Course unit title

Consumer Behavior

Course unit code

PSI305

Type of course unit (compulsory, optional)

compulsory

Level of course unit (according to

EQF: first cycle Bachelor, second cycle Master)

The first cycle of Bachelor Degree Program

Year of study when the course unit is delivered

(if applicable)

2020 - 2021

Semester/trimester when the course unit is delivered

The Sixth Semester of Bachelor Study

Number of ECTS credits allocated

4.8 Credits

Name of lecturer(s)
  1. Sri Gunawan, DBA
  2. Dien Mardhiyah, Dr.,SE.,M.Si

Learning outcomes of the course unit

In order to support students’ career as a manager in the future and by completing this course, the students are expected to able to explain the concepts in consumer behavior comprehensively, analyze various factors that affect buyers’ behavior, and devise marketing strategies based on an understanding of consumer or buyer behavior.

Mode of delivery (face-to-face, distance learning)

Face-to-face and distance learning (using https://hebat.elearning.unair.ac.id/)

Prerequisites and co-requisites (if applicable)

Marketing Management

Course content

1. Introduction: Consumer role

2. Perception, Learning and Memory

3. Motivation and Values

4. The Self, income and social class

5. Personality and lifestyle

6. Consumer attitude

7. Changes in attitude and interactive communication

8. Individual decision-making

9. Buying and disposing

10. Group influence and opinion leaderships

11 Organizational and household decision making12. Consumers and culture

Recommended or required

reading and other learning resources/tools

Solomon, Michael R. 2009. Consumer Behavior: Buying, Having, and Being, 8th ed. Prentice Hall

Planned learning activities and teaching methods

Lectures, Discussions, and Quizzes

Language of instruction

Indonesian

Assessment methods and criteria

Mid-term & Final exams (50%), Paper Assignments (15%), Quizzes (10%), Assignments Individuals (25%)