1. NAME OF COURSE  / MODULE CONSUMER BEHAVIOUR
2. COURSE CODE MCG3013
3. NAME(S) OF ACADEMIC STAFF  
4. RATIONALE FOR THE INCLUSION OF THE COURSE/MODULE IN THE PROGRAMME This course is a foundation for students to understand the influential of marketing in consumers purchasing decision (behaviour or reaction) in the market systems.
5. SEMESTER & YEAR OFFERED Semester 5 /  Year 3
6. TOTAL STUDENT LEARNING TIME (SLT)

 

 

Face to face:

L T P O
28 26 5

L=lecture ; T=Tutorial; P=Practical; O=Others (Exam)

Total Guided and Independent Learning:

120
7. CREDIT VALUE 120/40 = 3.00 (3 credit); 2+2
8. PREREQUISITE (IF ANY) NIL
9. OBJECTIVES 1. Equip the students with the knowledge on various consumer behaviours perspectives.

2. Expose to the students the process of consumer decision making.

3. Identify factors influencing consumer behaviours and utilise this knowledge in marketing of product and services.

10. LEARNING OUTCOMES At the end of the course, learners will be able to:

1. Illustrate the basic theories and principles of consumers behaviour (LO1-C3),

2. State the decision making process by consumers (LO2-P2),

3. Demonstrate the consumers influential factors in product marketing (LO3-CTPS3, C3).

11. TRANSFERABLE SKILLS Enhance the ability of students to understand the behaviour of consumers in the market through a process of lectures, tutorial and group assignment.
12. TEACHING-LEARNING AND ASSESSMENT STRATEGY Teaching-learning strategy:

· The course will be taught through a combination of formal lectures, exercise, group work, using authentic materials, informal activities and various textbooks. Collaborative teamwork will be fosters throughout the course. The use of examination and internal reporting assessment will assess the student’s ability to apply theoretical concept in context.

Assessment strategy:

·Formative

·Summative

13. SYNOPSIS Consumer behaviour is one of marketing discipline’s main components. Majority of the present marketing approaches stems from in depth understanding of consumers and their behaviour. This course provides comprehensive understanding of the product/service adoption process, consumer decision process, consumption and disposal of product/service by consumers. Application of the marketing mix to consumer behaviour will also be discussed. Students will also be exposed to case studies in order for them to appreciate the subject matter and hope the students will learn to develop interest in the marketing discipline.
14. MODE OF DELIVERY Lectures and tutorial (SCL)
15. ASSESSMENT METHODS AND TYPES
Component %
Continuous Assessment 60%
Final examination 40%
Total 100
16. CONTENT OUTLINE OF THE COURSE/MODULE AND SLT PER TOPIC
TOPIC Lecture Tutorial Test/Quiz/Exam Assignment Assessment(Library Seacrh) Self-study Total
Introduction to consumer behaviour 4 4 6 14
External Influences 4 4 6 14
Internal Influences 6 7 9 22
Consumer Decision Process 6 7 9 22
Organisation as Consumers 4 4 6 14
Consumption from Islamic perspective 4 4 6 14
Continous Test/Quiz/Assessment 2 6 4 12
FINAL 3 9 12
TOTAL 28 26 5 6 13 42 120
17. REFERENCES Main Reference:

1.Blackwell, R.D., Miniard, P.W., Engel, J.F., Pai, D.C., Norjaya, M.Y. and Wan Jooria, H. 2012. Consumer Behavior, Singapore, Cengage Learning Asia Pte Ltd.

Additional references:

1. Hawkins, D.I. and Mothersbaugh, D.L. 2010. Consumer behavior building marketing strategy, 11th Edition, New York, McGraw-Hill Companies, Inc.

2. Schiffman, L.G., Kanuk, L.L. and Wisenblit, J. 2010. Consumer behavior, 10th Edition, Upper Saddle River, New Jersey, Prentice Hall.

3. Solomon, M.R. 2011. Consumer behaviour: buying, having and being. 9th Edition. Upper Saddle River, New Jersey, Pearson.

 

Mapping of the Course/Module to the Programme Learning Outcomes

Topic Contact hours (week)

Lesson Learning Outcome (Students are able to…)

LO KI Teaching & Learning Activities (*) Assessment Tasks
Introduction to Consumer Behaviour

 

4 1. Explain the consumer behaviour definition and its features.

2. Demonstrate the importance of studying consumer behaviour

3. Describe the evolution of consumer behaviour

LO1

LO3

CTPS3 · Lecture

 

External Influences

  • Culture and Subculture
  • Group Influence
  • Demographic
4 1.Describe various external factors influence consumer behaviour

2.Explain how external factors cause differing behaviour

LO1

LO2

·Lecture

·Tutorial (Individual / Group activity)

Feedback on individual / group work activity

 

Internal Influences

  • Motivation
  • Beliefs
  • Feelings
  • Attitudes
  • Intentions
6 1.Illustrate how internal factors influence consumer behaviour LO2

LO3

CTPS3 ·Lecture

·Tutorial (Individual / Group activity)

Feedback on individual / group work activity

 

Consumer Decision Process

  • Need recognition
  • Pre purchase search
  • Evaluation of alternatives
  • Purchase
  • Post purchase evaluation
6 1.Explain stages involve in consumer decision making

2.Demonstrate each stage of consumer decision process

LO2

LO3

 

CTPS3

·Lecture

·Tutorial (Individual / Group activity)

Feedback on individual / group work activity

 

Organisation as Consumers 4 1.Compare difference between organisation consumer and individual consumer LO2 ·Lecture

·Tutorial (Individual / Group activity)

Feedback on individual / group work activity

 

Consumption from Islamic Perspective 4 1.Analyse issues pertaining to marketing to Islamic marketing LO3 CTPS3 ·Lecture

·Tutorial (Individual / Group activity)

Feedback on individual / group work activity