Republic of the Philippines

POLA COMMUNITY COLLEGE

Brgy. Zone II, Pola, Oriental Mindoro
BACHELOR OF SCIENCE IN ENTREPRENEURSHIP

VISION
Pola Community College (PCC) shall be a center of excellent education responsive to the needs of students and community it serves.
MISSION
1. Transform the lives of Poleños through accessible, relevant and seamless quality education.
2. Embrace equity and accountability with the diverse population.
3. Recognize the educational, training, and cultural needs of the people it serves.
4. Provide opportunities for the development of desirable values to exceed challenges of local and global society.

PHILOSOPHY
Pola Community College is anchored on the Philosophy of Outcome – Based Education towards Ethical, Human, and Social Development.
CORE VALUES
Innovative
Provide an environment of research, creativity, forward thinking, experimentation, and transformation responsive technological and environmental changes.

Nationalistic
Promote social, political, and cultural awareness, and care about their identity.

Affective
Cultivate a respectful environment, accept, value and promote diversity, and responsive to the needs of others before self.

Market research and Consumer Behavior

 Republic of the Philippines
POLA COMMUNITY COLLEGE
Brgy. Zone II, Pola, Oriental Mindoro
BACHELOR OF SCIENCE IN ENTREPRENEURSHIP

COURSE TITLE: Market Research and Consumer Behavior

DESCRIPTION:
This course involved a study of consumer behavior as a tool for marketing decision. It describes the rationale for studying, the consumer behavior outcomes, and the consumer
behavior process: the psychological core, the process of making decisions, and the post decisions evaluation. Consumers culture, consumer behavior outcomes and issues concerning
consumer welfare is also discussed.
This course that deals with the study of the planning, collection and analysis of data relevant to marketing decision making and communicating the results of this analysis to
management. It further deals with the function which the consumer, customer and public to the marketer through information that is used to identify and define marketing opportunities and
problems; generate, refine and evaluate marketing actions; monitor marketing performance and improve understanding of marketing as a process
COURSE CODE: ENCO04
CREDIT UNITS : 3
COURSE PREREQUISITE (CO-REQUISITE): None
LINK TO PROGRAM OUTCOMES : At the end of this program, graduates have
a. Conduct a self-assessment to determine level of entrepreneurial competencies.
b. Analyze/scan the environment to determine business opportunities and develop their profitably profiles from which entrepreneurial ventures can be selected from.
c. Prepare a business plan.
d. Mobilize the necessary human, financial, logistical, and technical resources to implement the business plan
e. Prepare and comply with requirements for business operation
f. Operate and manage the enterprise observing good governance and social responsibility
g. Apply entrepreneurial management in any organization other than own enterprise.
COURSE OUTCOMES: After completing this course, STUDENTS SHOULD BE ABLE TO :
a. Demonstrate how knowledge of consumer behaviour can be applied to marketing.
b. Identify and explain factors which influence consumer behaviour.
c. Relate internal dynamics such as personality, perception, learning motivation and attitude to the choices consumers make.
d. Use appropriate research approaches including sampling, data collection and questionnaire design for specific marketing situations.
e. Work effectively to prepare a research report on consumer behavior issues
f. Understand the application of market research in framing effective marketing strategies
COURSE OUTLINE
Week Topics Course Outcomes Teaching/Learning Assessment
Activities
1 I. ORIENTATION -Orient students/parents with the PCC Comprehensive reading of The students will write a short
I.1. PCC Vision, Mission, and Goals Objectives Vision, Mission, Goals and Objectives, Vision, Mission, essay on how they can help
I.2. Program Goals/Objectives Program goals and objectives, Objectives, and Core achieve the stated vision,
Market research and Consumer Behavior
 Republic of the Philippines
POLA COMMUNITY COLLEGE
Brgy. Zone II, Pola, Oriental Mindoro
BACHELOR OF SCIENCE IN ENTREPRENEURSHIP

I.3. Course Objectives requirements, grading system, Values, Program Goals mission, objectives and core
I.4. Requirements references and class policies/rules. and objectives, course values.
I.5. Grading System objectives, requirements,
I.6. References grading system, references
I.7. Class Policies/Rules and class policies/ rules.
2-3 II. CONSUMER BEHAVIOR -Understand the meaning of -Teacher-provided learning Students will answer activities
2.1. Consumption and Consumer Behavior consumption and consumer behavior. module on how consumer that differentiate consumer
2.2. The Ways in Which Consumers are Treated -Explain the role of consumer behavior behaves. behavior and consumption .
2.3. Consumer Behavior’s Role in Business and Society in business and society -Reporting
2.4. Consumer Behavior Is Dynamic -Be familiar with basic approaches to
studying consumer behavior
-Describe why consumer behavior is so
dynamic and how recent trends affect
consumers
4-5 III. VALUE AND THE CONSUMER BEHAVIOR VALUE FRAMEWORK -Outline the consumer value framework -Teacher-provided learning Students will create an
3.1. The Consumer Value Framework and Its Components -Apply the concept of marketing module that focuses on illustration about Consumer
3.2. Value and Two Basic Types of Value strategy and marketing tactics to Consumer Value Value Framework
3.3. Marketing Strategy and Consumer Value describe the way firms go about Framework
3.4. Market Characteristics: Market Segments and Product Differentiation. creating value for consumers. -Reporting
3.5. Customer Lifetime Value -Explain the way market characteristics
like market segmentation and product
differentiation affect marketing strategy.
6-7 IV. THE CONSUMER DECISION PROCESS -Understand the activities involved in -Teacher-provided learning Written Assestment about
4.1. Consumer Decision Making the customer decision making process. module that explain the Decision Process.
4.2. Decision Making Perspective -Describe the three major decision- consumer decision
4.3. Decision-Making Approaches making research perspective process. The learners will identify the
4.4. Need Recognition, Internal Search and The Consideration Set -Understand the importance of the -Reporting decision perpective.
4.5. External Search consideration set in decision-making
process.
8-9 V. Marketing Research Fundamentals - Understand the importance of Market -Teacher-provided learning Students will identify the
5.1. What is Market Research Research in the business world. module that discusses the similarities of primary and
5.2. Why Does Every Business Need Market Research? -Define primary and secondary sources fundamentals of market secondary market research
Market research and Consumer Behavior
 Republic of the Philippines
POLA COMMUNITY COLLEGE
Brgy. Zone II, Pola, Oriental Mindoro
BACHELOR OF SCIENCE IN ENTREPRENEURSHIP

5.3. Types of Market Research of information research using Venn diagram.

5.4. How to Develop a Questionnaire for Research -Apply the methods and tools of Market -Reporting
5.5. Market Research Questionnaire Examples Research -Learners will also create a
template of questionnaire for
marketing research
MIDTERM EXAMINATIONS
10-14 VI. HOW TO CONDUCT MARKET RESEARCH -Find out the change in the consumer -Teacher-provided learning Students will create Marketing
6.1. Marketing Research Process behavior due to the change in the materials on how to Research. Market Research
6.2. Market Research Format elements of the marketing mix (product, conduct market research. will be graded using Analytic
6.3. Marketing Topics in Consumer Behavior price, place, promotion). -Reporting Rubrics.
-Develop a research proposal.
-Familiarize the process of marketing
research.
15-17 VII. CONSUMER AND MARKETING MISBEHAVIOR -Understand the consumer misbehavior Teacher-provided learning Written Assessment
7.1. Consumer Misbehavior and Exchange phenomenon and how it affects the materials about consumers
7.2. Distinguish Consumer Misbehavior and Problem Behavior exchange process. and their marketing
7.3. Marketing Ethics and Misbehavior -Distinguish about consumer misbehavior
7.4. Corporate Social Responsibility misbehavior and consumer problem -Reporting
7.5. Regulation of Marketing Activities behavior
-Discuss marketing ethics and how
marketing ethics guide the
development of marketing programs.
-Comprehend the role of corporate
social responsibility in the field of
marketing
-Understand the various forms of
regulation that affect marketing practice
FINAL EXAMINATIONS
COURSE POLICIES:
Language of Instructions
The language of instruction is English

Market research and Consumer Behavior

 Republic of the Philippines
POLA COMMUNITY COLLEGE
Brgy. Zone II, Pola, Oriental Mindoro
BACHELOR OF SCIENCE IN ENTREPRENEURSHIP

Attendance Performance Criteria

As mandated in the Student Handbook, maximum of 10 hours (4 days) of absence will be allowed, beyond which student
will be dropped from the course. Attendance 5%
Performance 15%
Course Requirements Midterm Exams 20%
All students should: Final Exams 20%
 Participate in all activities and test/exams; Output 40%
 Pass the major exams; Total 100%
 Finish and submit all the homework;
 Marketing Plan; and
 Oral Defense

Note: If a student did not meet the entire necessary requirement for the whole semester, he/she will be
marked as Incomplete (INC) or No Final Examination (NFE). The student will be given one year (2 semesters)
to comply the entire necessary requirement for the course. If the student failed to comply, he/she will be
considered as Failed.
References: Barry J. Babin, Eric Harris (2012) Consumer Behavior – Philippine Edition
Prime Gilberto- Market research and Consumer Behavior- Mindoro State University
David L. Mothersbaugh, Del I. Hawkins Consumer Behavior Building Marketing Strategy – Thirteenth Edition

Prepared by: Reviewed by: Approved by: Noted by:

JUDY ANN C. VICENTE MARIA ORCHID P. MAGBOO, MPA ANNELYN M. SAGUID

Instructor Program Head College Dean College Administrator

Market research and Consumer Behavior