MKT613 Consumer Behavior 17609::ajay Kumar Khullar 3.0 1.0 0.0 4.0 Courses With Conceptual Focus

Lovely Professional University, Punjab
Course Code
Course Title
Course Planner
Lectures
MKT613
CONSUMER BEHAVIOR
17609::Ajay Kumar Khullar
Course Category
Courses with conceptual focus
Tutorials Practicals Credits
3.0
1.0
0.0
4.0
TextBooks
Sr No
Title
Author
Edition
T-1
CONSUMER BEHAVIORBUILDING MARKETING

STARTEGY
DEL I HAWKINS,
DAVID L
MOTHERSBAUGH, &
AMIT MOOKERJEE
11th
Edition
Year
Publisher Name
TATA MCGRAW HILL, INDIA
Reference Books
Sr No
Title
Author
Year
Publisher Name
R-1
CONSUMER BEHAVIOR
LEON G.SCHIFFMAN & 9th

LESLIE LAZAR KANUK
2009
PEARSON
R-2
CB3
BABBIN & HARRIS,

CENGAGE LEARNING
2012
CENGAGE LEARNING
3rd
Other Reading
Sr No
Journals articles as Compulsary reading (specific articles, complete reference)
OR-1
Case study :Starbucks keeps it brewing in asia, Hawkins, D. L & Best Roger , Consumer Behavior- Building Marketing Strategy, Mcgraw-Hill, Indian edition,
New Delhi,11th edition,2010 , ,
OR-2
Case study :Safer Cigarrettes, Hawkins, D. L & Best Roger , Consumer Behavior- Building Marketing Strategy, Mcgraw-Hill, Indian edition, New Delhi,11th
edition,2010 , ,
OR-3
Case study :Camry goes interactive to attract black women, Hawkins, D. L & Best Roger , Consumer Behavior- Building Marketing Strategy, Mcgraw-Hill, Indian
edition, New Delhi,11th edition,2010 , ,
OR-4
Case study :Clorox green works line, Hawkins, D. L & Best Roger , Consumer Behavior- Building Marketing Strategy, Mcgraw-Hill, Indian edition, New
Delhi,11th edition,2010 , ,
OR-5
Case study :Revlon for men, Hawkins, D. L & Best Roger , Consumer Behavior- Building Marketing Strategy, Mcgraw-Hill, Indian edition, New Delhi,11th
edition,2010 , ,
OR-6
Case study :Rede Golf, Hawkins, D. L & Best Roger , Consumer Behavior- Building Marketing Strategy, Mcgraw-Hill, Indian edition, New Delhi,11th
edition,2010 , ,
OR-7
Case study :Mr Ranbir and his family, Hawkins, D. L & Best Roger , Consumer Behavior- Building Marketing Strategy, Mcgraw-Hill, Indian edition, New
OR-8
Case study :Psychographics of luxury shoppers, D. L & Best Roger , Consumer Behavior- Building Marketing Strategy, Mcgraw-Hill, Indian edition, New
OR-9
Case study :Sears goes zwinky for tweens and teens, D. L & Best Roger , Consumer Behavior- Building Marketing Strategy, Mcgraw-Hill, Indian edition, New
OR-10
Case study :Creating a loyality program, D. L & Best Roger , Consumer Behavior- Building Marketing Strategy, Mcgraw-Hill, Indian edition, New Delhi,11th
edition,2010 , ,
OR-11
Case Study: Benefit Segmentation in oral care.Schiffman & Kanuk, Consumer Behavior, Pearson Education Asia, New Delhi, 10th edition,2010, pg no-87 , ,
OR-12
Case study :A shifting retail scene, Hawkins, D. L & Best Roger , Consumer Behavior- Building Marketing Strategy, Mcgraw-Hill, Indian edition, New Delhi,11th
edition,2010 , ,
Relevant Websites
Sr No
(Web address) (only if relevant to the course)
Salient Features
RW-1
www.consumerpsychologist.com
Provides overview of the topics on consumer behavior
RW-2
http://kamilali.com/
Animations and videos
RW-3
http://www.ncdrc.nic.in/1_1.html
Provide details about the consumer protection act.
RW-4
http://www.scoop.it/t/business-case-studies
Case studies on various topics of Consumer Behaviour which may be

taken up as live examples
LTP week distribution: (LTP Weeks)

Weeks before MTE
Weeks After MTE
Spill Over
Detailed Plan For Lectures

Week
Lecture
Number Number
Broad Topic(Sub Topic)
Chapters/Sections of Other Readings,

Text/reference
Relevant Websites,
books
Audio Visual Aids,
software and Virtual
Labs
Lecture Description
Learning Outcomes Pedagogical Tool Live Examples

Demonstration/
Case Study /
Images /
animation / ppt
etc. Planned
Week 1
Lecture 1
Consumer Behavior and

Marketing strategy
(Marketing Strategy and
Consumer Behavior)
T-1:Chapter 1
Students will be briefed

on building an
orientation on the course
and will involve a) LTP
credits b) Course
assessment models i.e.
marks break-up,
proposed CA model c)
relevant resources which
should be used to better
understand the course.
d) a brief about the
objectives and course
contents. Students will
also be encouraged to
ask questions as this
course will help them in
their future endeavours.
L2 Lecture will discuss
about consumer
Behavior its importance
,usefulness ,
applications
and mar
Students will develop Class Discussion

an understanding of
the course and how
this course will help
them in their future
business endeavours.
Students will also
know about the
overall strategy that
will be adopted
during the course.
L2 Students will be
able to comprehend
the
basic concepts of
consumer behavior

Marketing strategy(The
Nature of Consumer
Behavior)
T-1:Chapter 1

on building an
credits b) Course
marks break-up,
about consumer
,usefulness ,
applications
and mar

an understanding of
the course and how
Students will also
know about the
will be adopted
during the course.
L2 Students will be
able to comprehend
the
basic concepts of
consumer behavior
Week 1
Lecture 1

Marketing strategy
(Applications of Consumer
Behavior)
T-1:Chapter 1

on building an
credits b) Course
marks break-up,
about consumer
,usefulness ,
applications
and mar

an understanding of
the course and how
Students will also
know about the
will be adopted
during the course.
L2 Students will be
able to comprehend
the
basic concepts of
consumer behavior
Lecture 2

Marketing strategy
(Applications of Consumer
Behavior)
T-1:Chapter 1

on building an
credits b) Course
marks break-up,
about consumer
,usefulness ,
applications
and mar

an understanding of
the course and how
Students will also
know about the
will be adopted
during the course.
L2 Students will be
able to comprehend
the
basic concepts of
consumer behavior
Week 1
Lecture 2
Lecture 3

Marketing strategy(The
Nature of Consumer
Behavior)
T-1:Chapter 1

on building an
credits b) Course
marks break-up,
about consumer
,usefulness ,
applications
and mar

an understanding of
the course and how
Students will also
know about the
will be adopted
during the course.
L2 Students will be
able to comprehend
the
basic concepts of
consumer behavior

Marketing strategy
(Marketing Strategy and
Consumer Behavior)
T-1:Chapter 1

on building an
credits b) Course
marks break-up,
about consumer
,usefulness ,
applications
and mar

an understanding of
the course and how
Students will also
know about the
will be adopted
during the course.
L2 Students will be
able to comprehend
the
basic concepts of
consumer behavior

Marketing strategy(Market
Analysis Components)
T-1:Chapter 1
Students will be
able to comprehend the
basic concepts of
consumer behavior
Students will be
Class discussion
able to analyze how
the
components interact
with the environment
Week 2
Week 3
Lecture 4

Marketing strategy
(Segmentation Strategy and
Consumer Decisions)
T-1:Chapter 1
Lecture 5
Cultural and Group

Influence on Consumer
Behavior(Concepts of
Culture)
T-1:Chapter 2
Cultural and Group

Behavior(Variations in
Cultural Values and Global
Cultures)
T-1:Chapter 2
Lecture 6
Cultural and Group

Behavior(Cross Cultural
Marketing Strategy)
T-1:Chapter 2
Lecture 7
Cultural and Group

Behavior(The Household
Life Cycle and Marketing
Strategy based on
Household Life Cycle)
R-1:Chapter 10
OR-11
OR-1
OR-7
Lecture will discuss

about the segmentation
strategy and Consumer
decisions
Students will be
able to learn about
the
marketing and
consumer decisions
Case Study
Lecture will discuss how

cultural and group
Influences Consumer
Behavior
Students will be
Class discussion
able to comrehend
what
culture and variations
in
cultural values is and
how it impacts
consumer behavior
Lecture will discuss how

cultural and group
Influences Consumer
Behavior
Students will be
Class discussion
able to comrehend
what
culture and variations
in
cultural values is and
how it impacts
consumer behavior

about the cross cultural
marketing strategy
Students will be
able to analyze the
significance of
marketing strategies
in
different cultures
Lecture will throw light

upon the changing
indian values, household
lifecycle and the
L7 Students will be Case study

able to analyze how
the
dynamics of husband
wife decision making
as
well as the influence
of
children in family
consumption decision
making.
L8 Students will be
able to analyze how
traditional and non
traditional family life
cycles impact
consumer
behavior
Class discussion
Week 3
Week 4
Lecture 8
Cultural and Group

Behavior(The Household
Life Cycle and Marketing
Strategy based on
Household Life Cycle)
R-1:Chapter 10
OR-7
Lecture will throw light

upon the changing
indian values, household
lifecycle and the
L7 Students will be Case study

able to analyze how
the
dynamics of husband
wife decision making
as
well as the influence
of
children in family
consumption decision
making.
L8 Students will be
able to analyze how
traditional and non
traditional family life
cycles impact
consumer
behavior
Lecture 9
Cultural and Group

Behavior(Reference Group
Influence on Consumption
Process)
T-1:Chapter 7
OR-3

about the nature of
reference group,their
influence on
consumption process
and
the marketing strategies
Students will be
Class discussion
able identify the
groups,its influence
on
consumption process
and the marketing
strategies based on
these influences
Cultural and Group

Behavior(Marketing
Strategies Based on
Reference Group Influences)
T-1:Chapter 7

about the nature of
influence on
consumption process
and
Students will be
Class discussion
able identify the
on
consumption process
and the marketing
strategies based on
these influences
Cultural and Group

Behavior(Types of Groups)
T-1:Chapter 7

about the nature of
influence on
consumption process
and
Students will be
Class discussion
able identify the
on
consumption process
and the marketing
strategies based on
these influences
Lecture will talk about

innovations and its
categories and diffusion
process
Students will be
able to comprehend
the
diffusion process

about the perception and
the factors influencing it
and the implications
L11 Students will be Class discussion

able to comprehend
the
three elements of
perception
Lecture 10 Cultural and Group

Behavior(Diffusion of
Innovations)
T-1:Chapter 7
Lecture 11 Perception, Learning,

Memory and Product
Positioning(The Nature of
Perception)
T-1:Chapter 8
OR-6
Case study
Week 4

Memory and Product
Positioning
(Exposure,Attention and
Interpretation)
T-1:Chapter 8
L12 will discuss

and the implications.
L13 will discuss about
the exposure, attention
and interpretation
related to perception

able to discuss the
components of
consumer perception
and their strategic
application
L13 Students will be
able to comprehend
the
three elements of
perception
Week 5

Memory and Product
Positioning
(Exposure,Attention and
Interpretation)
T-1:Chapter 8
L12 will discuss

the exposure, attention
and interpretation
related to perception

able to discuss the
components of
consumer perception
and their strategic
application
able to comprehend
the
three elements of
perception

Memory and Product
Positioning(Perception and
Marketing Strategy)
T-1:Chapter 8
L14 will discuss

L15 will discuss the
implication of
perception in
formulating marketing
strategies

able to comprehend
the
elements of
perception and
product positioning.
L15 Students be able
to discuss importance
of marketing strategy
based on perception
of consumers

Memory and Product
Positioning(Perception and
Marketing Strategy)
T-1:Chapter 8
L14 will discuss

L15 will discuss the
implication of
perception in
formulating marketing
strategies

able to comprehend
the
elements of
perception and
product positioning.
L15 Students be able
to discuss importance
of marketing strategy
based on perception
of consumers

Memory and Product
Positioning(Memory's Role
in Learning)
T-1:Chapter 9

about the memory and
its
role in Learning and
learning theories and its
implications
Students will be
able to comprehend
the
role of memory in
learning and the
implications of
learning
theories
Week 6
Class discussion
Week 6
Week 7

Memory and Product
Positioning(Brand Image
and Product Positioning)
T-1:Chapter 9

Memory and Product
Positioning(Brand Equity
and Brand Leverage)
OR-5

about the brand image
and product positioning
and brand equity and
leverage
Students will be
Class discussion
able to analyze how
the
students perceive the
brands
T-1:Chapter 9

about the brand image
and product positioning
and brand equity and
leverage
Students will be
Class discussion
able to analyze how
the
students perceive the
brands
Lecture 19 Motivation, Personality and

Emotion(Motivation Theory
and Marketing Strategy)
T-1:Chapter 10

motivation and its
theories.
personality,emotions
and the marketing
implications

able to learn about
the dynamics of
motivation.
able to anlyze how
personality and
emotions reflects
consumers responses
to product and
marketing messages
Motivation, Personality and

Emotion(Use of Personality
in Marketing Practice)
T-1:Chapter 10

motivation and its
theories.
and the marketing
implications

able to learn about
the dynamics of
motivation.
able to anlyze how
personality and
emotions reflects
consumers responses
to product and
marketing messages

Emotion(Use of Personality
in Marketing Practice)
T-1:Chapter 10

motivation and its
theories.
and the marketing
implications

able to learn about
the dynamics of
motivation.
able to anlyze how
personality and
emotions reflects
consumers responses
to product and
marketing messages
Strong ,stronger,
strongest- a case
on Horlicks
successfully
launching
variants
Week 7

Emotion(Motivation Theory
and Marketing Strategy)
T-1:Chapter 10

motivation and its
theories.
and the marketing
implications

able to learn about
the dynamics of
motivation.
able to anlyze how
personality and
emotions reflects
consumers responses
to product and
marketing messages

Emotion(Emotions and
Marketing Strategy)
T-1:Chapter 10

about motivation and its
theories,
and
the marketing
implications
Students will be
Class discussion
able to learn about
the
dynamics of
motivation
and anlyze how
personality and
emotions reflects
consumers responses
to
product and
marketing
messages
MID-TERM
Week 8
Week 9
Lecture 22 Attitude and Influencing

attitude(Attitude
Components and Change
Strategies)
T-1:Chapter 11

about the consumer
attitudes and the change
strategies adopted by the
companies
Students will be
Class discussion
able to identify how
the
change strategies can
pursuade the
consumers
to buy products

attitude(Individual and
Situational Characteristics
that Influence Attitude
Change)
T-1:Chapter 11
Students will be
able to identify how the
change strategies can
pursuade the consumers
to buy products
Students will be
able to analyze the
influence of
characteristics on
attitude
Class discussion

attitude(Market
Segmentation and Product
Development Strategies
Based on Attitudes)
T-1:Chapter 11
Market Segmentation
and Product
Development Strategies
Based on Attitudes
Students will be
able toidentify the
strategies affecting
attitude
Class discussion
Lecture 25 Self-Concept and Lifestyle

(Self-Concept)
T-1:Chapter 12

about self concept and
its
use to position products
Students will be
able to analyze how
self
concept can be used
to
position products
Class discussion
Coca-Cola empowering
consumers to cut
their own
environmental
impact
Week 9

(Nature of Lifestyle)
T-1:Chapter 12

(The VALS System)
Week 10 Lecture 28 Self-Concept and Lifestyle

(The VALS System)
OR-8

about the consumer
lifestyle and its
measurement
Students will be
Case study
able to learn about
the
relationship between
self concept and
lifestyle
T-1:Chapter 12
L27 will discuss

about the consumer
lifestyle and its
measurement.
L28 will discuss
about VALS and Prizm
and international
lifestyle

able to learn about
the
self concept and
lifestyle
able to comprehend
the
VALS framework
Dusting off
competition
what contributed
to cars
success
T-1:Chapter 12
L27 will discuss

about the consumer
lifestyle and its
measurement.
L28 will discuss
about VALS and Prizm
and international
lifestyle

able to learn about
the
self concept and
lifestyle
able to comprehend
the
VALS framework
Dusting off
competition
what contributed
to cars
success
Lecture 29 Consumer Decision Process

(Situational Characteristics
and Consumer Behavior)
T-1:Chapter 13

about the nature of the
situations and the
dimensions that
determine their
influence
on consumer behavior
Students will be
able to comprehend
the
various situations
affecting the
consumer
decisions and how
these
strategies can be
developed
Class discussion
Consumer Decision Process

(Situational Influences and
Marketing Strategy)
T-1:Chapter 13

about the nature of the
situations and the
dimensions that
determine their
influence
on consumer behavior
Students will be
able to comprehend
the
various situations
affecting the
consumer
decisions and how
these
strategies can be
developed
Class discussion

(Types of Consumer
Decisions)
T-1:Chapter 14

about various types of
consumer decisions
Students will be
Class Discussion
able to analyse how
consumer evaluate
the
attributes for making
decisions
Week 11 Lecture 31 Consumer Decision Process

(The Process of Problem
Recognition and
Uncontrollable Determinants
of Problem Recognition)
T-1:Chapter 14

about process of
problem
recognition and the
determinants
Students will be
Class discussion
able to analyse how
consumer evaluate
the
attributes for making
decisions

(Marketing strategy and
Problem Recognition)
T-1:Chapter 14

about marketing
managers concerns
related to problem
recognition
Students will be
able to comprehend
how the strategies
helps
in identifying the
problem
Class discussion
Lecture 33 Information, Alternative

Evaluation and Selection
(Nature, Types and Sources
of Information)
T-1:Chapter 15

about nature, types and
sources of information
Students will be
able to identify the
different sources of
information
Class discussion
T-1:Chapter 16

about how consumers
make decisions and
evaluation criteria while
undergoing decision
Students will be
Class discussion
able to analyze the
various combinations
of
making choices

(Decision Rules for Attitude
Based Choices)
T-1:Chapter 16

about the implication of
attribute and attitude
based choice processes
Students will be
able to learn about
the
different decision
rules
Class discussion

(Evaluation Criteria)
T-1:Chapter 16
Lecture will discuss how Students will be

consumers evaluate the able to learn about
alternatives
the
evaluative criteria
Class discussion
Week 12 Lecture 34 Information, Alternative

(How Consumers Make
Decisions and
Evaluation Criteria)
Week 13 Lecture 37 Information, Alternative

(Attributes Affecting Retail
Outlet Selection)
T-1:Chapter 17
OR-9

about the various factors
affecting retail outlet
selection
Students will be
various attributes
affecting the choice
of
consumer while
selecting the outlet
for
purchases
Case study

(Consumer Characteristics
and Outlet Choice)
T-1:Chapter 17
OR-12

about the shopper
segments
Students will be
consumer
characteristics
Case study

Evaluation and Selection(InStore and Online Influence
on Brand
Choice)
T-1:Chapter 17

about the internet as part
of multi channel strategy
and online and instore
influences
Students will be
Class discussion
able to identify the in
store and online
factors
influencing the
consumers choice
Week 14 Lecture 40 Post purchase Processes,

Customer Satisfaction and
Customer Commitment(Post
Purchase Dissonance)
T-1:Chapter 18

about post purchase
dissonance
dissonance and the
approaches to reduce
Students will be
Class discussion
causes of dissonance
and the approaches to
reduce it
Lecture 41 Post purchase Processes,

Customer Commitment
(Product Use and Nonuse)
T-1:Chapter 18

about use and non use of
products under different
conditions. Lecture will
discuss
about disposition and
marketing strategy
Students will be
able to learn how
consumers use their
products. Students
will be
able to learn the
significance of
consumer s
disposition
of the product
Class discussion
Post purchase Processes,

Customer Commitment
(Disposition)
T-1:Chapter 18

about use and non use of
products under different
conditions. Lecture will
discuss
about disposition and
marketing strategy
Students will be
able to learn how
consumers use their
products. Students
will be
able to learn the
significance of
consumer s
disposition
of the product
Class discussion
Lecture 42 Post purchase Processes,

Customer Commitment
(Purchase Evaluation and
Customer Satisfaction)
T-1:Chapter 18

about consumer
evaluation of purchase
and the evaluation
process
Students will be
Class discussion
able to analyse the
purchase and
evaluation
of consumers as well
as
the determinants of
satisfaction
Week 15 Lecture 43 Post purchase Processes,

Customer Commitment
(Dissatisfaction Responses)
Post purchase Processes,

Customer Commitment
(Repeat Purchase and
Customer Commitment)
T-1:Chapter 18
OR-10

about the major options
available to the
dissatisfied consumers.
Lecture will also discuss
about the marketing
strategies to create
committed customers
Students will be
Class discussion
able to analyse the
various options
available to the
dissatisfied customer.
Students will also be
able to learn to create
committed customers
T-1:Chapter 18
OR-10

about the major options
available to the
dissatisfied consumers.
Lecture will also discuss
about the marketing
strategies to create
committed customers
Students will be
Class discussion
able to analyse the
various options
available to the
dissatisfied customer.
Students will also be
able to learn to create
committed customers
Week 15 Lecture 44 Consumer Behavior and

Marketing Regulation
(Consumer Protection Act)
T-1:Chapter 20
RW-3
L44 will discuss

about marketing to
children and the privacy
issues, discuss
about marketing to
adults
and the regulations and
will throw light
upon the consumer
protection act. L45
Revision and discussion
on various concepts
covered.
:In L44 Students will Class discussion

be
able to learn about
the
concerns related to
marketing to both
children and the
adults. Students will
be
able to learn about
the
rights of consumer
and
consumer act. In L45
students will clear
their doubts related to
any topics covered in
the previous classes.
Lecture 45 Consumer Behavior and

(Consumer Protection Act)
T-1:Chapter 20
RW-3
L44 will discuss

about marketing to
issues, discuss
about marketing to
adults
will throw light
upon the consumer
protection act. L45
Revision and discussion
on various concepts
covered.
:In L44 Students will Class discussion

be
able to learn about
the
concerns related to
marketing to both
children and the
be
able to learn about
the
rights of consumer
and
consumer act. In L45
students will clear
their doubts related to
any topics covered in
the previous classes.

(Regulation and Marketing
to Children)
T-1:Chapter 20

about marketing to
issues, discuss
about marketing to
adults
will throw light
upon the consumer
protection act
Students will be
able to learn about
the
concerns related to
marketing to both
children and the
be
able to learn about
the
rights of consumer
and
consumer act
Class discussion
Week 15 Lecture 45 Consumer Behavior and

(Regulation and Marketing
to Adults)
T-1:Chapter 20
OR-2

about marketing to
issues, discuss
about marketing to
adults
will throw light
upon the consumer
protection act
SPILL OVER
Week 16 Lecture 46
Spill Over
Lecture 47
Spill Over
Lecture 48
Spill Over
Scheme for CA:

Component
Homework
Frequency
Out Of
1
1
Total :-
Details of Academic Task(s)
Each Marks Total Marks

30
30
30
30
Students will be
able to learn about
the
concerns related to
marketing to both
children and the
be
able to learn about
the
rights of consumer
and
consumer act
Class discussion
AT No.
HW1
Objective
To enhance the
creative skills of the
students with the
conceptual
knowledge
Topic of the Academic Task
Nature of Academic Task

(group/individuals/field
work
Phase 1-Students will given the task of selling lavish cards

Individual
inside the university campus. Through this project student will be
able to experience the practical implications of consumer
behavior, segmentation , marketing strategies , consumer
decisions and the influence of the groups.
Phase1 will commence in the 2nd week and the end/submission
will be in the 6th week.
Phase 2- Students will be given the standardized questionnaire on
Satisfaction/Perception by the instructor. Students will be
required to do the following 1. Collect data from their respective
clients to whom they sold the lavish cards. 2. Analyze and
interpret the data. Through this project student will be able to
experience the practical implications of attitude and perceptions.
Phase2 will commence in the 7th week and the end/submission
Phase 3-Writing a research paper based on phase-1 and phase-2
Phase3- will commence in the 10th week and the end/submission
Evaluation Mode
Allottment /
submission Week
Selling of lavish
cards-50 Marks,
Data collection and
interpretation- 20
Marks, Research
paper-20 Marks
2 / 12
Plan for Tutorial: (Please do not use these time slots for syllabus coverage)
Tutorial No.
Lecture Topic
Type of pedagogical tool(s) planned

(case analysis,problem solving test,role play,business game etc)
Tutorial1
Introduction about the homework (Live Project)
Discussion
Tutorial2
Discussion and doubt clearing related to homework (Live Project)
Discussion
Tutorial3
Case Study-Starbucks Keeps It Brewing In Asia, Textbook, Pg299
Case Analysis
Tutorial4
Case Study -Behavioral Targeting: A Case Study of Consumer

Tracking on Levis.com
Case Analysis
Tutorial5
Case Study-Office Depot Leads in Green, textbook,Pg306
Case Analysis
Tutorial6
Role Play
Role Playing
Tutorial7
Doubt Clearing Session
Problem Solving
Tutorial8
Discussion on homework (Live Project
discussion
Tutorial9
Case Study-Revlon For Men,Textbook, Pg520
Case Analysis
Tutorial10
Case Study-Positioning the Yaris, Textbook, Pg523
Case Analysis
Tutorial11
Case study-Tony The Tiger Goes Global, Hawkins, D. L & Best

Roger , Consumer Behavior- Building Marketing Strategy, McgrawHill, Indian edition, New Delhi,9th edition, 2008
Case Analysis
After Mid-Term
Tutorial12
Case study-Tony The Tiger Goes Global, Hawkins, D. L & Best

Roger , Consumer Behavior- Building Marketing Strategy, McgrawHill, Indian edition, New Delhi,9th
Tutorial13
Case Study-Safer Cigarettes, Textbook, Pg811
Tutorial14
Understanding the consumer behaviour from the Homework project
Tutorial15
Doubt Clearing Session
Case Analysis
Case Analysis
discussion
Problem Solving

MKT613 Consumer Behavior 17609::ajay Kumar Khullar 3.0 1.0 0.0 4.0 Courses With Conceptual Focus

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Lovely Professional University, Punjab

17609::Ajay Kumar Khullar

Courses with conceptual focus

Tutorials Practicals Credits

CONSUMER BEHAVIORBUILDING MARKETING

LEON G.SCHIFFMAN & 9th

BABBIN & HARRIS,

Journals articles as Compulsary reading (specific articles, complete reference)

(Web address) (only if relevant to the course)

Provides overview of the topics on consumer behavior

Animations and videos

Provide details about the consumer protection act.

Case studies on various topics of Consumer Behaviour which may be

LTP week distribution: (LTP Weeks)

Weeks After MTE

Detailed Plan For Lectures

Broad Topic(Sub Topic)

Chapters/Sections of Other Readings,

Learning Outcomes Pedagogical Tool Live Examples

Consumer Behavior and

Students will be briefed

Students will develop Class Discussion

Consumer Behavior and

Students will be briefed

Students will develop Class Discussion

Consumer Behavior and

Students will be briefed

Students will develop Class Discussion

Consumer Behavior and

Students will be briefed

Students will develop Class Discussion

Consumer Behavior and

Students will be briefed

Students will develop Class Discussion

Consumer Behavior and

Students will be briefed

Students will develop Class Discussion

Consumer Behavior and

Consumer Behavior and

Cultural and Group

Cultural and Group

Cultural and Group

Cultural and Group

Lecture will discuss

Lecture will discuss how

Lecture will discuss how

Lecture will discuss

Lecture will throw light

L7 Students will be Case study

Cultural and Group

Lecture will throw light

L7 Students will be Case study

Cultural and Group

Lecture will discuss

Cultural and Group

Lecture will discuss

Cultural and Group

Lecture will discuss

Lecture will talk about

Lecture will discuss

L11 Students will be Class discussion

Lecture 10 Cultural and Group

Lecture 11 Perception, Learning,