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1、Semester1AcademicYear2012/2013UniversitiMalaysiaSabahLabuanInternationalCampusLabuanSchoolofInternationalBusinessandFinanceCode:GT20103Subject:ConsumerBehaviorLecturer:Dr.GeoffreyHarveyTanakinjalClass:Wednesday8.00am–10.00am(PodiumD)CourseDescriptionThepurposeofthiscourseisto
2、allowstudenttounderstandtheimportantofconsumerbehaviorinmarketingandalsothebusinessworld.Topicscoveredthefactorsthatdeterminedconsumerpurchasebehaviorsuchasmotivation,personality,perception,attitude,andtheoryoflearningandconsumerdecisionmodel.Thiscoursewillbeemphasisontheconc
3、epts,theories,andmodelsfromthemarketing,economics,psychologydisciplineandothersscopethatwillbeappliedinconsumerdecisionmaking.Inaddition,thecoursealsointroducesmethodsofmeasuringandanalyzingconsumersandconsumermarket.CourseObjectivesThiscourseprovidesstudentsathoroughundersta
4、ndingoftheoreticalconceptsofconsumerbehaviorandtheapplicationoftheseconceptsinmarketingstrategyanddecisionmaking.Thecourseisdesignedtoenablestudentstodevelopcriticalthinkinganddecision-makingskillsinconsumerbehaviorandmarketing.LearningOutcomesBytheendofthemodule,itisexpected
5、thatthestudentwillbeableto:-1.Understandthekeyconceptsandtheoriesofconsumerbehavior.2.Recognizetrendsbasedoncurrentresearchrelatedtoconsumerbehavior.3.Applytheoriesofconsumerbehaviortotheformulationofeffectivemarketingstrategy.RequiredTextBlackwell,R.D.,Miniard,P.W.,Engel,J.F
6、.,Pai,D.,Norjaya,M.Y.,andWanJooriah,H.(2012).ConsumerBehaviour.Singapore:CengageLearningAsiaPteLtd.Supportingmaterials:Schiffman,L.G&Kanuk,L.L.(2010).Consumerbehavior(10thed.).NewYork:McGraw-Hill.Solomon,M.(2009).Consumerbehavior:Buying,having,andbeing(8thed.).NewYork:Prentic
7、e-Hall.Hawkins,D.I.,Best,R.J.,&Coney,K.A.(2004).Consumerbehavior.Buildingmarketingstrategy(9thed.).NewYork:McGraw-Hill.Kardes,F.R.(2002).Consumerbehaviorandmanagerialdecisionmaking(2nded.).UpperSaddleRiver,NewJersey:Prentice-Hall.CourseEvaluationComponentWeighta.Groupproject3
8、0%b.Mid-termexamination25%c.Quizzes5%d.Finalexamination40%Total100%3
