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1 Postgraduate Diploma in Marketing Detailed Syllabus Stage 01 : Diploma in Marketing Subject: Exploring Consumer Behaviour(ECB) Release : January 2018 Course Unit Name: Course Unit Code: Exploring Consumer Behaviour (ECB) OPL Subject Descriptor: Understanding and appreciation of behavioural aspects of consumer. 2. Aim of the subject: Exploring Consumer Behaviour allows students to develop a basic understanding and appreciation of the consumer. The subject is designed to give students an appreciation of consumer behaviour in the context of behavioural dynamics. The competency gained through a fairly comprehensive study of aspects of consumer behaviour and the sociocultural setup should give students some early appreciation of concepts on consumer research which would lay the foundation for the many field research assignments that a student would be expected to carry out. 3. Learning outcomes: After completing the subject the student should be able to: Understand consumer behaviour and its fundamentals Understand dimensions of consumer motivation, personality, perception, learning, and attitude and how they influence their brands selection and decision making Appreciate how understanding consumers enables marketers to develop persuasive messages Appreciate the influence of culture on consumer behaviour and understand the profile of typical consumers in the community Understand what social class and family are and how they relate to consumer behaviour Explore the consumer decision making process based on the nature of the product and the consumer segments Sri Lanka Institute of Marketing 1

2 4. Key Modules & Weighting This course unit consists of Two key modules. Module Area Weight I Exploring Consumer Behaviour 65% II Exploring the Consumer s Socio-cultural set up and Decision Process 35% Total 100% 5. Syllabus Outline Module and Weightage Section Topic Total Number of Hours Section 01 Introduction to Consumer Behaviour 4 Module 01 Exploring Consumer Behaviour (65%) Module 02 Exploring the Consumers Socio-cultural set up and Decision Making Process (35%) Section 02 Section 03 Section 04 Section 05 Section 06 Section 07 Motivation and Personality 8 Perception 6 Consumer Learning 4 Attitude 4 Family, Social Class and Culture 8 Consumer Decision Making Process and Ethical Dimensions/Social Responsibility 6 100% 40 Sri Lanka Institute of Marketing 2

3 6. Assessment Assessment Mode Marks (%) Weightage (Out of 100) Written Examination % Individual Assignment % 7. Written Examination (70%) Part one Twenty (20) multiple choice questions (compulsory) 1 mark x 20 = 20 marks Part two Six (6) compulsory short answer questions 10 marks x 6 = 60 marks Part three One (1) out of Two (2) questions 20 marks x 1 = 20 marks 8. Assignment (30%) The type of assignment depends on the nature of the subject and the level. It may be a case review, a detailed essay, a short report, an article review, a field study based report, etc. You will be given clear instructions on the assignment question/s and on the expectations. If you do not give adequate attention to the assignment as per the nature of the requirement you may obtain low marks or no marks. This will have an impact on your final grade. Therefore, students are strongly advised and encouraged to give their attention to the assignments and to capitalise on the practical learning opportunities. 9. Grading (Overall) Grade Fail (F) Ordinary Pass (OP) Good Pass (GP) Merit Pass (MP) Marks Level Less than 50 marks 50 to 64 marks 65 to 74 marks 75 marks and above 10. Reference Reading Schiffman, L.G., Kanuk, L. L., Kumar, S. R., and Wisenblit,J. (2010) Consumer Behaviour.11 th edn.india: Prentice Hall. (Specific Chapters: 1, 3, 4, 5, 6, 10, 11, 13) Sri Lanka Institute of Marketing 3

4 11. Detailed Syllabus Section Topic Reference Reading Module 1: Exploring Consumer Behaviour (65%) 1.1 What Is Consumer Behaviour? 1.2 Two consumer entities - Organizational Consumers/Individual Consumers 1. Introduction to Consumer Behaviour 2. Motivation and Personality 1.3 The Evolution of the Marketing Concept 1.4 The Societal Marketing Concept 1.5 Retention measures and strategies Customer Value Satisfaction Retention 1.6 Technology and customer relationships 1.7 Customer Loyalty and satisfaction 1.8 A model of consumer decision making 2.1 Understand the dynamics of motives, needs and goals 2.2 The motivation process 2.3 Frustration and Defense mechanisms 2.4 Systems of Needs Murray s list of psychogenic needs Maslow s Hierarchy of needs 2.5 The scope of personality 2.6 The facets of personality 2.7 Theories of personality Freudian theory Neo-Freudian theory Trait theory 2.8 Personality Traits and Consumer Behaviour Consumer innovators and Innovativeness Dogmatism Social character Visualizers vs. verbalizers Consumer materialism Consumer ethnocentrism Personality and colour 2.9 Product and Brand personification 2.10 The self and self-image Sri Lanka Institute of Marketing 4

5 3.Perception 4.Consumer Learning 5.Attitude 3.1 The Elements of Perception Sensory input The Absolute Threshold The Differential Threshold Subliminal Perception 3.2 Perceptual Selection 3.3 Perceptual Organization 3.4 Perceptual Interpretation 3.5 Consumer Imagery Brand Image Package image Service image 3.6 Perceived price 3.7 Perceived quality 3.8 Perceived risk 4.1 Meaning of Learning 4.2 Elements of Consumer Learning Motives Cues Responses Reinforcement 4.3 Classical conditioning Stimulus generalization 4.4 Instrumental conditioning 4.5 Observational learning 4.6 Cognitive learning AIDA Model Innovation Adoption Model 4.7 Outcomes of Consumer Learning Recognition and recall Brand loyalty 5.1 Attitudes and their formation 5.2 Tri-component attitude model 5.3 Altering Consumer s Attitudes Changing beliefs about products Changing brand image Changing beliefs about competing brands Changing the motivational functions of attitudes The utilitarian function The ego-defensive function The value-expressive function The knowledge function 5.4 Cognitive Dissonance and Resolving Conflicting attitudes Sri Lanka Institute of Marketing 5

6 Module 2: Exploring the Consumers Socio-cultural set up and Decision Making Process (35%) 6.Family, Social Class and Culture 7. Consumer Decision Making Process and Ethical Dimensions/Social Responsibility 6.1 The family as a socialization agent 6.2 Consumer socialization 6.3 Family decision making Husband-wife decision making Children s influence on family decision making 6.4 The family life cycle 6.5 Social standing Social class Measuring social class 6.6 What is Culture 6.7 Culture s continuous evolution 6.8 Cultural beliefs reflect consumer s needs 6.9 Enculturation and acculturation 6.10 Reflections of cultural values Language and symbols Rituals 7.1 Consumer decision making Input stage The marketing mix Socio-cultural influences Communication sources Process stage Need recognition Pre-purchase search Evaluation Brand sets Output stage Purchase behaviour Post-purchase evaluation 7.2 Marketing Ethics and Social Responsibility The Societal Marketing Concept Exploitive Marketing Promotion and Advertising Consumers privacy Sri Lanka Institute of Marketing 6