Tentative Schedule Course Title: Consumer Behavior, Spring 2012 Recommended Text: Consumer Behavior by Leon G.

Schiffman, Leslie Lazar Kanuk

Assistant Professor Zubair Shah [Azm] Office hours: Monday 8:30 to 4:30 For Contact use email: varsitytimes@yahoo.com. Pre-requisites: Principles of Marketing, Business Research Methods

Course Outline 1. Introduction 2. Chapter 1: Consumer Behavior: Its Origin and Strategic Applications Chapter 2: Consumer Research & Semester long research assignment 3. Chapter 4: Consumer Motivation 4. Chapter 5: Personality and Consumer Behavior 5 Chapter 6: Consumer Perception

6. Chapter 7: Consumer Learning 7. 8. Chapter 8: Consumer Attitude Formation and Change Chapter 9: Communication and Consumer Behavior

9. Chapter 10: Reference Groups and Family Influences 10.Chapter 11: Social Class and Consumer Behavior; Assignment Due 11.Chapter 12: The influence of Culture on Consumer Behavior Chapter 13: Subcultures and Consumer Behavior Chapter 14: Cross-Cultural Consumer Behavior 12.Market segmentation 13.Consumer Influence and the Diffusion of Innovations 14.Consumer Decision Making 15.Review and final preparation

Attendance: Iqra University Gulshan Campus policy will be strictly enforced. Nothing handwritten will ever be accepted for project, assignments etc. unless it is in-class exercise or quiz. Mid-Term & Final will be based on conceptual applications out of your learning from assigned chapters of the book, class lectures, projects or any other material assigned for reading. If you are hoping to get an easy A without grueling work; then I would recommend you to de-enroll today as it is not going to happen.
Give me a dozen healthy infants, well-formed, and my own specified world to bring them up in and Ill guarantee to take any one at random and train him to become any type of specialist I might select -doctor, lawyer, artist, merchant-chief and, yes, even beggar-man and thief, regardless of his talents, penchants, tendencies, abilities, vocations, and race of his ancestors. --John Watson, 1930 B.F. Skinner, renowned radical behavioralist published his book Beyond Freedom and Dignity in 1971, where he argues that free will is an illusion, thus challenging major bedrock of Western philosophical thought. Of course, this optimism is vehemently challenged by evolutionary psychologists, who posit most of human behavior is genetically wired & pre-determined because of centuries of evolution.

Assessment: 50 marks for final, 30 marks for mid-term, 10 marks for quizzes & 10 marks for research report