Professional Documents
Culture Documents
GraduateSchool of Business
http://www.mba.itb.ac.id
INSTITUT TEKNOLOGI BANDUNG
MM6032
Consumer Behavior
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Contents
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Vision and Mission of MBA-ITB
Vision:
To be A World Class Program of Master and Business Administration that Creates Ethical
and Entrepreneurial Leaders
Mission:
To educate and develop future leaders in business
To develop sustainable education program for building human resource capacity
needed for enhancing industry competitiveness in Indonesia
Integrative Thinking (LG 1) Student will be able to demonstrate ability to identify the central
problems/issues, draw and assess recomendation using a perspective
that integrates both fuctional and relevant contextual information and
deploy them effectively to solve the problem from a strategic views point.
Team work (LG 2) Student will be able to demontrate an ability to work effectively in a
team, exhibiting behaviour that reflects an understanding of the
importance of individual roles and tasks, and the ability to manage
conflict and compromise so that team goals are achieved.
Communication Skill (LG 3) Student will be able to communicate verbally inn an organised, clear and
persuasive manner, and be responsive listener.
Ethical Responsibility (LG 4) Student will be able to identify ethical issues, understand the impact of a
particular issue on various stakeholders, recognize the rights and
responsibilities of the stakeholder and systematically analyse the pro and
cons of eny decisions related to ethical issues.
Leadership (LG 5) Student will have hightened awareness of what it takes to exercite
effective leadership, through key inisiative, efective execution,
influencing, inspiring, and empowering people and manging changes.
Global Awareness (LG 6) Student will understand the nature of global issues impacting business,
including competition, policiess, politic, culture and consumers and have
the ability to respond to them effectively.
Integrative thinking Identify and analyze central problems of a business case (LG1-LO1)
Construct multiple perspectives that integrate different factors or aspects,
other related business functions and relevant contextual information (LG1-
LO2)
Create recommendation based on the constructed perspectivesand the
companys strategic objectives (LG1-LO3)
Teamwork Understand how to collaborate with others (LG2-LO1)
Apply the concept of managing conflict to resolve problem in small group
learning environment (LG2-LO2)
Demonstrate constructive feedback in small group learning environment
(LG2-LO3)
Communication Skill Present information in an organized and concise manner. (LG3-LO1)
Demonstrate skill to persuade others in persuasive manners (LG3-LO2)
Demonstrate listening skills (LG3-LO3)
Ethical Responsibility Recognize ethical issues in business context. (LG4-LO1)
Assess the impact of ethical issue toward various stakeholders. (LG4-LO2)
Systematically analyse the pro and cons of any decisions related to ethical
issues. (LG4-LO3)
Leadership Demonstrate the propensity to take initiative (LG5-LO1)
Bring influence toward other people in her/his team (LG5-LO2)
Inspire and empower others by evaluating, analyzing, and providing critics
on how leadership behaviors and characteristics affect employees and
businesses outcomes (LG5-LO3)
Demonstrate an ability tomanage change (LG5-LO4)
Global Mindset Identify global issues that may affect the industry (Global Intellectual
Capital) (LG6-LO1)
Develop understanding toward global cultural aspects that affect business
operations (LG6-LO2)
Develop business recommendations based on understanding about the
global aspetcs. (LG6-LO3)
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1. A strong Knowledge and understanding about Indonesians Consumer behavior and
Global Consumer (LG6-LO1)
2. Making out a better customer based marketing strategy and decision making (LG1-LO1
&LO2)
3. An comprehending in Ethical marketing and consumer protection (LG4-LO1)
4. Having Interpersonal skills, team work, customer relationship and marketing
communication (LG2-LO1, LG3-LO1,LO2&LO3)
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4. The Course Structure
Formulating
Ability to Make an Ethical Marketing Strategy
Positioning,
Ability to Make
Value proposition
Loyalty Strategy Place Strategy
IMC Strategy
Segmentation Pricing Strategy
Targeting Produt/Service Strategy
Break
Session 2 (09.45-11.45) - Working out Class rooms
Assignment
Exercise Findings Discussion :
- Participation level during class
Consumer in the marketplace
discussion
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Date Outcome(s) Activity(ies) Preparation Evaluation
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Date Outcome(s) Activity(ies) Preparation Evaluation
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Date Outcome(s) Activity(ies) Preparation Evaluation
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Date Outcome(s) Activity(ies) Preparation Evaluation
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Date Outcome(s) Activity(ies) Preparation Evaluation
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Date Outcome(s) Activity(ies) Preparation Evaluation
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Date Outcome(s) Activity(ies) Preparation Evaluation
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Date Outcome(s) Activity(ies) Preparation Evaluation
Session 2 (09.45-11.45) Making, and Submitting the Participation level during class
Communication Strategy using Assignments discussion
Consumer Learning and Memory Model
Assignment :
Ability to :
Exercise Findings Discussion : Appealing to Id, Ego and
Make promotion strategies proven
Understanding Information Superego
by working on Assignment
develop exiting knowledge overload, Memory Model and
completely and perfectly
or change knowledge Appealing to Id, Ego and Promotional Strategies
through repositioning. Superego
Memory Model and
Promotional Strategies
Understanding ; Session 1 (08.00 AM 09.30AM) Reading textbooks: - Quiz
WEEK 10 the important of role of sensory - Participation level during
perception in planning Competitor Analysis and - Hoyer ch 4 class discussion
marketing stimuli and tactics Positioning using Consumer's - Solomon ch 5,6
- Related PowerPoint slides
Perception
Ability to :
to formulate point of Making and Submitting the
Discussion :
differentiation and better Assignment
value proposition
Case 4 : - Case Presentation
Crescent Pure
Break
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Date Outcome(s) Activity(ies) Preparation Evaluation
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Date Outcome(s) Activity(ies) Preparation Evaluation
to buy and consume product Session 2 (09.45-11.45) Making and Submitting the - Assignment submission on time
or service Assignments - Participation level during class
- Make an advertisement Discussion from Exercises Findings: discussion
- Consumer Value, Need and Ability to :
Motivation Reading, discussing and
- predict the Influence of Social
- Need and Motivation making Assignments
group to the Consumer Value,
- Consumer Value, Need Need and Motivation
and Motivation proven by working on Assignment
Presentation and Discussion - Need and Motivation completely and perfectly
WEEK 12 Understand to : Session 1 (8.00-09.30) Reading, discussing and Ability to make the attitude change
making Assignment strategy and proven by working on
apply the cognitive response Attitude Change Strategy - Attitude Change Strategy the Assignment completely and
and high and low effort - case presentation perfectly
Discussion Participation level during class
thought reactions to change
discussion
consumers' attitudes Case 6 :
Ability to : PSI India--Will Balbir Pasha Help
make the attitude change Fight AIDS? (A)
strategy to improve Break
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Date Outcome(s) Activity(ies) Preparation Evaluation
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Date Outcome(s) Activity(ies) Preparation Evaluation
Present and Discuss Consumer DNA Making and Submitting the Ability to
Consumer Acceptance of Experience Assignment : read consumers emotion proven by
new product development Consumer DNA Experience presented video
WEEK `15
Final Term and Ethical Marketing Strategy Project
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6. Lecturer Profile
Name: Mustika Sufiati Purwanegara
E-mail: mustika@sbm-itb.ac.id
About me:
Mustika Sufiati Purwanegara was graduated from industrial engineer ITB. In the early time of her career
she worked in several manufacturers. During her study in State University of Ghent Belgium, she was a
Researcher in Food Quality and Quality Management (1989-and 1992) and Consumer Behavior (1993-
1997). She received Doctorate Degree (1997). When she was working as a consultant in the Bureau of
Economics of the Government of West Java Province and the West Java ProBuild (Promotion and
Networking Businesses, 1997-2003), she conducted Marketing Research for distinctive products
produced by West Javas small-medium scale enterprises, national and internationally.
She had teaching experience in several Universities before working as a Faculty Member in SBM ITB.
Recently, she is a Head of Business Strategy and Marketing Research/ Sub Interest Group. She is a
member of Academy of Marketing Science (AMS), Korean Academy of Marketing Science (KAMS) ,
Association for Consumer Research (ACR) and VIP member of Global Alliance of Marketing and
Management Association (GAMMA). She broadens her horizons in Consumer Behavior Research and
Strategic Marketing by participating in International Conferences organized by AMS, KAMS and GAMMA,
namely World Marketing Conference and Global Marketing Conference every year.
And what is more than only her experience in giving consultation service to businesses, how grateful she
is to have opportunity to make research together with her students, who have come from various
education background and occupations. By these collaboration, she has more experience in Consumer
Behavior research across sectors (food, handy craft, medical, bank, telecommunication, higher
education, services, fashion, FMCG) , several marketing media (TV, printed and digital) that have been
carried out by diverse methodology, qualitative as well as quantitative. On top of that, research with a
young SBMs students always provides her fresh ideas and new trend in market place.
She has deep interest in researching Consumer Culture, Business to Business Relationship, Neuro
Marketing, Digital Marketing, Demarketing and Public Policy. Besides Lecturing and researching, she likes
to share her knowledge and experience by providing training, consultation and market research for
companies and communities.
7. Grading
Please mention how grading is determined within this course. It should be based on the
evaluation you specified in the course plan above.
Example:
Item Weight
Quiz 10%
Individual class participation 10%
Group assignment 20%
Group Project 30%
Individual Mid Test 15%
Individual Final Test 15%
TOTAL 100%
8. Students Guidance
In order to succeed, students are advised to do the followings:
1. Allocate sufficient time for self-preparation
2. Discuss concepts and cases with their syndicate
3. Elaborate practical cases apart from cases given
4. Have a proper notes of all lecture
5. Contribute actively in the class
9. References
Please mention main references that you use in this course. Make sure that they are
available for students at MBA ITB library. If not sufficient, please ask the librarian to
order it for you.
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7. Critical Thinking in Consumer Behavior: Cases and Experiential Assignments, 2010, Judy
Graham, Pearson Consumer Behavior, 14th Ed.,2006, J.F Blackwell, R.D Miniard
Supporting text:
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