Session Plan, Greater Noida
PGDM, Trimester-IV, Batch 2018-2020
Course Name and Code : Consumer Behaviour / DM 432
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Type of Area/Course : Elective (Marketing)
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Instructor Name: Dr. Chhavi Taneja
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*******************************************************************PGDM,
Course Credit: 2.5 Trimester-IV, Batch
2018-2020
Total Number Teaching Hours: 25 Hours
Mapping with PILO*:
Deliver professional quality business presentations (1B)
Understand the problem by identifying the sources (2A)
Propose possible solutions to the problem (2B)
CLG: Upon completion of the course a student will be able to gain a wholistic understanding, appreciation and analysis of
all aspects of the consumer’s psyche, the choices they make and their decision-making process. The student will also be
able to develop marketing plans and strategies to cater to their target audience effectively and profitably (LGD).
Mapping with
Assessment Actual CILO
Course Intended Learning Blooms PILO Attainment Expected CILO*
CILO Tools Attainment
Outcomes Taxonomy Level-High / Attainment Level
Direct / Indirect Level
Medium/ Low
Display the knowledge of
consumer behavior, its
Not more than 15%
application in the marketing
student should
1 strategy of an organisation Knowledge High Quiz
Score less than 40%
and the various components
marks
of a consumer decision-
making model
Understanding the nuances
of consumer’s decision Not more than 15%
Assignment and
making and examining the student should
2 Comprehension High Case Study
impact of several factors on Discussion
Score less than 40%
the consumer’s behaviour marks
Identifying real world
Not more than 15%
consumer-related challenges,
student should
3 hypothesizing, testing and Application High Project Work Commented [a1]: Combination of any three assessment tools
Score less than 40%
recommending solutions to need to used and all CILOs should be assessed through internal
marks assessment as well as end term assessment.
marketers
Commented [a2]: Attainment level to be decided by the faculty
member
Instructor Contact
Email: chhavitaneja1@[Link]
Phone: 8800222705
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Session Plan, Greater Noida
Recommended Text Books:
• Schiffman, Leon G., Wisenblit, Joseph, and S. Ramesh Kumar (2016). Consumer Behaviour. (11th Edition).
New Delhi: Pearson Education.
• Hawkins, Del I., Mothersbaugh, David L. and Amit Mookerjee (2013). Consumer Behaviour: Building
Marketing Strategy. (11th Ed). New Delhi: Tata McGraw-Hill.
• Bijapurkar, R. (2007). We are like that only: Understanding the logic of Consumer India. UK: Penguin
• Parameswaran, M.G. (2003). Understanding Consumers: Building powerful brands using Consumer Research.
(1st edition). New Delhi: Tata McGraw-Hill.
• Business World, Business India, Economic Times, Indian Journal of Marketing, ICFAI Journal of Consumer
Behavior, Harvard Business Review; Journal of Consumer Research.
Pedagogy
Teaching pedagogy will be a mix of class lectures, case discussions, activities and group project presentations.
Assessment Criteria Schedule and Weightage
Criteria Marks/Weightage Date /Week #
Quiz 10%
Case Study Discussion / Class Participation 10%
Assignment 10%
Project Work and Presentation 20% End of Trimester Commented [a3]: Weightages and tools for assessment to be
decided by the faculty member.
End Term Exam 50% End of Trimester
Total 100%
Expectations from the students
1. Read assigned chapters/articles/cases before the session
2. Participate vociferously in classroom discussions, group activities and case study discussions
3. Each and every group member needs to actively contribute and participate in the Group Project and Presentation
4. Keep a track of deadlines
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Session Plan, Greater Noida
Schedule/ Weekly Plan
Learning
Duration
Session Topics Covered Exercises/Cases Outcomes/
of Topic
Skills
Module 1: Consumer Behaviour in
1 2.5 Lecture/ Videos CILO-1
Marketing Strategy
Module 2: Consumer Decision-
2 making process and Demographic 2.5 Lecture/ Videos CILO-2
factors
Role of Reference Groups and
3 2.5 Lecture CILO-2
Family
Culture and Cross-cultural Lecture / Group
4 2.5 CILO-2
behaviour activity
Lecture / Group
5 Consumer Motivation 2.5 CILO-2
activity
Lecture / Group
6 Consumer Personality 2.5 CILO-2
activity
Lecture / Case
7 Consumer Perception and Learning 2.5 CILO-2
Study Discussion
Lecture / Case
8 Consumer Attitude 2.5 CILO-2
Study Discussion
9 Consumer Research 2.5 Lecture CILO-3
Class room
10 Group Presentations 2.5 CILO-3
Discussion
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Session Plan, Greater Noida
Class Rules and Regulations
Go through “expectation from students” and adhere to them. Adhere to timings of class and submission of your project.
Submission if missed, will not be taken again. Text book remains primary source. Students are also expected to go through
one or more suggested books. Additional material will be supplied by the faculty as and when required.
1. Academic Integrity is about the honest presentation of your academic work. It means acknowledging
the work of others whilst developing your own insights, knowledge and ideas. Academic work in an
institute depends on the practice of academic integrity as a core value. It is an important part of
academic life for both staff as well as the students and is also essential to all academic thought and
practice. All work produced must acknowledge the sources of ideas presented and cite the original
written work.
2. In preparing your assignments you will need to do research and draw on the ideas of others. You are
encouraged to read widely about the issues you are studying, but you must also acknowledge any
ideas that are not your own by including citations in your text and references in a list at the end of
every assignment.
3. It is your responsibility as a student to know how to reference correctly. If you do not know the
Harvard Referencing System or another one, such as the APA system, then it is your responsibility to
find out how to do this.
4. Penalties for plagiarism can be severe, depending on the nature, severity and frequency of offences.
If you have been charged with academic misconduct for plagiarism, you will have to attend a hearing
to defend or explain your actions. If you are found guilty, you may get zero for your assignment, or
you may fail the course.
5. Students are expected to be present in all the scheduled classes as per the timetable shared with
them. They should be seated in the class at least five minutes before the scheduled start time. No
student should remain absent from any class without intimation and prior sanction by the concerned
Professor handling the class. Unauthorized absence from the class will invite penalty which will be
determined by the faculty concerned.
6. Students are expected to be fully involved while in the classroom. Any distraction caused by the use
of mobile phones, cross talk or chat with fellow students will invite disciplinary action as determined
by the faculty concerned.
7. Students are expected to be present in the classrooms for the lectures before the instructor. Late
entrants will not be allowed entry in the classroom.
8. Other than the classroom contact hours based on course credits, students are expected to spend 2-3
hours for every session outside the classroom working on assignments and projects.
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Session Plan, Greater Noida
9. Assignments and projects should be the original work of the student. Therefore, copying assignments
from internet, seniors or from classmates will not be acceptable. Plagiarism is viewed very seriously
and zero marks would be awarded in such cases or student may fail the course.
10. To avoid academic fraud and maintain research ethics, BIMTECH makes systematic use of Turnitin®.
Each student should submit originality report with their assignments.
11. Students are expected to be punctual in all respects and they should try to submit their assignments
before the last date of submission.
12. Fans, lights and other electrical devices should be switched off after the session gets over.
13. Eatables and beverages are not allowed to be taken in the class.
14. Minimum Attendance during the trimester in the class in each course has to be at least 70%.
Definitions and meanings:
Program learning Goals (PLGs): PLGs can be defined as the knowledge, skills, or behaviors that a program’s students
should be able to demonstrate upon program completion. Program learning goals are framed broadly to encompass the
complex conceptual aspects of the degree. These are derived from the Institute’s mission statement.
Program intended Learning Objectives (PILOs): A set of measurable learning objectives for each PLG. One PLG can have
more than one measurable PILO. It represent broad statements that incorporate many areas of inter-related knowledge
and skills developed over the duration of the program through a wide range of courses and experiences. They represent
the big picture, describe broad aspects of behavior, and encompass multiple learning experiences.
Course Learning Goals (CLGs): Course learning goals are broad statements of what the students will be able to do
when they have completed the course. These Learning goals are broad, general statements of what we want our
students to learn and provide direction, focus, and cohesion.
Course Intended Learning Outcomes (CILOs): CILOs are set of measurable learning objectives for each course. Course
Intended Learning outcomes describe the learning that is expected to take place across the curriculum through concise
statements, made in specific and measurable terms, of what students will know and/or be able to do as the result of
having successfully completed a course. ------------------------------------------------------------------------------------------------------
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