lecture + term paper PLO-3,4; CO-3,4; CLO-5
discussion
7 Attitudes Class lecture + term paper PLO-3,4; CLO-3,4; CO-5
discussion + research article
discussion
8 Attitude change and interactive Class lecture + term paper PLO-3,4; CLO-3,4; CO-5
communications discussion + research article
discussion
9 MID-TERM EXAM
10 The self Class lecture+ presentations PLO-3; CO-3,4; CLO-4

11 The self Class lecture + Case Analysis PLO-3; CO-3,4; CLO-4

12 Individual decision-making Class discussion+ Quiz + PLO-3; CO-3,4; CLO-4
Case Analysis
13 Shopping, buying, evaluating and disposing Class lecture + case analysis PLO-3,4; CO-3,4; CO-2,3
14 Shopping, buying, evaluating and disposing Class lecture PLO-3; CO-3,4; CO-5
15 Group influence and opinion leadership Class lecture + Project PLO-3; CLO-4; CO-1,5
presentation
16 Final Project Class lecture + Project PLO-1,3,4; CO-3,4; CLO-
presentation 2
17 FINAL EXAM

Primary Text Book (s):

Consumer Behaviour A European Perspective Third edition
Michael Solomon, Gary Bamossy, Søren Askegaard, Margaret K. Hogg

Reference / Supplementary Reading (s):

[2] Consumer Behavior 14th Edition (A South Asian Perspective) by Schiffman, Kanuk & Kumar
[3] East, R., Singh, J., Wright, M., & Vanhuele, M. (2017) Consumer Behaviour: Applications in Marketing.
Sage: London (3rd Edition).
[4] Lomg, P., D’Alessandro, S., & Winzar, H. (2015) Consumer Behaviour in Action. Oxford University Press:
Oxford.
[5] O’Shaughnessy, J. (2013) Consumer Behavior: Perspectives, Findings & Explanations. Palgrave Macmillan:
London.
Useful Online / Web Resources:
1. www.brandweek.com

2. www.adage.com

3. www.adcritic.com

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4. www.did-it.com

5. www.emarketer.com/how2/welcome.html

6. www.cognitiative.com

7. www.wilsonweb.com/articles

8. www.quickmba.com

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