Vision: Truth and Goodness in Man and for Mission: Produce through a responsive curriculum

all others through Education. Tomas Del Rosario College morally upright, committed and competent
Capitol Drive, San Jose, Balanga City graduates capable of meeting the growing
Tel No: (047) 237-3115; Tel No: (047) 791-6082 human resources needs in the profession,
government, business, industry and home.

Department: BUSINESS ADMINISTRATION

Second Semester AY: 2021-2022

I. Course Code: MKTG 109 II. Course Title: CONSUMER BEHAVIOUR

III. Course Credit: None IV. Prerequisite: Distribution Management

V. Course Description: 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.
Program Educational Objectives:
The course objectives are:
1. To familiarize you with research in consumer behavior with special focus on social psychology to help you appreciate some of key
psychological processes that potentially influence consumer behavior.
2. To give you a strong foundation for critical thinking in the area of consumer behavior.
Student Learning Outcomes/Objectives:
Upon completion of this course, students should be able to:
1. An increased appreciation of the importance of understanding consumer behavior to successful marketing.
2. Knowledge of the theories and methods commonly used to understand consumers' thoughts, feelings, and behaviors.
3. Knowledge of various new technologies that are shaping how consumers shop and how marketers identify and satisfy consumer
needs.
4. An understanding of how to apply consumer behavior concepts to marketing problems
Course General Objectives:
At the of this course, students are expected to:
The study of Consumer Behavior is intended to acquaint you with what marketers need to know to understand their task of meeting the needs
and wants of consumers in the development of marketing strategy, as well as what it means to be a consumer in a market-oriented society.
Accordingly, the learning outcomes/goals of this course are that you:
 Vision: Truth and Goodness in Man and for Mission: Produce through a responsive curriculum
all others through Education. Tomas Del Rosario College morally upright, committed and competent
Capitol Drive, San Jose, Balanga City graduates capable of meeting the growing
Tel No: (047) 237-3115; Tel No: (047) 791-6082 human resources needs in the profession,
government, business, industry and home.

1: Explain fundamental consumer behavior concepts

2: Apply consumer behavior concepts to real-world strategic marketing management decision making.
3: Interpret consumer behavior concepts and their ability to make you become a better consumer.
4: Articulate social and psychological factors and their influence your behavior as a consumer
5: Examine the use of the Internet, e-commerce, and information technology with respect to the changing consumer
marketplace.
6: Explain the importance of ethical behavior on the part of marketers.

IV. Course Content

Outcome-Based Assessment of
Teaching and Learning
Time Desired Learning Outcomes (DLO) Course Content/Subject Matter
Learning (OBTL) Outcomes (ALO)
Frame (Intended Learning Outcomes) (Topics)
(Teacher-Learner (Assessment
Activities) Methods/Tasks)
Prelim Period
- Discussion/Oral
- Lecture recitation of the
School Mission & Vision  Vision, Mission, Goals and Core Values - Teacher led-class vision, mission,
1ST
Program outcomes  Course Overview discussion and goals of the
Session
Program Core Values  Rules and Policies - Individual sharing institution
and discussion - Getting students’
expectations
2ND  Explain fundamental consumer Consumers in the Market Place - Lecture - Getting students’
Session behavior concepts - Teacher led-class expectations
 Apply consumer behavior concepts discussion - Assignment
to real-world strategic marketing - Individual sharing
management decision making. and discussion
 Interpret consumer behavior
 Vision: Truth and Goodness in Man and for Mission: Produce through a responsive curriculum
all others through Education. Tomas Del Rosario College morally upright, committed and competent
Capitol Drive, San Jose, Balanga City graduates capable of meeting the growing
Tel No: (047) 237-3115; Tel No: (047) 791-6082 human resources needs in the profession,
government, business, industry and home.

concepts and their ability to make

you become a better consumer.
 LO4: Articulate social and - Lecture - Getting students’
psychological factors and their - Teacher led-class expectations
influence your behavior as a discussion - Reporting
consumer - Individual sharing
 Examine the use of the Internet, e- Consumers in the Market Place and discussion
rd
3 Session commerce, and information
technology with respect to the
changing consumer marketplace.
 Explain the importance of ethical
behavior on the part of marketers.

 Explain fundamental consumer - Lecture - Getting students’

behavior concepts - Teacher led-class expectations
 Apply consumer behavior concepts discussion - Reporting
to real-world strategic marketing Problem Recognition and Information Search - Individual sharing -Individual Activity
4th Session management decision making. and discussion
 Interpret consumer behavior
concepts and their ability to make
you become a better consumer.

Prelim Exam
Midterm Period
1st Session  Articulate social and Problem Recognition and Information Search - Lecture - Getting students’
psychological factors and their - Teacher led-class expectations
influence your behavior as a discussion - Reporting
consumer - Individual sharing -Individual Activity
 Examine the use of the Internet, and discussion
e-commerce, and information
technology with respect to the
 Vision: Truth and Goodness in Man and for Mission: Produce through a responsive curriculum
all others through Education. Tomas Del Rosario College morally upright, committed and competent
Capitol Drive, San Jose, Balanga City graduates capable of meeting the growing
Tel No: (047) 237-3115; Tel No: (047) 791-6082 human resources needs in the profession,
government, business, industry and home.

changing consumer
marketplace.
 Explain the importance of
ethical behavior on the part of
marketers.
 Apply consumer behavior
concepts to real-world strategic
marketing management
decision making.
 Interpret consumer behavior
concepts and their ability to - Lecture
-Getting students’
make you become a better - Teacher led-class
2ND Applying Consumer Behavior Concepts to expectations
consumer. discussion
Session Real World Strategic Marketing Management -Reporting
 Articulate social and - Individual sharing
Decision Making
psychological factors and their and discussion
influence your behavior as a
consumer
 Explain the importance of
ethical behavior on the part of
marketers.
 Interpret consumer behavior
concepts and their ability to
- Lecture
make you become a better
- Teacher led-class -Getting students’
consumer. Psychological Influences on Consumer
3 Session
rd
discussion expectations
 Articulate social and Behavior
- Individual sharing -Reporting
psychological factors and their
and discussion
influence your behavior as a
consumer
4th Session  Examine the use of the Internet, Continuation… - Lecture -Getting students’
 Vision: Truth and Goodness in Man and for Mission: Produce through a responsive curriculum
all others through Education. Tomas Del Rosario College morally upright, committed and competent
Capitol Drive, San Jose, Balanga City graduates capable of meeting the growing
Tel No: (047) 237-3115; Tel No: (047) 791-6082 human resources needs in the profession,
government, business, industry and home.

e-commerce, and information

technology with respect to the
- Teacher led-class
changing consumer
discussion expectations
marketplace.
- Individual sharing -Reporting
 Explain the importance of
and discussion
ethical behavior on the part of
marketers.
Midterm Exam
Final Period
 Interpret consumer behavior
concepts and their
ability to make you become a better
consumer.
 Articulate social and
psychological factors and
- Lecture
their influence your behavior as a
- Teacher led-class -Getting students’
consumer Sociological Influences on Consumer Decision
1st Session discussion expectations
 Examine the use of the Internet, Making
- Individual sharing -Reporting
e-commerce,
and discussion
and information technology with
respect to the
changing consumer marketplace.
 Explain the importance of ethical
behavior on the
part of marketers
2nd Session  Interpret consumer behavior Reference Group Influences - Lecture - Getting students’
concepts and their ability to - Teacher led-class expectations
make you become a better discussion - Reporting
consumer. - Individual sharing -Individual Activity
 Vision: Truth and Goodness in Man and for Mission: Produce through a responsive curriculum
all others through Education. Tomas Del Rosario College morally upright, committed and competent
Capitol Drive, San Jose, Balanga City graduates capable of meeting the growing
Tel No: (047) 237-3115; Tel No: (047) 791-6082 human resources needs in the profession,
government, business, industry and home.

 Articulate social and

psychological factors and their
influence your behavior as a consumer
 Examine the use of the
Internet, e-commerce, and
information technology with and discussion
respect to the changing
consumer marketplace.
 Explain the importance of
ethical behavior on the part of
marketers.
 Interpret consumer behavior
concepts and their ability to
make you become a better
consumer.
 Articulate social and
psychological factors and their
influence your behavior as a
consumer - Teacher led-class
3 Session
rd
 Examine the use of the Internet, Special Topics in Consumer Behavior discussion Group Activity
e-commerce, and information
technology with respect to the
changing consumer
marketplace.
 Explain the importance of
ethical behavior on the part of
marketers.

4th Session  Interpret consumer behavior - Lecture - Getting students’

Vision: Truth and Goodness in Man and for Mission: Produce through a responsive curriculum
all others through Education. Tomas Del Rosario College morally upright, committed and competent
Capitol Drive, San Jose, Balanga City graduates capable of meeting the growing
Tel No: (047) 237-3115; Tel No: (047) 791-6082 human resources needs in the profession,
government, business, industry and home.

concepts and their

ability to make you become a better
consumer.
 Articulate social and
psychological factors and their
influence your behavior as a - Teacher led-class
expectations
consumer discussion
Organizational Buying and Innovation - Reporting
 Examine the use of the Internet, - Individual sharing
-Individual Activity
e-commerce, and information and discussion
technology with respect to the
changing consumer marketplace.
 Explain the importance of
ethical behavior on the part of
marketers.
Final Exam
V. Course Requirement/Course Assessment (Grading System)
1. Quizzes
2 . Recitation
3. Assignments
4. Chapter Test / Long Exams computed as follows:

A. PRELIMS AVERAGE: D. FINAL GRADE

CSx2+Examination Rating PA+MA+FA
3 3

B. MID-TERM AVERAGE
CSx2+Examination Rating
3
 Vision: Truth and Goodness in Man and for Mission: Produce through a responsive curriculum
all others through Education. Tomas Del Rosario College morally upright, committed and competent
Capitol Drive, San Jose, Balanga City graduates capable of meeting the growing
Tel No: (047) 237-3115; Tel No: (047) 791-6082 human resources needs in the profession,
government, business, industry and home.

C. FINAL AVERAGE
CSx2+Examination Rating
3

VI. References

Consumer Behavior Building Marketing Strategy eleventh edition by Del I. Hawkins

Prepared by: Reviewed by: Recommending Approval:

JUVY ANN A. TUGONON, MBA JEFFERSON L. TRIGUERO, CPA,MBA LUISA M. ISIDRO

Instructor Department Chair College Dean (OIC)

Approved:

MERCEDES G. SANCHEZ, Ed. D.

Vice President for Academics, Student Affairs and Extension Services