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COVENANT UNIVERSITY
COURSE COMPACT
2013/2014 ACADEMIC SESSION
College: College of Development Studies
School: School of Human Resource Development
Department: Mass Communication
Course Title: Consumer Behaviour
Course Code: MAC 318
Units: 2
Course Teachers: Dr. Ada Peter and Mrs. S.O. Omoregbe
Semester: Alpha
A brief Overview of the Course
This course gives an insight into the meaning and perspective of Consumer behaviour as well as
gives understanding of why it is important to study the behavior of consumers for effective
marketing.
Course Objectives/Goals
At the end of this course, students expected to:
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Be able to define the terms consumer and customer and understand the difference between them.
Describe the importance of consumer behavior.
Know the various factors affecting consumer behavior.
Understand marketing strategy vis a vis consumer behaviour.
Understand the decision making process of consumers
Understand the black box model
Methods of Delivery
 Lectures
 Assignments
 Projects
 Notes
Teaching Aids
 Multimedia facilities
 The electronic board
COURSE CONTENT
MODULE 1: INTRODUCTION
Week One:
-Defining Consumer
- Defining Customer
-Defining behaviour
-Defining Consumer Behavior
- Consumer Behavior as an academic field of study
- Types of Consumers- Why study Consumer Behavior?
- Benefits of the study of consumer behaviour
MODULE TWO: FACTORS AFFECTING CONSUMER BEHAVIOUR
Week Two: Factors Affecting
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Cultural
Personal
Psychological
Social
MODULE 3: CONSUMER AND SOCIAL/CULTURAL SETTING
Week Three: CONSUMER SOCIAL CLASS
* Social class defined
* Variables of social class
* Determinants of social class
* Consumer Behavior & social class
Week Four: CULTURAL INFLUENCE
* Concept & nature of culture
* Cultural changes& implications for strategic marketers
Week Five: FAMILY
-Family and Household
MODULE THREE: MARKETING STRATEGY
WeekSix:Marketing Strategy
- Marketing Strategy & Consumer Behavior
Week Seven- Marketing Analysis
-Market Segmentation
MODULE 2: CONSUMER AS A PERSON
Week Eight:Motivation Defined: Theory Of Motivation
WeekNine: Marketing Strategy And Maslow‘s Motive Hierarchy
WeekTen: Self Concept Defined & Explained.
MODULE FOUR: CONSUMER BEHAVIOUR MODEL
Week eleven: Black Box Model.
MODULE FIVE: CONSUMERS AS DECISION MAKERS
Week Twelve: Consumers in the decision making process
Week Thirteen: Revision
Grading Method
-Assignments, projects, tests, etc -30%
-End of Semester Examinations - 70%
TOTAL------------------------------100%
Ground Rules and Regulations
-Students are expected to comport themselves well during lectures
-Students would not be allowed into the class after ten minutes of commencement of lectures.
-Students are expected to be well dressed in the lecture hall.
-Lateness in the submission of assignments/projects would not be tolerated.
Recommended Reading
Leon G.S. and Leslie L.K (2004), Consumer Behaviour, Upper SaddleKotler P. River,
U.S.A: Pearson Education, Inc. Pearson Prentice Hall.
Kotler P. (2002), Marketing Management 21C., Upper Saddle River, U.S.A: Pearson
Education, Inc. Pearson Prentice Hall.
Ayuba B. (2005), Marketing: Principles and Management, Kaduna: Shukrah Printing