LAHORE SCHOOL OF ECONOMICS

MKT 601
MBA 2 Winter 2016.
COURSE: CONSUMER BEHAVIOR
Section A, B and C
INSTRUCTOR: Dr Shehla Arifeen
Email: shehla@lahoreschool.edu.pk
Office: J-1-A. Phone ext: 251

TEACHER ASSOCIATE: Qurrat ul Ain Arshad

Email: qurratulain.arshad@hotmail.com
1. COURSE OBJECTIVE
Welcome to the course. The basic objective of this course is to know people in depth. Consumer behavior is the
foundation on which solid brands are created and the way brand essence is communicated through advertising.
Therefore this course is intertwined with your next terms course on brands. While the field of consumer behavior
relies on sociology, anthropology, psychology and economics, our approach will be mainly sociological. We will
study consumers as individuals, as decision makers within the context of their culture.
My objective is
to make you enjoy learning about consumer behavior and
to prepare you to be competent brand managers.
I hope we will both enjoy this course and it will be a great learning experience for all of us. BE PREPARED TO
WORK HARD.YOU MUST READ ALL REQUIRED MATERIAL FOR A CLASS.
2. PRE-REQUISITE
It is assumed that you have studied basic marketing courses and are thoroughly familiar with all marketing concepts.
If not please refresh before coming to class.
3. TEACHING STRATEGY
1) The course will rely on discussions on, academic papers, chapters on special topics and cases. CLASS
PARTICPATION IS A MAJOR COMPONENT OF THIS COURSE. GRADING WILL BE DONE BY THE
INSTRUCTOR ON A FIXED SEATING PLAN.PLEASE SEND YOUR PICTURE AND NAME BEFORE
COMING TO CLASS.
2) It is strongly suggested that students read the material emailed to them or the material asked to be downloaded
from HBS before coming to class. This material will be used for grading CP and also will be part of the midterm
exams and final term exams.
3) The text book material will be used for quizzes only.
4) The instructor will focus on student participation and will only use power point slides to clarify concepts.
5) Students will be required to conduct ethnographic research on a particular group of consumers. The detailed
outline will be given later.
4.

SYLLABUS/ COURSE OUTLINE

Introduction to consumer behaviour
Introduction to consumer research
Insights and sense making
Culture
Ethnography
Reference groups and family influence.
Consumer Learning
Consumer attitude formation and change
Needs and motivation
Personality and consumer behavior

 Market segmentation and positioning

5. FINAL ASSESSMENT CRITERIA
Quizzes
Mid-Term
Final Exam
Group work and Class Participation
Course project

15%
25%
25%
20%
15%

QUIZZES (based on textbook)

These would be announced quizzes taken as per schedule below. ALL 5 quizzes, will be included in the final
grade PLEASE NOTE THAT THERE WILL BE NO MAKE UP QUIZZES UNDER ANY
CIRCUMSTANCES.
Quiz Topic

QUIZ # 1 Shiffman and Wisenblit: Chapters (1,16,)

QUIZ # 2 Shiffman and Wisenblit: Chapters on culture (10,11,)
QUIZ # 3 Shiffman and Wisenblit: Chapters on Individual ( 3,4)
QUIZ # 4 Shiffman and Wisenblit: Chapters on learning and attitudes (5,6)
QUIZ # 5 Shiffman and Wisenblit: Chapters (2, 9).

Lecture number
5
9
13
16
22

RECOMMENDED TEXT USED FOR CLASS QUIZ AND DISCUSSIONS

Recommended text Leon G. Shiffman, Joseph Wisenblitt, Consumer behavior, 11th edition.
The instructor will use this text for power point slides and quizzes. However any text book on Consumer behavior
will provide the same knowledge.
YOU WILL RECEIVE SLIDES NIGHT BEFORE THE QUIZ. I will refer to slides in the discussion in class
the following day. YOU MUST READ THE CHAPTERS AS QUIZ WILL BE ON THE CONCEPTS IN
THEM.
MID-TERM AND FINAL EXAM
Mid-term and final term exams will be based on materials (chapters/journal articles) emailed /downloaded . The
questions will be application based as I will give you an advertisement for concept application.
GROUP WORK. AND CLASS PARTICIPATION:
Each group will consist of 4/5 students. They will be required to
Prepare a WAC for the case,
Prepare a conceptual diagram for the journal papers and
Work on an ethnographic project.
ALL GROUPS ARE REQUIRED TO SUBMIT A WRITTEN CASE ANALYSIS. There will be a general
discussion Students would be asked questions and would be graded individually.
Students are required to purchase the cases. These can be accessed via link
http://cb.hbsp.harvard.edu/cbmp/access/53467241
NOTE:
Make up classes for Gazetted/Public holidays maybe held earlier and not during week 15 of the term.
All students are required to keep a record of marks including hard copies of graded assignments etc.
The instructor retains the right to make any changes in the course outline during the semester, if required.