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BMA5502 CONSUMER BEHAVIOR
Course Outline
Catherine Yeung
Associate Professor
Department of Marketing
NUS Business School
Office: BIZ 1, 8-24
Email: [email protected]
Office hours: By Appointment
COURSE DESCRIPTION
Understanding consumer behavior is essential to the development of marketing strategies.
Virtually all decisions involved in developing an effective marketing mix for a product or service
require thorough knowledge of the consumers. Thus, a clear understanding of the principles of
consumer behavior and the factors that shape consumer behavior is critical to developing
effective marketing strategies.
Toward this end, this course is designed to provide participants with a comprehensive coverage
of frameworks, concepts, tools, and techniques to get into the minds of consumers, with an
emphasis on uncovering, generating, and interpreting business-relevant consumer insights.
Relevant theories and research in behavioral sciences will be discussed with the overarching goal
of understanding and influencing consumer behavior.
This course focuses on the consumer as an individual, starting with the question of who the
consumer is, and systematically examining the buying process which a consumer takes from
prepurchase motivations and cognition to post-purchase consumption and satisfaction (see
figure below). The topics discussed comprise an examination of fundamental psychological
processes using a combination of case studies and individual and group exercises. Additionally, at
a more general level, the nature and importance of consumer heterogeneity, social factors, and
cultural differences in consumer behavior will be emphasized throughout the course and also
examined more focally in specific sessions. Overall, this course provides both a micro and a
macro perspective of the factors that influence a consumer.
Background Readings:
Consumer Behavior: Science and Practice. By Kardes, Cline, and Cronley. Publisher:
Cengage Learning
In addition, I will recommend a number of additional readings. These readings are culled from
various sources (e.g., book chapters, academic and business journals) that relate to the focal
topic(s) of the session and will give you deeper insights into the topic(s) outside of in-class
discussions. I strongly recommend that you read these articles even though this is not part of
your evaluation of the course. When reading these articles, you may find it useful to think about
the implications of the basic ideas contained within them and how they can be applied to your
industry.
GRADING SCHEME (subject to further changes)
Class Participation (Individual)
Individual Case Report (Individual)
Consumer Insights Exercises (In-class Group Work)
Case Analyses (Group Work)
25%
25%
25%
25%