Course Outline Course Title Consumer Theory & Psychology Core or Elective Core Program and Batch Semester & Academic Year Credits 4 Discipline/Area Provide details, if this course is a prerequisite for any course/specialization Name of the Faculty Member/Course Instructor Devyani Mourya Contact Details of the Faculty Member 8930300669 Contact Details of Support Staff Faculty Member’s Open Office Day/s & Time Weekdays 9 AM-5 PM / Saturdays: 10 AM - 1 PM Introduction to the Course The course aims to cultivate an appreciation of how marketing requisites to understand people’s needs and behavioural concepts to achieve their strategic objectives. Consumer Theory consists of consumers’ actions taken while searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs. This often forms the basis of the marketing decisions. In this course, participants will be introduced to concepts from disciplines like, sociology, anthropology, communications and particularly psychology to grasp the multi- disciplinary nature of Consumer Theory. Participants will also be made aware of how consumer needs are determined and influenced by internal and external factors such as personality, perception, motivation, and culture. This will be done primarily through case discussions, lecture and presentations.
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Course Outline
Course Title Consumer Theory & Psychology
Core or Elective Core
Program and Batch
Semester & Academic Year
Credits 4
Discipline/Area
Provide details, if this course is a prerequisite
for any course/specialization
Name of the Faculty Member/Course
Instructor
Devyani Mourya
Contact Details of the Faculty Member 8930300669
Contact Details of Support Staff
Faculty Member’s Open Office Day/s & Time Weekdays 9 AM-5 PM / Saturdays: 10 AM -
1 PM
Introduction to the Course
The course aims to cultivate an appreciation of how marketing requisites to understand people’s
needs and behavioural concepts to achieve their strategic objectives. Consumer Theory consists of
consumers’ actions taken while searching for, purchasing, using, evaluating, and disposing of
products and services that they expect will satisfy their needs. This often forms the basis of the
marketing decisions. In this course, participants will be introduced to concepts from disciplines
like, sociology, anthropology, communications and particularly psychology to grasp the multi-
disciplinary nature of Consumer Theory. Participants will also be made aware of how consumer
needs are determined and influenced by internal and external factors such as personality,
perception, motivation, and culture. This will be done primarily through case discussions, lecture
and presentations.
Course Learning Objectives (CLOs)
Upon successful completion of this course, students will learn and understand the following:
1. Informed & systemic understanding of the fundamentals of consumer theory.
2. Students would be able to relate psychology dynamics such as personality, perception,
learning motivation and attitude to the choices consumers make.
3. To enable students to analyse the marketing strategies based on consumer theory.
4. To understand principal concepts and theoretical perspectives of consumer decision-making
and be able to apply your understanding to real-world scenarios and contexts.
Teaching Method
Lecture, Case discussions & Presentations.
Evaluation Schema
The course grade will be determined on the basis of:
Assessment Task Weightage Nature Week of
Assessment
A1: Case Analysis 20 Individual Week 4-5
A2: Presentation 20 Group Week 5-15
A4: Class Participation 10 Individual Week 1-15
A5: End Term 50 Individual/Take
Home
End of Semester
Description of Assessments:
Brief description of the assessment tasks in the course
1. Case- Study: Word summary (800-1000) covering all aspects of the case to be distributed
to the class. It will be followed by a short written question-answer analysis (500).
2. Presentation: For this assessment, you will be allocated into groups. You will need to start
planning this assignment from Week 1 itself. Consumer behaviour is influenced by three
factors: social, cultural & personal. You may pick up a real-life example of any one of
these aspects and present it to the class. The presentation will be of 10-15 mins, followed
by oral question/answers (5 mins).
3. Class Participation: Marks will be awarded for the understanding of the material covered
in class, and quality and meaningful contribution to class discussion.
4. End Term – The final examination is an individual assessment of your understanding of
the basic principles of consumer behaviour. It will be a take-home exam, covering the
lecture materials, relevant chapters from the textbook (see course schedule), and in-class