MITCON INSTITUTE OF MANAGEMENT, PUNE

Course Name CONSUMER BEHAVIOUR

Semester II
Batch Year 2023-25

Academic Year II
Specialization Marketing

I. PROGRAM OUTCOMES:

1. Apply knowledge of management theories and practices to solve business problems

2. Foster Analytical and critical thinking abilities for data-based decision making
3. Ability to develop Value based Leadership ability
4. Ability to understand, analyze and communicate global, economic, legal, and ethical
aspects of business
5. Ability to lead themselves and others in the achievement of organizational goals,
contributing effectively to a team environment

II. PROGRAM SPECIFIC OUTCOMES:

PSOs: Business Administration

PSO 1 Generic: Apply Management Frameworks and tools for improving
business processes and outcomes.
PSO 2 MM: Evaluate and apply Marketing practices to create measurable
results to meet Marketing Objectives.
PSO 3 FM: Apply best practices in finance domain to meet financial
objectives of the business.
PSO 4 HRM: Evaluate and apply frameworks in Human Resources to
produce measurable results.
PSO 5 LSCM: Evaluate and apply Logistics & Supply Chain practices to
enhance business effectiveness.

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III. COURSE OBJECTIVES: As a cognitive process, consumer behavior is an interesting issue

to deal with. How a human being (a customer and consumer in general) deals with various
situations and forms his/her opinion about buying or not buying something is a highly
debatable and researched topic. This course aims to provide a learner with a deep
understanding of human psychological elements that impact buying behavior in individual
and business scenarios. The course is expected to help a budding manager to take necessary
decisions regarding marketing and promotion strategies.

IV. COURSE OUTCOME:

By the end of this course the student should be able to:

CO 1: Understand basic concepts and frameworks of Consumer Behavior

CO 2: Analyze various factors that impact consumers’ decision-making in individual and
business decisions.
CO3: Design and apply strategies to understand the behavioral mindset of a consumer
CO4: Evaluate various tools and techniques used by companies for persuading a
consumer to take decisions in their favor.

V. COMPONENTS OF EVALUATION:

Assessment Marks Weightage (%)

Formative Assessment 30
1) Assignment
2) Quizzes 40 %
3) Project Presentation

CPCA 10

Summative Assessment 60 60 %

Details of assessment plan (Quizzes, Assignments, Live Project, Case Analysis, Any other
evaluation)

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Name of the Assessment Scheduled week Weightage (%)

Assignments 2-After every 5th Session 10%

Quizzes 2 times during the course 10%
Project Preparation & Presentation Last week of the course 10%

All components of assessments are mandatory.

VI. COURSE OUTCOME & PROGRAM OUTCOME MAPPING:

PO PO PO PO PO
PSO1 PSO2 PSO3 PSO4 PSO5
1 2 3 4 5
CO1 H H L M M H H L L L

CO2 H H L H H H H L L L

CO3 H H L H H H H L L L
L
CO4 H H H H H H L L L
Scale: H= High, M= Medium, L= Low

VII. CO-ACHIEVEMENT TOOLS

CCE No. CCE Method CO1 CO2 CO3 CO4 Total
FA 1 Assignments 5 5 10
FA 2 Quizzes 5 5 10
FA 3 Mid Term Examination 5 5 10
FA 4 Project Presentations 5 5 10
FA 5 End Term Exam 15 15 15 15 60
Weightage 25 30 25 20 100

VIII. SUGGESTED READINGS

A. Books: (Reference books in APA format)

 Schiffman and Kanuk (2013). ‘Consumer Behavior’. Eighth edition. Pearson
Publication, New Delhi.

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 Hawkins et al. (2016) ‘Consumer Behavior-Building Marketing Strategy’ 13th
edition- McGraw Hill Publications Delhi.

B. Journals:

1. Journal of Consumer Psychology- https://myscp.onlinelibrary.wiley.com/journal

2. Journal of Consumer Research- https://academic.oup.com/jcr

C. Newspaper: Business Standard Strategist, ET Brand Equity, The Mint

Department:

Names and Signature of Faculty Members: Prof. Deepa Kedar Rele

Reviewed and Forwarded by Area Chair:

Recommended for Approval by

Academic Chair:

Approved by Director:

Date of Submission: 25/11/2023

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