COURSE OUTLINE

Course : Consumer Behavior

Code / Credit : MEC1329 / 3 Credits

Brief Description : This course offers the basic concepts of consumer behavior consisting of ethical
issues in consumer behavior, marketing strategy issues, and global consumer issues
also the integration of those elements. It is important to studying this courses because it
guides the development of successful marketing strategies for marketers.

General Objectives : After following this course, students are expected to :

1. Know and understand the knowledge and skills to perform useful consumer
analyses to be used in developping effective marketing strategies
2. Be able to applicate the knowledge and skills in developing marketing strategies
based to consumer behavior

Weeks Topics Literatures

1 Consumer behavior : its origin and strategic applications Schiffman and Kanuk, 2007,
Consumer Behavior, 9th edition
chapter 1
2 Consumer research Schiffman and Kanuk, 2007,
Consumer Behavior, 9th edition
chapter 2
3 Market segmentation Schiffman and Kanuk, 2007,
Consumer Behavior, 9th edition
chapter 3
4 Consumer motivation Schiffman and Kanuk, 2007,
Consumer Behavior, 9th edition
chapter 4
5 Personality and consumer behavior Schiffman and Kanuk, 2007,
Consumer Behavior, 9th edition
chapter 5
6 Consumer perception Schiffman and Kanuk, 2007,
Consumer Behavior, 9th edition
chapter 6
7 Consumer learning Schiffman and Kanuk, 2007,
Consumer Behavior, 9th edition
chapter 7
8 Middle Test
9 Consumer attitude formation and change Schiffman and Kanuk, 2007,
Consumer Behavior, 9th edition
chapter 8
10 Commmunication and consumer behavior Schiffman and Kanuk, 2007,
Consumer Behavior, 9th edition
chapter 9
11 References group and family influences Schiffman and Kanuk, 2007,
Consumer Behavior, 9th edition
chapter 10
12 Social class and consumer behavior Schiffman and Kanuk, 2007,
Consumer Behavior, 9th edition
chapter 11
13 The influence of culture, subculture and consumer behavior Schiffman and Kanuk, 2007,
Consumer Behavior, 9th edition
chapter 12 and 13
 14 Consumer influences and diffusion of innovation Schiffman and Kanuk, 2007,
Consumer Behavior, 9th edition
chapter 15
15 Consumer decision making and beyond Schiffman and Kanuk, 2007,
Consumer Behavior, 9th edition
chapter 16
16 Final Test

References :
Schiffman and Kanuk, 2007, Consumer Behavior, 9th edition
J.Paul Peter dan Jerry C. Olson, 1999, Consumer Behavior & Marketing Strategy, 5th edition.