BMCB5103 Consumer Behaviour

Master in Business Administration
1 Name Of Course Consumer Behaviour

2 Course Code BMCB5103
3 Name of Academic Staff Dr Jeannot Abdul Karim
4 Rationale of Course The course then goes on to describe ways in which consumers get information
on products and services, process this information and build consumption
behaviour
5 Semester / Year Offered January, May or September
6 Total student learning time Face to Face Total Guided and Independent
(SLT) 132 hours Learning
42 hours 90 hours
L=Lecture L T P O
T=Tutorial 15 24 0 3 -- Self study (50)
P=Practical --Online discussion (10)
O=Others (Final Exams)
--Completing Assignment (15)
-- Revision (15)
7 Credit Value 3 Credits (132/40 = 3.3)

8 Pre-requisite None
9 Learning Outcomes Upon the completion of this course, learners should be able to :
Describe consumer behaviour concepts, processes, issues and
applications;
Evaluate various theories, researches and marketing applications from
various perspectives;
Formulate and conduct activities and researches related to consumer
behaviour;
Demonstrate the importance of consumer behaviour and its impact to
individuals, marketers and society as a whole; and
Apply the knowledge of consumer behaviour for self-reflection and
development.
10 Transferable Skills Team player
Interpersonal skills
Decision-making skills
Creative thinking skills
Management
11 Teaching-learning and
Teaching-learning : Blended mode of learning- self managed learning + face-to-
assessment strategy
face tutorial+ online learning
Assessment strategy : Formative and summative assessment involved
12 Synopsis This course introduces you to the nature of consumer behaviour. It begins with
an overview of consumer behaviour, consumer-marketer relationships,
marketing ethics and policies as well as consumer behaviour as a discipline.
The course then goes on to describe ways in which consumers get information
on products and services, process this information and build consumption
behaviour. Next, we will cover the decision-making process of a consumer and
the types and stages of buying decisions of individual and group consumers.
Finally, we will discuss the external factors that influence consumer behaviour
and marketers actions that capitalise on these factors.
13 Mode of Delivery Lecture, Tutorial, Workshop, Seminar etc
14 Assessment & Marking 40% Individual Assignment

Percentage: 20% Group Assignment
40% Final Exam
15 Mapping of Course to
Programme Aims
This course is designed to match the following programme aims/objectives:
Course Programme Objectives

Learning PO1 PO2 PO3
Outcomes
CLO1
CLO2
CLO3
16 Mapping of Course to
Programme Learning Course Programme Learning Outcomes
Outcomes Learning PLO1 PLO2 PLO3 PLO4 PLO5 PLO6
Outcomes
CLO1
CLO2
CLO3
CLO4
CLO5
17 Course Outline of the course

Lecture Tutorial Self
and the SLT ( Student Topic
hours hours Learning
learning time per topic
1. Buying, Having and Being
Consumer Behaviour
Consumers Impact on Marketing
Strategy
1.5 2 9
Marketings Impact on Consumers
Marketing Ethics and Public Policy
Consumer Behaviour as a Field of
Study
2. Perception, Learning and Memory

Sensory System
Exposure
Attention 1 1 8
Interpretation
Learning
Memory
3. Motivation and Global Values
The Motivational Process
Consumer Involvement 1.5 2 9
Values
Cross-Cultural Values
4. The Self, Personality and
Psychographics
The Self
Sex Roles
Body Image 1.5 2 9
Personality
Psychographics
The Dark Side of Consumer
Behaviour
5. Attitudes and Persuasion
The Power of Attitudes
1 1 8
Forming Attitudes
How Marketers Change Attitudes
6. Decision Making
Consumer Decision Making
Continuum of Buying Decision
1 1 8
Behaviour
Steps in the Decision- Making
Process
7. Buying and Disposing
Factors Effecting Consumer
Behaviour
1.5 2 10
Antecedent States
Purchase Environment
Post purchase Processes
8. Organisational and Household Decision
Making
Collective Decision Making
Organisational Buyers and Decision 1.5 2 9
Making
Family Unit
Consumers-in-Training
9. Groups and Social Class
Reference Groups
Opinion Leadership
2 3 9
Word-of-Mouth (WOM)
Communication
Social Media
10. Other External Factors Influencing

Decision Making 2.5 3 11
Social Class
Lifestyle
Subcultures
Culture
TOTAL LEARNING HOURS 15 24 90
18 Reference Compulsory Solomon, M. R. (2013). Consumer behavior: Buying, having,
and being (10th ed.). Edinburgh Gate, London: Pearson
Education. .
Additional
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2005).
Consumer behavior (10th ed.). Cincinnati, OH: South-
Western College.
Cialdini, R. B. (2006). Influence: The psychology of

persuasion (Rev.ed.). New York, NY: Harper Collins.
Dietrich, G., & Livingston, G. (2012). Marketing in the round:

How to develop an integrated marketing campaign in the
digital era. Indianapolis, IND: Que.
Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2012).

Consumer behavior (6th ed.). Mason, OH: Cengage
Learning.
Schiffman, L., & Kanuk, L. (2010). Consumer behavior (10th

ed.). New Jersey, NJ: Prentice Hall.
Shimp, T. A. (2010). Advertising, promotion, and other

aspects of integrated marketing communications. Mason, OH:
Cengage Learning.
Sorger, S. (2012). Marketing planning. New Jersey, NJ:
Prentice Hall.

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Master in Business Administration

1 Name Of Course Consumer Behaviour

7 Credit Value 3 Credits (132/40 = 3.3)

14 Assessment & Marking 40% Individual Assignment

Course Programme Objectives

17 Course Outline of the course

2. Perception, Learning and Memory

10. Other External Factors Influencing

Cialdini, R. B. (2006). Influence: The psychology of

Dietrich, G., & Livingston, G. (2012). Marketing in the round:

Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2012).

Schiffman, L., & Kanuk, L. (2010). Consumer behavior (10th

Shimp, T. A. (2010). Advertising, promotion, and other

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