Consumer Behaviour Lesson Plan-2011 | Consumer Behaviour | Behavior

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LESSON PLAN : MLP 31 Title of the course: Course code: Period: Consumer Behaviour MGT-MR-303 June- October (2011) Course Instructor/s/: Dr A J Joshua Batch: Class : MBA third semester Marketing Specialisatio Introduction to subject Consumer behavior involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumpti
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  LESSON PLAN : MLP 31Title of the course: Consumer Behaviour Batch: MBA third semesterCourse code: MGT-MR-303 Class : Marketing SpecialisatioPeriod: June- October (2011)Course Instructor/s/: Dr A J Joshua Introduction to subject Consumer behavior involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increasedconsumption. Since many environmental problems result from product disposal (e.g., motor oil being sent into sewage systems to savethe recycling fee, or garbage piling up at landfills) this is also an area of interest. Course Objectives This course aims at providing insight into significance of Consumer Behaviour, Consumer Decision Making process under varioussituations and to analyze various internal and external factors affecting the behaviour of the consumer and evaluate their implications. Learning Objectives: ã The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); ã The the psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); ã The behavior of consumers while shopping or making other marketing decisions; ã Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; ã How consumer motivation and decision strategies differ between products that differ in their level of importance or interestthat they entail for the consumer; and  ã How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach theconsumer. Learning Outcomes: 1)Students will be capable of segmenting markets for targeting specific products2)Students will be capable of conducting market research to bring out consumer behavioural aspects in buying situationsThis will demonstrated through mini projects undertaken by students in groups Sessions   Topics Reference MaterialRemarks Module-1 1.Introduction to Consumer Behaviour  Need for Learning CB Chapter 1 2.Relevance of CB in Marketing,Marketing Segmentation Introduction Chapter 1 3Case- 1 case 4Psychographic Segmentation Chapter 2 Module-2 5Cultural influence on CB Chapter 3 6Influence of Subcultural aspects on CB Chapter 4 7Case-2 case 8Subcultural Aspects & Cross culturalaspects Chapter 4 9Social Class and CB Chapter 5  10Case-3 case Module-3 11-12Social Groups’ Influence on CB Chapter 6 13Family & its influence on CB Chapter 7 14Personal Influence Chapter 8 15 Personality and CB Chapter 9 16Self Concept and CB Chapter 9 Module-4 17-18Motivation & CB Chapter 10 19Involvement and CBChapter 1020Information Processing & CBChapter 1121-22Perception and perceived riskdo23-24Learning and CBChapter 1225-26Memory and CBChapter 12 Module-5 27Attitudes and CBChapter 1328 Changing AttitudesChapter 1429Problem RecognitionChapter 1530Information Search ProcessChapter 1631Information Evaluation ProcessChapter 1632Purchasing Process – Choosing a Store,Purchase Behaviour Chapter 1733Post Purchase BehaviourChapter 18 Module-6 34Modeling Consumer BehaviourChapter 1935ConsumerismChapter 20  36Consumer safety, choice & redressaldo37Environmental concerns & GreenMarketingdo38Consumer rights and responsibilitiesdo39-42Mini Project Presentation43-44Recap & Contigency Text Book  1) David L. Loudon and Albert Della Bitta, Consumer Behaviour , 4e, Tata McGraw Hill, New Delhi Reference Books 2) Leon Schiffman and Lesli Lazar Kanak, Consumer Behaviour, Prentice Hall of India Pvt Ltd, New Delhi Pedagogy : Lectures, Case Discussions, Class room discussions, Student Presentations, Project work  Instructions to students: ã The dates on which each sessions are handled are recorded in the attendance register  ã  Depending on the availability of sessions more cases will be handled than what has been shown in the plan ã Through out the semester the students in groups are expected to work on a mini-project, the out come of which will be presented to wards semester end  ã The students are expected to attend classes regularly come prepared for the sessions, the students will be asked questionsand made to do class work which will be evaluated to determine class participation marks.  
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