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Consumer Behavior_ Course Syllabus_

The Consumer Behavior course aims to provide students with an understanding of consumer behavior from a marketing manager's perspective, focusing on applying key concepts to analyze and influence consumption-related behaviors. The course includes various modules covering topics such as the decision-making process and cultural factors affecting consumer behavior, along with a structured grading system and classroom policies. Recommended readings include texts by Mothersbaugh, Hawkins, Kleiser, and Peter & Olson.

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Saint Bernadette College of Alabang
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20 views3 pages

Consumer Behavior_ Course Syllabus_

The Consumer Behavior course aims to provide students with an understanding of consumer behavior from a marketing manager's perspective, focusing on applying key concepts to analyze and influence consumption-related behaviors. The course includes various modules covering topics such as the decision-making process and cultural factors affecting consumer behavior, along with a structured grading system and classroom policies. Recommended readings include texts by Mothersbaugh, Hawkins, Kleiser, and Peter & Olson.

Uploaded by

Saint Bernadette College of Alabang
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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CONSUMER BEHAVIOR

Title : Consumer Behavior


Department/Program : Business Administration
School Year/Semester : First Semester (2020-2021)
Days/Time : TBA

A. Course Description

The purpose of this course is to introduce you to the study of consumer


behavior. We will take the perspective of a marketing manager who needs a
sophisticated understanding of consumers in order to develop, evaluate, and
implement effective marketing strategies. We will examine many concepts
and theories from the behavioral sciences and assess their managerial value
as part of this effort.

B. Course Objectives

Upon completion of this course, the student should be able to:


 to learn these key concepts and, more importantly,
 to develop their intellectual ability to apply them in analyzing marketing
situations and developing appropriate strategies. Rather than merely
memorizing concepts and theories,
 to focus on creatively using these ideas to accomplish the following key
objectives:
 understand consumption-related behaviors
 create programs to influence these behaviors
 evaluate the span and degree of influence on behavior
Like most disciplines, there are no hard and fast "rules" and "established
procedures" in
marketing. This will become especially obvious in this consumer behavior
course. So, rather than look for "the right answer," concepts and ideas that
are useful for
understanding, as well as shaping, consumers' behaviors will be presented.

C. Course Outline and Timeframe

Schedule Module Duration


Week 1 Course Overview
 Administrative Matters
 Introduction to the Course
 Setting of Course Objectives
 Ground Rules
 Grading System

Week 2 What is Consumer Behavior?


Week 3 Stages in Consumer Decision Making Process
Week 4 Cultural Factors affecting Consumer Behavior

D. Recommended Readings

Consumer Behavior, Building Marketing Strategy by Mothersbaugh,


Hawkins, & Kleiser 14th edition, McGraw Hill Publishers.

J. Paul Peter and Jerry C. Olson, Consumer Behavior: Marketing


Strategy Perspectives, 6th edition, Homewood, IL: Richard D. Irwin.

E. Course Requirements
 Class Participation
 Lectures and Class Discussions
 Reading and Written Assignments
 Quizzes and Long Exams, Cases
 The contents of the above deliverables will be discussed and could be
built upon as the course progresses. Checkpoints may occur during the
duration of the course to check the progress of the deliverables.
 The deliverables will be submitted to the instructor(s) on the appointed
time as shown above. Each individual/group will be given 20 minutes
to conduct the presentation.”.
 The final grade of the individual/group will be determined by a ranking
system.
G. Grading System

Breakdown of Marks

Prelim = 30% Major Exam = 40%


Midterm = 30% Class Standing = 60%
Class Standing Includes

Final = 40% Attendance 10%


_________________ Participation 20%
100% Quizzes/Assignments 30%

H. Classroom Policies
1. Attendance will be checked at the start of the sessions. Students are
allowed to miss a maximum of nine class hours for this course.
Hours missed due to tardiness will be counted towards this
maximum number.
2. Deadlines will be strictly enforced. Deliverables received after the
designated deadlines will not be checked.
3. Graded work will be returned to the students within a reasonable
period of time. One week after the release of graded work, students
are allowed to appeal for changes of grade. Beyond this period,
appeals will no longer be entertained.
4. Make-up activities may be given only to students who have missed
or are unable to complete or undertake a major class requirement
due to:
 Participation in an official school activity
 Illness which involves hospitalization or contagious diseases
In either case, students are required to present proper
documentation prior to taking the make-up exam.
5. Students are encouraged to turn off their cellular phones before the
start of class.
6. Students should come to class in proper attire. Student not in proper
attire will not be allowed to join the classroom.
8. Other SBCA rules and general academic policies will apply.

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