Henan University of Technology Transfer Abroad Undergraduate Programme Module Implementation Plan MODULE: MKT-201 Basics of Consumer Research and Consumer Behaviour MKT-202 Consumer Psychology and Consumer Analysis LECTURER: Peter Rumble INTAKE: 2015 SEMESTER: 6 ACTIVITY TYPES: Lecture, presentation, quiz, exam, workshop Start Date: March 5, 2018 End Date: March 30, 2018 Year Semester Academic weeks Module Code Module Name Credits Lecture hours/week Tutorial hours/week Weeks III Week 1~4 MKT-201 Basics of Consumer Research and Consumer Behaviour 10 Mon ~Fri 0800~1130 Mon ~ Fri 1430-1530 4 MKT-202 Consumer Psychology and Consumer Analysis 10 Course Detail: To give students a clear understanding of the consumer aspects of marketing, how psychological concepts and culture impact upon this area. The key models of consumer behaviour will be covered, along with consumer research techniques. Case studies from a range of markets will be used to highlight implementation, practical aspects and be contextualised in terms of marketing strategy. A major theme will be the key changes taking place particularly from a Chinese perspective. Tutorials will be based around a full appreciation of contemporary Journal and Internet articles – Such as The 30 Elements of Value, “Chinese Consumers - Doing it their way” and A Guide to Social Class in Modern China, the Hidden Persuaders, China Skinny- web newsletter and selected case studies from the course text. The text China’s Super Consumers Chan & Zakkour 2008, will also be used. Assessment There will be group assignments for both modules and one final examination to cover each module in two discrete parts.
Assessment Types Date Value Class Participation Attendance/ participation ongoing 10% assignment 201 18th March 30% assignment 202 29th 30% Exam 30th March 30% Week Activity Type Contact Hours Activity Details Core Reading + Additional Reading + Practice Material Learning Outcomes Student Preparation for Tutorial Week 01 Monday March 5th Lecture 3 hr Introduction Defining key terms Modelling Consumer Behaviour 1 The consumer perspective Kotler 4 Cs Chapter 1 - Introduction to Consumer Behaviour Students will understand the scope of the module and what will be required from them in terms of successful participation. Read Chapter 1 Group Assignment 201 Hand out and Briefing Tutorial 1 hr Discussion on Consumer Behaviours within peer group and key themes as identified in Chapter 1 Tuesday March 6th Lecture 3 hr Researching Consumer Behaviour – Introduction to Primary and Secondary Research. Motivation Initial Introduction Defining Needs and Wants Designing Research Secondary Research Sources HAUT Library tour Chapter 10 Appendix A & B Students will start to understand the basics of consumer research & how to conduct secondary research from a range of sources in the context of motivation in consumer behaviour The 30 Elements of Value The new Maslow Tutorial 1 hr The 30 Elements of Value - The new Maslow Secondary Research – the Airplane Industry
with reference to how brand personality can be used in developing marketing strategies; identify the major emotional dimensions and how emotions can be used in developing marketing strategies. Thursday March 22nd Lecture 3 hr Attitudes Attitude Change Attributes and Choice Criteria Chapter 11 Students will be able to understand that consumers have attitudes to products / brands both holistically and by attributes; to discus how attitudes are formed. Changing Attitudes Smoking in the US. Tutorial 1 hr Changing Attitudes – Smoking Evaluation of Choice Criteria – practical applications Friday March 23rd Lecture 3 hr Group Influences / Lifestyle Family Life Cycle Chapters 6 & 7 Students will be able to understand that consumers are influenced by social factors notably by the existence of different types of groups Family Life Cycle – 21st Century Tutorial 1 hr Family Life Cycle – 21st Century Week 04 Monday March 24th Lecture 3 hr Psychological Aspects of the Marketing Mix Chapters 8, & 9 Students will how businesses use consumer behaviour aspects in their marketing activities. The Hidden Persuaders Chapter 7 – Marketing Eight Hidden Needs Tutorial 1 hr The Hidden Persuaders Chapter 7 – Marketing Eight Hidden Needs Tuesday March 25th Lecture 3 hr purchase Internet Behaviour Chapter 18 Students will be able to understand how businesses need to manage consumers’ needs and expectations to gain loyalty; be able to describe the various processes engaged in by consumers; be able to define and discuss post-purchase dissonance Handout -Building Customer Loyalty. The Loyalty Ladder Tutorial 1 hr Customer Loyalty examples. Wednesday Lecture 3 hr How Organisations make buying decisions
March 28th how organisations make their buying decisions. Aircraft Case Study Tutorial 1 hr Examples of Organisational Buying Thursday March 29th Lecture 3 hr Consumer Law, Course Review – Future Trends Revision and Final Assignment Preparation PT1 Chapter 1, 2 & 20 Students will realise the role of consumer law and identify future issues. Course Notes Tutorial 1 hr Revision Assignment 202 Submission. Friday March 30th Final Examination