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Cumulative
Sl. Mode of Teaching No. of Proposed
Topic to be covered No. of
No. Delivery Aid Periods Date
Periods
MODULE 1
Unit-1: Introduction to CB:Meaning & BB+LCD
1 Definition of CB, Difference between L+D 1 1
consumer & Customer
2 Nature & characteristics of Indian Consumers L+ D BB+LCD 1 2
Consumer Movement in India, Rights & BB+LCD
3 L+ D 1 3
Responsibilities of consumers in India
4 Benefits of consumerism. L+D BB+LCD 1 4
Meaning & Definition of CB, Difference BB+LCD
5 L+ D 1 5
between consumer & Customer
MODULE 2
Unit-2: Models of consumer behavior BB+LCD
Consumer Research: Consumer Research
6 Paradigms (Qualitative & Quantitative L+D 1 6
Research Methods) Developing research
objectives
Collecting secondary data, designing primary BB+LCD
7 research, data analysis and reporting research L+D 1 7
findings.
Input-Process-Output Model, Nicosia Model, BB+LCD
8 Howard Sheth Model, Engel-Kollat-Blackwell L+D 1 8
Models of Consumer Behaviour
Internal Influences: Motivation, Personality, BB+LCD
Perception, Learning, Attitude,
L+ D
9 Communications, External Influences: Social 1 9
Class, Culture, REFERENCE Groups, Family
members.
Consumer Buying Decision Process. Levels of BB+LCD
10 L+D 1 10
consumer buying decision.
11 On-line Decision Making: L+D BB+LCD 1 11
12 Four views of consumer decision making. L+D BB+LCD 1 12
Meaning & Process/Stages of online decision
13 L+D BB+LCD 1 13
making.
Situational Influences- Nature of Situational
14 L+ D BB+LCD 14
Influence, Situational Characteristics and
consumption behavior.
MODULE 3
Unit-3: Individual Influences on Consumer
Behaviour and CRM. Motivation: Basics of
Motivation, Needs, Goals, Positive &
15 L+ D BB+LCD 1 15
Negative Motivation, Rational Vs Emotional
motives, Motivation Process, Arousal of
motives, Selection of goals
Motivation Theories and Marketing Strategy - BB+LCD
Maslow’s Hierarchy of Needs, McGuire’s
Psychological Motives (Cognitive
16 L+ D 1 16
Preservation Motives, Cognitive Growth
Motives, AffectivePreservation Motives,
Affective Growth Motives).
Personality: Basics of Personality, Theories BB+LCD
of Personality and Marketing
17 L+D 1 17
Strategy(Freudian Theory, Neo-Freudian
Theory, Trait Theory),
Applications of Personality concepts in BB+LCD
Marketing, Personality and understanding
consumer diversity(Consumer Innovativeness
and related personality traits, Cognitive
18 L+ D 1 18
personality factors, Consumer Materialism,
Consumer Ethnocentrisms), Brand Personality
(Brand Personification, Gender, Geography,
Colour)3
Self and Self-Image (One or Multiple selves, BB+LCD
19 L+D 1 19
The extended self, Altering the self).
Perception: Basics of Perception & BB+LCD
Marketing implications, Elements of
20 L+D 1 20
Perception(Sensation, Absolute Threshold,
Differential Threshold, Subliminal Perception)
Dynamics of Perception (Perceptual Selection, BB+LCD
Perceptual Interpretation, Perceptual
Organization ,perceived price, perceived L+ D
21 1 21
quality, price/quality relationship, Perceived
Risk, Types of risk, How consumers’ handle
risk.
Customer Relationship Management Meaning L+D BB+LCD
22 1 22
& Significance of CRM
Types of CRM (Operational, Collaborative, BB+LCD
L+D
23 Analytical), Strategies for building 1 23
relationship marketing
Teaching Aid:
Black Board, Power Point Presentations, Animation, explanation and experimentation videos, Field / Lab visit
Resources:
1. Text Books:
2. Reference Books:
3. Class Notes
4. Question Bank
5. NPTEL or other Videos: