110629-MKB106-V2

Consumer Behaviour Academic Year: PGP 2010- 2012 Course Code - MK-B1-06

Sector
Advertising and Media/Market Research

Job Profiles in this sector

Creative division Media Planning Client Servicing

FMCG/Retail/Consumer Durables

Brand Management Product Management Marketing Communications

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1.Introduction to the Module Consumer behaviour is a discipline that looks at why people buy the things they do. This marketing discipline applies knowledge from areas such as psychology, sociology and anthropology to describe and understand how consumers are likely to behave. However, the realization of customer diversity leads a greater need to study consumer behaviour to provide basic understanding to support successful business decisions. Consumer behaviour study is primarily needed to define marketers view in taking both strategic decisions such as segmentation, targeting and positioning and tactical decisions such as new product development, pricing integrated communication techniques and marketing logistics. The course begins with an introduction to consumer profile and research tools applied to understand customers mind. It then examines how consumers process information and make decisions, and looks at a number of traits of individual consumers. Group and situational influences are also investigated. The course concludes with an examination of cultural influences and international consumers. Each lesson offers learning objectives, readings, mini cases and comprehensive exercises to help you reinforce your learning. Learning Outcomes : This course lays a foundation for understanding how consumers behave in a marketplace and equips students with understanding of how marketers can influence consumer behaviour. At the end of the course students will be able to : 1. Understand how marketers try to appeal to consumers in terms of their personality, perceptual and attitudinal characteristics. 2. Understand how consumers are influenced by Marketing communications and how it helps them to change their attitude towards a product or an organisation. 3. Understand the power of reference groups and family influences . 4. Understand culture, sub-culture and cross culture to meet the specific needs, motivations, perceptions and attitudes within a larger and more complex society. 5. Understand how consumers make product choice decisions.

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2. Introduction to the Tutors

2.1

Area Chair Prof. Sujit Sengupta IILM, Lodhi Road campus # 9811076737

sujit.sengupta@iilm.edu

2.2 Module Leader: Ms. Anju Gulla Cabin no.: 213 IILM, Lodhi Road campus # 9971129420

anju.gulla@iilm.edu

Course Tutors Anju Gulla Jones Mathew Dr.Deepti Wadhera

http://www.iilm.edu/faculty/profiles/anju-gulla.html http://www.iilm.edu/faculty/profiles/jones-mathew.html http://www.iilm.edu/faculty/profiles/deepti-wadhera.html

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3. Module Overview
Session Session 1 Session 2 Session 3 Session 4 Session 5 Session 6 Session 7 Session 8 Session 9 Session 10 Session 11 Session 12 Session 13 Session 14 Session 15 Session 16 Session 17 Session 18 Session 19 Session 20 Session 21 Session 22 Session 23-24 Topics Introduction to the course Segmenting the consumer market Importance of consumer research Internal Determinants of Consumer Behaviour - Motivation Case Discussion on Motivation Internal Determinants of Consumer Behaviour -Personality and Lifestyle Internal Determinants of Consumer Behaviour - Perception Internal Determinants of Consumer Behaviour -Learning & Memory Case Discussion on Learning & Memory Internal Determinants of Consumer Behaviour - Attitude Changing Attitudes through Interactive Communications Case Analysis on Consumer Behaviour External Determinants of Consumer Behaviour - Role and Power of Reference Groups, Opinion Leadership External Determinants of Consumer Behaviour Family influences. Case discussion Neglecting the child External Determinants of Consumer Behaviour Subcultures External Determinants of Consumer Behaviour Culture Exercise on Culture External Determinants of Consumer Behaviour Cross Culture Case Discussion on Cross Culture Consumer Decision Making Process Diffusion of Innovation End Term Assessment Day Day 1 Day 1 Day 2 Day 2 Day 3 Day 3 Day 4 Day 4 Day 5 Day 5 Day 6 Day 6 Day 7 Day 7 Day 8 Day 8 Day 9 Day 9 Day 10 Day 10 Day 11 Day 11 Day 12

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4. Module Pre-Requisites : A basic knowledge of Marketing concepts. Students will also have to revise their concepts of market research.

5. Module Readings 5.1 Main Texts

Schiffman Leon G. & Kanuk Leslie I.. Consumer Behavior Prentice Hall of India (8th edition)

5.2 Reference Text

Solomon Michael R. Consumer Behavior, Pearson Education Inc; 8th edition, Special Asian Edition Blackwell, Miniand and Engel Consumer Behaviour Thomson Southwestern, 10th edition Arnould, Price and Zinkhan Consumers Mc Graw Hill, 2nd edition

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SESSION-WISE COURSE PLAN 6. Session Plan 6.1-Session 1 Title : Introduction to the course An introduction to the study of consumer behavior will be given. Students will understand about the roots of Consumer Behavior in the market-place and how the study of consumer behaviour is essential for marketers. The course contents, group projects, assessment criteria, course expectations will be spelled out. Groups will be finalized for Case analysis and Project work. Essential Reading : Chapter 1, pages 24 30, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition Learning Outcome : This session will help students understand the basics of Consumer Behaviour and within that, consumers are actors on the market stage and that consumer behavior involves many actors all playing their parts in the process. 6.2-Session -2 Title : Segmenting the Consumer Market Segmentation in Indian consumer market will be discussed Essential Reading : Chapter 3, pages 82 92, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition Desired Reading : New Criteria for Market Segmentation, by Daniel Yankelovich, Harvard Business Review Learning Outcome : To understand market segmentation and gain familiarity with a more effective segmentation approach.

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6.3-Session 3 Title : The Importance of Consumer Research In this session students will be instructed on the relevance and use of research tools to determine different consumer needs and the bases of market segmentation illustrated appropriately with industry examples to help students orient themselves with important concepts. Essential Reading : Market Research the Japanese way by Johny K. Johansson and Ikujiro Nonaka,p 2-5, Harvard Business Review Learning Outcome : This session will help students understand the role and types of market research and how to use it to understand consumer behaviour. This session will also help the students to know how and why a marketer should try to obtain information on consumer needs and gather marketing intelligence and help satisfy these needs efficiently.

6.4-Session 4 Title : Internal Determinants of Consumer Behaviour Motivation Students will be introduced to the underlying motivational and value drivers behind consumer purchasing behaviour. Essential Reading : Chapter 4, pages 109 119, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition Learning Outcome : The students will understand how motivation is the driving force (tension) within consumers that impels them to action. 6.5-Session 5 Title : Case Discussion on Motivation Essential Reading : Case on Volkswagen: Backward and Forward at the Same Time

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Questions for Class Discussion: a) What kind of needs might buyers for the New Beetle have? Innate? Acquired? b) What are rational motives for purchasing a New Beetle? Emotional motives? Which do you think are stronger? Learning outcome from the case: The students will be able to understand how marketers plan to satisfy both rational and emotional motives in stimulating purchase. They will also understand how defense mechanisms can be used in dealing with frustrations and explain how marketing activities such as advertising can arouse or intensify drives. 6.6-Session 6 Title : Internal Determinants of Consumer Behaviour -Personality and Lifestyle In this session a clear understanding of trait theory and its problems in consumer research; psychographic segmentation - uses and typologies and the impact of lifestyles on individual and group identities will be discussed and analysed. Essential Reading : Chapter 5, pages 137 146, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition Desired Reading : Eager Sellers and Stony buyers, Understanding the Psychology of new product adoption by John T. Gourville, Harvard Business Review Learning Outcome : By the end of the session the students will develop an understanding of a consumers inner psychological characteristics that both determine and reflect how a person responds to his or her environment. 6.7-Session 7 Title : Internal Determinants of Consumer Behaviour - Perception The dynamics of perception and consumer imagery, understanding sensory systems and perceptual positioning will be discussed in this session. How we absorb and interpret information about products and other people from the outside world will be analyzed here. Essential Reading : Chapter 6, pages 173 184, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

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Learning Outcome : After going through this session the students will be able to learn- how different consumers select, organise and interpret stimuli into a meaningful and coherent picture of the world. 6.8-Session 8 Title : Internal Determinants of Consumer Behaviour -Learning & Memory Students will be given an understanding of behavioural learning theories and appropriate marketing applications; Cognitive Learning Theory, Role of memory in learning. Essential Reading : Chapter 7, pages 221 233, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition Learning Outcome : Students will learn why it is important for marketers to understand how consumers learn about products and services. 6.9-Session 9 Title : Case study on Learning and memory Essential reading : Case discussion on Lee Dungarees : Not Mommas Jeans Anymore! Analysis of Lees consumer understanding and the target audiences acceptance of a brands communication strategy owing to its marketing strategy of listening to what consumers want and thereby re-inventing itself to be a cool brand for the youth.

Questions for class discussion: a) Explain how stimulus generalization and discrimination can be used to explain consumers understanding of the relationship between the Lee brand and its subbrands. Does placing the name, Lee, on each of the new sub-brands have positive or negative effects?

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b) Are jeans likely to be a high or low involvement purchase for teens? How does this relate to advertising for the product? c) What type of learning theory does the Buddy Lee advertising strategy used by Fallon McElligott exemplify? Classical conditioning? Instrumental Conditioning? Cognitive Learning Theory? Explain your answer using the terms associated with the theory. Learning outcome from the case: The students will be able to use the Consumer behaviour concepts like Cues, Stimulus generalization, Stimulus discrimination, Cognitive learning theory, Involvement and Central processing in real life situation.

6.10-Session 10 Title : Internal Determinants of Consumer Behaviour - Attitude In this session students will study consumer attitude formation and change and how consumers are often motivated to maintain consistency among all the components of this attitude. Students will also be instructed in the power and functions of attitudes and knowing how to predict behaviour by studying attitude. Essential Reading : Chapter 8, pages 261 270, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition Learning Outcome : By the end of this topic, the students will be able to understand attitude formation, attitude change and related marketing issues.

6.11- Session 11 Title : Changing Attitudes through Interactive Communications In this session students will be given an understanding of how attitudes change through marketing communications, an insight into the communication process and the nature of persuasive communication. Course material will be made more interesting by incorporating easy-to-connect examples to clarify concepts. Essential Reading : Chapter 9, pages 300 311, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

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Desired Reading : 1. The Perfect Message at the Perfect Moment by Kirthi Kalyanam and Monte Zweben, Harvard Business Review 2.The continuing power of mass advertising by Paul F. Nunes and Jeffrey Merrihue, MITSloan Management Review, HBSP Learning Outcome : The students will learn that communication is a link between the individual and society. By the end of this session the students will understand that communication is a tool that marketers use to persuade consumers to act in a desired way. 6.12-Session-12 Title : Case analysis Yahoo : Do you Yahoo? For How Long? Questions for class discussion: a) How does Yahoo! segment the market for its Internet service? How does this help Yahoo build a customer franchise? b) How does Yahoo! affect consumers perceptions of its service? What media does it use? How does it create an image for Yahoo! c)How does Yahoo! affect attitude formation toward the Internet and toward itself? How does it affect the three components of attitude? Learning outcome : Students should be able to bring forth and highlight issues of market segmentation, consumer perception of services, how attitudes form and communication strategies get adopted.

6.13-Session 13 Title : External Determinants of Consumer Behaviour - Role and Power of Reference Groups and Opinion Leadership The session will commence with an overview of external factors on consumer decision making and the role of reference groups impact on consumer behavior. Focus will be on Understanding the power of reference groups; Selected consumer-related reference groups; Celebrity & other reference group appeals. Students will be encouraged to refer to real-life examples in their roles as consumers. Further, Opinion Leadership will also be

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covered in this session. Under Opinion Leadership an understanding of how credibility is created and maintained will be imparted. Essential Reading : 1.Chapter 10, pages 333 340, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition Learning Outcome : The student will understand the importance of reference groups to marketers concerned while influencing consumers in their purchase decisions. They will also understand opinion leadership, its process dynamics and the motivation behind it. 6.14 - Session 14 Title : External Determinants of Consumer Behaviour Family influences. Students will be given a scientific basis of the role of The Intimate Corporation and what family decision making is all about. This would cover the process of defining the modern family, socialization of family members. Family decision-making and consumption-related roles will also be covered in this session to make the understanding of the family as an important but ever-changing force on marketers goals. Students will be introduced to the role of children in buying decisions for products for themselves and for family consumption. Essential Reading : Chapter 10, pages 347 357, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition Desired Reading : Major Sales Who really does the buying by Thomas V. Bonoma, Harvard Business Review Learning Outcome : At the end of this session, the students will understand the familys life cycle effect on the buying process and analyse how at different age points, people become consumers for different products and services. Students will also be familiar with role of children in buying process. 6.15-Session 15 Title : Case study on Family influences Essential Reading : Case discussion on Neglecting the child

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Case Analysis Neglecting the Child : will be discussed to ascertain the mistakes marketers commonly make when designing the 4Ps for childrens products. Questions for class discussion: 1. 2. 3. 4. What issues does the case raise in terms of Marketing communication for kids? What aspects of children needs to be considered as consumer? What can be the reasons for the influence of kids on adult product choices? Role and impact of children's attempts to influence parental decision making of various products?

Desired Reading : Children as co decision makers in the family? The case of family holidays by Malene Gram, VOL. 8, Emerald Group Publishing Limited, Young Consumers Learning outcome from the case: The students will be able to understand that children need to be considered as an important consumer segment in their own right, and marketers need to apply all the guidelines that apply to marketing to any segment should apply. 6.16-Session 16 Title : External Determinants of Consumer Behaviour Subcultures This session will discuss the influence of subcultures on consumers minds and relevance of the same for marketers. Students will be trained to grasp the impact of various subcultures such as Income, Social Class, Ethnic, Racial, Religious and Age on consumers buying behaviour. Essential Reading : Chapter 13, pages 442 453, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition Learning Outcome : By the end of this session the students will be able to understand how marketers need to segment their markets to meet the specific needs, motivations, perceptions and attitudes shared by members of a specific subcultural group. 6.17-Session 17 Title : External Determinants of Consumer Behaviour Culture

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This session will cover the impact of cultural influences on consumer behaviour. Students will be taught how to understand cultures, its myths and rituals, sacred and profane consumption rules and how all the above impact a marketers playing arena. Essential Reading : Chapter 12, pages 412 423, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

Desired Reading : 1.Dimensions of Indian culture, core cultural values and marketing implications by Saikat Banerjee, Cross Cultural Management: An International Journal, Emerald Publishing Ltd. 2. Branding strategies in a changing marketing environment (Indian context), by S Ramesh Kumar Journal of Brand Management; Sep 2003; 11, 1; ABI/INFORM Global pg. 48 Learning Outcome : By the end of this session the students will understand culture as a sum total of learned beliefs, values and customs that serve to regulate the consumer behavior of members of a particular society.

6.18- Session 18 Title : Exercise on culture Students will do an analysis of few FMCG product advertisements and identify the values portrayed by the brand, in the way it has been advertised. Identify the ritual setting portrayed by the brand's communication so that it creates a specific perception in the minds of the consumer. Learning outcome from the exercise: Students should be able to learn how advertisements of brands are communicated to a specific target audience keeping core cultural values in mind and how culture plays a distinct role in the marketing communication context.

6.19-Session 19 Title : External Determinants of Consumer Behaviour Cross Cultural Consumer Behavior

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The creation and diffusion of a global consumer culture will be the focus of this session. Students will be made familiar with the creation of culture and the various aspects of cultural selection. The question whether global marketing really works or not will be discussed too. The importance of thinking globally but acting locally will be stressed upon. Finally emerging consumer cultures in transitional economies will also be covered to give students an all-round view. Essential Reading : Chapter 14, pages 479 490, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition

Learning Outcome : Understand the importance of formulating an appropriate multinational or global marketing strategy. Understand how to study the differences among cultures while developing marketing strategies. Understand how consumer-related factors impact a firms decision to select a global, local or mixed marketing strategy. Understand how lifestyle and psychographic segmentation can be used in developing global or local marketing strategies. 6.20- Session 20 Title : Case study on Cross Culture Essential Reading : Barbie: A cultural Icon, new age guru or blonde bimbo? In this session the effect of cultural values, beliefs and customs on consumers acceptance of a product will be discussed. The concepts will be analysed using a caselet called Barbie: A cultural Icon, new age guru or blonde bimbo? for discussion. Questions for class discussion: a) What American & Indian core values can be associated with Barbie? b) Some critics would maintain that the introduction of Barbies in different nationalities leads to the Americanization of cultures. What kind of cultural learning is involved for Barbie to teach young people new cultural values? Is this Americanization likely to occur? Why/ why not? Learning outcome from the case: The students would be required to delve into the impact of cultural icons on consumer behavior using the Barbie caselet as a base point. The students will be able to understand how cultural icons can adapt to cultural changes and demonstrate some of the problems in cross-cultural marketing. 6.21-Session 21

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Title : Consumer Decision Making Process This session will concentrate on the various stages in individual decision making and the process of acceptance of new products by consumers. Differences between business /organizational buying and individual buying processes will also be highlighted. Essential Reading : Chapter 16, pages 550 559, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition Learning Outcome : The students will understand how do consumers make decisions for a low involvement as well as a high involvement product. 6.22-Session 22 Title : Diffusion of Innovation Here students will be made familiar with the diffusion of innovation process. How a consumer adopts an innovation, what are the effects that a consumers culture have on the adoption process and what is the profile of a consumer innovator will be studied. The variability in the rates of adoption of an innovation by consumers in the same culture will also be analyzed. Essential Reading : Chapter 15, pages 521 530, Consumer Behaviour; Leon G. Schiffman and Leslie Lazar Kanuk; Pearson Education Inc; 9th edition, Special Asian Edition Learning Outcome : By the end of this session the students will be able to understand that diffusion and adoption process are two closely related concepts which are concerned with the acceptance of new products by consumers. 6.23-24-Session 23-24 End Term Assessment

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Assessment Plan 1. 2. 3. Case study analysis (20%) Group Project (20%) End term Assessment (60%)

Case study assessment grid

Le arning Obje ctive s Crite ria

Understanding of the basic principles and concepts of Consumer Behaviour Analysis and Synthesis Communication Skills
Gra de Exce lle nt Very Good Good

M arks(20)
10 5 5
Unsa tisfactory Poor

Ave ra ge

Learning Objective s Crite ria

0
Inadequate/Fails grasp of core principles of Consumer Behaviour

Very good applied Excellent applied graspgrasp of core Good applied grasp of Competent applied Reasonable grasp of Understanding of the basic principles of core principles of principles of core principles of grasp of core principles core principles of and concepts of Consumer BehaviourConsumer Behaviour Consumer BehaviourConsumer Behaviour of Consumer Behaviour Consumer Behaviour Can analyse new situations very well without guidance. Can analyse with Some evidence of Some evidence of Provides concise Can analyse a range guidance. Detailed understanding depicted. analysis but misses analysis of all relevant of information without coverage of obvious Can analyse a limited more subtle Analysis and Synthesis issues/theory guidance. issues/theory. range of information. issues/theory. Articulate and persuasive use of language.

Communication Skills

Little or no analysis. Fails to identify key issues/theory. Purpose and Language mainly fluent Purpose and meaning meaning unclear. Thoughts and ideas but frequent errors of somewhat clear but Language/grammar are clearly expressed. Language mainly fluent. grammar language is poor and spelling poor

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Guidelines for Group Project work You are encouraged to form your own groups and the groups should be of 5-6

members. While making a group kindly identify the skills of the individual members of the group and use them to advantage, as well as making sure you schedule meetings that all can attend and allocate tasks evenly among the group members. It is in your own interest to learn to work together and to make an equal contribution to the whole project. Title of the group project: Impact of the Television advertising on children and thereby how it influences the buying behaviour of the children and parents. The group project will be evaluated on the following basis: 1. Attitude of children towards Television advertisements 2. Impact of Television advertisement on the buying behaviour of children 3. Role and impact of children's attempts to influence parental decision making of various products The impact of the Television advertisement on children and the influence on the buying behaviour can be measured with the help of a survey using a questionnaire and a group report needs to be submitted on the same. Details on the project: Attitudes can be measured with the help of different cognitive, affective and behavioural reactions of kids towards television advertising and can be measured by understanding how much knowledge students have about advertisements and what are their perceptions about advertisements which can form beliefs. What are their feelings towards these advertisments (Like ads, ads are fun, jingles are good). The impact of TV advertiement can be measured by knowing few of the following things: Does the TV advertisements add add value to childrens knowledge of brands and

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products. Does it encourage unhealthy food habits or Increase purchase requests of children A total word count for this project is no more than 2000 words. Plagerism Policy : Management education is concerned with learning and understanding as a basis for functioning effectively and developing and extending knowledge. The appropriate way of enhancing learning and understanding is to interpret information within your own knowledge base and in your own words. Each year cases of plagiarism are uncovered and dealt severely. A coursework shall be considered plagiarized for following reasons: Copying sections of text from books, dissertation journals, internet without acknowledgement. Brief statements may be used in assessed coursework from these sources but they should be fully referenced including the page number. Paraphrasing ideas from texts without stating their origins. The use of phrases such as "According to Mc Donald (1995) ." is acceptable Colluding with other students and submitting identical work Copy the work of another student with or without the student's consent To avoid anyone copying you are advised to ensure that you delete any word-processed coursework on Institute's PCs after you have copied the work on a pen drive. Policy for Plagiarism and Copying 1. Minor Cases or the inclusion of unacknowledged material accounting less than 20% of the assignment - This would result in a reduction of marks by 20% 2. Moderate cases or the inclusion of unacknowledged material accounting for 20% -30%of the assignment - This would result in a reduction of marks by 50%. 3. Severe Cases or the inclusion of unacknowledged material accounting for over 30% of the assignment - The student will be awarded a mark of zero. 4. Even in no-copy-paste reports, the students have to mention the references/ sources of the data. 5. In the absence of the references, 10% marks will be deducted.

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6. Copying of answers/ assignments/ reports among friends results in awarding zero to all similar copies.

Format of Submission of Group Project work Project work must be submitted according to the deadlines specified by the instructor at the beginning of the module. The documents must be submitted to the instructor before 5 pm on the day of submission. Failure to submit without good cause (illness supported by a medical certificate or similar) will result in a zero mark.. Submissions are to be made in soft copy. When submitting Project work, you must include a cover page which specifies: The Title of the project Your name / group member names Student ID number (s) Your section The Module title The name of the module instructor Consumer Behaviour Rubrics Project

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Gra de A B C D E F

Le arning Obje ctive s Crite ria

Inadequate/Fails grasp of Good applied grasp of core Reasonable grasp of core core principles of Consumer Excellent applied grasp of Very good applied grasp of principles of Consumer Competent applied grasp of principles of Consumer Behaviour underlying the brief core principles of Consumer core principles of Consumer Behaviour underlying the core principles of Consumer Behaviour underlying the and/or failure to apply them Behaviour underlying the Behaviour underlying the brief, evidenced through aBehaviour underlying the brief, brief, evidenced through the adequately; very limited range brief, evidenced through a brief, evidenced through a wide range of relevant up- evidenced through a range of basic use of some relevant of references and/or Demonstrate an understanding of the very wide range of relevantvery wide range of relevant to-date references. Goodrelevant up-to-date references. up-to-date references. Somereferences of questionable basic principles and concepts of up-to-date references. up-to-date references. consistency in report. Main Good consistency in report. consistency is depicted in currency and/or relevance. Consumer Behaviour and contemporary Marketing suggestions very Marketing suggestions very marketing suggestions Most suggestions report. Some suggestions Little or no consistency in the marketing issues well substantiated. well substantiated. substantiated. substantiated. substantiated. report Demonstrates excellent Demonstrates very good Demonstrates good Demonstrates reasonable Fails to Demonstrate an understanding of the Internal understanding of the Internal understanding of the Demonstrates competent understanding of the Internal understanding of the Internal Understand the role of Internal and as well as External as well as External Internal as well as External understanding of the Internal as as well as External as well as External External determinants in Consumer determinants in Consumer determinants in Consumer determinants in Consumer well as External determinants determinants in Consumer determinants in Consumer decision making decision making decision making decision making in Consumer decision making decision making decision making Demonstrates integration and Appropriate and insightfulSelection of theory included Some evidence of knowledge Lacks evidence of knowledge innovation in selection of selection of theory and a in a straight forward manner Selection of theory is of topic and some evidence relevant to the Content and Knowledge about the theory and detailed reasonable knowledge of and has a conceptual appropriate and provides of appropriate choice of topic/inappropriate choice of theory knowledge of topic topic knowledge base evidence of limited knowledge theory theory Can analyse new situations very well without guidance. Provides concise analysis of Can analyse with guidance. Some evidence of Some evidence of analysis all relevant issues/theory. Can analyse a range of Detailed coverage of understanding depicted. Can but misses more subtle Can transform data and information without obvious issues/theory. Cananalyse a limited range of issues/theory. To a very little Little or no analysis. Fails to concepts towards a given guidance. Can collect and collect and collate ideas and information. Partially collects extent can collate and identify key issues/theory. No purpose and provide novelcollate ideas and information information in a predictableand collates information in a categorise information and organisation of ideas and solutions Analysis and Synthesis towards a given purpose and standard way structured way ideas information Articulate and persuasive use Thoughts and ideas are of language. Consistently clearly expressed. Language mainly fluent. Language mainly fluent but Purpose and meaning Purpose and meaning unclear. accurate use of Grammar/spelling accurate Grammar /spelling mainly frequent errors of grammar or somewhat clear but language Language/grammar and Written Communication grammar/spelling and language fluent accurate spelling spelling poor is poor Structure guides reader Structure supports argument through argument. clearly. Presentation clear Structure coherent. Structure and presentation Problems with structure and Structure unclear. Poorly Structure and presentation Presentation is excellent. and appropriate Presentation good. satisfactory presentation presented.

LEARNING CURRICULUM 6.1 CURRICULUM MAP: Consumer Behaviour Programme Learning Outcomes L4 L5 L6 L7 * * * *

Module CB

L1

L2 *

L3

L8

L9

L1: An understanding of organizations, their external context and their management. L2: An awareness of current issues in business & management which is informed by research & practice in the field. L3: An understanding of appropriate techniques sufficient to allow investigation into relevant business & management issues. L4: The ability to acquire & analyze data and information. L5: The ability to apply relevant knowledge to practical situation. L6: The ability to work & lead effectively in a team based environment. L7: An improvement in both oral & written communication skills.

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L8: Be cognizant of the impact of their individual & corporate actions on society and recognize ethical business practices. L9: Be sensitive to the social economic and environmental responsibilities of business. 6.2 TEACHING MAP: Consumer Behaviour TEACHING MAP Module CB T1 T2 * T3 * T4 * T5 * T6

T1: Lectures T2: Seminars/Tutorials T3: Projects & Presentation T4: Case Discussion T5: Guest Lectures/Industrial Visits T6: Lab Sessions 6.3 ASSESSMENT MAP: Consumer Behaviour A1 A2 * A3 A4 * A5 *

ASSESSMENT MAP Module CB

A1- Individual assignment/case study A2- Group assignment/ project/business plan A3- Open book examinations/ case study A4- Closed book examinations A5- Group Presentations

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