National University of Singapore

NUS Business School

Department of Marketing
MKT340 !onsumer Behaviour
Semester "# 0"4$"% &'ugust ( Novem)er 0"4*
!ourse !oor+inator, -egina .eo
/mail, )i0y)lr1nus2e+u2sg
!ourse Description
Consumer behaviour is more than buying things. It embraces the study of
how having or not having things afect our lives, and how our possessions
infuence the way we feel about ourselves and others.
The purpose of the course is to provide you with an understanding on the
many aspects of consumer behaviour and its theoretical perspectives.
!ourse 3)4ectives
This course in Consumer Behaviour aims to achieve the following:
!. "nderstand that consumer behaviour is a process and the theoretical
concepts applicable in the mar#etplace.
$. Consider that consumers use products to help them to de%ne their
identities in diferent settings and to help mar#eters to understand the
needs and wants of diferent consumer segments.
&. "nderstand the role of consumers as individuals and decision ma#ers.
'. (evelop strategies for ma#ing contact with consumers, shaping
consumer opinions and assisting consumer memory.
). *valuate the infuence of the environmental infuences of culture and
subculture, social class, family, reference groups and personal
infuence on the behaviour of consumers.
1
'ssessment !omponents
Individual *fort
Class +articipation !),
Individual -ssessment $.,
/ritten -ssessment $),
0roup *fort
0roup Case +resentation and 1eport !),
0roup +ro2ect +resentation and 1eport $),
Total "005
-ecommen+e+ Te6t
!. 3ichael 4olomon 5$.!)6, !onsumer Behaviour, Buying# 7aving an+
Being, +earson, !!
th
edition
2
National University of Singapore
NUS Business School
Department of Marketing
MKT340 !onsumer Behaviour
Semester "# 0"4$"% &'ugust ( Novem)er 0"4*
Lesson Plan
Lesson Plan applies to: B3 (Mon 11-2pm) and B4 (Mon 2-5pm)
B1 (Wed 8-11am) and B2 (Wed 11-1pm)
S$N Date Topics -ea+
! !! -ug
!& -ug
Introduction to Consumer Behaviour
(ecision 3a#ing 7 Consumer Behaviour
Chap !
Chap $
$ !8 -ug
$. -ug
Cultural Infuences
Consumer and 4ocial /ellBeing
Chap &
Chap '
& $) -ug
$9 -ug
+erception Chap )
' ! 4ep
& 4ep
4elf Chap 9
) 8 4ep
!. 4ep
:earning and 3emory
Case +resentation !: ;euromar#eting
Chap <
< !) 4ep
!9 4ep
-ttitudes and +ersuasion
Case +resentation $: :ocal vs =verseas 3ade
Case +resentation &: Consumer +erceptions: -pple vs
-ndriod
8n+ivi+ual 'ssignment Due
Chap 8
Recess Week (22 28 Sept 2014)
3
S$N Date Topics -ea+
9 $> 4ep
! =ct
Consumer Identity I: 4e? 1oles and 4ubcultures
Consumer Identity II: 4ocial Class and :ifestyles
Case +resentation ': "nderstanding 4ocial Class
Case +resentation ): @ousehold (ecision 3a#ing
Chap !.
Chap !!
8 < =ct
5public
hols6
8 =ct
Make-up class fo B3 and B4 (Mon class) ! "ou can
#oin m" Wed classes (8-11am o 11-2pm)
0roups and 4ituational *fects on Consumer
Behaviour
9uest Speaker from 3!B!
Chap >
> !& =ct
!) =ct
;etwor#ed Consumer Behaviour: /o3, 4ocial 3edia
and Aashion
Case +resentation <: Case 4tudy on City @arvest
Case +resentation 9: - 4tudy on =nline +ostersB
+ro%le Behaviour
Chap !$
!. $. =ct
$$ =ct
+utting it all together
!! $) =ct
54at6
:ritten Test &%5*
$etails of t%e test ! topics to stud" & test fomat 'ill
(e po)ided at a late date*

(no lessons on 2+ & 2, -ct)
-ttendance
is
compulsory
!$ & ;ov
) ;ov ;inal <ro4ect <resentations = report
su)mission !& !. ;ov
!$ ;ov
4