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Consumer Behavior: Course Outline - MKT-521

Consumer Behavior (CB) is a Degree level course designed to enhance students understanding of how and why consumers purchase (or do not purchase) goods and services.

Text Book

E- Books

Course Outline

  • Introductory Lecture

  • Consumers in the Market place

  • Consumer Research Process

  • Consumer Research Process

  • Perception and Consumer Behavior

  • Learning and Consumer Behavior

  • Motivation and Consumer Behavior

  • Importance of Consumer Involvement

  • The Self-concept and Consumer Behavior

  • Applying Islamic market-oriented cultural model to sensitize strategies towards global customers, competitors, and the environment

  • Personality Traits and Consumption

  • Consumer Attitudes

  • Consumer as Decision Makers

  • Video lecture by Abdul Raheem Green on materialism/Consumption

  • Consumers and Subcultures

  • Islamic point of view regarding marketing and consumer behavior (articles and discussions)

Course Objectives

  • Explain and apply the key terms, definitions, and concepts used in the study of consumer behavior.
  • Demonstrate how as a marketer you can use your knowledge of consumer behavior concepts to develop better marketing programs and strategies to influence those behaviors.
  • Critically evaluate the effectiveness of various advertisement and promotions and their attempts to influence the behaviors of individuals.
  • To understand and relate consumer behavior with Islamic teachings.

Reference Books

E- Books