Consumer Behaviour

1. Explain the behavior and processes consumers display when searching for, purchasing, using, and evaluating products.
2. Discuss the reasons why the primary focus of marketing is on consumers and their needs.
3. Identify the factors that motivate consumers in their decision-making.
4. Analyze the psychology of marketing and its impact on consumer behavior.
5. Identify the impact of contemporary marketing tools and new message formats.

13 weeks, about 32 hours in total. Yours will differ.

1. Week 1Module 1: Consumer in Economic Theory

   • Unit 1: Consumer Behaviour · 2 hours

     Read the introduction to consumer behavior.. Understand the meaning of consumer behavior and its importance in marketing.. Identify external and internal influences on consumer decisions..

2. Week 2Module 1: Consumer in Economic Theory

   • Unit 2: Motivation and Consumer Behaviour · 2 hours

     Explore classic theories of motivation.. Examine cross-cultural differences in motives.. Analyze consumer involvement and its impact on marketing..

3. Week 3Module 1: Consumer in Economic Theory

   • Unit 3: Consumer Satisfaction · 2 hours

     Define consumer satisfaction and its importance.. Identify causes of satisfaction and dissatisfaction.. Analyze the relationship between performance and satisfaction..

4. Week 4Module 1: Consumer in Economic Theory

   • Unit 4: Consumer Satisfaction and Orientation in Marketing Insight · 2 hours

     Understand customer satisfaction and its orientation in marketing insight.. Differentiate between high-involvement and low-involvement purchases.. Explore low-involvement marketing strategies..

5. Week 5Module 1: Consumer in Economic Theory

   • Unit 5: Issues in Consumerism · 2 hours

     Discuss issues in consumerism and their impact on marketing.. Evaluate marketing effectiveness at micro and macro levels.. Identify challenges facing marketers in developing ethical strategies..

6. Week 6Module 2: Psychology of Marketing

   • Unit 1: Psychology in Industrial Marketing · 2 hours

     Understand the inter-relationship between psychology and marketing.. Explain the importance of studying consumers.. Apply consumer behavior principles in industrial marketing..

7. Week 7Module 2: Psychology of Marketing

   • Unit 2: Nature of Communication in Consumer Behaviour · 2 hours

     Identify the components of communication.. Describe the communication process.. Analyze barriers to communication and strategies to overcome them..

8. Week 8Module 2: Psychology of Marketing

   • Unit 3: Attitude Change and Consumer Behaviour · 2 hours

     Define attitudes and attitude models.. Summarize the tricomponent attitude model.. Explain how marketers change attitudes..

9. Week 9Module 2: Psychology of Marketing

   • Unit 4: Attitude Change and Persuasive Communication · 2 hours

     Describe the stages involved in creating persuasive communication.. List decisions marketers must make in designing messages.. Identify factors influencing media category selection..

10. Week 10Module 2: Psychology of Marketing

    • Unit 5: Problem Recognition · 2 hours

      Explain the problem recognition process.. Differentiate between need recognition and opportunity recognition.. Describe the information search process..

11. Week 11Module 4: Current Status of Consumer Behaviour Research

    • Unit 1: Models of Consumer Research · 2 hours

      Explore models of consumer research.. Differentiate between positivism and interpretivism.. Compare qualitative and quantitative research methods..

    • Unit 2: Consumer Research Process · 2 hours

      Review the consumer research process.. Understand how to develop research objectives.. Learn to collect secondary data and design primary research..

12. Week 12Module 4: Current Status of Consumer Behaviour Research

    • Unit 3: Interdisciplinary influences on the study of Consumer Behaviour · 2 hours

      Identify interdisciplinary influences on consumer behavior.. Understand the diversity of interests in consumer research.. Discuss the academic versus applied focus of consumer research..

    • Unit 4: Contemporary Marketing Tools · 2 hours

      Analyze the impact of digital technologies on marketing strategies.. Explore virtual consumption and the power of crowds.. Understand contemporary marketing tools..

13. Week 13Module 5: Consumers Role

    • Unit 5: New Message Formats · 2 hours

      Explore new message formats, including mobile commerce.. Understand social media platforms and their impact on marketing.. Review the role of the consumer in marketing..

    • Unit 1: Role of the Consumer in Marketing · 2 hours

      Discuss group influence on consumer behavior.. Understand the nature and influence of individual predispositions.. Review consumer decision-making processes..