CONSUMER BEHAVIOUR
- Course
- MRKN502 - CONSUMER BEHAVIOUR
- Department
- Marketing Management - 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 BEHAVIOUR
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
No learning outcomes have been defined.
Program Outcomes
- P01 PO1: Acknowledged that acquired knowledge and continuous learning will be their competitive advantage by learning new methods and skills which they can use both in their lives and workplace, especially in the field of marketing.
- P02 PO2: Acquired the necessary skills and knowledge which enforced the students to keep developing themselves by working independently.
- P03 PO3: Applied the marketing research process by using different techniques from different scientific points of view, and interpreted the findings by combining them with advanced theoretical knowledge in marketing field and develop creative strategies.
- P04 PO4: Applied critical thinking and evaluate and resolve issues and situations from the perspective of ethical behaviour, responsible management and sustainability.
- P05 PO5: Been able to use technological tools and share the information obtained during the program in a safe and secure way in their professional and private lives.
- P06 PO6: Gained the ability to study and work collaboratively with colleagues/co-workers in multicultural environments.
- P07 PO7: Been able to communicate effectively, both verbally and in writing, with people from different cultures inside and outside the company.
- P08 PO8: Practiced scenarios and case studies in order to apply various marketing theories knowledge and research with the aim to solve real-life problems faced by organizations.
- P09 PO9: Comprehended ,analyzed the environmental factors affecting organizations and been able to formulate a marketing plan that will meet the organization's objectives based on the theories and knowledge acquired.
- P10 PO10: Developed awareness about the environment by associating marketing theories with environmental approaches.
- P11 PO11: Gained social, scientific and ethical values in the stages of data collection, interpretation, dissemination and application in the field of marketing.
Po-Lo Matrix
The PO-LO matrix has not been populated yet.