Course Outline

Consumer Psychology
Term 4
MBA (2020 – 22)

PHONE WEB
Corporate Office: Plot # 1267, Gateway Jubilee 040 4444 8888 www.woxsen.edu.in
Road # 36, Jubilee Hills, Hyderabad - 500033
India
 Faculty Name KhandokerMahmudurRahman, PhD
Email ID khandoker.faculty@gmail.com

Brief Description and Relevance of the Course

In a rapidly changing business environment, understanding consumers is one of the key elements of successful
marketing programs. This graduate level course is aimed at understanding the influence of consumer psychology
on marketing activities and applications of theoretical concepts to marketing strategies and decision-making.
dec
Students will also explore many social, cultural and marketing factors that influence consumers’ decision making
process.Students are expected to develop an in-depth
depth understanding of various facets of consumer behavior
behavio and
thereby sharpen their marketing skills. This will immensely help them to create successful marketing campaigns
during their corporate career.

Programme ILOs Addressed

ILO Definition

Customer Centricity Ability to connect with the customer

Critical Thinking Apply knowledge of management theories and practices to solve business
problems.
Planning and Execution Ability to plan, organize and execute operations

ERS Develop a Value based Leadership ability based on Ethics, Responsibility

and sustainability

Course ILOs
Course ILO Mapping to Programme ILO
CILO 1: Understanding basic concepts of consumer Customer Centricity
behaviorin
in meeting customer expectations
CILO 2: Ability to critically analyze consumer behavio
behavior Critical Thinking
issues
CILO 3: Ability to plan marketing activities based on Planning and Execution
consumer behavior
CILO 4: Understanding Ethical Concerns in Consumers ERS

Reading Material Recommended

Code Textbook/Article/Report Name Edition/Year CILO Mapped
Text Schiffman, L. G., & Wisenblit, J. (2019). 2019 1, 2, 3, 4
Consumer Behavior. 12th edition, Pearson
Education.

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Reference Solomon, Michael R. (2020), Consumer 2020 1, 2, 4
Behavior: Buying, Having and Being. 13 th
Edition, Pearson.

Note: In addition to the text and reference books, students will be provided with website links, blogs, news
reports and video links for clarification of topics to be discussed in the class.

Session-Wise Topics and Reading/References

/References

Sn. Topic Session Intended Learning Outcome Reading CILO

Material Code
1 IntroductiontoCons  Introductionto thecourse,reviewofcourse Text,
umerPsychology syllabus,discussionofteam assignments Chapter
hapter 1 1
 Defining consumer behavior; rreview of
basic concepts of marketing
 Introduction
ntroduction to consumer behavior model
2 Changing Business  linking the dynamic nature of marketing Text,
xt, 1, 4
Environment: strategy and consumer behavior Chapter 1, 2
Technological and  Changing business environment and
Ethical perspective understanding consumer psychology: Reference
eference
technological and ethical perspective Chapter
hapter 2
3 Challenges in  Emerging Challenges in Consumer Behavior Reference,
Consumer  Need for consumer research Chapter 1 1, 4
Psychology  Case study
4 Consumer  Understanding consumer motivation Text, 1, 2
Motivation  Application of motivation theories in Chapter
hapter 3
marketing programs
 C
Case analysis
5 Consumer  Critical analysis of consumer motivation Assignment/
ssignment/ 2, 3
Motivation analysis Case
6 Consumer  Critical analysis and implications Assignment/
ssignment/ 2, 3
motivation analysis Case
7 Personality and  Understanding consumer personality and Text, 1, 3
consumer behavior applications; Trait theory of personality; Chapter
hapter 3
Understanding
brandpersonality,lifestylesandpsychographics
,values
 case study
8 Consumer  Understanding of Text, 1, 2
Perception and Sensorysystems,exposure,attention,interpret Chapter 4
3
 positioning ation,
ation,biases; risk perception; perception and
positioning
 Price
Price-Quality relationship
9 Consumer  Critical understanding of consumer Case analysis 2, 3
Perception and perception and implications
positioning

10 The Elements of  Motives, Cues, Responses, Reinforcement; Text, 2, 3

Consumer Learning Classical conditioning and operant Chapter 5
conditioning theory
 Applications of learning theories
11 Consumer attitude  Attitude models (Tri
(Tri-component attitude Text, 1, 2
formation and model; Multi
Multi-attribute model; Elaboration Chapter 6
change likelihood model)

12 Consumer attitude  Cognitive dissonance and conflict resolution Text, 2, 3

formation and  Case study/assignment Chapter 6
change

13 Communication and  Evolution of media

media-- from print and broadcast Text, 1, 2
Consumer Behavior to social media; implication of digital Chapter 7
platforms
 Basic concepts in communication; Persuading Reference,
customers, message structure, persuasive Chapter 8
appeals
14 Communication and  Understanding the key characteristics of Text, 2, 3
Consumer Behavior social media platforms; Advertising in social Chapter 8
media; other forms of social media
campaigns; implications for consumers
 Case study
15 Communication and  Online campaign planning and Text, 1, 3
Consumer Behavior implementation; reference groups, Chapter 9
communities, opinion leaders, influencers,
word of mouth (WOM); viral campaigns;
digital analytics
16 Communication and  Critical analysis and implementation of Assignment/
ssignment/ 2, 3
Consumer Behavior communication campaign case
17 Family and Social  Family decision
decision-making, parental style and Text, 1, 2
Influences media usage, consumer socialization, social Chapter 10
class and implications

4
 18 Cultural values, sub-  Culture’s dynamics and implications, concept Text, 1, 2
culture and cross- of sub
sub-culture and consumer behavior, core Chapter 11, 13
1
cultural issues cultural values and marketing implications
implications,
global perspective and cultural issues
19 Consumer Decision-  Consumer behavior model and understanding Text, 1, 2
making consumer decision
decision-making, diffusion of Chapter 14
innovation
20 Ethical and Social  Understanding emerging ethical and social Texts, 4
Responsibility of issues, privacy concerns, children as Chapter 15
marketers consumers, environmental responsibility.

Performance Evaluation Components for the Course

Session No. Marks Evaluation Form CILO

Continuous Evaluation
5, 6 15 Group Assignment 1 2, 3
8 15 Quiz 1 1, 2
13 15 Quiz 2 1, 2
16 15 Group Assignment 2 3, 4
End Term Examination
After Course End Term (Paper to be given by faculty 1, 2, 4
40
Completion and the University to conduct)

Attendance & Punctuality

Learning is an interactive process. Students are expected to be present in all the classes. Absence is only
appropriate in exceptional circumstances
circumstances.. Voluntary activities are never valid reasons for missing any class.
Students may refer to the student handbook for rregulations covering attendance.
Students who do not meet attendance requirements will not be permitted to write the end term examination and
will be required to repeat the course with the next batch of students.
Late arrival is disruptive to the learning environment; students are expected to be in class before the scheduled
commencement time. Students arriving for class after the scheduled commencement time will be turned away
unless they have a valid reason to be permitted to attend
attend.

Copyright
The content provided by the faculty in the class is copy
copy-righted. Students are instructed not to distribute or share
content used during courses with external entities
entities.

5
Student Code of Ethics
Each student enrolled in this course accepts personal responsibility to uphold and defend academic integrity and
to promote an atmosphere in which all individuals may flourish. The Student
Students’ Code of Ethics strives to set a
standard of honest behavior that reflects well on students and the school.. All students enrolled in these courses
are expected to follow the Students’ Code of Ethics contained in the student handbook.Unethical
handbook. and unfair
practices adopted by students may lead to penalties such as having to repeat the course or having the student’s
st
enrollment cancelled.