COURSE TITLE CONSUMER BEHAVIOUR & NEURO MARKETING CREDITS 3

COURSE COURSE
MGT 3079 Core/Elective L-T-P 3-0-0
CODE CATEGORY
Approval
Version 1.0 Elective L 3
Details
ASSESSMENT SCHEME
Semester
During Semester Assessment (DSA) End
Examination
MSE DSA Components Class Participation Attendance SEE

20% 20% 5% 5% 50%

Consumer Behaviour and Neuro-marketing course enables a student to gain a comprehensive
understanding of consumer behaviour & Neuro-marketing and usefulness in explaining the
subtleties of consumer decisions. This course explores various aspects of consumer decision
Course
making process from the perspectives of individual, social and cultural dimensions. The course
Description
also introduces the concept of the contemporary advances in the realm of neuro-marketing that
goes beyond the fundamentals of consumer behaviour coming from the classical theories.

1. To comprehend consumer behaviour in a scientific and systematic manner.

2. To explore the personal, socio-cultural, and environmental dimensions that influence
consumer decisions making.
Course 3. To enable students to gain knowledge and skills about the concepts of neuro-marketing that
Objective go beyond the classical framework of consumer behaviour.
4. To provide students the knowledge and skills to use the techniques in analysing the data
that reveals the consumer’s behavioural pattern and thereby arrive at objective business
decisions.
Upon completion of this course, the students will be able to
1. Demonstrate how knowledge of consumer behaviour can be applied to real-life decision
making in marketing.
2. Probe and explain the intrinsic variables which influence consumer behaviour.
Course 3. Relate internal dynamics such as personality, perception, learning motivation and attitude
Outcome to the choices consumers make.
4. Use appropriate techniques to gauge consumer behaviour and analyse the data output.
5. In a team, work effectively to prepare a research report on consumer behaviour issues
within a specific context.

Prerequisites: NA
CO, PO AND PSO MAPPING
PSO- PSO- PSO-
CO PO -1 PO-2 PO-3 PO-4 PO-5 PO-6 PO-7 PO-8
1 2 3
CO-1 3 - - 1 - 2 1 - - - -
CO-2 1 2 - - - 2 - - - - -
CO-3 - 3 - - - 1 - 1 - - -
CO-4 1 2 - - - - 1 - - - -
CO-5 - - 2 - - - - 3 - - -
CO-6 - - - - - - - - - - -
1: Weakly related, 2: Moderately related and 3: Strongly related
MODULE 1: Dissecting a Consumer as an Individual (3 Sessions)

A. Consumer motivation and personality

B. Consumer perception and positioning CO-3
C. Consumer learning
D. Consumer decision making through attitude formation and Change

MODULE 2: Consumer behaviour towards media and communication (2 Sessions)

a) Persuading consumers based on behavioural attributes
CO-4
b) From traditional media to evolving social and mobile media
c) Tracking consumer behaviour towards media

MODULE 3: Social and cultural settings affecting Consumer behaviour (2 Sessions)

1. Cultural values and consumer behaviour
2. Family decision making and impact
CO-3
3. Cross cultural effects and globalised culture shaping consumers
MODULE 4: Consumer Decision Making (2 Sessions)
a) Consumer Decision Making Process: Input and Output
b) Consumer Gifting behaviour
CO-3
c) WOM and Diffusion Processes
MODULE 5: Neuro- Marketing: From Rational to Irrational, Conscious to Unconscious (3 Sessions)
A. How consumers think: Introducing the intuitive consumer
B. The cognitive timeline
C. Six unconscious mechanisms that drive consumer responses to marketing, brands, and CO-3
products
D. (Read Neuromarketing for Dummies, Chapters 1-2)
MODULE 6: What neuromarketing measures (2 Sessions)
A. The core consumer responses: attention, emotion, memory
B. The drivers of behavior: approach-avoidance, goals, habits CO-3
C. (Read Neuromarketing for Dummies, Chapters 5 and 7).
MODULE 7: How neuro-marketing measures capture signals from the body and the brain (3 Sessions)
a) The problem with asking questions
b) The neuromarketer's toolbox: capturing signals from the body
c) The neuromarketer's toolbox: capturing signals from the brain CO-2
d) Neuromarketing on a budget
e) Read Neuromarketing for Dummies, Chapters 15-18.
MODULE 8: How consumers decide: cognitive misers and lazy controllers (2 Sessions)
a. Decision making and consumer choice: System 1 vs. System 2 CO-4
 b. Judgment heuristics and consumer choice: Framing, loss aversion, anchoring, and
more
c. Read Neuromarketing for Dummies, Chapter 8.
MODULE 9: Apply Neuro-Marketing to create winners (4 Sessions)
a) Brands on the brain
b) Advertising to the intuitive consumer
c) Creating brain-friendly products and packages
d) Decoding the shopping brain CO-1,CO-5
e) When brains go online
f) Entertaining our brains
g) Read Neuromarketing for Dummies, Chapter 3.
MODULE 10: Group Projects (3 Sessions)
Group Presentation CO-1
TEXT BOOKS
1. Consumer behaviour by Schiffman, Wisenblit and Kumar

2. Neuro-Marketing for Dummies by Stephen J Genco

REFERENCE BOOKS

E- BOOKS

https://www.google.co.in/books/edition/Consumer_Behaviour
1.
/e9PUDAAAQBAJ?hl=en&gbpv=1&dq=consumer+behaviour&printsec=frontcover

2. https://www.google.co.in/books/edition/Consumer_Behaviour/S_9-jgEACAAJ?hl=en
MOOC
1. https://www.coursera.org/learn/neuromarketing
2. https://www.udemy.com/course/consumer-behaviour/
3. https://www.udemy.com/course/marketing-psychology/