Faculty of Management Sciences

MSA
Weekly Plan Spring 2013
Module title: Buyer Behavior
Module Code: MKT 302
Module Instructor: Alaa Tarek Khalil
Module Coordinator: Alaa Tarek Khalil
Office hours: Sunday 12:30-1:30 room B241

Week # Topics Assessment (Assignment)
Sat.16.2 Thurs. 21.2 Overview of the module
Chapter one :
Marketing strategy and consumer behavior p:11-14
Consumer decisions P: 23-27

- Students form groups and select
the projects subject Ex. a good,
service or an organization
- Illustration of the project and
declaration of phases deadlines
Sat.23.2 Thurs. 28.2 Chapter two:
Concept of culture p: 42-53
Cultural variations in nonverbal communications p: 56-63
Considerations in approaching a foreign market p: 69-71

Essay questions,
In class discussions
(Formative assessment)
Sat.2.3 Thurs.7.3

Chapter seven:
Group influences on Consumer behavior p:225-238
Communications within groups and opinion
leadership p: 238- 247

Students submit phase one
(Market analysis)
(Summative assessment)

Sat. 9.3 Thurs. 14.3 Chapter eight:
The nature of perception p: 278- 293
Interpretation p: 293- 307

- Case study 2.9 Fighting obesity
in kids p: 273
( Formative assessment)

Sat.16.3 Thurs. 21.3 Chapter nine:
Definition of memory p: 318-319
Schemas p: 322-323
Learning theories p: 325-333
Students submit phase two
(Market segmentation)
(Summative assessment)
Case 3.9 framing preventive
care p: 464
(Formative assessment)

Sat.23.3 Thurs. 28.3 Cont chapter nine:
Cont chapter nine:
Brand image and product positioning p: 342-350
Revision for Mid-term

- Quiz on chapters one,; two;
seven; eight
(formative assessment)

Sat.30.3 Thurs.11.4 Mid-term exams
Sat. 13.4 Thurs. 18.4 Chapter eleven: Answering Mid-term exam
Attitude definition p: 392
Component consistency p: 398-417

Sat.20.4 Wed. 24.4
(Thurs. 25.4 Sinai Lib. off)
Chapter twelve:
Self concept p: 428-433

Chapter thirteen:
Nature of situational influence p: 470- 480

Essay questions,
In class discussions (Formative)

Sat 27.4 Thurs. 2.5
(Wed. 1.5 Labor day off)
Cont chapter thirteen :
Temporal perspectives p: 480-487
Advertising Appeals

Students submit third phase
(Marketing strategies) and final
draft (Summative assessment)
Sat. 4.5 Thurs. 9.5
(Sun.&Mon. 5&6.5 Eastern.)
Chapter nineteen :
Organizations as consumers p: 668-687

Revision
Sat. 11.5 Thurs.16.5
Project presentations
Quiz on chapters nine; eleven;
twelve; thirteen; nineteen
(Formative assessment)
Sat.18.5 Tues. 23.5

Revision Revision
Sat. 25. 5 Final Exams

Main Reference:
Hawkins D., Mothersbaugh D., (2010), Consumer Behavior, Building Marketing Strategy, (11
th
edition) New York,
NY: McGraw Hill International Edition.

Additional Reference:

Solomon, M. R. (2011). Consumer behavior: Buying, having, and being, (9th edition). Upper Saddle River, N.J: Pearson
Prentice Hall