تيدوعسلا تيبرعلا تكلمملا
يلاعلا ميلعتلا ةرازو سيسعلادبع كلملا تعماج
ةيلك لامعلأا – غبار
KINDOM OF SAUDI ARABIA Ministry of Higher Education KING ABDULAZIZ UNIVERSITY COLLEGE OF BUSINESS-RABIGH(COB)
CREDITS ARABIC
CODE/NO ENGLISH
CODE/NO Course Title
TCH Tr.
Pr.
Th.
- 3 -
3 MRK 303
MRK 303 Consumer Behavior
MRK 152 Prerequisites
The course is [√ ] required [] elective The course is offered at [√] 1st semester [ ] 2nd semester
Course Description:
The focus of this course is on the basic concepts of consumer behavior with emphasis on cognitive, behavioral and social influences as they relate to consumer attitudes, perceptions and purchase. The course will also explores the consumer decision process and marketing efforts to influence and shape that process.
Course Objectives:
Provide understanding of consumer behavior at its current state of development.
Explore cultural, sub-cultural and cross-cultural variations in consumer behavior.
Analyze consumer decision making and the individual determinants of consumer behavior.
Scientific Contents:
Consumers in the marketplace.
Personal and psychological factors.
Consumer decision making process.
Organizational and household decision making.
Social and cultural factors.
Global issues in consumer behavior.
Course Outcomes:
By the end of this course, students should be able to:
Identify the steps in the consumer decision process.
Identify and explain the individual determinants of consumer behavior.
Analyze the cultural, sub-cultural and cross-cultural variations in consumer behavior.
Analyze the impact of reference groups on consumer behavior.
Assess the impact of globalization on domestic consumer behavior.
Assessment Methods:
Exams.
Participation.
Assignments / Cases.
Projects.
Text Book:
Consumer Behavior, by Solomon, M. R., Published by: Prentice Hall, 9th edition (2011).
Supplementary References:
Consumer Behavior, by Hoyer, W. D. and Deborah, J. M., Published by: South-Western, 5th edition (2010).
تيدوعسلا تيبرعلا تكلمملا
يلاعلا ميلعتلا ةرازو سيسعلادبع كلملا تعماج
ةيلك لامعلأا – غبار
KINDOM OF SAUDI ARABIA Ministry of Higher Education KING ABDULAZIZ UNIVERSITY COLLEGE OF BUSINESS-RABIGH(COB)
Time Table for Distributing Theoretical Course Contents
Week Topic Remark
1. Consumers Role 2. Perception
3. Learning and Memory 4. Motivation and Values
5. The Self
6. Personality and Lifestyles
7. Attitudes and Persuasive Communications 8. Individual Decision Making
9. Buying and Disposing
10. Groups
11. Organizational and Household Decision Making 12. Income and Social Class
13. Ethnic, Racial, and Religious Subcultures 14. Age Subcultures
15. Cultural Influences on Consumer Behavior
Final Exam
