School of Economic Sciences and Administration
Department of Business
COURSE OUTLINE
Programme of Studies:
BSc in Business Administration
Name of the Course:
ABSM 202 – Consumer Behaviour
Target group and type:
Business students
Level of the unit:
BSc – 3rd Semester
Entrance requirements:
ABSM112
Number of ECTS credits:
5 (Average student working time: 125 hours)
Lecturer:
Mr. Yiannos Loizides
Office:
Library Building, 2nd floor, office 210
Email
[email protected]
Intermediate
Webpage:
Office hours:
Program
Competences
Competences to be developed:
1
a) Define consumer markets.
b) Understand the concept of consumer behaviour by explaining the
model of consumer behaviour.
A2,A7
2
Apply the theory of consumer behaviour in interpreting consumer
behaviour in the market place.
A4,B1
3
Analyse the personal characteristics affecting consumer behaviour.
A7
4
Evaluate the various buying roles.
A7
5
Design promotional campaigns capitalising on consumer behaviour
knowledge.
A4,A9,B7
Estimated student’s work time distribution in hours:
Contact hours
Student’s private time
Lecture
35
Private Study
Mid-Term Test
3
Homework
30
10
Final Exam
3
Test Preparation
9
Project presentation
1
Final Exam Preparation
26
Group Project Preparation-Assignment
8
Total:
42
Total:
83
1
Learning outcomes
Students should be able to:
What is consumer Behaviour:
Definition of consumer behaviour. Main concepts related to consumer behaviour.
The importance of studying consumer behaviour, Methods of studying consumer behaviour like
observational approaches, interviews and surveys, Experimentation and consumption research.
The importance of future challenges for consumer behaviour.
Methods of studying consumer behaviour like observational approaches, interviews and
surveys, Experimentation and consumption research.
The importance of future challenges for consumer behaviour.
How Consumer Analysis Affects Business Strategy:
The characteristics of market-driven strategies.
The importance of customer value creation.
Elaboration on market analysis, market segmentation, market mix strategies and the 7 R’s of the
marketing mix.
Customer loyalty and retention strategies.
Methods of strengthening customer relationships.
Analysis of global marketing strategies Standardization vs. adaptation.
Consumer Decision Making:
Analysis and discussion of the CDPM (Consumer Decision Process Model) is analysed and
discussed.
Analysis of the importance of using such a model when preparing a company’s marketing
strategy
Analysis of the 7 steps of the model:
Need Recognition, search for information, pre-purchase evaluation of alternatives, purchase and
consumption and post-consumption evaluation and divestment.
Environmental Influences on Consumer Behaviour:
Environmental influences on attitudes and consumer behaviour: Culture, Ethnicity and Social
class.
How culture affects consumer behaviour and what determines social class is discussed.
Consumer learning
Analysis of:
The Elements of Consumer Learning
Behavioural learning Theories
Cognitive learning theory
Measure of consumer learning
Ethics and consumer learning
Reference Groups and Family Influences
Understanding the power of reference groups.
Celebrity and other reference group appeals.
The influence of family as a reference group.
Socialization of family members.
Other functions of the family.
Family decision-making and consumption-related roles.
The family lifecycle.
2
Course Content (Syllabus):
1. Consumer Rule Ch. 1
a. What is consumer behaviour?
b. Consumer’s Impact on Marketing Strategy
c. Marketing’s impact on consumers
d. Marketing Ethics and Public Policy
e. Consumer Behaviour as a field of Study
2. Consumer Perception Ch. 2
a. Sensory Systems
b. Exposure
c. Attention
3.
Learning and Memory Ch.3
a. Behaviour Learning Theories
b. Cognitive Learning Theory
c. The Role of Memory in learning
4. Personality and Lifestyles Ch. 6
a. Personality
b. Lifestyles and Psychographics
5. Attitudes Ch. 7 & 8
a. What are attitudes? Power and Functions
b. The Standard Learning Hierarchy
c. Forming Attitudes
d. Attitude Model
e. Elements of Communication
f. Source
g. Message
6. Group Influence and opinion Leadership Ch. 11
a. Reference groups
b. Positive Vs Negative reference groups
7. Income and Social Class Ch.12
a. Consumer Spending and Economic Behaviour
b. Discretionary Income
c. Social Class Structure
d. Components of Social Class
8. Consumers and Sub-cultures Ch. 13 & 16
c. Income and social class
d. Consumer Spending and Economic Behaviour
e. Cultural Influences on Consumer Behaviour
The Methodology used included lecturing based on the lecture’s power point presentations,
discussions, reference to real life examples related to the main marketing issues taught, as well
as to the students’ business background, analysis of case studies.
3
Coursework
Tests
Assignments
Homework
Estimated Dates
Material
Marketing: Managing Profitable Customer
Relationships
Company and Marketing Strategy: Partnering to
Build Customer Relationships
The Marketing Environment
Week 5
What is marketing
Mission Statement
S.W.O.T. Analysis
Week 2
Week 4
Week 5
Assessment Weights
Coursework
Final Exam
Week 5
Week 8
Total
Participation in class
10
Mid term exam
15
Assignments
15
50
50
Note: The assessment weights for the final exam the coursework (and the laboratory work)
are decided by the Department before the beginning of the semester. The details on the
number of tests/homework assignments projects etc, as well as their assessment weights are
decided by the academic staff responsible for the course.
Bibliography:
Textbooks:
Solomon R. Michael. (2007) ‘Consumer Behaviour , Buying, Having, and Being’, 7th edition, Prentice Hall,
USA.
References:
Schiffman, G.L. and Kanuk, L.L. and Hansen,H. (2008) ‘Consumer Behaviour: A European Outlook’,
Prentice Hall, USA.
Schiffman, G.L. (2000) ‘Consumer Behaviour’, 7th edition, Prentice Hall, USA.
Blackwell, R., Engel, J. and Miniard, P. (2001), ‘Consumer Behaviour”, 10th edition, South-Western Thomson
Learning
4