UNIVERSITY OF BOTSWANA; FACULTY OF BUSINESS
DEPARTMENT OF MARKETING
CONSUMER BEHAVIOUR THEORY AND PRACTICE (MKT 201) COURSE OUTLINE SEMESTER TWO, 2011
Course Instructor: Dr R. Makgosa
Email: Makgosa@mopipi.ub.bw; Office: 245/ 017; Office Telephone no: 3554060
Tuesday 09.00; Thursday 08:00-10:00 Venue: 245-042.
Consultation hours: Tueday 14:00-16:00; Thursday: 14:00-16:00
Nature of the Course
Contemporary approaches to business emphasize the importance of adopting a customer focus. Marketing, in particular, begins and ends with the consumer – from determining consumer needs to ensuring customer satisfaction. This course will examine the process of consumer behaviour, the factors that influence consumer behaviour, and their implications for marketing strategy. It will begin with a discussion of issues related to the consumer as an individual and expand its focus by considering the behaviour of groups of people in their social settings and how it affects consumer behaviour. In this course learning will be facilitated by a combination of lectures, students’ independent reading, class discussions and group work.
Upon completion of this course, students should
Describe the study of consumer behaviour, its devleopment and various approaches to the study of consumer behaviour. (2)
Identify and discuss the various activities consumers undertake. (3)
Identify and discuss the internal and external variables that affect the process of consumer behaviour. (4)
Translate what is learned in consumer behaviour into action implications for the marketing manager.
Test 1 (25%); Written Group Project (20%), Class participation (5%) and a final examination (50%)
1) Schiffman G.L and Kanuk L. L. (2007). Consumer Behaviour, 9th ed., Prentice Hall (This is the recommended textbook). 2) Solomon M R (2006). Consumer Behaviour , International Ed. Prentice Hall: New Jersey. 3) Du plessis...
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