Topics
Class 1 Introduction to the course
I. Consumers, Marketers and Technology
Class 2 Text Chap 1
Technology-Driven Consumer Behavior (The Marketing Concept and Enriched Exchange)
Class 3 Text Chap 2
Segmentation, Targeting and Positioning (Bases for segmentation, behavioral targeting competitive positioning)
II. The Consumer as Individual
Class 4 Text Chap 3
Consumer Motivation and Personality (Needs, goals, personality)
Class 5 Text Chap 4
Consumer Perceptions (Elements of Perception)
Class 6 Text Chap 5
Consumer learning (Behavioral, Cognitive)
Class 7 Chap 5 cont.
Consumer learning (Behavioral, Cognitive (cont’d)
Class 8 Text Chap 6
Consumer Attitude Formation and change (models)
Class 9 Text Chap 6 cont
Consumer Attitude Formation and change
Class 10 Chap 7
Persuading Consumers
Class 11 Text Chap 8
From Print and Broadcast to Social and Mobile Media
Class 12 Text Chap 8 cont.
From Print and Broadcast to Social and Mobile Media
Class 13
Revision day
Class 14 Mid-term exam Chapters 1-8
Class 15 Group Presentations
Class 16 Text Chapter 9
Reference Groups and Family Influences (Word of mouth and opinion leaders)
III Consumers in their Social and Cultural Settings
Class 17 Chap 10
Family and its Social Standing (Roles, Family Life Cycle, Social Class)
Class 18 Chapter 10 cont.
Social Class and Consumer Behavior
Class 19 Text Chapter 11
The Influence of Culture in Consumer Behavior
Class 10 Text Chapter 12
Subcultures and Consumer Behavior
Class 21 Chapter 13
Cross-cultural Consumer Behavior (An international Perspective
IV Consumer Decision Making, Marketing Ethics, and Consumer Research
Class 22 Chapter 14
Consumer Influence and the Diffusion of Innovations
Class 23 Chapter 14 cont.
Consumer Influence and the Diffusion of Innovations
Class 24 Chapter 15
Marketing Ethics and Social Responsibility
Class 25 Chapter 16
Consumer Research
Class 26 Group Presentation
Class 27 Group Presentation
Class 28 Revision day
Final exam Chapters 9 - 15