Course Details

Course Information Package

Course Unit CodeABSM202
Course Unit Details
Number of ECTS credits allocated5
Learning Outcomes of the course unitBy the end of the course, the students should be able to:
  1. Define consumer markets and Explain the concept of consumer behaviour .
  2. Apply the theory of consumer behaviour in interpreting consumer behaviour in the market place.
  3. Analyse the personal characteristics affecting consumer behaviour
  4. Evaluate the various buying roles
  5. Design promotional campaigns capitalising on consumer behaviour knowledge
Mode of DeliveryFace-to-face
Recommended optional program componentsNONE
Course Contents

1.    Consumer Rule Ch. 1

a.        What is consumer behaviour?

b.       Consumer’s Impact on Marketing Strategy

c.        Marketing’s impact on consumers

d.       Marketing Ethics and Public Policy

e.        Consumer Behaviour as a field of Study

2.      Consumer Perception Ch. 2

a.       Sensory Systems

b.       Exposure

c.       Attention

3.   Learning and Memory Ch.3

a.       Behaviour Learning Theories

b.       Cognitive Learning Theory

c.       The Role of Memory in learning

4.     Personality and Lifestyles Ch. 6

a.       Personality

b.       Lifestyles and Psychographics

5.     Attitudes Ch. 7 & 8

a.       What are attitudes? Power and Functions

b.       The Standard Learning Hierarchy

c.       Forming Attitudes

d.       Attitude Model

e.       Elements of Communication

f.         Source

g.       Message

6.      Group Influence and opinion Leadership Ch. 11

a.      Reference groups

b.      Positive Vs Negative reference groups

7.   Income and Social Class Ch.12

a. Consumer Spending and Economic Behaviour

b. Discretionary Income

c. Social Class Structure

d. Components of Social Class

8.   Consumers and Sub-cultures Ch. 13 & 16

c.       Income and social class

d.       Consumer Spending and Economic Behaviour

e.       Cultural Influences on Consumer Behaviour

Recommended and/or required reading:
  • Solomon R. Michael. (2007) ‘Consumer Behaviour , Buying, Having, and Being’, 7th edition, Prentice Hall, USA
  • Schiffman, G.L. (2000) ‘Consumer Behaviour’, 7th edition, Prentice Hall, USA.
  • Schiffman, G.L. and Kanuk, L.L. and Hansen,H. (2008) ‘Consumer Behaviour: A European Outlook’, Prentice Hall, USA
Planned learning activities and teaching methods

The Methodology used included lecturing based on the lecture’s power point presentations, discussions, reference to real life examples related to the main marketing issues taught, as well as to the students’ business background, analysis of case studies

Assessment methods and criteria
Final Exam60%
Mid-term test15%
Mid-term assignment15%
Participation in class - Class pres10%
Language of instructionEnglish
Work placement(s)NO

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