Course Outline
Siva Sivani Institute of Management, Hyderabad
Post-Graduate Diploma in Management (Marketing) 2011-13
Course Outline and session plan
CONSUMER BEHAVIOUR (M135)
Faculty: Arijit SantikaryCredits: 3 | Term: 3Sessions: 20( 90 minutes each) |
1.0 Objectives of the course
This course is another building block which further enhances students’ understanding of marketing management. Since the primary objective of marketing is to satisfy customer needs, a good understanding of how those needs arise and how consumers seek to satisfy them (i.e. consumer behaviour) is a must for effective marketing management. This course enables students to appreciate consumer behaviour from a variety of perspectives, including Cultural, Social, Personal, Psychological and marketing perspectives.
2.0 Class preparation and internalization of learning
A very basic level of advance preparation for the class is a must for this course. It is expected that participants will attend the class only after thoroughly reading the prescribed reading material, which, to be very fair, has been kept around 20 pages per session. Class room engagement is primarily to clarify doubts and to synthesize the participants’ thinking towards a holistic appreciation of consumer behaviour. PARTICIPANTS MUST CLEARLY NOTE THAT THE CLASSROOM ENGAGEMENT IS NOT A SUBSTITUTE FOR READING THE BOOK. THEY SHOULD READ THE BOOK BEFORE COMING TO THE CLASS. They should also develop the habit of making brief notes of classroom discussions, expanding the same after class hours.
3.0 Continuous evaluation
In keeping with the expectations mentioned above, a large part of the continuous evaluation would comprise surprise quizzes and unit test to i ) ensure compliance with pre-reading requirements and to ii) understand knowledge about the content discussed in the class.
Quizzes | 25 | Case | 10 | Assignments | 10 | Attendance | 05 | Maximum Marks (Continuous
Post-Graduate Diploma in Management (Marketing) 2011-13
Course Outline and session plan
CONSUMER BEHAVIOUR (M135)
Faculty: Arijit SantikaryCredits: 3 | Term: 3Sessions: 20( 90 minutes each) |
1.0 Objectives of the course
This course is another building block which further enhances students’ understanding of marketing management. Since the primary objective of marketing is to satisfy customer needs, a good understanding of how those needs arise and how consumers seek to satisfy them (i.e. consumer behaviour) is a must for effective marketing management. This course enables students to appreciate consumer behaviour from a variety of perspectives, including Cultural, Social, Personal, Psychological and marketing perspectives.
2.0 Class preparation and internalization of learning
A very basic level of advance preparation for the class is a must for this course. It is expected that participants will attend the class only after thoroughly reading the prescribed reading material, which, to be very fair, has been kept around 20 pages per session. Class room engagement is primarily to clarify doubts and to synthesize the participants’ thinking towards a holistic appreciation of consumer behaviour. PARTICIPANTS MUST CLEARLY NOTE THAT THE CLASSROOM ENGAGEMENT IS NOT A SUBSTITUTE FOR READING THE BOOK. THEY SHOULD READ THE BOOK BEFORE COMING TO THE CLASS. They should also develop the habit of making brief notes of classroom discussions, expanding the same after class hours.
3.0 Continuous evaluation
In keeping with the expectations mentioned above, a large part of the continuous evaluation would comprise surprise quizzes and unit test to i ) ensure compliance with pre-reading requirements and to ii) understand knowledge about the content discussed in the class.
Quizzes | 25 | Case | 10 | Assignments | 10 | Attendance | 05 | Maximum Marks (Continuous