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Consumer Behaviour
Consumer Behaviour
Consumer Behaviour
Course Description:
This course aims at answering the following questions that arise in the minds of students
going for higher learning in the field of Marketing:
Course Objectives:
This course has been designed keeping the following objectives in mind:
1. To develop an understanding of the consumer and the internal and external factors
that makes each consumption situation unique.
2. To develop an understanding of consumer behavior research in modern marketing.
3. To develop an understanding of the dynamic and evolving nature of consumer
behavior.
4. Appreciate the importance of consumer-oriented strategies to the organizations
and to enable the development of appropriate marketing strategies.
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LO Categories After completing this course a student will be able: IU Graduate Qualities
Knowledge LOs LO1: To understand the consumer and consumer behavior. ♦ Critical thinking
LO2: to Identify the factors which influence consumer
behavior
LO3: To understand the importance of consumer behavior
research in modern marketing.
Comprehension LOs LO4: to recognize the importance of consumer behavior ♦ Decision making skills
research in modern marketing ♦ Critical thinking skills
LO5: to recognize the dynamic and evolving nature of ♦ problem solving skills
consumer behavior in developing marketing campaigns.
Evaluation LOs LO11: to evaluate the information and knowledge obtained ♦ Managerial skills
from a number of sources and experiences
Teaching Methodology:
Teaching at Iqra University is learner oriented. Students are involved in lectures, assigned
readings, reference readings, exercises, case studies, presentations, and class discussions.
In the same way, grading tends to focus on the students’ overall performance and
participation in the classroom activities.
Code of Conduct:
Students have to follow the rules stated below to avoid a failing grade in the course:
Understand and follow the University policy regarding attendance.
Arrive in and leave the classroom strictly on time. Late arrival will be marked as
absence. If you leave the classroom in the middle of a session even for a short while,
you will be marked absent.
Keep your cell phone off during the class.
Do the assigned readings for a class before coming to the class.
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Maintain a disciplined, cordial, and respectful attitude towards the teacher and your
fellow students.
Submit your homework on the due date before the class begins.
Do not plagiarize from books, journals, or the internet.
Do not cheat (make someone else do your work or present work for some other
course as work for this course).
The teacher’s decisions about marks and grade will be final.
Course Contents
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5. Memory & Cognitive Learning ♦ Technical skills Project Topics
• Multiple store model of memory LO7 ♦ Critical thinking Finalization
• Involvement & short-term capacity
LO9 ♦ Analytical skills
• Recognition & Recall
• Picture vs Word Memory LO10
• Memory Control Process
Midterm Exam
8. Motivation ♦ Critical thinking
Concept of Motivation ♦ Leadership skills
Structure of emotions ♦ Managerial
Maslow’s Need Hierarchy theory LO2
Murray’s List of Human Needs LO7
Skills
Opponent-process theory
Optimum-stimulation level theory LO9
Perceived risk
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Relationship between attitude, behavior, LO11 ♦ Managerial
cognition, affect and object Skills
Consumer beliefs & marketing implications
Tri-component attitude model
Multi-attribute attitude model
Behavior-Intention model
11. Consumer Decision Making Process ♦ Communication
Model of Consumer Decision Making and Interpersonal
LO7
Generic Decision Making Model skills
Three Perspective on Decision Making LO9 ♦ Analytical skills
Marketing strategies based on information ♦ Decision
LO10
search making skills
Rescheduling of Class:
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The teachers at Iqra University are very particular about taking their classes, but in case of
an emergency, an alternate teacher may conduct the class. Students are informed through
SMS in case of rescheduling of a class.
Grading Policy:
Quizzes ______10_____
Project/Project presentations: ______25_____
Mid-term ______25_____
Final Exam ______40_____
Total _______100____
Recommended Reading(s):
Reference Books:
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