Faculty of Business Studies Department of Business...
Transcript of Faculty of Business Studies Department of Business...
SEMESTER OUTLINE-2018
BBA (MKT-2016) Sec- A & B
3rd Year 2nd Semester
ID No:…………………………. Name:…………………………. Sec:...............................
Bangladesh University of Professionals
Faculty of Business Studies
Department of Business Administration in Marketing
BANGLADESH UNIVERSITY OF PROFESSIONALS (BUP)
SEMESTER OUTLINE BBA MKT- 2016 (Sec- A & B)
PREFACE
1. General. This tentative Semester Outline is the overall pen picture of the academic curriculum blended with series of learning events from social activities and numerous enjoyable events for an effective learning to be fit in the competitive world. Its core theme is to provide a panoramic view of the course curriculum for the initial mental set up of the students and to give guidelines for teachers for innovative and research oriented learning. This comprehensive Semester Outline includes a column each for the Day/Date, Class Timing, Name of the Section Location (Classroom Number), Course Code, Topic/Event, Teacher/Faculty Member and Remarks/Discussion Points. The Semester Outline is also a basic guideline indicating the modes of conduct of the course curriculum. It accommodates all relevant information required for the whole semester including all central events (e.g. sports, games or cultural competitions, National Day(s) celebrations, seminars, cultural programs, etc.). In a nutshell, this Semester Outline is the ready reckoner to all your questions regarding the program.
2. Semester Starting and Finishing Dates. The semester starts on 01 July 2018 and finishes on 31 December 2018. 3. Timing and Conduct of Classes. The academic week starts on Sunday and finishes on Thursday, making it a five-day working week. Each Section shall have about two classes per day. So, there will be total ten classes per week for each Section. Each class shall be of 90 minutes duration, of which 60 minutes shall be dedicated for lecture, and the rest 30 minutes shall be spent for discussions by the students. The mode and conduct of discussions shall be designed by the class-teacher as per the ‘Remarks/Discussion’ column given in the following pages. Apart from the planned classes, makeup classes and industrial visits will be conducted on Saturdays as per plan of the Department. 4. Names of Courses with Codes. The names of courses with course code have been stated below:
Serial Name of Course Code
1. Quantitative Business Analysis ALD 3201
2. Pricing Strategies and Practices MKT 3202
3. Marketing Information System (MIS) MKT 3203
4. Brand Management MKT 3204
5. Consumer Behavior MKT 3205
5. Assessment System. The assessment system is as under:
Events Weightage
Class Test 1 3.00
Class Test 2 3.00
Class Test 3 3.00
Class Test 4 3.00
Mid Term 20.00
Term Paper/ Presentation 10.00
Assignments/ Case Studies/ Presentation 10.00
Class Participation/ Presentation 3.00
Attendance 5.00
Final Examination 40.00
Total: 100%
6. Conclusion. This Semester Outline, with its all information and instructions, welcomes the students to be a proud member of BUP. It sets the tone and describes the general academic environment of the University for the 3rd Year 2nd Semester. In fact, it is a complete guideline for the students for the Semester, so that there is no room for any confusion on anyone’s part. It also gives a clear picture of what BUP wants to impart to the students as well as what is expected out of the students. Disciplinary aspects are also mentioned enabling the students to have a prior understanding of the culture and discipline of BUP. It is expected that students shall take all instructions and information by heart and follow the same with utmost sincerity. It is worth mentioning that curriculum of BUP is not only a bundle of strict routines and their observances, but also a place where students shall learn to be a good and knowledgeable citizen with excellent presentation skill. The Semester is full of fun and frolics apart from the pure academic curriculum, which the students shall come across as the Semester unfolds with passage of time. We hope, gradually, all students shall successfully complete the Semester with praiseworthy results. Welcome to BUP once again.
SEMESTER OUTLINE- 2018 BBA (MKT-2016), Section- A & B
3rd Year 2nd Semester
1st Week
Date/Month Topic Remarks
01-05 Jul Class
Class
BUP Holiday
Govt. Holiday
Optional Holiday
Preparatory Leave
Weekend
Mid Term Exam
Semester Final Examination
Viva Voce
06-07 Jul Weekend
2nd Week
08-12 Jul Class
13-14 Jul Weekend
3rd Week
15-19 Jul Class
20-21 Jul Weekend
4th Week
22-26 Jul Class
27-28 Jul Weekend
5th Week
29Jul-02 Aug Class
03-04 Aug Weekend
6th Week
05-08 Aug Class
Thu 09
Aug MID TERM
10-11 Aug Weekend
7th Week
12-14 Aug MID TERM
15 Aug National Mourning Day Govt. Holiday
16 Aug MID TERM
17-18 Aug Weekend
8th Week
19 Aug Eid-ul-Azha/Mid Term Break ( 19-27 August) Govt. Holiday
28-30 Aug Class /Seminar
31 Aug -01 Sep Weekend
9th Week
02 Sep
Janmashtomi Optional Holiday
03-06 Sep Class
07-08 Sep Weekend
10th Week
09-13 Sep
14-15 Sep Weekend
11th Week
16-20 Sep
21 Sep Ashura Govt. Holiday
22 Sep Weekend
12th Week
23-27 Sep Class /Handball Final & Seminar
28-29 Sep Weekend
13th Week
30 Sep -04 Oct Class
05-06 Oct Weekend
14th Week
07-11 Oct Class
12-13 Oct Weekend
15th Week
14-17 Oct Class
18 Oct Durga Puja Optional Holiday
19 Oct Durga Puja Optional Holiday
20 Oct Weekend
16th Week
21-23 Oct Class
24 Oct Probarona Purnima Optional Holiday
25 Oct Class /Seminar
26-27 Oct Weekend
17th Week
28 Oct -01 Nov Class
02-03 Nov Weekend
18th Week
04-05 Nov Class
06 Nov Shama Puja Optional Holiday
07 Nov Akheri Chahar Shamba Govt. Holiday
08 Nov Class /Cricket Final
09-10 Nov Weekend
19th Week
11-15 Nov Class /Seminar
16-17 Nov Weekend
20th Week
18-19 Nov Class
20 Nov Preparatory Leave (PL)/Question Setting & Moderation (20 November-28 November) BUP Holiday
29 Nov Semester Final Examination (29 November-11 December) BUP Holiday
12 Dec Viva Voce (12 December-13 December)
14 Dec Weekend
15 Dec
Winter Vacation (15 December-31 December 2018) Victory Day (16 December), Viva Voce (17-18 December), Fateha-I-Yajdaham (19 December),
Christmas Day (25 December) Result Publication (26-31 December)
BANGLADESH UNIVERSITY OF PROFESSIONALS
Faculty of Business Studies
Dept. of Business Administration in Marketing
COURSE OUTLINE
COURSE DESCRIPTION: Quantitative Business Analysis relies on using mathematics to solve business issues with measurement based on verifiable information,
like the data found in sales reports or income statements. What makes quantitative analysis so valuable to financial people is that much of the data can only be
interpreted one way. Its not subjective.
LEARNING OBJECTIVES: The overarching goal of Quantitative Analysis (QA) courses is that students learn to understand, communicate, and interpret quantitative information and mathematical ideas. Though they will vary in emphasis, all should develop skills in the recognition of patterns, generalization, abstraction to a formal system, and application of the system to specific situations.
QA courses further include learning outcomes from one or more of the following categories:
Data Analysis and Statistical Inference
COURSE TITLE: Quantitative Business Analysis
COURSE CODE: ALD 3201
PROGRAM NAME: BBA MKT 2016
YEAR & SEMESTER: 3rd Year 2nd Sem
COURSE CREDIT: 03
DURATION: 6 Months
COURSE TEACHER: Ali Ahsan
Professor,
Department of Management,
University of Dhaka.
Koushik Prashad Pathak
Assistant Professor, Dept of Marketing,
University of Dhaka
PHONE NUMBER: 01715023338
EMAIL ADDRESS: [email protected]
Students are better able to evaluate information, both quantitative and qualitative, gathered to assess the plausibility, or validity, of an open question of interest. This may include the construction of graphical and numerical summaries, applications of probability to properly assess the uncertainty surrounding any estimates, or discussions of how to design a study/experiment so that the desired questions are adequately addressed, all in order to make sound decisions based on the gathered data.
2. Formal symbolic systems
Students can abstract from a concrete situation to a representation in a formal symbolic system whose primary units are not words, and apply this formal system to other specific examples. Some examples of the formal system are symbolic logic, computer programming languages, geometry, number theory, chemical equations and electron-dot notations.
3. Mathematical models
Students are able to develop and understand mathematical models for problems that arise in various disciplines. Though these problems are often not explicitly mathematical, mathematical models should be used to gain insights into how systems work, how their component parts interact or contribute to the system’s output and, in many cases, to make predictions about how the system will behave.
DISTRIBUTION OF WEIGHTAGE: v
Events Weightage Class Test 1 3.00
Class Test 2 3.00
Class Test 3 3.00
Class Test 4 3.00
Mid Term 20.00
Term Paper/ Presentation 10.00
Assignments/ Case Studies/ Presentation 10.00
Class Participation/ Presentation 3.00
Attendance 5.00
Final 40.00
Total: 100%
REFERENCES:
TEXT BOOK(S) :
REFERENCE BOOK(S) :
OTHERS:
LECTURE PLAN
Week Class No Chapter Topic Discussion Point
1 Chapter: 1 Introduction to
Quantitative Analysis
1. Introduction 2. The quantitative analysis approach 3. Quantitative analysis model
2 Introduction to Quantitative Analysis
1. The role of Computers and Spreadsheet Models in the quantitative analysis approach.
2. Possible problems in the Quantitative Analysis Approach 3. Implementation
3 Chapter: 2 Probability concepts and Application Process
1. Mutually exclusive and collectively exhaustive events 2. Statistically independent events 3. Statistically dependent events
4
Probability concepts and Application Process
1. Revising probabilities with Bayes Theorem 2. Further probability revisions 3. Random Variables
5
Probability concepts and Application Process
1. Random variables 2. Probability Distribution 3. The Binomial Distribution 4. The Normal Distribution
6
Probability concepts and
Application Process
1. The F Distribution 2. The Exponential Distribution 3. The Poisson Distribution
7 QUIZ-1 CHAPTER : 1& 2
8
Chapter: 3
Decision Analysis
1. Introduction 2. The six steps of Decision Making 3. Types of Decision Making Environment 4. Decision Making Under Uncertainty
9 Decision Analysis
1. Decision Making Under Risk 2. Decision Tree 3. How Probability values are estimated by Bayesian Analysis 4. Utility Theory
10 Chapter: 4
Regression Model
1. Scatter Diagram 2. Simple linear Regression 3. Measuring the Fit of the Regression Model
11
Regression Model
1. Using computer software for Regression 2. Assumptions for the Regression Model 3. Testing the model for significance.
12
Regression Model
1. Multiple Regression Analysis 2. Binary or Dummy Variables 3. Model Building 4. Nonlinear Regression
13 QUIZ-2 Chapter : 3 & 4
14 Chapter : 5
Forecasting
1. Types of Forecast 2. Scatter diagram and time series 3. Measures of forecast accuracy
15 Forecasting
1. Time series forecasting model 2. Monitoring and controlling forecasts
16 CHAPTER: 6 Inventory Control Model
1. Importance of Inventory Control 2. Inventory Decisions 3. Economic order determining : how much to order.
17
Inventory Control Model
1. Quantity Discount Model 2. Single-period Inventory Model 3. ABC Analysis
18 QUIZ-3 Chapters: 5 & 6 3.
19 Impromptu Presentation Topics will be given Instantly
20 Chapter: 7
Linear Programming Models
1. Requirements of a linear programming problems 2. Formulating LP Problems 3. Graphical solutions to an LP Problems
21 Linear Programming Models
1. Four special cases in LP 2. Sensitivity Analysis
22
MID TERM
Chapter: 1, 3, 5 & 7
23 CHAPTER: 14
Simulation Modeling
1. Introduction 2. Advantages and Disadvantages of simulation 3. Monte Carlo Simulation
24
Simulation Modeling
1. Simulation and Inventory Analysis 2. Simulation of a Queuing Problems 3. Simulation model of a Maintenance policy
25 Case studies Case will be given Instantly
26 Quiz-4 Chapter: 14
27 Impromptu Presentation
Topics will be given Instantly
28 Revision Class
29 Presentation Term paper presentation
30 Presentation
31 Presentation
32 Presentation
BANGLADESH UNIVERSITY OF PROFESSIONALS
Faculty of Business Studies
Dept. of Business Administration in Marketing
COURSE OUTLINE
Course Description
The aim of this course is to give the students an understanding of information systems, data management and database management systems, the internet and
the networked environment, and the application of these to E-Commerce and Marketing. It aims to explain information Systems, business processes and how
information technology is used in business to automate business processes for cost reduction or productivity improvements. It is structured to provide the
students to have an understanding of database technology and how data is becoming a key corporate asset. It is designed to develop knowledge and experience
of the networked environment and it is relevant to marketing, network technology, the internet and publishing content on the internet.
Learning Outcome:
On completion of this module, the learner will be able to:
1. Understand the nature, role and strategic value of marketing information in all types of business operations
2. Know how to identify and obtain the informational requirements for marketing management, planning and control
3. Understand the internal documentary system of a marketing information system
4. Apply the marketing intelligence system of a marketing information system
COURSE TITLE: Marketing Information System
(MIS)
COURSE CODE MKT 3203
PROGRAM NAME: BBA MKT 2016
YEAR & SEMESTER: 3rd Year 2nd Sem
COURSE CREDIT: 03
DURATION: 6 Months
COURSE TEACHER: Abu Naser Mohammad Saif
Assistant Professor,
Management information system, University of
Dhaka.
PHONE NUMBER: 01717686005
EMAIL ADDRESS: [email protected]
5. Explain and apply the market research component of a marketing information system
6. Understand the marketing analytical system of a marketing information system
7. Understand the applications of marketing information systems in a wide range of organizational functions
8. Analyze and Understand the international/multinational/global marketing information systems
.
Teaching Learning Strategy
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Reference book: 1.Essentials of Management information system; Kenneth C. Laudon, Jane p. Laudon
DISTRIBUTION OF WEIGHTAGE:
Events Weightage Class Test 1 3.00
Class Test 2 3.00
Class Test 3 3.00
Class Test 4 3.00
Mid Term 20.00
Term Paper/ Presentation 10.00
Assignments/ Case Studies/ Presentation 10.00
Class Participation/ Presentation 3.00
Attendance 5.00
Final 40.00
Total: 100%
Course Outline:
Weeks Period/Class Topics Task/Reading
1
1 Business Information
Systems in Your
Career
Define information systems
Explain how information systems transform business
Understanding Information Systems: A Business Problem-Solving
Approach
Case study
2 Business Information
Systems in Your
Career
Perspectives on Information Systems and Information Technology
What Is an Information System?
The Role of People and Organizations
Dimensions of Information Systems
2
3 Business Information
Systems in Your
Career
Information Systems and Your Career
How Information Systems Will Affect Business Careers
Business Problem-Solving Case
4 Global E-Business and
Collaboration
Components of a Business
Types of Business Information Systems
The Information Systems Function in Business
Business Problem-Solving Case
3
5 Global E-Business and
Collaboration
Using Information Systems to Achieve Competitive o Advantage
Competing on a Global Scale Competing on Quality and Design
Competing on Business Processes
6 IT Infrastructure:
Hardware and
Software
IT Infrastructure: Computer Hardware
Business Problem-Solving Case
4
7 IT Infrastructure:
Hardware and
Software
IT Infrastructure: Computer Software Managing Hardware
and Software Technology
o Class Test-1
8 Foundations of Business
Intelligence:
Databases and
Information
Management
The Database Approach to Data Management
Database Management Systems
5 9 Foundations of Business Using Databases
Intelligence:
Databases and
Information
Management
to Improve Business Performance and Decision Making
Managing Data Resources
10 Telecommunications, the
Internet, and
Wireless Technology
Telecommunications and Networking in Today’s Business World
Communications Networks
6
11 Telecommunications, the
Internet, and
Wireless Technology
The Global Internet
The Wireless Revolution
12 Securing Information
Systems
System Vulnerability and Abuse
Business Value of Security and Control
7
13 Securing Information
Systems
Establishing a Framework for Security and Control
Technologies and Tools for Protecting Information o Resources
14 Achieving Operational
Excellence
and Customer Intimacy:
Enterprise
Applications
Enterprise Systems
• Business Value of Enterprise Systems
Supply Chain Management Systems
Class Test-2
8
15 Achieving Operational
Excellence
and Customer Intimacy:
Enterprise
Applications
Customer Relationship Management Systems Enterprise Applications: New Opportunities and Challenges
Business Problem-Solving Case
o Midterm
16 E-commerce: Digital
Markets, Digital
Goods
E-commerce and the Internet
E-commerce: Business and Technology
Case study and interactive session
9
17 E-commerce: Digital
Markets, Digital
Goods Making and
Managing
Knowledge
The Mobile Digital Platform and Mobile
E-commerce M-commerce Services and Application
Building an E-commerce Presence
18 Application of ICT in
MIS Background computer knowledge
ICT as a tool
What is ICT
The role of ICT in business and management process
I
19 Application of ICT in
MIS Networking
Intranets, Extranets
ICT in CRM
ICT in Supply chain
20 Application of ICT in
MIS
DBMS
DSS
How to apply DSS
Where to apply DSS
Executive information system
Class Test-3
11
21 Improving Decision
Making and Managing
Knowledge
Decision Making and Information Systems Business Value of Improved Decision Making, Types of Decisions
The Decision-Making Process
Business Intelligence in the Enterprise
22 Improving Decision
Making and Managing
Knowledge
Intelligent Systems for Decision Support
Systems for Managing Knowledge
12
23 Building Information
Systems and
Managing Projects
Problem Solving and Systems Development
Alternative Systems-Building Approaches
24 Building Information
Systems and
Managing Projects
Modeling and Designing Systems
Project Management
13
25 Ethical and Social Issues
in Information
Systems
Understanding Ethical and Social Issues Related to Systems
Ethics in an Information Society
26 Ethical and Social Issues
in Information
Systems
The Moral Dimensions of Information Systems
Business Problem-Solving Case
14
27 Review Class
Class Test-4
28 Review Class
BANGLADESH UNIVERSITY OF PROFESSIONALS
Faculty of Business Studies
Dept. of Business Administration in Marketing
COURSE OUTLINE
COURSE DESCRIPTION: The course builds on existing communications and consumer behaviour models in order to explore many of the issues facing a modern
day brand manager. Topics: evaluation of brands, brands and their relationships with consumers, how to create brand equity and the tools required to manage
equity over time.
LEARNING OBJECTIVES: The purpose of the course is “to enhance our understanding regarding the fundamentals of branding including the theoretical
backgrounds and their broader impact in and around business and society”.
Learning Outcomes:
To provide understanding of the importance of brands in present world.
To provide understanding of the strategies and practices to create and sustain a brand in the present competitive world.
COURSE TITLE: Brand Management
COURSE CODE: MKT 3204
PROGRAM NAME: BBA MKT 2016
YEAR & SEMESTER: 3rd Year 2nd Sem
COURSE CREDIT: 03
DURATION: 6 Months
COURSE TEACHER:
Md. Tanvir Alam Himel (A)
Lecturer,
Sanjida Amin (B)
Lecturer,
Department of Marketing
Bangladesh University of Professionals
PHONE NUMBER: 01769021714, 01769028384
EMAIL ADDRESS: [email protected],
To develop the understanding of the importance of co-ordination between the business strategy and the brand strategy to develop an effective brand
nationally and globally.
DISTRIBUTION OF WEIGHTAGE:
Events Weightage Class Test 1 3.00
Class Test 2 3.00
Class Test 3 3.00
Class Test 4 3.00
Mid Term 20.00
Term Paper/ Presentation 10.00
Assignments/ Case Studies/ Presentation 10.00
Class Participation/ Presentation 3.00
Attendance 5.00
Final 40.00
Total: 100%
REFERENCES:
TEXT BOOK(S) :
Strategic Brand Management: Building, Measuring, and Managing Brand Equity –
Kevin Lane Keller, A.M.G. Parameswaran and I. Jacob, 4th Edition, 2015, Pearson
India Education Services Pvt. Ltd.
OTHERS: Articles related to Brand Management.
LECTURE PLAN
Class No Chapter Topic Discussion Points
1 Introductory Class Interactive Session
2 1 Brands and Brand Management 1. What Is a Brand?, 2. Why Do Brands Matter?, 3. Can Anything Be Branded?, 4. What Are the Strongest Brands?
3 1 Brands and Brand Management 1. Branding Challenges and Opportunities, 2. The Brand Equity Concept, 3. Strategic Brand Management Process.
4 2 Customer-Based Brand Equity
and Brand Positioning
1. Customer-Based Brand Equity, 2. Making a Brand Strong: 3. Brand Knowledge, 4. Sources of Brand Equity.
5 2 Customer-Based Brand Equity
and Brand Positioning
1. Identifying and Establishing Brand Positioning, 2. Positioning Guidelines, 3. Defining a Brand Mantra.
6 3 Brand Resonance and the Brand
Value Chain
1. Building a Strong Brand: The Four Steps of Brand Building
7 3 Brand Resonance and the Brand
Value Chain (Quiz 1) 1. The Brand Value Chain
8 4 Choosing Brand Elements to
Build Brand Equity
1. Criteria for Choosing Brand Elements,
2. Options and Tactics for Brand Elements
9 4 Choosing Brand Elements to
Build Brand Equity
1. Options and Tactics for Brand Elements,
2. Related Articles and Cases.
10 5 Designing Marketing Programs
to Build Brand Equity
1. New Perspectives on Marketing,
2. Integrating Marketing,
11 5 Designing Marketing Programs
to Build Brand Equity
1. Product Strategy,
2. Pricing Strategy,
3. Channel Strategy.
12 6 Integrating Marketing
Communications to Build Brand
Equity
1. The New Media Environment,
2. Four Major Marketing Communication Options.
13 6 Integrating Marketing
Communications to Build Brand
Equity
1. Brand Amplifiers,
2. Developing Integrated Marketing Communication Programs.
14 7 Leveraging Secondary Brand
Associations to Build Brand
Equity
1. Conceptualizing the Leveraging Process, Company,
2. Country of Origin and Other Geographic Areas,
3. Channels of Distribution.
15 7 Leveraging Secondary Brand
Associations to Build Brand
Equity
1. Co-Branding,
2. Licensing,
3. Celebrity Endorsement,
4. Sporting, Cultural, or Other Events,
5. Third-Party Sources.
16 8 Developing a Brand Equity
Measurement and Management
System
1. The New Accountability,
2. Conducting Brand Audits,
17 8 Developing a Brand Equity
Measurement and Management
System
1. Designing Brand Tracking Studies,
2. Establishing a Brand Equity Management System.
18 9 Measuring Sources of Brand
Equity: Capturing Customer
Mind-Set
1. Qualitative Research Techniques,
2. Quantitative Research Techniques.
19 9 Measuring Sources of Brand
Equity: Capturing Customer
Mind-Set
1. Quantitative Research Techniques,
2. Comprehensive Models of Consumer-Based Brand Equity.
20 10 Measuring Outcomes of Brand
Equity: Capturing Market
Performance
1. Comparative Methods,
2. Holistic Methods.
21 11 Designing and Implementing
Brand Architecture Strategies
1. Developing a Brand Architecture Strategy,
2. Brand Portfolios,
3. Brand Hierarchies.
22 11 Designing and Implementing
Brand Architecture Strategies
1. Brand Hierarchies, 2. Corporate Branding,
3. Brand Architecture Guidelines.
23 12 Introducing and Naming New
Products and Brand Extensions
1. New Products and Brand Extensions,
2. Advantages of Extensions,
3. Disadvantages of Brand Extensions
24 12 Introducing and Naming New
Products and Brand Extensions
1. Understanding How Consumers Evaluate Brand Extensions,
2. Evaluating Brand Extension Opportunities,
3. Extension Guidelines Based on Academic Research
25 13 Managing Brands Over Time 1. Reinforcing Brands,
2. Revitalizing Brands.
26 13 Managing Brands Over Time 1. Revitalizing Brands, 2. Adjustments to the Brand Portfolio.
27 14 Managing Brands Over
Geographic Boundaries and
Market Segments
1. Regional Market Segments,
2. Other Demographic and Cultural Segments, Rationale for Going
International,
3. Advantages of Global Marketing Programs,
4. Disadvantages of Global Marketing Programs,
5. Global Brand Strategy,
6. Standardization versus Customization.
28 14&15 Managing Brands Over
Geographic Boundaries and
Market Segments & Closing
Observations
1. Building Global Customer-Based Brand Equity,
2. Strategic Brand Management Guidelines,
3. What Makes a Strong Brand?,
4. Future Brand Priorities.
29 Presentation
30 Presentation
31 Presentation
32 Presentation
CONCLUSION: Key concepts will be introduced using lecture, refined through group discussion and applied through exercises, case studies, writing
assignments and projects. Learning will be assessed using through class tests, student papers, individual and group project and a final test. Topics for term paper
and presentation will be given within the first half of the semester and students will get enough time for submitting the papers on the given topics.
BANGLADESH UNIVERSITY OF PROFESSIONALS
Faculty of Business Studies
Dept. of Business Administration in Marketing
COURSE OUTLINE
Rationale
Consumer behavior is an exciting area. Every day, we are exposed to hundreds or thousands of marketing stimuli, which are designed to
inform, persuade, and influence our purchase decisions. These stimuli are designed and constructed based upon the implicit theories that
marketers have about how consumers behave. This course examines social science and consumer behavior research for concepts and
principles that marketers can use to better understand customers and meet their needs. Throughout this course, focus will be given on the
understanding of consumer behavior, how and why consumers make purchase decisions, how they think, feel and act before, during and after
the purchase.
Objectives
This course has two main objectives:
Introduce students to the classic theories and practice of consumer behavior and the implications of the most current academic research in the
field;
Enable students to apply consumer behavior concepts to real world marketing problems and develop their own ideas about their future research
interests.
COURSE TITLE: Consumer Behavior
COURSE CODE: MKT 3205
PROGRAM NAME: BBA MKT 2016
YEAR & SEMESTER: 3rd Year 2nd Sem COURSE
CREDIT: 03
DURATION: 6 Months
COURSE TEACHER: Nawshin Tabassum Tunna
Lecturer,
Department of Marketing
Bangladesh University of Professionals.
PHONE NUMBER: 01769021747
EMAIL ADDRESS: [email protected]
Page | 1
Course Learning Outcomes
Upon successful completion of this course, students will be able to:
1. understand the importance of consumer behavior in the overall marketing process;
2. Identify the key terms, concepts, and theories of consumer behavior;
3. Evaluate the principal theories of consumer behavior; critically assess strengths, limitations and applications;
4. Apply consumer behavior concepts to real world marketing problems and develop better marketing programs and strategies to influence those
behaviors;
Teaching Learning Strategy
A variety of teaching methods will be employed which will include lectures, self-assessments, individual and group projects, and presentations.
DISTRIBUTION OF WEIGHTAGE:
Events Weightage Class Test 1 3.00
Class Test 2 3.00
Class Test 3 3.00
Class Test 4 3.00
Mid Term 20.00
Term Paper/ Presentation 10.00
Assignments/ Case Studies/ Presentation 10.00
Class Participation/ Presentation 3.00
Attendance 5.00
Final 40.00
Total: 100%
Course Outline
Week Class Topics Task/Reading
1
1
Introductory class relevant to the
course.
Applying consumer behavior knowledge, Psychological, Sociological, Anthropological and economic concept pertinent to consumption.
Page | 2
2
Defining of the consumer behavior.
Importance of Studying the
consumer behavior.
Consumer decision making, Theoretical origins of consumer behavior, Models of consumer behavior, Different modes of consumer behavior.
2
3
Challenges marketer face,
marketing ethics & social
responsibilities, Simplified model
of consumer decision making
Marketing challenges in the twenty first century, Business and Marketing are changing, Marketing landscape,
4
Consumer Buyer decision process,
Types of Buying decision behavior,
Factors that affecting the consumer
buyer behavior
Assign Term paper
Problem recognition, Search and Evaluation, purchasing processes, post-purchase behavior.
3 5
Consumer Research, the consumer
Research Process
Marketing research, steps in the research process.
6 Market segmentation, Bases for
segmentation.
Criteria for effective segmentation, Marketers etc.
4 7
Scope of consumer buyer behavior
study
Fields of consumer buyer behavior study,
Class Test-1
8 Culture, Characteristics of the cultures Culture of Bangladesh, Cross cultural study,
Methods of cross-cultural study, Cultural symbolism etc.
5
9
Components of culture, Sub-Culture What is sub culture? Nationality subcultures Religious subcultures, Geographic & regional subcultures Racial subcultures, Age subcultures, Sex as a subculture, Subculture interaction
10 Cross- cultural study, cultural
symbolism
Religious subcultures, An international Perspective
Geographic and Regional subculture, racial subcultures, age subculture
Page | 3
6 11
Social Class and Classification of
social Class
Social stratification, research model of social class, social class and buying behavior,
Class Test-2
12 Social class and Its characteristics Life styles profiles of the social classes, the
affluent consumer,
7 13 Social Class, The measurement of social class, Diffusions of innovations: the diffusions process
Social class, types of class, characteristics of social class, socialization, social change in Bangladesh, social class in Bangladesh.
14 Implications of social class as a determinant of consumer buyer behavior
Marketing and social class, Research models of social class, social class and buyer behavior
8 15 The family and its lifecycle stages and their consumer patterns, The family functions of the family
Family structure in Bangladesh and USA. Consumption patterns of family structures in our country.
Midterm
16 The family functions of the family
Influences on family decision making, using family concepts in marketing and The role of family in consumer decision making etc.
9 17 Family decisions making, the
family life cycles
Husband-dominated decisions, Endorsement, Autonomic (unilateral) decisions, Indirect reference groups.
18 What is group? References groups.
Primary and Secondary Reference
groups.
Selected consumer related consumer groups. Consumer Association of Bangladesh (CAB)
10 19
The dynamic nature of motivation Motivation as a psychological forces, Model of motivation, Hierarchy of needs, Multiplicity of needs and variation of goals
20 Motives, Arousal of motives. Ethics and Consumer motivation, Generic
goals, levels of aspiration, positive vs. Negative motivation
Page | 4
11 21
Frustration and defense mechanism Maslow’s hierarchy of needs, motivational approach, motivational research techniques,
Class Test-3
22 Personalities Different personalities of Bangladesh,
features of personality, Brand personality.
12 23 Consumer perception Theory of perception
24 Influences of perception on consumer buyer behavior
Ethics and Consumer Perception, Cognitive dissonance, Consumer imagery, Gestalt psychology
13 25
Concepts of the learning, Learning, Learning theories
Elements of consumer learning, behavior learning theories, cognitive learning theories, measures of consumer learning.
26 Belief formation, self and self-image
One or multiple selves, the extended self, altering the self, Freudian theory, Neo-Freudian Theory.
14 27 Brand loyalty, Brand equity Branding challenges, tools, Perceptual Map, Brand building blocks
Class Test-4
28 Consumer Attitude formation and Change
Structural models of attitudes, Attitude formation, Strategies of attitude change
15 29 Presentation
30 Presentation
16 31 Presentation
32 Presentation