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AMERICAN INTERNATIONAL UNIVERSITY, BANGLADESH

Dhaka, Bangladesh
Faculty of Business Administration
MBA Program
COURSE SYLLABUS
Academic Term:

Summer Semester 2012

Course Number:

M 6001

Course Title:

Consumer Behavior (3 Credits)

Catalog Description
and Prerequisites:

Introduction to Business, Marketing Fundamentals,


Marketing Management.

Pedagogy:

Providing lecture on the topic, discussing real life case


on the topic, solving real life problems of customer
management. Case analysis and Article reading &
Presentation.
Dr. Abu Naser Ahmed Ishtiaque, Associate
Professor, Department of Marketing, Faculty of
Business Studies, University of Dhaka, Bangladesh.

Teacher:

Phone:

01552-329879

E-mail:

anai@du.ac.bd

Consulting Hours:

Monday and Wednesday before or after the class or by


appointment.

Grading:

As outlined in the University policy.

Learning Resources:

Consumer Behaviour, Leon Schiffman and Leslie Lazar


Kanuk, 10th Edition, Pearson Education Limited, 2009.
Study materials and other necessary papers will be
provided or uploaded on and before the respective
class.

Message:

Im glad you are here. I will do my best to make the course up-to-date, useful and
interesting. You will be expected to read (and think about) the chapters of the texts but
class will not be a simple re-hash of what you read. Lectures will be used to introduce
topics, to highlight key points, and to give you information that cant be given as
effectively any other way.
Regular and prompt attendance is an essential part of the educational experience. All
students are expected to attend every scheduled class on time. Exceptions may be made
for university or work sponsored activities, illnesses, or valid emergency situations. Best
of luck.

Why Study Consumer Behavior?

(Dr. Abu Naser Ahmed Ishtiaque)

The study of consumer behavior (CB) is very important to the marketers because it
enables them to understand and predict buying behavior of consumers in the
marketplace; it is concerned not only with what consumers buy, but also with why they
buy it, when and where and how they buy it, and how often they buy it, and also how
they consume it and dispose it. It's crucial from both the points of view as given below:
From the customers' point of view: Customers today are in a tough spot. Today, in
the highly developed and technologically advanced society, the customers have a great
deal of choices and options (and often very close and competing) to decide on products
of an extreme range of attributes, a wide range of cost and payment choices, distribution
options and communications alternatives.
From the marketers' point of view: The purpose of marketing is to sell more stuff to
more people more often for more money in order to make more profit. This is the basic
principle of requirement for the marketers in earlier days where aggressive selling was
the aim. Now it can't be achieved by force, aggression or plain alluring. For the
customers are today more informed, more knowledgeable, more demanding, and more
discerning. And above all there is no dearth of marketers to buy from. The marketers
have to earn them or win them over.
Course Description:
The course aims to introduce students to consumer behavior as a foundation to their
business education. The course will also provide a firm foundation for the application of
its conceptual frameworks in the more advanced subjects of Promotions Management,
Marketing Strategy, and International Marketing. The conceptual foundations of the study
of Consumer Behavior are derived from a number of disciplines including psychology,
sociology, anthropology, and economics. The course will integrate elements of
knowledge from these fields with a framework that analyses the way in which consumer
behavior is influenced by the individual, the group, and the environment.

Course Objectives:
The overall objective of the course is to introduce you to understand the consumer
behavior and teach you to think like a marketer to manage the consumer activities. To
this end, we will:
Understand and explain the buying process at individual and organizational level.
Critically analyze a number of contemporary issues in consumer behavior.
Compare and contrast models of consumer behavior found in the literature.

Understand and explain appropriate tools for analyzing consumers.


Understand the importance of individual and external influences on consumer
behavior.
Relate and apply the roles of attention, perception, learning and relationships to
the consumer behavior process.
Learn by doing in developing and applying effective interpersonal communication
skills.
Outline:
The course is structured to assist students to understand buying processes at the
individual and organizational level, and the way in which these processes are influenced
by marketing managers; but also the way in which consumers attempt to influence the
marketing process.

COURSE OUTLINE

We
12Week
10-11Week
7-9Week6Week3-5Week
1-2
ek

Time
Frame

Brief Contents

Suggested Activities

Introduction: The Impact of the Digital


Revolution on Consumer Behavior
The Consumer as an Individual
Personality and Consumer Behavior
Consumer Perception

Power Point Presentation


Quiz
Power Point Presentation
Quiz
Assignment and Presentation
Open Discussion

Midterm Examination

Consumer Learning
Consumer Attitude Formation and
Change Communication and Consumer
Social Class and Consumer Behavior
The Influence of Culture on Consumer
Behavior

Power Point Presentation


Quiz
Case
Assignment
Power Point Presentation
Quiz
Case
Open Discussion

Final Term Examination

Class Time: Monday and Wednesday, 08:00pm to 10:00pm. Room # 542 (Section: A).
Evaluation:

Students will be evaluated in the following basis:


Mid Term session
Proportion
Classes attend. &
Participation
Quiz
Assignment
Case Analysis and
Presentation
Mid term Examination

10

Final session

30
20
20

Classes attend. &


Participation
Quiz
Assignment
Term paper and Presentation

20

Mid term Examination

Proportio
n
10
20
10
20
40

Total
To be converted into for
contribution to Final
grade

100

Total

100

40%

To be converted into for


contribution to Final grade

60%

*The mark distribution and weights mentioned above is subject to change.