Course Details
Course Information Package
Course Unit Title | CONSUMER BEHAVIOUR | ||||||||||
Course Unit Code | ABSM202 | ||||||||||
Course Unit Details | |||||||||||
Number of ECTS credits allocated | 5 | ||||||||||
Learning Outcomes of the course unit | By the end of the course, the students should be able to:
| ||||||||||
Mode of Delivery | Face-to-face | ||||||||||
Prerequisites | ABSM112 | Co-requisites | NONE | ||||||||
Recommended optional program components | NONE | ||||||||||
Course Contents | 1. Consumer Rule 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 a. Personality
b. Lifestyles and Psychographics
5. Attitudes 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 c. Income and social class
d. Consumer Spending and Economic Behaviour
e. Cultural Influences on Consumer Behaviour
| ||||||||||
Recommended and/or required reading: | |||||||||||
Textbooks |
| ||||||||||
References |
| ||||||||||
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 |
| ||||||||||
Language of instruction | English | ||||||||||
Work placement(s) | NO |