Sudan International University Faculty of Management Sciences Dept.

: Marketing Course Description Course Name and code: Consumer Behaviour Course prerequisite: Principle of Marketing Semester offered: semester 4 Contact hours/week: 2hrs- 1 lec/week Practical/Tutorial: none Course Objctives:

1. Developing students' understanding of concepts in consumer behaviour. 2. Developing students' ability to apply the concepts to strategic marketing decisions. 3. Developing students' ability to conduct research in consumer behaviour. 4. Developing students' ability to communicate research findings.

Course Overview: The objective of this course is to describe the reasons for the development of consumer behavior as an academic discipline and an applied science. It discusses the importance of consumer behavior as an academic discipline and an academic discipline and applied science. It discusses the importance of consumer behavior research to marketers. By the end of the course it is hoped To provide students with solid conceptual base for understanding the behavior of consumers within society and market place.
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 To develop student's abilities to apply consumer behavior concepts to marketing problems those are likely to involve consumer consumption with identity and lifestyle implications. To extend students understanding of research methodologies that can used to investigate consumer behavior and guide managerial decisionmaking To learn how consumer behavior can be affected by different marketing strategies. To develop a deeper understanding of consumer behavior by learning about relevant psychological theories

A. Lectures Week 1. 2. 3. 4. Topic Introduction to the study of Consumer Behaviour. Consumer Behaviour:Its Origins and Strategic Applications Consumer Research Market Segmentation The Consumer as an Individual: Consumer Motivation 5. 6. Personality and Consumer Behaviour Consumer Perception Consumer Learning The Consumer as an Individual: Consumer Attitude Formation and Change. Communications and Consumer Behaviour 7. Consumers in their social and Cultural setting: Reference Groups and Family Influences 8. 9. 10. Mid term Exam Consumers in their social and Cultural setting: Social Class and Consumer Behaviour. Consumers in their social and Cultural setting:
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The Influence of Culture on Consumer Behaviour. Consumers in their social and Cultural setting: Subcultures and Consumer Behaviour. Cross-Cultural Consumer Behaviour. The Consumers Decision-Making Process: Consumer Influences and the Diffusion of Innovation The Consumers Decision-Making Process:

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Consumer Decision making. 14. Guest Speaker Course Assessment: Assignment Mid-term exam Presentation End-of-semester exam Course Textbook: Leon G. Schiffman and Leslie Lazar Kanuk. Latest edition. Consumer Behavior, 9the edition,Prentice Hall, Inc. Other references: Leon G. Schiffman and Leslie Lazar Kanuk. Latest edition. Consumer Behavior, 9the edition,Prentice Hall, Inc.,2007. 10% 30% 10% 50%