TARLAC CHRISTIAN COLLEGE

5085 Buno Matatalaib, Tarlac City

STUDY TO SHEW THYSELF APPROVED UNTO GOD,
A workman that needeth not to be ashamed, rightly dividing the word of truth.
(II Timothy 2:15)
_________________________________________________________________________________________

COURSE SYLLABUS

I. COURSE CODE: Elec (BA) 5

II. COURSE TITLE: Consumer Behavior

III. TIME ALLOTMENT: 51 hours (3 hours/week)

IV. CREDIT: 3 units

V. PRE-REQUISITE: None

VI. INSTRUCTOR’S INFORMATION:

NAME: Magdalena B. Dasco
AVAILABLE TIME OF CONSULTATION: THURSDAY 3:00-5:00pm

VII. COURSE DESCRIPTION:

This course explores the factors influencing consumer behavior, including psychological, social, and
cultural aspects. Students will examine how these factors affect purchasing decisions and how
businesses can use this understanding to develop effective marketing strategies.

VIII. COURSE OBJECTIVES:

Students will be able to:
1. Understand the theories and models of consumer behavior.
2. Analyze the psychological and social factors that influence consumer decisions.
3. Apply insights from consumer behavior to develop and implement marketing strategies.
4. Evaluate the impact of consumer behavior on brand management and product development.

IX. COURSE REQUIREMENTS:

1. Attendance
2. Weekly Assignments
3. Class Participation (Case Studies)
4. Pass the midterm examination and classroom quizzes
5. Final Project and presentation

X. GRADING SYSTEM:

Attendance 10%
Quizzes 20%
Class Participation 20%
Weekly assignments 20%
Midterm Examination 15%
Final Project and presentation 15%
________________
100%
 XI. COURSE SCHEDULE:

Date Lesson Methods/ Strategies Homework/ Quiz/

Activity
August 12 Orientation
– 17
August 19 Chapter 1: Introduction to Consumer  Lecture  Reading:
– 24 Behavior  Teacher led-class Introduction to
1.1 Definition and Importance of discussion/instruction Consumer
Consumer Behavior  Individual sharing Behavior
1.2 Overview of Consumer Decision- and discussion  Activity No.1:
making Processes  Activity sheet Discussion of
1.3 Introduction to Consumer Behavior case studies on
Theories consumer
behavior

August 26 Chapter 2: Psychological Influences on  Lecture  Quiz No.1

– 31 Consumer Behavior  Teacher led-class
2.1 Motivation and Needs (Maslow’s discussion/instruction
Hierarchy of Needs)  Individual sharing
2.2 Perception and Information and discussion
Processing  Activity sheet
2.3 Learning and Memory
September  Teacher led-class  Quiz No.2
2–7 instruction  Activity No.2:
 Activity sheet Analyze
consumer
motivation
through case
studies
 Activity No.3:
Psychological
analysis of
brand
perceptions
September Chapter 3: Consumer Decision-Making  Lecture  Activity No.4:
9 – 14 Process  Teacher led-class Create a
3.1 Stages of the Decision-making discussion/instruction decision-
Process  Individual sharing making process
3.2 Problem Recognition and Information and discussion model for a
Search  Activity sheet consumer
3.3 Evaluation of Alternatives and product
Purchase decisions  Activity No.5:
Case study on
consumer
purchase
behavior
September Chapter 4: Social and Cultural Influences  Lecture  Quiz No.3
16 – 21 4.1 Social Influences (family, reference  Teacher led-class  Activity No.6:
groups, and social class) discussion/instruction Social
4.2 Cultural and Subcultural Factors  Individual sharing influence case
4.3 Role of Social Media and Influencers and discussion study analysis
 Activity sheet  Activity No.7:
Cultural impact
on consumer
behavior
project
September Chapter 5: Consumer Attitudes and  Lecture  Quiz No.4
23 – 28 Persuasion  Teacher led-class  Activity No.8:
5.1 Attitude Formation and Change discussion/instruction Evaluate
5.2 Persuasion Techniques and Strategies  Individual sharing advertising
5.3 Attitude Measurement and Analysis and discussion campaigns for
  Activity sheet effectiveness in
attitude change

September  Teacher led-class  Quiz No.5

30 – instruction  Activity No.9:
October 5  Activity sheet Develop a
persuasive
marketing
strategy based
on consumer
attitudes

October 7 Midterm Examination

– 12
October Chapter 6: Behavioral Economics and  Lecture  Activity No.10:
14 – 19 Consumer Behavior  Teacher led-class Analyze
6.1 Introduction to Behavioral Economics discussion/instruction consumer
6.2 Concepts such as Loss Aversion,  Individual sharing behavior
Anchoring, and Framing and discussion through
6.3 Implications for Marketing Strategies  Activity sheet behavioral
economics
concepts
October  Teacher led-class  Quiz No.6
21 – 26 instruction  Activity No.11:
 Activity sheet Case study on
pricing
strategies and
consumer
reactions
October Chapter 7: Digital Consumer Behavior  Lecture  Activity No.12:
28 – 7.1 Online Consumer Behavior and e-  Teacher led-class Study online
November Commerce Trends discussion/instruction consumer
2 7.2 Social Media Impact and Digital  Individual sharing behavior
Marketing and discussion patterns
7.3 Privacy and Data Security Issues  Activity sheet  Activity No.13:
Develop a
digital
marketing
strategy based
on online
behavior
analysis
November Chapter 8: Consumer Behavior and Brand  Lecture  Quiz No.7
4–9 Loyalty  Teacher led-class  Activity No.14:
8.1 Building and Maintaining Brand discussion/instruction Case study on
Loyalty  Individual sharing successful
8.2 Customer Satisfaction and Retention and discussion brand loyalty
Strategies  Activity sheet programs
8.3 Measuring Brand Loyalty and Its
Impact
November  Teacher led-class  Quiz No.8
11 – 16 instruction  Activity No.15:
 Activity sheet Design a
loyalty
program for a
specific brand
November Chapter 9: Ethical Considerations in  Lecture  Activity No.16:
18 – 23 Consumer Behavior  Teacher led-class Analyze ethical
9.1 Ethical Issues in Marketing and discussion/instruction dilemmas in
Consumer Manipulation  Individual sharing consumer
9.2 Consumer Rights and Protection and discussion marketing
9.3 Corporate Social Responsibility  Activity sheet  Activity No.17:
 Develop a plan
for ethical
marketing
practices
November Presentations on A Comprehensive Consumer  Teacher led-class  Quiz No.9
25 – 30 Behavior Analysis instruction  Activity 18:
 Activity sheet Final project:
Analyze
consumer
behavior for a
chosen product
or service and
present
findings
December Group Presentations on A Comprehensive  Teacher led-class  Discussion and
2–7 Consumer Behavior Analysis instruction feedback on
final project
December Final Project and Presentation  Teacher led-class  Prepare and
9 – 13 instruction deliver a final
presentation

XII. ONLINE REFERENCE:

1. “Consumer Behavior: Buying, Having, and Being” by Michael Solomon
2. “Consumer Behavior and Culture: Consequences for Global Marketing and Advertising” by
Marieke de Mooij
3. Selected academic articles and case studies

XIII. ACADEMIC INTEGRITY:

Each student in this course is expected to abide by the Code of Academic Integrity. Any work submitted
by a student in this course for academic credit will be student’s own work.

Students are encouraged to study together and to discuss information and concepts covered in lecture
and the sections with other students. They can give “consulting” help to or receive “consulting” help from such
students. However, this permissible cooperation should never involve one student having possession of a copy
of all part of work done by someone else, in the form of an e-mail, an e-mail attachment file, a diskette, or a
hard copy.

If copying occurs, both the student who copied work from another student and the student who gave
material to be copied will both automatically receive a zero for the assignment. Penalty for violation of this
Code can also be extended to include failure of the course and school disciplinary action.

During examinations, students must do their own work. Talking or discussion is not permitted during the
examinations, nor comparing papers, copy from others, or collaborate in any way. Any collaborative behavior
during the examinations will result to failure of the examinations, and may lead to failure of the course.

XIV. CLASSROOM POLICIES

The moment the students enrolled in the college, they agree to submit themselves to the school policies.

Attendance – It is the student’s responsibility to come to class on the schedule and on time. Instructor will be
checking their attendance regularly. Student should inform the instructor earlier if he will be late or if he will
leave early. Anyone who gets a perfect attendance will receive 0.25-point bonus on the FINAL GRADE.
Perfect attendance means being present in all class sessions. Students with excused absences will not be given
the bonus grade.

A student who accumulated nine (9) hours of absences in a 3-unit subject during the regular semester shall be
dropped from the roll and given a failing grade. The 4th absence will qualify students to receive a W/F
(withdrawal failure) mark equivalent to a grade of 5.0. Necessary warnings will be given to the student with
excessive absences and names of students who accumulated three or more absences will be reported to the
school registrar so that necessary notice can be given to the parents/guardian.
Three (3) tardiness marks would mean one (1) day of absence. A student who leaves the classroom and stays
out for the duration of the class period without professor’s permission shall be marked “absent”. However,
student should not use this as an excuse for him to come to class late. This time allowance has been designed for
working students and those who have children to take care of before going to school. Unavoidable circumstance
like traffic is also given consideration.

Cellphone and Other Electronic Gadgets Policy – Instructors strongly discourage students to use cellphones,
laptops, and other similar gadgets while they are having class discussions (except for subjects that need gadgets
such as E-learning and Educational Technology). It does not only distract instructors; it is also annoying to
other students who are listening to the lectures. Students are expected to demonstrate respect to everyone and
avoid disruptive behaviors.

Make-up Exams/Quizzes – The instructor does not give make-up exams/quizzes EXCEPT for serious illness
or death in the family provided by a certification. Do not make other commitments on the scheduled dates of
examinations. If you have your examination permit signed by the authorized school authorities and you fail to
take the exam, you will get a grade of 5.0 on that particular exam. Failure to take the final examination because
of unpaid tuition fee, on the other hand, would mean an INC grade. There is NO EXEMPTION.

Index Cards – Students are required to submit an index card no later than the 3rd class of meeting containing
the following information:

Front:
a. Last Name, Given Name, Middle Name
b. Student Number, Course, Section
c. Address (Provincial and City)
d. Contact Numbers (Landline, Cellular Phone, E-mail address, personal website)
e. Include 1x1 recent photo PASTED (not STAPLED) on the upper right corner of the index card

Back:
a. All examinations, quizzes, and assignments
b. Attendance record

Prepared by:

Magdalena B. Dasco
Instructor

Approved by:

Ruth Q. Tulabot, Ed. D.

President

August 25, 2024