Proel 101 Syllabus 1st Sem SY 20 21kotler

MARIANO MARCOS STATE UNIVERSITY Document Code CBEA-BA-SYL-PROEL 101
COLLEGE OF BUSINESS, ECONOMICS AND ACCOUNTANCY

Revision No. 0 Page 1 of 15
SYLLABUS IN PROEL 101 – CONSUMER BEHAVIOR
Effectivity Date August 17, 2020
VISION OF THE UNIVERSITY A premier Philippine university by 2028.
MISSION OF THE UNIVERSITY To develop virtuous human capital and sustainable innovations in a knowledge-driven global economy.
CORE VALUES Knowledge – Upholding knowledge as empowerment, we aim to develop intelligent individuals who can make informed decisions.
Inclusivity – We support and encourage diversity and collaboration, engaging in programs that promote growth and development for all sectors of
society.
Professionalism – Reared in a merit-based environment, we commit ourselves to the highest standards of ethics and professionalism.
Spirituality and Social Responsibility – We are committed to providing holistic development that inculcates love and service to God, humanity and the
environment.
INSTITUTIONAL OUTCOMES Anchored on the university’s Vision, Mission, and Core Values, the Mariano Marcos State University institutional learning outcomes are qualities that
MMSU graduates must possess.
MMSU graduates should be able to:

1. Demonstrate adequate knowledge, skills, and attitudes to be effectively integrated into a knowledge-driven global economy;
2. Maintain a high degree of ethics, professionalism, discipline and accountability;
3. Communicate effectively and articulate ideas through various modalities and in diverse contexts;
4. Commit themselves to lifelong learning and personal development to achieve excellence;
5. Analyze problems and issues critically, and develop ideas and innovative solutions to respond to the needs of local, national and global
communities;
6. Display spiritual values through respect for and service to God, humanity, and country;
7. Practice social and environmental responsibility;
8. Collaborate with and maintain harmonious relationships with others;
9. Respect multicultural diversity;
10. Engage in activities that promote growth and empowerment for all sectors of society;
11. Make informed, intelligent, fair and equitable decisions; and
12. Show appreciation for and contribute to the development and preservation of cultural heritage.
GRADUATE ATTRIBUTES Anchored on the university’s Vision, Mission, and Core Values, MMSU graduates must be:
Disclaimer: Reproduction of this document is allowed subject
to compliance to the Documented Information Procedure
established by MMSU.
1. globally competent;
2. professional;
3. effective communicator;
4. lifelong learner;
5. innovative;
6. spiritual;
7. socially responsible;
8. collaborative;
9. respectful to diversity;
10. empowered;
11. critical thinker; and
12. culturally responsive.
COLLEGE GOALS The College of Business, Economics and Accountancy commits itself to attain excellence, responsiveness, efficiency and effectiveness
for trained manpower who will assume leadership and responsibility in business, industry and the government service. As such, it
shall:
1. provide quality instruction in accountancy, economics, business and management, entrepreneurship, cooperatives, tourism and
hospitality management which is responsive to local and global needs and expectations;
2. build and maintain a highly qualified manpower and well-equipped proactive academic unit through continuing education;
3. foster a culture of research along its academic offerings and other related areas;
4. produce and publish research-based and community-based materials for instruction and extension use and other alternative
education mode;
5. share resources and expertise to the community through a continuing education, capability building and volunteerism programs;
6. establish linkages and strengthen partnerships with industries and other stakeholders both local and foreign; and
7. inculcate positive values and attitudes among students for the development of socially responsible and democratic citizenship,
concern for the environment and a strong sense of national pride.
PROGRAM OUTCOMES A graduate of the Bachelor of Science in Business Administration major in Marketing Management program are able to:

1. Apply the concepts along marketing management and use them in various business situations both in local and international context;
2. Demonstrate critical and analytical skills to analyze, innovate, and manage a strategic business direction;
3. Communicate well and express ideas through various modalities and diverse context;
4. Demonstrate positive values and work ethics that promote a sense of responsibility and accountability in their chosen profession; and
5. Conduct research-based and community-based materials for instruction, extension, and other alternative education modes.
COURSE OUTCOMES At the end of the semester, the student must have:
KNOWLEDGE
1. explained fundamental consumer behavior concepts its application to marketing strategy;
2. identified internal and external factors affecting that influence consumer behavior; and
3. determined the consumer decision process.
SKILLS
1. developed information about consumer behavior; and
2. developed a marketing research.
VALUES
1. develop honesty, discipline, resourcefulness, self-reliance, and responsibility.

COURSE SYLLABUS
COURSE CODE PROEL 101
COURSE TITLE CONSUMER BEHAVIOR
CREDIT UNITS 3
COURSE PREREQUISITE None
COURSE DESCRIPTION This course is designed to give students an understanding of how and why consumers behave in a given way which enables marketers
to design and implement better marketing strategies. Consumer Behavior focuses upon understanding consumer decision-making
processes and the various factors that influence these processes. The range of topics to be covered will include: theories of consumer
behavior involving concepts such as perception, motivation, attitude formation and change, personality, values, learning, and cultural
aspects that influence the decision-making process.
CONTENT OUTLINE AND TIMEFRAME
TIME FRAME COURSE CONTENT /SUBJECT MATTER MODE OF DELIVERY
1 hour Orientation Remote learning

1) Overview of the course
2) Discussion of the University Vision, Mission, Core values, institutional outcomes, program
outcomes, and course outcomes

3) Course Outline and requirement

4) Grading system
5) Classroom policies
4 hours UNIT I. Understanding Consumer Behavior and Marketing Research Remote learning (synchronous/ asynchronous)
A. Defining Consumer Behavior  Online mode (MvLE)
B. Applications of Consumer Behavior  Alternative modes (electronic and non-
C. Trends Influencing Consumer Behavior in the Contemporary Society electronic and other forms of media)
D. Developing Information about Consumer Behavior
1. Research Methods
2. Data Collection Methods
3. Ethical Issues in Consumer Behavior Research
11 hours UNIT II. EXTERNAL FACTORS IN CONSUMER BEHAVIOR Remote learning (synchronous/ asynchronous)
A. Cross-Cultural Variations in Consumer Behavior  Online mode (MvLE)
1. The Concept of culture  Alternative modes (electronic and non-
2. Variations in cultural values electronic and other forms of media)
B. The Changing Society
1. Changing Cultural Values
2. Demographics and social stratification
3. Subcultures
C. Social Influences
1. Families and Households
2. Family Decision Making
3. Group Influences
4. Reference Group Influences
11 hours UNIT III INTERNAL INFLUENCES Remote learning (synchronous/ asynchronous)
A. Perception  Online mode (MvLE)
1. Exposure  Alternative modes (electronic and non-
2. Attention electronic and other forms of media)
3. Interpretation

B. Learning and Memory

1. Nature of Learning and Memory
2. Learning under high and low involvement
C. Motivation, Personality and Emotion
1. Nature of Motivation
2. Motivation Theory and Marketing Strategy
3. The use of personality in Marketing Practice
4. Emotions and Marketing Strategy
D. Attitudes and Influencing Attitudes
1. Attitude components
2. Attitude Change Strategies
3. Individual and Situational Characteristics that influence Attitude Change
E. Self-Concept and Lifestyle
1. Nature of Self Concept and Lifestyle
2. The VALSTM System
3. The Geo-Lifestyle Analysis (PRIZM)
27 hours UNIT IV. THE CONSUMER DECISION PROCESS Remote learning (synchronous/ asynchronous)
A. Problem Recognition  Online mode (MvLE)
1. Process of Problem Recognition  Alternative modes (electronic and non-
2. Discovering and Responding to Consumer Problems electronic and other forms of media)
3. Helping and suppressing Problem Recognition
B. Information Search
1. Nature of Information Search
2. Source of Information
3. Marketing Strategies Based on Information Search Patterns
C. Alternative Evaluation and Selection
1. How consumer make choices
2. Evaluative Criteria
3. Decision Rules for Attribute-Based Choices
D. Outlet Selection and Purchase
1. Attributes affecting retail outlet selection

2. In-store and Online Influences on Brand Choices
E. Postpurchase Processes, Customer Satisfaction and Customer Commitment
1. Post Purchase dissonance
2. Disposition
3. Purchase evaluation and customer satisfaction
4. Dissatisfaction responses
5. Customer satisfaction, repeat purchases and customer commitment
LEARNING PLAN:
Desired Learning Outcomes Course Content/Subject Teaching and Learning Assessment Task Resource Values
Time Table
(DLO) Matter Activities (TLA’s) (AT’s) Materials Learned/Competencies
The student must have: Orientation Discussion Participation in Course Syllabus 1 Cooperation
1. stated their 1) Overview of the Identifying expectations online discussion hour Self-assessment
expectations of the course Trust
course, grading 2) Discussion of the Respect
system, classroom University Vision, Initiative
policies, course Mission, Core values,
requirements; and institutional
2. stated the MMSU outcomes, program
Vision, Mission and outcomes, and course
Core Values as well as outcomes
the institutional 3) Course Outline and
outcomes, program requirement
outcomes and course 4) Grading system
outcomes. 5) Classroom policies
At the end of the unit, the UNIT I. Understanding Online discussions Learning Activity Reading 4 hours Awareness

student must have: Consumer Behavior and Online searching Packets Materials Appreciation
1) defined consumer Marketing Research Long examination Related links Cooperation
behavior; A. Defining Consumer Laptop Effectiveness
2) explained the Behavior Efficiency
applications of B. Applications of Initiative
consumer behavior; Consumer Behavior Innovativeness
3) discussed the trends C. Trends Influencing Resourcefulness
influencing consumer Consumer Behavior in Trust
behavior; the Contemporary Understanding
4) determined methods Society
of gathering consumer D. Developing
behavior data; and Information about
5) developed Consumer Behavior
information about 1. Research
consumer behavior. Methods
2. Data Collection
Methods
3. Ethical Issues in
Consumer
Behavior
Research
At the end of the unit, the UNIT II. EXTERNAL FACTORS Online discussions Learning Activity Reading 11 hours Awareness
student must have: IN CONSUMER BEHAVIOR Online searching Packets Materials Appreciation
1. discussed the A. Cross-Cultural Long examination Related links Cooperation
concept of culture Variations in Laptop Exploration
and the variations in Consumer Behavior Initiative
cultural values 1. The Concept of Resourcefulness
2. determined the culture Self-reliance
changes in the 2. Variations in Trust
society including cultural values

demographics, social B. The Changing Society
stratification and 1. Changing Cultural
subcultures. Values
3. Explained social 2. Demographics
influences in and social
consumer behavior stratification
3. Subcultures
C. Social Influences
1. Families and
Households
2. Family Decision
Making
3. Group Influences
4. Reference Group
Influences
At the end of the unit, the UNIT III INTERNAL Online discussions Learning Activity Reading 11 hours Awareness
student must have: INFLUENCES Online searching Packets Materials Appreciation
1. discussed the nature of A. Perception Midterm Related links Cooperation
perception including 1. Exposure examination Laptop Exploration
factors affecting 2. Attention Independence
exposure, attention 3. Interpretation Inquisitive
and interpretation B. Learning and Memory Resourcefulness
2. discussed the nature of 1. Nature of Learning Trust
learning and memory; and Memory Understanding
3. explained the different 2. Learning under
motivation theories high and low
and the influence of involvement
personality and C. Motivation,
emotion to consumer Personality and
behavior; Emotion
4. determined the 1. Nature of
attitude components, Motivation
and how attitude can 2. Motivation Theory
be influenced; and and Marketing
5. identify the nature of Strategy
self-concept and 3. The use of
lifestyle. personality in
Marketing Practice
4. Emotions and
Marketing Strategy
D. Attitudes and
Influencing Attitudes
1. Attitude
components
2. Attitude Change
Strategies
3. Individual and
Situational
Characteristics
that influence
Attitude Change
E. Self-Concept and
Lifestyle
1. Nature of Self
Concept and
Lifestyle
2. The VALSTM
System
3. The Geo-Lifestyle
Analysis (PRIZM)
At the end of the unit, the UNIT IV. THE CONSUMER Online discussions Learning Activity Reading 27 hours Awareness
student must have: DECISION PROCESS Online searching Packets Materials Appreciation
1. explained the process A. Problem Recognition Final examination Related links Cooperation
of problem 1. Process of Laptop Exploration
recognition Problem Independence
2. Discuss the process of Recognition Inquisitive
information search 2. Discovering and Resourcefulness
3. Determine how Responding to Trust
consumer make Consumer Understanding
choices Problems
4. Explained factors 3. Helping and
affecting outlet suppressing
selection and Problem
purchase. Recognition
5. identified purchase B. Information Search
evaluation and 1. Nature of
customer satisfaction, Information
dissatisfaction Search
responses, customer 2. Source of
satisfaction, repeat Information
purchases and 3. Marketing
customer Strategies Based
commitment on Information
6. developed a Search Patterns
marketing research. C. Alternative Evaluation
and Selection
1. How consumer
make choices
2. Evaluative
Criteria
3. Decision Rules
for Attribute-
Based Choices
D. Outlet Selection and
Purchase
1. Attributes
affecting retail
outlet selection
2. In-store and
Online
Influences on
Brand Choices
E. Postpurchase
Processes, Customer
Satisfaction and
Customer
Commitment
1. Post Purchase
dissonance
2. Disposition
3. Purchase
evaluation and
customer
satisfaction
Textbooks/References

Books
Motherbaugh, D.L. and Hawkins, D.I. (2015). Consumer Behavior: Building Marketing Strategy. McGraw-Hill.
Rath, P.M., et. al. (2014). The Why of the Buy: Consumer Behavior and Fashion Marketing.Fairchild Books.
Schiffman, L.., et. al. (2015) Consumer Behaviour. Pearson Australia.
Solomon, M. (2017). Consumer Behavior: Buying, Having and Being (Global edition). 12th Edition. Pearson.
Stephens, D.L. (2017). Essentials of Consumer Behavior. Routledge.
Web
https://www.slideshare.net/MahuaMukherjee6/unit-1-introduction-to-consumer-behaviour-copy
https://www.managementstudyguide.com/what-is-consumer-behaviour.htm
https://www.slideteam.net/powerpoint/Consumer-Behavior
https://www.zapmeta.ws/ws?q=consumer%20behaviour%20insights&asid=ws_gc_v2_4_1&abt=1&mt=b&nw=g&de=c&ap=&kid=kwd-
316332370273&aid=43700808210&ac=433&gclid=CjwKCAjwyo36BRAXEiwA24CwGRUpqLmw1Z6x72ztJ7-tm_iCVVq8K6nudRSZasWa8K8Vma35Q-DzvBoCcuMQAvD_BwE
COURSE REQUIREMENTS PERFORMANCE STANDARD (ASSESSMENT CRITERIA)

Marketing Research The grading system shall be based on the approved and accepted grading system by the Business
Administration Department (approved October 5, 2010).
Midterm Exam 20.00%
Final Exam 20.00%
Long Exam 20.00%
Quizzes 10.00%
Class participation
Assignments/Activities 10.00%
Final Requirement 20.00% 30.00%
Total 100.00%
COURSE POLICIES Course Assessment: Aside from academic deficiency, other grounds for a failing grade are: (1) grave misconduct and/or cheating during
examinations; (2) unexcused absences of more than 20% of required number of meetings per term; and (3) a failing
academic standing and failure to take graded examinations (CHED Memo No. 17, Series 2017, p. 29).
Expectations from Student: The student’s responsibility is to come to each class prepared and expected to take all examinations on date
scheduled; read the assigned problems/assignments prior to class; and expected to attend each class and actively
participates in the discussions (CHED Memo No. 17, Series of 2017, p. 29).
Academic Dishonesty: All students are expected to be academically honest. Cheating, lying and other forms of unethical behavior will not
be tolerated. Any student found guilty of cheating in examinations or plagiarism in submitted course requirements
will receive an F or failure in the course requirement or in the course. Plagiarism refers to the use of books, notes, or
other intellectual property without giving proper attribution to its author, or representing the work of another
person as one’s own. Cheating refers to securing help in a test, copying tests, assignments, reports or term papers,
collaborating with other students during an examination or in preparing academic work, signing another student’s
name on an attendance sheet, or otherwise practicing scholastic dishonesty (CHED Memo No. 17, Series 2017, p. 29).
Policy of Absences: The allowed number of absences for students enrolled in a 1.5-hour class is seven (7) while in a 1-hour class is (11).
Request for excused absences or waiver of absences must be presented upon reporting back to class. Special
examinations will be allowed only in special cases, such as prolonged illness. It is the responsibility of the student to
monitor his/her own tardy incidents and absences that might accumulate leading to a grade of “FA.” It is also his/her
responsibility to consult with the teacher, chair or dean should her/his case be of special nature (CHED Memo No. 17,
Series 2017, p. 29)
CONSULTATION PERIOD MWF 9:00-11:00
FACULTY-IN-CHARGE MEDIAH PERLE F. LAYAOEN
Academic Rank: Assistant Professor II
Mobile: 09952040218
Email Address: mplayaoen@mmsu.edu.ph
PREPARED BY: RECOMMEND APPROVAL: APPROVED:
MEDIAH PERLE F. LAYAOEN JEFFREY T. DE VERA ANGELINA B. ABROJENA PRIMA FE R. FRANCO

Faculty-In-Charge Chair, Business Administration Department Dean Vice President for Academic Affairs
Date: July 2020


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MARIANO MARCOS STATE UNIVERSITY Document Code CBEA-BA-SYL-PROEL 101

COLLEGE OF BUSINESS, ECONOMICS AND ACCOUNTANCY

VISION OF THE UNIVERSITY A premier Philippine university by 2028.

MMSU graduates should be able to:

Disclaimer: Reproduction of this document is allowed subject

Disclaimer: Reproduction of this document is allowed subject

COURSE CODE PROEL 101

COURSE TITLE CONSUMER BEHAVIOR

COURSE PREREQUISITE None

CONTENT OUTLINE AND TIMEFRAME

TIME FRAME COURSE CONTENT /SUBJECT MATTER MODE OF DELIVERY

1 hour Orientation Remote learning

Disclaimer: Reproduction of this document is allowed subject

3) Course Outline and requirement

Disclaimer: Reproduction of this document is allowed subject

B. Learning and Memory

1. Attributes affecting retail outlet selection

Disclaimer: Reproduction of this document is allowed subject

society including cultural values

Disclaimer: Reproduction of this document is allowed subject

COURSE REQUIREMENTS PERFORMANCE STANDARD (ASSESSMENT CRITERIA)

PREPARED BY: RECOMMEND APPROVAL: APPROVED:

MEDIAH PERLE F. LAYAOEN JEFFREY T. DE VERA ANGELINA B. ABROJENA PRIMA FE R. FRANCO

Date: July 2020

Disclaimer: Reproduction of this document is allowed subject

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