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CB EM-15
1yr MBA-Executive 2015-16T-III


Course Name –Consumer Behavior
CreditsTwo
Faculty NameSandip Anand
ProgramExecutive MBA
Academic Year and Term2015-16/ Term III

1. Course Description
The course deals with those aspects of consumer behavior which are often determined or described by complex motivational structure, cultural change, and subconscious or unconscious layers of human mind. The course describes theoretical basis of marketing decision making which rely on consumer behaviour.

2. Student Learning Outcomes

To develop an understanding of

a) Psychological aspects of consumer behaviour
b) Socio-cultural aspects of consumer behaviour
c) Economic aspects of consumer behaviour.

3. Required Text Books and Reading Material

I. Krishna, Rajneesh,Consumer Behaviour, Oxford University Press: India.


II. Course Material from Secondary Sources

4. Topics

Understanding Consumer Behaviour
Social Groups
Primary Groups: Communities, Neighbourhood, and Family
Social Class
Culture
Demography of India
Need, Motivation, and Emotion
Learning and Memory
Sensation and Perception
Attitude
Personality
Consumer Decision-making


5. Evaluation
Class Participation
20
Two quizzes
30
Article Review
20
End-Term Exam
30
6. Academic Integrity

Kindly refer to manual of policy for code of conduct.

Created By: Alora Kar on 10/14/2015 at 08:59 AM
Category: MBA EX-15-T-III Doctype: Document

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