CONSUMER BEHAVIOR
- Course
- BUSN535 - CONSUMER BEHAVIOR
- Department
- Master of Business Administration - English - Master
- Course Type
- Course
- Status
- Required
- Language
- English
- Credit
- 3
- ECTS
- 0
- T+P+L
- 3 + 0 + 0
- Course Coordinator(s)
- Dr. Umar SALEEM
- Prerequisite
- -
- Keywords
- -
Course Description
-
CONSUMER BEHAVIOR
Evaluation Tools (Active Term)
| Item | Type | Weight (%) |
|---|---|---|
| Final-Term | Final | 40 |
| Research Article (Case) | Project | 60 |
| Total | 100 | |
Course outcomes
- 01 Understand the role of consumer behavior in the marketing process
- 02 Understand how consumers make purchase decisions and Identify the links between purchase decision models and market segmentatio
- 03 Acknowledge of the development of each part of the marketing mix in relation to consumer behavior and appreciate the link between quality and customer satisfaction
Course Syllabus
| Week | Topic |
|---|---|
| Week 1 | Chapter 1 Consumer Behavior: Its Origins and Strategic Applications |
| Week 2 | Chapter 3 Market Segmentation |
| Week 3 | Chapter 4 Consumer Motivation |
| Week 4 | Chapter 5 Personality and Consumer Behavior |
| Week 5 | Chapter 6 Consumer Perception |
| Week 6 | Chapter 7 Consumer Learning |
| Week 7 | Chapter 8 Consumer Attitude Formation and Change |
| Week 8 | Mid-Term Exams |
| Week 9 | Chapter 9 Communication and Consumer Behavior |
| Week 10 | Chapter 10 Reference Groups and Family Influences |
| Week 11 | Chapter 11 The Influence of Culture on Consumer Behavior |
| Week 12 | Chapter 14 Cros-Cultural Consumer Behavior |
| Week 13 | Chapter 16 Consumer Decision Making Process |
| Week 14 | Revision |
| Week 15 | - |
Reference Books & Course Materials
- 01 Schiffman L. G. & Wisenblit J. (2019). Consumer Behavior 12E Pearson Prentice Hall
- 02 Solomon, M. R., & Russell, C. A. (2026). Consumer behavior (15th ed.). PPearson Prentice Hall.
- 03 Articles from journals
Learning Outcomes
- L01 Explain the role of consumer behavior in the marketing process SOLO 3
- L02 Discuss how consumers make purchase decisions SOLO 5
- L03 Plan marketing strategies for the consumer market SOLO 4
Program Outcomes
No program outcomes have been defined.
Po-Lo Matrix
The PO-LO matrix has not been populated yet.