Download Consumer Behaviour Syllabus in Universitas Islam Indonesia's Faculty of Economics and more Lecture notes French Language in PDF only on Docsity! Universitas Islam Indonesia Faculty of Economics INTERNATIONAL PROGRAM Syllabus: Consumer Behaviour ( 3cps) Subject Overview: Consumers are unique and they behave differently on spending their money to purchase goods and services provided in the market. The fundamental premise of the course is that a consumer‟s sense of who they are should relate to what they buy. But why, when, where and how? This course examines these questions in a variety of consumer domains. This course will then examines consumer behavior research for concepts and principles that marketers can use to better understand customers and meet their needs. This course will learn the influence of cultural, social, and psychological factors on consumer behavior. In details the course will address applications of consumer behavior, as follows: Managerial: What marketing strategies are likely to be effective given consumer response? Psychological: How do people operate in the marketplace? Personal: What sorts of social and cognitive mechanisms do consumers bring to their purchasing decisions? Subject Objectives: At the end of the course, students should be able to: o Understand consumer‟s mental and physical processes of acquiring, consuming, and experiencing products o Understand the mechanisms of influence that are most likely to lead consumers to change their attitudes, their beliefs, and most importantly their actions o Apply concepts, theories, models, and tools in developing consumer behavior driven marketing strategies. Assessment: The final grade will be determined by a composite evaluation of the student‟s performance based on the following assessment areas: Breakdown Percentage of Total Due date Individual Assignments 20% Week 3, 6, 9, and 12 Group Project 15% Week 10 Participation/Attendance 05% Every week Exams 60% Week 7 and 14 Individual Assignments. There will be 4 assignments to assess the understanding and application of consumer behavior concepts. These assignments allow student to understand his/her behavior as consumer, and relate them to theories learned throughout the course. Assignment topics will be given in class. Group Project. In this project, students will collaborate on developing a cultural biography of a “product” from a consumer behavior perspective to understand the cultural forces that contributed to its success or failure. Project details will be discussed in class. Participation. There will be some cases discussed in class and students are expected to participate during the semester. Participation will be based on the quality and quantity of student contributions to class discussions. Student should not be late for class and should not come to class unprepared. Exams. There will be 2 exams, Midterm and Final, which will cover both materials covered in class and those from the readings and case discussion. Exams consist of a combination of short answers, essay and concept application questions. Grading System: Based on university policy, a pass grade or better will only be given to students who achieve a final grade above 55%‟ Total Grade Total Grade 86-100 A 61-63 C+ 83-85 A- 56-60 C 80-82 A/B 53-55 C- 76-79 B+ 49-52 C/D 71-75 B 45-48 D+ 68-70 B- 35-44 D 64-67 B/C 0-34 E Policy on assessment:
