DAVAO DEL NORTE STATE COLLEGE

Institute of Management, Governance, and Continuing Studies

COURSE OUTLINE: ENTREP 2250 MARKET RESEARCH AND CONSUMER BEHAVIOR

SEMESTER: 1ST SCHOOL YEAR: 2020-2021
VISION CORE VALUES

We envision the Davao del Norte State College to be: We commit to pursue our vision, accomplish our
mission and achieve our goals through our core
A premier institution of higher learning that is imbued values of:
with its core values for the development of human Excellence
resources, and generation and utilization of knowledge Integrity
and technology for a productive, sustainable, just, and Innovation
humane society. Stewardship
Love of God and Country
MISSION OUR GRADUATES

an institution of higher learning and teaching excellence, Our graduates carry DNSC’s values into their
informed by research and empowered to carry out workplaces as competent, collaborative workers
extension and production services, DNSC shall: and socially-connected ethical leaders. They
adhere to professional ethics and seek solutions to
1. provide equitable access, quality, relevant, and workplace problems. They are creative, critical
environment-friendly programs in instruction, thinkers, and resilient to cross-cultural
research, and extension; environment.
2. promote good governance and adopt
mechanisms to continuously upgrade
institutional standards;
3. enhance capabilities and work ethics of the
workforce of the institution; and,
4. develop appropriate linkages and network in the
implementation of College programs.
Board Resolution No. 16, Series 2014 - 26 June 2014

I. Course Number: Entrep 2250

II. Course Title: MARKET RESEARCH AND CONSUMER BEHAVIOR
III. Credit: 3 units
IV. Pre-requisite: ENTREP 216
V. Course Description:
This course helps the students analyse marketing research and its value in analysing consumers,
markets, and the environment. This will include the overview of the market opportunities, market
research, research design, descriptive research, scaling, sampling, data analysis, and reporting. The
students will be acquainted with market segmentation, estimating market potential, forecasting
market demand, developing advertising and pricing policies, and designing and positioning new
products.

VI. Course Outcomes: Upon completion of this course, each student should be able to:
1. Create marketing plan, technical plan, and management plan
2. Compute and prepare projected financial statements.
3. Provide a statement of the business’ impact on society.
4. Analyze current multi-channel retail strategies among bricks-and-
mortar and web-based firms.
5. Analyse marketing research and its value in analysing consumers,
markets, and the environment.

Address: Davao del Norte State College Tel. No.: (084) 628-6341
Tadeco Road, New Visayas Website: www.dnsc.edu.ph
 DAVAO DEL NORTE STATE COLLEGE
Institute of Management, Governance, and Continuing Studies

VII. Course Outline:

Learning Activities Plan:

Timetable
Course Content
(in hours)
INTRODUCTION
Class Orientation
Rules and Regulations
VM, Core Values
Course Overview
Classroom Policies
Distribution of Syllabus
LESSON I. Market Study
1. What is Market Study?
Week 1
2. Study of Demand
8 Hours
3. The Major Process in the Study of Demand
4. Study of Supply
5. Major Process in the Study of Supply
6. Demand-Supply Analysis
7. Study of the Price
8. Marketing Program
LESSON II. Data Collection Method
1. Quantitative Data Collection Method
2. Qualitative Data Collection Method
LESSON III. Technical Study
1. Nature and Concept of Technical Study
2. Specific Items Considered in a Technical Study
3. Total Cost of Investment
LESSON IV. Management Study and Financial Study
1. Nature and Concept of Management Study
2. Basic Aim if Management Study
3. Procedural Steps in Conducting a Management Study
4. Business Organization
5. Internal Organizational Structure
Week 2
6. Staffing Requirements
8 hours
7. Computation of Salaries, Compensation, and Fringe Benefits
8. Project Schedule
9. Nature and Concept of Financial Study
10. Steps in Conducting Financial Study
11. Major Assumptions
12. Total Project Cost
13. Sources of Financing
14. Projected Financial Statements
15. Financial Statement Analysis
LESSON V. Socio-Economic Study
1. Nature and Concept of Socio-economic study
2. Primary concerns of a socio-economic study
3. Employment
4. Government
5. Other Socio-Economic Concern Week 3
LESSON VI. Market Segmentation 8 Hours
1. What is Market Segmentation
2. Bases for Segmentation
3. Criteria for Effective Targeting of Market Segments
4. Implementing Segmentation Strategies
LESSON VII. A Look at Consumer Decision Making
1. What is a Decision?
2. Levels of Consumer Decision Making
3. Models of Consumers: Four Views of Consumer Decision Making
4. A Model of Consumer Decision Making
5. Consumer Gifting Behavior
6. Beyond the Decision: Consuming and Possessing Week 4

Address: Davao del Norte State College Tel. No.: (084) 628-6341
Tadeco Road, New Visayas Website: www.dnsc.edu.ph
Panabo City, Davao del Norte 8105 Email: president@dnsc.edu.h
 DAVAO DEL NORTE STATE COLLEGE
Institute of Management, Governance, and Continuing Studies

7. Relationship Marketing

LESSON VIII. Understanding Consumer Motivations

1. Motivation as a Psychological Force
8 hours
2. The Dynamics of Motivation
3. Types and Systems of Needs
4. The Measurement of Motives
5. Ethics and Consumer Motivation
FINAL EXAMINATION 3 hours
ALTERNATIVE DELIVERY MODE: 5.5 hours per week
Answering Module (Activity, Analysis, Assessment and Application)
TOTAL HOURS
Actual Contact Hours: 32 hours 54 hours
Alternative Delivery Mode: 22 hours

VIII. Course Requirements: Term Exams 40%

Quizzes & Other Written Outputs 30%
Involvement (Board work/discussion/Online Activities) 25%
Attendance 5%
Total 100%

IX. Grading System:

1. Passing Score: 50% of the highest possible score.

raw score
2. Transmutation: ×50+50
highest possible score

3. Board work / Discussion rubric:

5 - Perfect answer, no error

4 - 1 or 2 errors in mechanics or notations
3 - correct answer on second or third attempt, with
guidance from professor
2 - correct equation or formula but wrong final answer
1 - totally wrong answer
0 - absent /refused to participate

X. References: (At least 5 references, 10 years back recency (60%))

Beall, A. (2019). Strategic Market Research: A Guide to Conducting Research that Drives Businesses
David, L. & Hawkins, D. (2015) Consumer Behavior: Building Marketing Strategy 13th Edition. McGraw-Hill
Education
Hague, P. (2016). Market Research in Practice: An Introduction to Gaining Greater Market Insight Third
Edition. Kogan Page
Leavy, P. (2017). Research Design: Quantitative, Qualitative, Mixed Methods, Arts-Based, and Community-
Based Participatory Research Approaches 1st Edition.
The Guilford Press
Schiffman, Leon G., Kanuk, Leslie Lazar. Consumer Behavior Ninth Edition Copyright 2007. Published by
Pearson Education, Inc.
Solomon, M. (2017). Consumer Behavior: Buying, Having, and Being, Global Edition, 12/E. Pearson
Aduana, N, Feasibility Study (2015)

Address: Davao del Norte State College Tel. No.: (084) 628-6341
Tadeco Road, New Visayas Website: www.dnsc.edu.ph
Panabo City, Davao del Norte 8105 Email: president@dnsc.edu.h
 DAVAO DEL NORTE STATE COLLEGE
Institute of Management, Governance, and Continuing Studies

Prepared by:

JAMES M. JADRAQUE, MBA

Faculty

Reviewed by: Approved by:

JOENA MARIE M. AGOD DR. GLENNE B. LAGURA

Program Chair IMaGoCS Dean

Address: Davao del Norte State College Tel. No.: (084) 628-6341
Tadeco Road, New Visayas Website: www.dnsc.edu.ph
Panabo City, Davao del Norte 8105 Email: president@dnsc.edu.h