‫بسم ا الرحمن الرحيم‬

King Saud University 2015-2016

School of Business Instructor: Heyam Al Mousa
Marketing Department Office #201

Syllabus

Consumer Behavior
MKT 301

MKT 301 Consumer Behavior Class 27223

Instructor: Heyam Al Mousa, Lecturer

Office: Room 201, 2nd Floor, Department of Marketing, Build. 3, CBA
E-mail: healmousa@ksu.edu.sa,
Webpage: fac.ksu.edu.sa/healmousa
Phone: 0569363333

(Sunday-Tuesday-Thursday)10:00-11:00am & 12:00 – 1:00pm

Office Hours:
(Wednesday) 11:00am-1:00pm

Lecture Hours: Sun-Tue-Thu (11-12), Room A 003

Social Media: Twitter #dr.heyamalmousa

COURSE DESCRIPTION:

This course focuses on the study of the buying and consumption behaviour of individuals and families and the
various factors influencing their buying decisions including cultural, social, psychological, and situational
factors. It discusses the principles, concepts, and theories that stem from other social sciences such as
psychology, social psychology, sociology, cultural anthropology, economics, and others, and apply them to the
purchasing and consumption behaviour of individuals. The course gives special attention to the ways in which
these principles, concepts, and theories can be applied effectively to marketing strategies.

COURSE GOAL:
To acquaint students with the role of consumer behavior in shaping the marketing strategies of business
firms, along with a strong understanding of the culture, social, and psychological factors that influence
consumer behavior.

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It is vital at this point for students to have a full knowledge on how to benefit from the study of consumer
behavior in developing and improving marketing strategy, through a solid understanding of the stages of
buying decision process.

COURSE EXTERAL RESOURCES:

 Following the strategic decision process of various global companies

 Reading articles, and discussing different case studies.

REQUIRED TEXT:

Leon Schiffman and Leslie Kanuk, ‘Consumer Behaviour’. Prentice-Hall.

RECOMMENDED REFERENCES:

 Henry Assael, Consumer Behavior- A Strategic Approach. Houghton Mifflin Company, 2003 or latest.
 Del I. Hawkins, Roger J. Best, Kenneth A. Coney, and David L. Mothersbaugh, Consumer Behavior.
McGraw-Hill/Irwin. 2009.
 Paul Peter and Jerry Olson, Consumer Behavior and Marketing Strategy. McGraw-Hill Higher Education.

COURSE EXPECTATIONS:

1. Students are expected to come to class. You need to discuss any situations that are impacting
your attendance – as they arise – and in advance. There are no make-up exams and quizzes,
and no late assignments accepted.
2. Students are expected to be prepared for class. You need to read the material designated for
the day and be ready to participate in the order of business for the day.
3. Students are expected to do and submit their own work. Be sure to cite any thing that is not
your original thought!
4. Students are expected to demonstrate professionalism and integrity.
5. Students are expected to do two library assignments.
6. Students are expected to do the ethics exercises at the end of each chapter as assigned.
EVALUATION CRITERIA

Performance in this course will be measured using the following key activities:
1. Exams: There will be two exams that will cover major concepts in the course. The formats
for exams can include items that are multiple-choice, true/false, and a short answer question
(any combination).
2. Case Study:
a. 2 individual cases study as an assignments.
b. 2 video cases as a group team
3. Quizzes: 2 quizzes.
4. Team project.

ATTENDENCE & PARTICIPATION POLICY

You are expected to attend all class sessions. Your participation is important! If you are absent for assigned
work, I will use discretion to the nature (if any) of the make-up work. There are two types of absences:
excused and unexcused. An excused absence is when you notify me prior to class, and I give you permission to
be absent. All other absences are considered unexcused. You are allowed FOUR unexcused absences ONLY!

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Class participation is important in a number of respects. First, it prepares you for the personal interaction that
takes place in business and in life on a daily basis. Second, it forces you to prepare better (and regularly)
because you know you will have to discuss the subject in class. You must prepare for class discussion by
spending time on assignments and case studies. The first 10 minutes of each class will include a random
selection of students discussing a recap of the previous lecture, so BE READY!!

LIST OF TOPICS

Date Chapter Topic and Assignment

Week 1 Introduction in Consumer behavior

Week 2 Ch 1 Consumer Behavior: Meeting Changes and Challenges
Week 3 The Psychological concepts that account for individual
behavior

Ch 4 Consumer Motivation
Week 4 Ch5 Personality and consumer Behavior
Week 5 Ch 6 Consumer Perception
Week 6 Ch 7 Consumer Learning
Week 7 Ch 9 Communication and Consumer Behavior
Week 8 Mid Term 1
Cases study 1
Video case 1
Week 9 Consumer in their social and cultural settings

Ch 10 The Family and Its Social Class Standing

Week 10 Ch 11 Influence of Culture on Consumer Behavior
Week 11 Ch 12 Subcultures and Consumer Behavior
Week 12 The consumer Decision Making Process and Ethical
Dimensions

Ch 14 Consumer and the Diffusion of Innovation

Week 13 Mid Term 2
Cases Study 2
Video cases 2
Week 14 Ch 15 Consumer Decision Making and Beyond
Week 15 Project Presentation

Group Project

A significant portion of your course grade will be determined by a team project. You will be
required to select a particular consumer phenomenon, propose and carry out a study to
examine this problem, and discuss your findings. For example, you could examine how
people decide which store to shop at, whether a specific advertising campaign has changed
consumers’ perceptions of a brand (and which factors contributed to the campaign’s
success or failure), why consumers did or did not accept a recently launched new product,
etc…

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The grade for the group project will be determined as follows:

 Part I (problem description and literature review) 25%

 Part II (research design, results, and discussion) 25%
 Presentation 40%
 Individual contributions 10%
To do this, the group would need to do research. The research would involve secondary and
primary research, such as, conducting in-depth interviews, focus group discussions, or
survey research. Based on the results of the research, the group would make
recommendations for marketing action. The findings of the groups are to be presented in a
written report. A typical report consists of the following:
1. A statement of the consumer behavior phenomenon being studied, including why the
issue is important and interesting to the group.
2. A brief description of the methodology employed for the research
3. Analysis of the consumer behavior using theory concepts discussed in class.
4. Recommendations for marketing actions based on analysis
5. Appendices: survey sample, interview questions, tables, graphs, charts, and
advertisements.
‒ The total length of the report is to be no more than 20 pages, with sections 1 through 5
covering no more than 15 pages, and the appendices with 5 or more pages.
‒ The introduction to your paper should include the following:
 The purpose of your paper in regards to the consumer behavior phenomenon highlighted
and studied.
 Introduction about the industry
 Introduction about the company with a brief history focusing on successes and how long it
has been operating in the Kingdom
 A brief description of the methodology used to gather information
 A window into your original hypothesis to be tested.
 The last paragraph should set the grounds for the reader to know what to expect in the
coming pages of your report.

Peer and Self-Evaluation

On the day of the presentation, each member of the group is to complete a peer evaluation
and self-evaluation. This evaluation is meant to indicate the degree of team participation by
each group member. A student’s grade for the group project will be based on the student’s
peer and self-evaluation as noted under the “Grading Section.”
Information Concerning the Oral Presentation of the Group Project
The Group Project requires the team to provide an oral presentation utilizing visual aids.
You and your group will be assigned a date for Group Project presentation. The oral
presentation must teach the class the relevant concepts. You must provide information that
has not been discussed in class or provided in the text. Do not be boring. Use appropriate
public speaking techniques, use the overhead, PowerPoint and use dramatization or use
any creative technique. Fifteen minutes will be allowed for the presentation that will be

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followed by a class discussion of your Group Project. You must communicate to the class
something that your group learned from the project.

Grading Plan

Points Assessment Date

10 points Quizzes Q1 Thursday 8-10-2015 / 25-12-1435
Q2 Thursday 12-11-2015 / 30-1-1437
30 points Mid Terms Midterm 1 Sunday 18-10-2015 / 5-1-1437
Midterm 2 Sunday 22-11-2015 / 10-2-1437
5 point 2 Video cases (Groups) Case 1 Tuesday 20-10-2015 / 7-1-1437
Case 2 Tuesday 24-11-2015 / 12-2-1437
5 point 2 Cases Individual Case 1 Thursday 22-10-2015 / 9-1-1437
Case 2 Thursday 26-11-2015 / 14-2-1437
10 points Project Presentation Week 15
from Sunday 6-12-2015 / 24-2-1437
To Thursday 10-12-2015 / 28-2-1437
40 point Final Exam

Try to enjoy the journey in order to give excellent results.

Good Luck 

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Course Effectiveness Matrix 301mkt

Course Learning Linked to Program Teaching Strategies Assessment Methods

Objective Learning Outcomes
(PLO)

Students understanding LG1. OB 1.1-1.2 - Cooperative learning - Midterm,

the role of consumer
- Action learning - Participation,
behavior in the
marketing strategies - Classroom discussion - Discussion
Analyzing and LG 2& 4: OB 2.1, 2.3 - Case Analysis - Analysis
understanding of the
culture, social, and 4.1,4.2 - Exercise - Business case
psychological factors - Exercises & homework
that influence consumer
behavior
Full Knowledge on how LG 5 & 6: OB 6.1 Case Study, group - Midterm
to benefit from the discussion
study of consumer - In class dialogues and
discussion
behavior in developing
and improving - Written reports
marketing strategy
- Group homework
Project LG 7: OB 1.1 Select a company and Group Project
apply an consumer
behavior in her
marketing

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Here the objectives that we have to cover in the project, home assignment, case
study and quizzes

Course Teaching Course Assessment

Strategies Methods

1.0 Knowledge

1.1 Students will be able to recognize the importance of - Lectures. - Monthly tests.
studying consumer behavior and its relationship to - Student participation - Final exam.
the marketing strategies of the firm. and discussion - Short papers.
1.2 Students will be able to list the differences between individually and in
consumer buying behavior and organizational buying teams.
behavior. - Preparing research
1.3 Students will be able to define the stages and details papers.
of the buying decision making process. - Student presentations.
1.4 Students will be able to describe the importance and
strategies of product positioning.
1.5 Students will be able to state the reasons, criteria,
and process of market segmentation.
1.6 Students will be able to describe various cultural,
social, situational, and psychological factors affecting
the buying and consumption behavior of individuals
and families.
2.0 Cognitive Skills

2.1 Students will be able to recognize course topics. - Encourage students to - Students’ class
2.2 Students will be able to explain knowledge gained. share ideas and participation
2.3 Students will be able to analyse and involve in discussions. - Written tests.
constructive criticism of issues in the cases. - Assigning tasks and - Short papers.
2.4 Students will be able to search information on homework to students - Case analysis
consumer research. and evaluating them.
2.5 Students will be able to justify ethics. - Connecting theory to
2.6 Students will be able to clearly explain topics orally applications by giving
and in writing. real examples from
2.7 Students will be able to design consumer research businesses.

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 study. - Case discussions

3.0 Interpersonal Skills & Responsibility

3.1 Students will be able to show meaningful dialogues - Encouraging student - Evaluating presentations.
and acceptance of others’ opinions. discussions in class. - Measuring the
3.2 Students will be able to demonstrate the ability to - Assign tasks of peer performance of students
persuade others in order to get the needed assessment among in homework
information. students. assignments
3.3 Students will be able to evaluate response of other quantitatively as well as
student on the task and homework assignments. qualitatively.
3.4 Students will be able to use linguistic and dialogue
skills in discussions with others.
3.5 Students will be able to show the positive behavior.
4.0 Communication, Information Technology, Numerical

4.1 Students will be able to do research using internet on - Developing the - Observing students’
upgrading the course materials. communication skills of communication in and
4.2 Students will be able to research databases using students in class out of class.
Internet. including speaking,
4.3 Students will be able to demonstrate listening, and
communications among peer groups. persuading. - Evaluating students’
4.4 Students will be able to appraise listening skills. - Assigning students performance in the
4.5 Students will be able to constructively criticize short research studies Internet homework.
thoughts of others. and home works on the
4.6 Students will be able to research for relevant issues Internet.
on internet.
4.7 Students will be able to demonstrate persuasion of
others.