INDEPENDENT UNIVERSITY, BANGLADESH

School of Business
BBA Program Course Outline
Semester Course Code Course Title Section
Summer2022 MKT481 Consumer Behavior 02

INSTRUCTOR’S DETAILS:
Instructor: Suman Prosad Saha Class Time: ST: 2.40 – 4.10PM
Office: 3006(S) Classroom: BC3012
Email: [email protected] Consultation Hours: ST: 1.30 to 2.30pm
MW: 4.15-5.15pm

COURSE SUMMARY:

An understanding of the needs and behaviors of consumers is an intrinsic component of the

development and implementation of successful marketing actions. Specific topics address the
consumer decision process, internal and external influences on consumer behavior.

PROGRAM LEARNING OUTCOME (PLO)

Upon completion of BBA in Marketing program, the individual should be able to-

1. The program focuses on disseminating the contemporary marketing knowledge to the

students using different methods and updated resources.

2. The program will stimulate critical thinking ability of students through blended approach of
case studies and diverse assignments.

3. The program designs to develop competencies to analyze and formulate marketing plans and
construct strategic decisions.

4. The program will allow students to display and understand the importance of globalization
and advanced marketing practices that would equip them to make informed decisions in local
setting aligning with global perspective.

5. The program will influence students to learn about ethical norms impacting the operations of
business organizations and allowing students to implement those in real life marketing
practices.

COURSE LEARNING OUTCOME (CLO)

After the completion of this course, the participants will be able to –

1. Demonstrate how as a marketer you can use your knowledge of consumer behavior concepts to
develop better marketing programs and strategies to influence those behaviors.

2. Critically evaluate the effectiveness of various advertisement and promotions and their attempts
to influence the behaviors of individuals.

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 3. Analyze the trends in consumer behavior, and apply them to the marketing of an actual product
or service.

4. Recognize social and ethical implications of marketing actions on consumer behavior

5. Complete a project that demonstrates both your working knowledge and analytical skills in
assessing the consumer decision-making process.

MAPPING OF CLO TO PLO

PLO1 PLO2 PLO3 PLO4 PLO5

CLO1 3
CLO2 2
CLO3 2
CLO4 3
CLO5 2

3-Strong Correlation, 2- Medium Correlation, 1- Low Correlation

COURSE PLAN AND MAPPING

Session Topics Specific Outcomes Reading/Activities Teaching Assessment CLO Bloom’s
Strategies Taxonomy
1 Consumer To acquire general idea Courser outline and Basic 1 Understand
Behavior: about Consumer Behavior Chapter 0 introduction
Understanding and
decision making Discussions
process
2-3 Consumer Understanding Different Chapter 1 Review Assignment 1 Apply
Behavior: types of consumers, presentations 1 and Quiz 1
Meeting Relationship between Classroom
changes & consumer behavior and discussion
Challenges
customer value,
satisfaction, trust and
retention
4-6 The Consumer Understand the Chapter 2 Review Quiz 1 1,3 Apply
Research Process importance of consumer presentations
research, Classroom
Understand the discussion
difference between
qualitative and
quantitative research,
explanation of different
methods for doing
qualitative and
quantitative research.

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7 Quiz 1 Chapter 1 and 2 1,3 Apply
8-9 Consumer Able to explain the term Chapter 4 Review 1,3 Apply
Motivation Motivation and its presentations
importance in consumer Classroom
behavior, Able to explain discussion
types of needs according
to Maslow’s needs
hierarchy and trio of
needs
10-12 Personality & Able to understand Chapter 5 Review 1,3 Apply
Consumer nature of personality. presentations
behavior Able to explain the Classroom
theories of personality, discussion
describe the content of
Brand Personality and
Self-image.
13 Midterm Exam [Chapter 1,2,4,5] 1,3 Apply
14-15 Consumer Able to describe Chapter 6 Review Assignment 1,2,3 Apply
Perception elements of presentations 2, Quiz 2
Perception Classroom
discussion
Able to explain
Dynamics of perception,
Consumer Imagery,
perceived risk, ethics
and consumer
perception

Assignment 2 1,2,3 Apply

16-17 Consumer Able to describe Chapter 7 Review Quiz 2 1, 2, 3 Analyze
learning Elements of consumer presentations
learning, Classroom
Able to explain discussion
Behavioral learning
theories and their
marketing applications

18 Quiz 2 Chapter 6 1, 2, 3 Apply,

Analyze
19-20 Communication & Able to understand the role Chapter 9 Review 1,2,3 Apply
consumer the Message’s Audience in presentations
behavior the communication process, Classroom
To learn how discussion
understanding consumers
enables to develop
persuasive messages
21-22 Marketing Ethics To understand the Chapter 15 Review 1,2,3 Apply
& Social meaning of Marketing presentations
Responsibility ethics and social Classroom
responsibility, Able to discussion
learn how marketers can
ambush consumers with
unexpected ads, tinker
with their perceptions,
and mislead them
23 & 24 Project Pitch your business plan Final Presentation Scrutinize the Q&A 1,2,3,4 Create
Submit the project report Report Submission report
Face Viva

25 Final Exam Chapter 6,7,8, 9, and 1,2 Create

15 3,4

PEDAGOGY:
Teaching pedagogy will include lectures, video clips, case study, presentation, etc.

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ASSESSMENT AND MARKS DISTRIBUTION:
Each course must have a mid-term and a final exam as scheduled by the school

CIE- Continuous Internal Evaluation (60 Marks) SMEE- Semester Mid

& End Examination
(45 Marks)
Total Marks Class Quizzes/ Presentation Project Assignment Midterm Final
= 100 Participation (Two) (One) Report (two)
10 10 10 15 10 20 25
Bloom’s
Category
Remember 2 5 2
Understand 2 5 2 5 5
Apply 2 5 2 10 5 5
Analyze 2 5 3 5 5
Evaluate 2 3 5 5
Create 3 5

TEXTBOOKS:
The course will be based mostly on the following books [some other books and journals may be referred time to
time]:
Consumer Behavior. Tenth Edition. Schiffman; Kanuk & Kumar in collaboration with Joseph
Wisenblit

MORE READINGS:

 Consumer Behaviour (Text and Cases), 1st Edition by Suja R. Nair

 Consumer Behavior: How People Make Buying Decisions.
https://2012books.lardbucket.org/books/marketing-principles-v1.0/s06-consumer-behavior-how-
people-m.html

SUGGESTED VIDEO LINKS:

 There is No Luck. Only Good Marketing by Franz Schrepf. https://www.youtube.com/watch?v=AN-
41JjIPEg.

COURSE POLICY:
1. It is the student’s responsibility to gather information about the assignments and covered topics during the
lectures missed. Regular class attendance is mandatory. Points will be taken off for missing classes.
Without 70% of attendance, sitting for final exam is NOT allowed. According to IUB system students must
enter the classroom within the first 10 minutes to get the attendance submitted.
2. The date and syllabus of quiz, midterm and final exam will be given ahead of time. Make-up
quizzes/assignment is strongly discouraged and may lead to a deduction of marks.
3. The reading materials for each class will be given prior to that class so that student may have a cursory
look into the materials. Class participation is vital for better understanding of sociological issues.
Students are invited to raise questions.
4. Students should take tutorials with the instructor during the office hours.
5. Students must refrain from any type of cheating and/or plagiarism in a course. Any student acting
otherwise will receive an “F” grade in the course. School of Business, IUB, maintains a zero-tolerance
policy regarding violation of academic integrity.

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 6. Students must maintain the IUB code of conduct and ethical guidelines, as mentioned in the “Learners’
GUIDELINE FOR ONLINE EDUCATION” prepared by Institutional Quality Assurance Cell (IQAC).

GRADE CONVERSION SCHEME:

The following chart will be followed for grading. This has customized form the guideline provided by the school of
Business.

A A- B+ B B- C+ C C- D+ D F
90-100 85-89 80-84 75-79 70-74 65-69 60-64 55-59 50-54 45-49 0-44

* Numbers are inclusive

AUDIT:
Students who are willing to audit the course are welcome during the first two classes and are advised to contact
the instructor after that.

NOTE:
Plagiarism- that is the presentation of another person’s thoughts or words as though they were the students’ own
– must be strictly avoided. Cheating and plagiarism on exam and assignment are unacceptable.

UNIVERSITY REGULATION AND CODE OF CONDUCT:

Please see the green book for further information about academic regulation and policies, including withdrawal
and grading, apples and penalties for pilgrims and academic misconduct.

STUDENTS WITH DISABILITIES:

Students with disabilities are required to inform the School of Business of any specific requirement for classes or
examination as soon as possible.

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