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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: 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 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