PGDM Core Subject
Consumer Behavior & Insight
Course Objective
Critical Thinking) & PO5 (Innovation/Value Creation). Strategic Focus: Utilizing psychological frameworks and AI-driven data to decode "Human-Centric" behavior and solve ambiguous market problems.
Mandatory Textbook: Consumer Behavior: Building Marketing Strategy by Mothersbaugh, Hawkins, and Kleiser.
+1
Internal Assessment Scheme (70 Marks)
|
Component |
Marks |
Description |
Mapped CO |
|
Simulation |
20 |
The Segmentation Engine: Analyzing customer clusters based on demographics and behavior. +1 |
CO3 |
|
Case Study |
10 |
"The Brand Crisis": Analyzing marketing failure and ethical implications. |
CO4 |
|
Presentation |
10 |
"The Brand Audit": Analyzing a live brand’s STP strategy. |
CO5 |
|
Mid Term |
10 |
Written exam covering Environments and Consumer Behavior. |
CO1, CO2 |
|
Project |
10 |
"Field Research": Survey/observation to understand customer pain points. |
CO2 |
|
Class Participation |
10 |
Participation in case discussions and daily preparation. |
All |
20-Session Plan
|
Session |
Topic |
Pre-Reading (Mothersbaugh et al.) |
Daily Assignment |
|
1 |
Consumer Behavior & Marketing Strategy |
Ch 1: Intro to Consumer Behavior |
Identify daily "friction points" |
|
2 |
Culture & Global Variations |
Ch 2: Cross-Cultural Variations |
Analyze local vs. global habits |
|
3 |
Social Stratification |
Ch 4: Social Class & Stratification |
Map status-driven purchases |
|
4 |
The Perception Process |
Ch 8: Perception |
A1: Sensory Branding Audit |
|
5 |
Learning, Memory & Product Positioning |
Ch 9: Learning & Memory |
|
|
6 |
Motivation & Personality (Big 5) |
Ch 10: Motivation & Personality |
A2: Personality Mapping |
|
7 |
Attitude Components & Change |
Ch 11: Attitude Theory |
|
|
8 |
Self-Concept & Lifestyle |
Ch 12: Self-Concept & Lifestyle |
A3: VALS Analysis |
|
9 |
Situational Influences on Buying |
Ch 13: Situational Influences |
|
|
10 |
Mid-Term Internal Exam |
Review Sessions 1–9 |
Mid-Term (10M) |
|
11 |
Consumer Decision Process |
Ch 14: Decision Process |
|
|
12 |
Information Search & Digital Fluency |
Ch 15: Search |
A4: Search Journey Map |
|
13 |
Alternative Evaluation & Selection |
Ch 16: Evaluation Criteria |
|
|
14 |
Outlet Selection & Purchase |
Ch 17: Post-Purchase Behavior |
A5: Conjoint Analysis Lab |
|
15 |
Simulation Lab: The Segmentation Engine |
Manual: Data Clustering |
Simulation (20M) |
|
16 |
Behavioral Economics & "Nudging" |
Technical Note: Cognitive Biases |
|
|
17 |
AI-Driven Consumer Insights |
Technical Note: Sentiment Analysis |
A6: Brand Persona via AI |
|
18 |
Ethical Marketing & Consumer Privacy |
Ch 20: Marketing Ethics |
|
|
19 |
Presentation: The Brand Audit |
Manual: Strategy Defense |
Presentation (10M) |
|
20 |
Course Synthesis & Feedback |
Review for Final Defense |