Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Integrated marketing communications wikipedia , lookup
Green marketing wikipedia , lookup
Advertising campaign wikipedia , lookup
Multicultural marketing wikipedia , lookup
Direct marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
Marketing channel wikipedia , lookup
MIDLANDS STATE UNIVERSITY FACULTY OF COMMERCE DEPARTMENT OF MARKETING MANAGEMENT COURSE OUTLINE: CONSUMER BEHAVIOR MM206 Module Objectives 1. To assist students gain an insight into how consumers think, feel, reason and select between alternatives’ so as to craft appropriate marketing strategy. 2. To cultivate students awareness of how consumer is influenced by his or her environment. 3. To provide students with direct experience as to how knowledge or information processing abilities influence decisions and marketing efforts. 4. Studying consumer behavior will also assist the student as a consumer to better understand consumption related decisions. Reference textbooks 1. Mowen .J and Minor .M (1995) Consumer Behavior, 5th edition, Prentice Hall 2. Schiffman G.L and Kanuk L.L (2004) Consumer Behavior, 8th edition ,Prentice Hall India 3. Solomon R.M (1999) Consumer Behavior Buying, Having and Being, Prentice Hall New Jersey 4. Sheth.J, Mittal .B, Newman, B (1999) Consumer Behavior and Beyond, Dryden Press London 5. Webb C.R (1999) Psychology of the Consumer and its Development, Plenum Publisher Moscow 6. Various Marketing journals and websites 1 Module Outline 1.0 Introduction Consumer behavior defined. Why study consumer behavior? Factors influencing consumer behavior 2.0 Consumerism and ethics Teleology (utilitarianism) Deontology External factors that affect consumer behavior 3.0 Family influence on Consumer Behavior Family definition Types of families Functions of a family Family decision making roles Importance of the family to the marketer Family Life Cycle Implications of family life cycle to the marketer 4.0 Culture Influence on Consumption behavior Culture defined Why study culture? Implications of culture on marketers Culture diversity and its influence on marketers in Zimbabwe Measurement of culture 5.0 Opinion leaders Opinion leadership concept Characteristics of opinion leaders Importance of opinion leaders in marketing Measurement of opinion leaders 6.0 Groups and their influence on consumption Reference groups The role of reference groups 2 Functions of reference groups Types of reference groups Factors affecting power of reference groups Application of reference groups Implications of reference groups Consumer Action Groups Implication of Consumer Action Groups to marketers Role of Consumer Council of Zimbabwe Internal factors that affect consumer behavior 7.0 Consumer motivation Defining consumer needs and motivation Types of arousal -Emotional arousal -Cognitive arousal -Environmental arousal -Physiological arousal Maslow hierarchy of needs -Importance of Maslow’s Hierarchy of Needs Theory Herzberg Two factor theory -Importance of Herzberg’s Two-factor theory to marketers McClelland Trio of needs Measurement of Motives -Project technique -Observation -Focus groups 8.0 Personality Personality theory Freudian theory -Application of Freudian Theory 3 -Implication of Freudian Theory to marketers Neo-Freudian theory - Marketing implications of CAD Trait theory Personality and Understanding Consumer Diversity 9.0 Perception and Consumption Behavior Perception defined Types of perception -Absolute threshold -Differential threshold (j.n.d) -Subliminal perception Marketing Implication of Just Noticeable Difference Perceived risk 10.0 Learning Learning defined Theories of learning Behavioral learning theories -Classical conditioning -Marketing implications of Classical Conditioning -Operant/instrumental conditioning Cognitive learning theories -Implications of Cognitive Learning 11.0 Consumer Decision Making Diffusion and Adoption of an innovation Consumer Decision making model Level of Consumer decision making Comprehensive model of consumer behavior 4 Module evaluation 1. Course work will account for 30% of end of course grade and final examination 70%. 2. Students cannot sit for the end of semester exam without attending lectures. 3. If a student does not have a course mark, it is an automatic fail. 4. When writing assignments, use the Harvard system of referencing. 5. Students will write 2 assignments. No late submissions will be tolerated. All assignments must be word processed to Times New Roman, Font size 12, with 1.5 Line spacing only. 6. Students will also make a class presentation Assignment 1 Due date: Second day of Second Block Assignment 2 Due date: Second day of Second Block Individual presentation (20marks) 5