SYLLABUS & SAP

MM6032 – Consumer Behavior

MASTER OF BUSINESS ADMINISTRATION PROGRAM

SCHOOL OF BUSINESS AND MANAGEMENT
INSTITUT TEKNOLOGI BANDUNG
2019

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1. Mission of SBM ITB
SBM ITB has mission as follows:

“To educate students to be innovative leaders with an entrepreneurial mindset and to

develop and disseminate knowledge of business and management for the betterment of
business, government, and society”

2. Course Description
Consumer behaviour is one of the most interesting and important aspects of marketing
management. All decisions involved in developing an effective marketing mix for a product or
service rely upon thorough knowledge of the consumers who comprise the target market.
Understanding the behavior of consumer can help marketers anticipate reactions to changes in the
marketing mix or determine when new products are likely to be adopted. Consumer behavior is
also closely related to marketing research. A practical understanding of the consumer can aid in the
selection of an appropriate research methodology, question design and selection, as well as
interpreting consumer responses to such questions.

3. Learning Goals and Objectives of Master of Business

Administration
Master of Business Administration has learning goals and objectives as on Table 1 below.
Fourth column shows the LG/LO of study program attached to courses.

Table 1. Learning Goals and Objectives of Master of Business Administration

No Learning Goal Learning Objectives Course LG/LO

Identify and analyze central problems of
1 Integrative Thinking X
a business case
Construct multiple perspectives that
integrate different factors or aspects,
X
other related business functions and
relevant contextual information
Create recommendation based on the
constructed perspectives and the X
company’s strategic objectives
Understand how to collaborate with
2 Team work
others
Apply the concept of managing conflict
to resolve problem in small group
learning environment
Demonstrate constructive feedback in

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 small group learning en
Present information in an organized and
3 Communication Skills
concise manner
Demonstrate skill to persuade others in
persuasive manners
Demonstrate listening skills
Recognize ethical issues in business
4 Ethical Responsibility
context
Assess the impact of ethical issue
toward various stakeholders
Systematically analyze the pro and cons
of any decisions related to ethical issues
Demonstrate the propensity to take
5 Leadership
initiative
Bring influence toward other people in
her/his team
Inspire and empower others by
evaluating, analyzing, and providing
critics on how leadership behaviors and
characteristics affect employees and
businesses outcomes
Demonstrate an ability to manage
change
Identify global issues that may affect the
6 Global awareness
industry (Global Intellectual Capital)
Develop understanding toward global
cultural aspects that affect business
operations
Develop business recommendations
based on understanding about the
global aspects

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4. Reading Material
-

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 5. The Course Schedule/ Plan
Table 3 present the class activities that are required to achieve the learning objectives of this course.

Table 3. Weekly Class Activities of Consumer Behavior

Week/ Date/ Activities Lecturer

Module
Topic: Mustika Sufiati Purwanegara

Sub-topic:
The role of Consumer Behavior in Business Performance and Strategic
Management
Friday 24 August Activity:
2018 Comprehending the role of Consumer Behavior in Business Strategy
Description:
Understanding:  the role of consumer behavior in strategic marketing
Reference:
-

Friday 24 August Topic: Mustika Sufiati Purwanegara

2018
Sub-topic:
Consumer in the marketplace
Activity:
Exercise Findings’ Discussion : Consumer in the marketplace
Description:

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 Comprehending the role of Consumer Behavior in making Strategic Marketing
Reference:
-

Topic: Mustika Sufiati Purwanegara

Need, and Consumption Pattern
Sub-topic:
1. Need, Consumption Pattern Indonesia and ASEAN
Activity:
Exercise Findings’ Discussion : 1. Need, Consumption Pattern Indonesia and
Thursday 30 ASEAN 2. Indonesian and ASEAN countries’ Potential Market in 2017
August 2018 Description:
Understanding:  Social economic factors across Indonesian and ASEAN
countries that effect the difference in consumer culture as well as consumer
behavior
Reference:
-

Thursday 30 Topic: Mustika Sufiati Purwanegara

August 2018 Need, and Consumption Pattern
Sub-topic:
Indonesian and ASEAN countries’ Potential Market in 2017, Segmentation and
Consumption Pattern
Activity:
Exercise Findings’ Discussion : Analysis of secondary data from related website
to analyze Indonesian and ASEAN countries’ Convergence (Divergence) Market

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 Consumption Pattern and Need
Description:
1. secondary data from related website to analyze Indonesian and ASEAN
countries’ Convergence (Divergence) Market Consumption Pattern and Need
Reference:
-

Topic: Mustika Sufiati Purwanegara

Sub-topic:
Global Culture
Activity:
Exercise Findings’ Discussion: - Bridging cultural gap Self improvement report -
Wednesday 05 Hofstede’s National Culture and Consumption
September 2018 Description:
 Knowing the self Cultural Gap and how to improve  Global culture
awareness
Reference:
-

Wednesday 05 Topic: Mustika Sufiati Purwanegara

September 2018 Consumer Culture
Sub-topic:
Culture and Consumer Behavior
Activity:
Exercise Findings’ Discussion : - 1.the components of culture 2.Culture and

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 Consumer Behavior
Description:
 Cultural value dictate the types of products and services we seek out or avoid
Reference:
-

Topic: Mustika Sufiati Purwanegara

Consumer Attributes :Personality,The Self and Lifestyle
Consumer Psychographics
Sub-topic:
Value, Need, Motivation, Self and Lifestyle
Activity:
Video : Personality, Exercise Findings’ Discussion : 1. Value, Need and
Wednesday 12 Motivation : Mean End Analysis Part 1 2. the Self,
September 2018 Description:
• Cultural influence to personality traits • the influence of by person's current
and desired self concept to his/her lifestyle • the lifestyle and the role it plays
in developing marketing strategies
Reference:
-

Wednesday 12 Topic: Mustika Sufiati Purwanegara

September 2018 Consumer's Learning, Knowledge and Understanding
Sub-topic:
Memory Retrieval
Activity:

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 Exercise Findings’ Discussion : • Consumer Knowledge • Memory and
Retrieval
Description:
• the connection between consumer knowledge and understanding • The role
of memory enhancement in planning strategic marketing
Reference:
-

Topic: Mustika Sufiati Purwanegara

Attitude Formation
Sub-topic:
Perception
Activity:
Wednesday 19 Exercise Findings’ Discussion : 1. Hierarchies of Effects 2. Perceptual Map 1
September 2018 Description:
• the communication source to influence the consumer's attitude • Assess
attitude forming • Assess consumer perception to marketing mix (7P)
Reference:
-

Wednesday 19 Topic: Mustika Sufiati Purwanegara

September 2018 Decision Making
Sub-topic:
Decision Rules
Activity:

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 Description:
• Consumer Decision making is not always rational • The consumer decision
rules when evaluating competing options
Reference:
-

Topic: Mustika Sufiati Purwanegara

Decision Making
Sub-topic:

Activity:
Exercise Findings’ Discussion : 1. Consumer Decision Journey 2.
Wednesday 26 Decision Heuristic 3. Introduction to Decision Rules
September 2018 4. The Application of Decision Rule
Description:

Reference:
-

Wednesday 26 Topic: Mustika Sufiati Purwanegara

September 2018 Collecting Data
Sub-topic:
Consumer Profiling
Activity:

Description:

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 Field work : Consumer Profiling of some product
Reference:
-

Topic: Mustika Sufiati Purwanegara

Decision Making
Sub-topic:
DNA Experience
Activity:
Wednesday 03 Exercise Findings’ Discussion : 1. Consumer Decision Journey 2. DNA
October 2018 Experience
Description:
Recognizing Emotion Clusters
Reference:
-

Wednesday 03 Topic: Mustika Sufiati Purwanegara

October 2018 Cultural Barriers to the International Business
Sub-topic:

Activity:
Case 1 Discussion : Disney Land Hongkong
Description:
Global Culture Awareness and Cultural Barriers
Reference:
-

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 Topic: Mustika Sufiati Purwanegara
External Influences: Family, References, Group
Sub-topic:

Activity:
External Influences: Family, References, Group Discussion from Exercise’s
Wednesday 10 Findings: - Reference group : forms of influence - Reference group: type of
October 2018 Groups
Description:

Reference:
-

Wednesday 17 Topic: Mustika Sufiati Purwanegara

October 2018 Collecting Data
Sub-topic:
Product specification, benefit and Value Proposition of Product Retail
observation; observe product in retails and make a Price comparison.
competitive condition
Activity:
COllecting Data
Description:

Reference:
-

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 Topic: Mustika Sufiati Purwanegara
CONSUMER PROFILE
Sub-topic:

Activity:
Consumer Demographics Culture as the value, norms, beliefs, ritual, myths,
convention, sanction patterns of behavior. Social ,Family and Reference
Group Influence and type of Influence Predicted personality Predicted lifestyle
Predicted Value and Motivation Predicted self Predicted need and dormant
Wednesday 17 needs Prior Knowledge, categorization and consumer comprehension Current
October 2018 Perception ( Example :Marketing Mix, Quality, Price, Benefit, Risk,use
Measured JMD ,Customer price acceptance,customer willingness to pay The
processes: select, secure, use, or experience, dispose of products, services,
and the impacts that these processes have on the consumer and society.
Current Attitude Decision hierarkhi
Description:

Reference:
-

Wednesday 24 Topic: Mustika Sufiati Purwanegara

October 2018 New Product Development using Consumer Knowledge
Sub-topic:

Activity:

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 Discussion Case Nivea
Description:
Using Netnographic research to gain consumer insight Making, and Submitting
the Assignments • Case Presentation • Consumer Knowledge • Repositioning
Reference:
-

Topic: Mustika Sufiati Purwanegara

Communication Strategy using Consumer Learning and Memory Model
Sub-topic:

Activity:
Exercise Findings’ Discussion : • Understanding Information overload, •
Appealing to Id, Ego and Superego • Memory Model and Promotional
Wednesday 24 Strategies
October 2018 Description:
Making, and Submitting the Assignments Assignment : Presentation : •
Appealing to Id, Ego and Superego • Memory Model and Promotional
Strategies Making and Submitting the Assignment - Case Presentation
Reference:
-

Wednesday 31 Topic: Mustika Sufiati Purwanegara

October 2018 Competitor Analysis and Positioning using Consumer's Perception
Sub-topic:

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 Activity:
Discussion : Case 3 : Crescent Pure
Description:
Reading textbooks: - Hoyer ch 4 - Solomon ch 5,6 - Related PowerPoint slides
Making and Submitting the Assignment - Case Presentation
Reference:
-

Topic: Mustika Sufiati Purwanegara

Competitor Analysis and positioning using Consumer's Perception
Sub-topic:

Activity:
Exercise Findings’ Discussion : .The Just
Wednesday 31 Noticeable Difference . Perceptual Map 2
October 2018 Description:
Making and Submitting the Assignment 1. The Just Noticeable Difference 2.
Perceptual Map 2
Reference:
-

Wednesday 07 Topic: Mustika Sufiati Purwanegara

November 2018 Communicating Value Proposition
Sub-topic:

Activity:

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 Case Discussion Case 4 : Product Team Cialis: Getting Ready to Market
Description:
Reading Related Power Point slides and Case Presentation
Reference:
-

Topic: Mustika Sufiati Purwanegara

Communication Strategy Using Consumer Value
Sub-topic:

Activity:
Wednesday 07 Discussion from Exercise’s Findings: - Consumer Value, Need and Motivation -
November 2018 Need and Motivation Presentation and Discussion - Mean End and Analysis
Description:

Reference:
-

Wednesday 14 Topic: Mustika Sufiati Purwanegara

November 2018 Attitude Change Strategy
Sub-topic:

Activity:
Attitude Change Strategy Discussion Case 5 : PSI India--Will Balbir Pasha Help
Fight AIDS? (A)
Description:

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 Reference:
-

Topic: Mustika Sufiati Purwanegara

Atittude Change Strategy and loyalty
Sub-topic:

Activity:
Presentation and Discussion : • Behavioral Learning Classical and Operant
Wednesday 14 Conditioning • Multi Attribute and Attitude Change Strategy
November 2018 Description:
Reading, discussing and making Assignment • Behavioral Learning Classical
and Operant Conditioning
Reference:
-

Wednesday 21 Topic: Mustika Sufiati Purwanegara

November 2018 Consumer's Experience, Satisfaction and Loyalty
Sub-topic:

Activity:
Discussion Case 6 : Carnival Cruise Line 2005
Description:

Reference:

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 -

Topic: Mustika Sufiati Purwanegara

Ethical Marketing and Consumer Protection
Sub-topic:

Activity:
Wednesday 21 Discussion : Ethical Marketing and Ethics
November 2018 Description:

Reference:
-

Topic: Mustika Sufiati Purwanegara

Final Examination
Sub-topic:

Activity:
Wednesday 28 Written Examination Project's submission
November 2018 Description:

Reference:
-

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6. Assessment Summary
Table 4. Assessment summary and weight of Consumer Behavior

ASSESSMENT TASK DUE DATE

Quiz 24 Aug 2018
Group Assignment 24 Aug 2018
Final Examination 24 Aug 2018

7. Grading Policy

Aspect %

TOTAL 100

8. Course Policy

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9. Lecture(S)/ Facilitator(S) Profile
Lecture Profile
1 Name : Mustika Sufiati Purwanegara

E-mail : [email protected]

Office :

Short Profile

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